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The idea of a ‘target audience’ is becoming obsolete in a digital world

01/08/2019 - 14:49

This might sound heretical, but it no longer matters who brands think their target market is. The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research.  

While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level. Where customer research gives us an indication of who the audience... 

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The art of retailtainment

30/07/2019 - 12:45

Experiential retail is pretty much anything that happens around the sale of a product. Then there’s “retailtainment”, a...

Company culture trumps technology

29/07/2019 - 12:56

There is no arguing the fact that technology has made our lives easier. It has also resulted in organisations being able to d...

Technology is fundamentally altering the relationship between brands and consumers

15/07/2019 - 16:44

Both businesses and societies that have accelerated their digital transformation efforts have been rewarded with faster growt...

How digitalisation is changing the job market - Is South Africa prepared?

08/07/2019 - 15:05

It goes without saying that digital disruption is changing how we work, live and play. On the one hand, technology and the di...

A national PET footprint

Mpact’s plastic division comprises of business clusters serving various markets through the use of diverse technologies and raw materials. READ MORE

ACDOCOSA appointed exclusive distributor for Alpecin & Plan...

Specialist Consumer Packaged Goods brand-custodian distributor, ACDOCO South Africa (“ACDOCOSA”), has been appointed as exclusive Southern African distributor by Dr. Wolff, a German research-based consumer health company for its Alpecin and Plantur hair care products. READ MORE

There’s a specialist in the kitchen

The kitchen wears many hats – it’s where preparing and cooking meals takes place, it’s a place for family and friends to hang out, a computer room for paying bills, and even a children’s art museum! Plush Supreme has launched a specialist household range to make sure that the epicentre of most homes always stays clean and hygienic. READ MORE

Refurbish your carpets with the NEW Plush Supreme Carpet Car...

Are your carpets in need of a complete cleaning overhaul? The new Plush Supreme Carpet Care Range, which includes a Carpet Foam Stain Remover (R49.99, 300ml), Carpet Shampoo (R49.99, 1L) and Carpet Spot & Stain Remover (R49.99, 500ml), acts really fast, removing tough dirt and stubborn stains. READ MORE

Let Appletiser bring some romance into your life with their ...

This March let Appletiser add a little spice to your life with their innovative, interactive and exciting new limited edition 275ml collectable pack. READ MORE

Christmas: Hottest gifts for children this year are largely ...

Technology is the name of the game this year when it comes to Christmas gifts for Children. READ MORE

A national PET footprint ACDOCOSA appointed exclusive distributor for Alpecin & PlanturThere’s a specialist in the kitchenRefurbish your carpets with the NEW Plush Supreme Carpet Care RangeLet Appletiser bring some romance into your life with their limited edition 275ml collectable pack and exciting new Augmented Reality technologyChristmas: Hottest gifts for children this year are largely tech-driven

A national PET footprint

Mpact’s plastic division comprises of business clusters serving various markets through the use of diverse technologies and raw materials. READ MORE

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