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Yearbook Jan 2019

46 yearbook 2019 DIGITAL SA Micro moments, consumer insights and the future of media planning Mapping the consumer’s journey, storytelling, social media that’s even more embedded in our lives, improved voice recognition technology, the continued rise of chat bots and blockchain technology are some of the major trends in the digital space in 2019, say KGAUGELO MAPHAI and JARRED MAILER-LYONS. ver the past two years, The MediaShop has seen a significant increase in digital spend. Across its network of agencies, digital advertising spend accounts for about 15% of total spend, as clients allocate a higher percentage of their marketing budgets towards this medium. With digital education on the rise and clients open to learning, the digital piece of the pie can grow. With the fragmentation of linear viewing, players have the ability to start allocating higher proportions of budget towards digital advertising to counter second screening and users going online to stream audio. Mobile currently has a 97.1% smartphone penetration among South African internet users (GWI 2018). But the cost of data is still a big detractor for the man on the street. Above-the-line still has the lion’s share when it comes to mass reach for the average South African, specifically in the retail, financial and telecommunications sectors, even though there’s 155% mobile penetration in South Africa. In a third world country, there’s still no certainty how the majority of consumers engage with mobile. Digital is another media channel, it’s not an ‘either or’. No consumer just views television or just listens to the radio. It’s a largely platform agnostic situation, which is why being intelligence led is key. Being clear about who you’re talking to, when to reach your target market and how is crucial, and digital, traditional and face to face interactions have a massive role to play here. MAKING REAL CONNECTIONS It’s an absolute non-negotiable that you fully understand the consumer’s journey – how they spend their day, what platforms they are engaging with, and what information they want. Agencies cannot continue to assume that a person living in Johannesburg is the same as a person living in Cape Town or Pretoria. They’re not. Each person is a unique individual with his or her own worries, aspirations, goals, dreams and desires; that’s what big data will help to understand. The correct utilisation of data needs to be perfected as does adding more value to clients in the form of bespoke consumer insights, so that media buying practices are a lot more scientific, no matter the channel. As marketers, you also need to be cognisant of making real connections with consumers, who are using around 150 ‘micro moment’ decisions every day. These decisions are made on the go on their mobile devices in terms of what to eat, where to meet, the best route to take etc. This is why locationbased media owners and advertising is growing so aggressively. Social media is another big one, having become truly embedded into people’s everyday lives. Research shows that 9 in 10 South African internet users logged on to social platforms in 2018 with a staggering average of three hours spent per day (GWI 2018)! Artificial intelligence (AI) has also become key, and even though South O


Yearbook Jan 2019
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