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Yearbook Jan 2019

12 Our customers play an active role in the way our solutions are created and targeted. We understand customer needs through our interactions and data. This has helped us build customer-centric solutions that are tailored to their needs and ultimately position the brand as a trusted money manager. Agencies on the other hand, need to have a more intimate understanding of the client’s business and challenges to co-create communication and campaigns that deliver value not only to the brand but to its customers as well. As marketing becomes an ever more strategic tool in delivering business growth, understanding of key business priorities helps the bank inform innovative campaign strategies and create content that is creative and aligned to our strategy. This customer/banking relationship can only be successful if there is absolute trust between all parties. Junaid Munshi, chief comercial oficer, Cel C The next big thing? The rise of digital and mobile marketing – video will be a key area here. Personalised marketing is another significant trend; this will allow for consumers to be exposed to relevant advertising ‘in the moment’ with improved return on investment metrics as well as increased focus on customer experiences. Media spend trends? Digital spend (social media and online marketing) will continue to grow across all sectors. Trust levels? The necessity for accredited media buying agencies is more relevant than ever before. These agencies and their tech partners will need to better utilise technologies such as artificial intelligence (AI) to identify fraudulent media as well as consumer facing content such as ‘fake news’. Heidi Brauer, chief marketing and customer oficer, Holard Insurance The next big thing? Great strategy will get its sexy back! By “great” I mean clear, succinct, understood-by-everyone and dogeared from-use strategy. Strategy that keeps us focused and on purpose, that helps us spend our money efficiently and effectively. Strategy that makes everyone say: ‘I get it, I know what to do, I’m on it’. Strategy written by the marketers together with their agencies, not one that’s outsourced to a strategist and then forgotten forever because it doesn’t resonate, it’s too complicated and its human truth sounds like dozens we’ve heard before. Strat’s back! Media spend trends? Not so many years back I said “new media” won’t be called that for long, and it wasn’t. I said digital agencies and traditional agencies would need to shift from their ends of the continuum and find a comfy space near or with one another where the brand wins. Lo and behold! Now marketers need to get savvy and think about their media spend in an integrated way. I think there are still too many marketers terrified by the digital world. And I think it’s suited agencies to own the acronyms till marketing trends Faye Mfikwe, chief marketing officer at FNB Junaid Munshi, chief commercial officer at Cell C


Yearbook Jan 2019
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