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THE MEDIA APRIL 2018

DIGITAL trends This can only be achieved by having a brutally honest and open relationship with each and every client, mutual respect for time and expertise, as well as good reporting and analysing each month. Sonic Digital Media is still in the growth stage, so steady client growth is a key objective for 2018. Developing good relationships with clients, and great digital strategies to meet their objectives with fair remuneration, would make 2018 a booming success. Understand the consumer journey through mobile uptake Andy Hipkin Sales and development manager: Nfinity Digital What do you believe is the biggest digital trend this year and how will it impact on business? 2018 will bring serious advancements in integrating AR and VR into the marketing world, but I don’t feel this will impact business as greatly as other elements. Where technology is headed is an exciting direction, and it will most definitely play a huge role in the years to come, but understanding the customer journey through mobile and smartphone uptake will still have a heavier weight. “The security around prot ecting people’s information and how that data is stor ed is stil the bigest isue for me. Corect budget alloc ation, costs , net neutrality strategy, and being agile are al a clos e secon d.” The companies that acquire the right systems to personalise the experience to suit each individual through multiple channel integration will be the ones with a far superior ROI. And in turn, the big data that they collect will carry its weight in gold when tailoring future campaigns and target audiences. What is the biggest issue digital agencies have to deal with this year? The security around protecting people’s information and how that data is stored is still the biggest issue for me. Correct budget allocation, costs, net neutrality strategy, and being agile are all a close second. What is your overarching mission for your company this year and how do you plan to go about achieving it? Our main driver is to expand our reach through acquiring a bigger product offering. We’re not essentially a digital agency, but rather a tactical media owner and digital consultancy. We have a great network and by selecting the right pieces of software, we can tailor each client solution to fit their budget and requirements. Brand safety key in the era of fake news Parmeshan Moodliar Business development manager: SPARK Media What do you believe is the biggest digital trend this year and how will it impact on business? The digital era, while providing an exciting and innovative means of engaging with targeted audiences, has also brought with it a new wave of fear around the dangers of brand association with fake news. This means that, now more than ever, ‘brand safety’ is a key focus area for publishers in 2018. SPARK Media’s ability to create Private Market Place deals ensures that advertisers’ marketing communication is placed in the right environment. As content curators and creators, we understand that content + context + data = consideration in the mind of the user. What is the biggest issue digital agencies have to deal with this year? The automated nature of programmatic buying has not replaced the need for key relationships between publishers and agencies. It’s imperative that agencies continue to collaborate with publishers, as the experts on the respective platforms, even though they may be accessing the publisher’s inventory through a programmatic buying desk. The value in this strategic partnership lies within the insights that publishers have on their audiences. Our data management platform (DMP) allows us to understand our audience and their interests, while also allowing us to target this audience. What is your overarching mission for your company this year and how do you plan to go about achieving it? As a pioneering publisher in the online space, our challenge now lies in optimisation and performance-driven metrics in our campaign management strategy. As a group, Caxton Local Media has invested heavily in ensuring our clients’ digital media objectives are not only met, but exceeded. Our aim is to target the right brand message to the right audience at the right time in a trusted, brand safe environment. • The Media | wagthedog.co.za P 43


THE MEDIA APRIL 2018
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