Print is not dead and digital advertising on its own is not a strategy. These were important lessons at the Media in Africa media morning, where delegates learned about combining print and digital marketing efforts.
Print is definitely not dead and digital marketing on its own is not a strategy, rather a short-term tactic. These messages were clear at the recent Media in Africa media morning, hosted by WALLS & ROOFS in Africa, FLOORS in Africa and Intiem magazines, where industry professionals learned valuable lessons about multi-channel marketing strategies and customer experience.
As the keynote speaker, Dr Mignon Reyneke, senior marketing lecturer at the Gordon Institute of Business Science (GIBS) and consultant with experience in the corporate and academic fields, both locally and internationally, spoke about customer experience and integrated marketing.
She illustrated that just a slight improvement in customer experience can produce additional revenue of $272 million over three years, whereas in the year following a bad experience, brands can expect to lose 65% of the previous revenue of those customers, with 64% of them not recommending the brand anymore.
People need to experience brands and build relationships with it. These days the audience also has control over marketing messages and channels, inspiring companies to come up with innovative strategies.
Digital vs print vs multi-channel
Many companies have jumped on the digital bandwagon, however Reyneke stressed that digital is not a strategy, but rather a short-term tactical tool, which should form part of multi-channel marketing. “Surround your customers with your brand – being customer-centric is the least that brands should do,” she stated.
With the first BBC radio broadcast in 1922, many people signed the death warrant for print media, a sentiment that had been repeated many times over the last century. However, today still more than 90% of global revenues come from print.
Tania Wannenburg, Media in Africa’s digital manager, pointed out that print media such as magazines get people to connect with the message and assists in creating the brand experience people are looking for. “Money is still in the traditional forms of advertising. Digital doesn’t compete, it complements,” she stated.
The Media in Africa approach
Wannenburg also explained that Media in Africa is migrating from selling space to selling an audience, from considering clicks to tracking clocks and focusing on returning frequency and creating micro-moments for audiences.
“The event gave us the opportunity to engage face to face with new clients and explain how our magazines are geared for the future,” commented WALLS & ROOFS editor, Marlene van Rooyen. “We are not just a magazine, but a media company that can assist clients with an omni-channel, integrated marketing approach. If you have a message to get out, who better to partner with than us?”
The morning’s presentations are available on request.
Due to overwhelming interest, Media in Africa will be hosting a similar event next year. If you are interested in attending, please contact Zuerita Gouws on 012 347 7530 or Zuerita@mediainafrica.co.za to secure your spot.
Caption: Many new clients attended the Media in Africa media morning.