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October
2011 |
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Is it time to up your brand's digital awareness?
It’s estimated that all South Africans will have a
smart phone within
the next three years. While this estimation may be a
little ambitious, South African retailers and brands certainly
need to look at how they can embrace digital as mobile devices
increasingly dominate the lives of consumers.
Internationally, brands are becoming more “digitally
aware” by investing more in digital advertising, particularly
on mobile devices. It’s estimated that “brands
around the world are set to spend $13.3 billion on advertising
placed on mobile phones in 2011” (Mobile
gadgets ad sales to hit $3.3bn). While it’s unlikely
that local advertising spend on mobile devices will match
this, if international brands are investing in mobile phone
advertising, so should we.
Mobile phones, in particular smart phones, have brought
about new developments in which the local industry can invest,
one being QR-Codes. Although this can only be effective
is the majority of a target market uses a smart phone, it
nonetheless provides a number of opportunities to use QR-Codes
to add real value to consumers’ lives. For example,
a clothing retailer might place QR Codes on the washing
instruction labels of its private label brand, which provides
the consumer with more detailed washing instructions about
the garment. This tool could include other useful features,
such as, informing the consumer of other apparel in the
retailer’s private label brand, that compliment the
initial item purchased.
The possibilities with smart phones and related technology
seem endless for those who like to think out the box. While
we’re a little skeptical that all South Africans will
have a smart phone within the next three years, the face
of retail will change drastically, when it does. Having
said this, it’s wise for the local industry to become
more digitally aware and invest in this technology now,
so that they can receive the maximum benefits when the “smart
phone boom” is in full force.
Please feel free to make comments or raise new issues by
emailing the editor
editor@fastmoving.co.za
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RECRUITMENT AGENCIES
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Nicolene
Di Bartolo
It is our mission to source exceptional talent in mid-to executive
management levels across all job categories. |
Strategy
Recruitment Marketing
Strategy Recruitment Marketing is focused on providing tailor-made,
alternative recruitment solutions that are based on out-the-box
strategic and creative thinking. |
Talented
Selections
Talented Selections is committed to identifying highly talented,
exceptional individuals who have built solid careers at a
middle and senior management level and like us are passionate
about what they do. |
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