Archive for February, 2016

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WhyFive is a company with deep roots in media and marketing, and it has always amazed us how many content-driven brands and publishers are forced to fight for advertising revenues armed with the bluntest of swords: a very faint and fuzzy view of their customers. It’s why you see so many rate cards with nebulous audience (e.g. ‘LSM 8 to 10’ and ‘25 to 50 year old women’); or worse still – glaring gaps because their ‘facts’ just don’t make enough sense.

Adding to the problem for publishers is that we seem to finally be returning to a media landscape where quantity of audience is far less interesting than quality of audience – and as media use fragments, that phenomenon is becoming increasingly important.

Where does that leave quality brands? Well, you may have noticed that the wealthier or more exclusive a category gets, and the more premium the brand, the worse the stats are. Why? These sta...

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Sir Isaac Newton probably never intended his third law to be applied to post-colonial African states. But it could certainly be argued that the arrival of democracy at the tip of Africa in 1994 was met with an almost equal and opposite departure of cold, hard cash and intellectual capital. Statistics are sketchy, but by all accounts, for the decade that followed, somewhere in the region of 5 000 professionals left our shores every year. They were mostly young, privileged, educated and mostly loaded – and a perfect example of something called a ‘brain drain’.

Apparently, when a free Nelson Mandela told us, “We must not allow fear to stand in our way,” previously advantaged South Africans questioned the sentiment. But a quarter of a century later, many of the fears we face are no longer minority issues. Rolling blackouts, rampant crime, institutionalised corruption and the real possibility of a R200 coin being minted in our lifetime are realiti...

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When you talk about affluent South Africans, typically living in households earning R10K or more a month, BrandMapp shows that 72% of them subscribe to DStv. That’s a pretty compelling argument for media spend aimed at a group who is responsible for the vast majority of consumer spend in the country. And the power of the paid channel becomes increasingly evident when you consider that the next most-watched stations after DStv are at 22% and SABC3 at 21%. But ever since the arrival of the PVR in 2008, the elephant in the room for cynics considering the real value of the estimated 5.5 million subscribers in SA has been a simple question: is anyone actually watching the ads on DStv anymore?

The data shows that 50% of the total sample own PVRs. Of these, only 24% say they ‘never’ or ‘hardly ever’ use their PVR to avoid watching ads and a further 24% say they ‘sometimes’ do. Which leaves 26% who say they ‘often’ ...

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If there was a competition for the single phrase that epitomises how the goods and services business has changed in recent times, ‘Putting the customer first’ would certainly be in with a shout! For marketers and retailers competing in today’s big, red ocean, the last thing you want is customers strutting around like Mick Jagger and telling the world that they “can’t get no satisfaction”. But how on earth are you supposed to gauge satisfaction levels, and find out where you stack up against your competitors? Simple: just ask them.

For BrandMapp 2016, in addition to finding out what brands and services wealthy South Africans are using, we decided to measure satisfaction levels in a few key market segments including grocery and clothing stores, armed response companies, banking institutions, motor vehicles and cellular providers.

And when you’re asking about a survey like BrandMapp, with a massive sample of over 27 000 wealthy and affluent South Africans earning over R10K a month, it’s a very effective way of producing extremely powerful results. To illustrate the point, have a look at this table detailing satisfactio...

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The BrandMapp survey will, in future, be conducted every six months. Now well entrenched as the country’s most comprehensive view of wealthier South Africans, the BrandMapp survey (Brand Media and Product Profiler) will now produce biannual datasets giving marketers a more current view of the consumer landscape across more than 340 measures and 1 700 brand filters.

“We see such dramatic shifts in key areas in a 12-month period,” explains WhyFive’s director of research, Alan Todd. “South African demography is shifting all the time and, when we combine that with changes in the economic environment and add the radical impact of technology on media consumption and consumer behaviour, it’s clear that marketers need these metrics updated more often.

“The core survey will remain static but we now have the opportunity to add themed questions every six months. These are often inspired ...

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With 26% of economically active South Africans using customer loyalty programmes more than they were a year ago, our burgeoning loyalty and rewards appetite is clearly still on the rise. But are SA brands adequately differentiating their loyalty programmes to stand out in a highly competitive marketplace? While it’s estimated SA has more than 100 programmes on offer, the majority of these still lack focus in execution, communication and differentiation, leading to non-engagement from their newly acquired members. This was one of the major insights derived from Truth’s 2016 Loyalty

Whitepaper: The Current State of Loyalty in South Africa.

Truth has partnered with WhyFive, one of South Africa’s leading online re...

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