Author: Mark

Claire Herman, Media Operations Manager at The MediaShop

When lockdown hit at the end of March 2020, we all felt completely cut off from the outside world, only being allowed out of the house to get essential services like medical attention and food. And even when we did venture out, we were terrified of catching the Coronavirus, making sure that we had a plan to “get in and out” as quickly as possible, clad with our face masks and smeared with copious amounts of hand sanitizer… It wasn’t a pleasant experience at all.

One good thing that did come out of lockdown though was my introduction to online shopping, and more specifically, the Checkers Sixty60 app. At that stage it was still in its testing phase, but luckily, I fell within their catchment area, and soon became a pro.

I will admit, being in my mid-forties and a bit of a techno-phobe (and despite being married to a software developer) my previous online shopping experience had been limited to the occasional Netflorist purchase. But now, my eyes have been opened to the wonderful world of online shopping convenience and there is no stopping me! Woolies, Takealot, Nifty Gifts, Yuppiechef, you name it here I come, and in my opinion, there is no better way to shop. Now that we are in lockdown Level 1, I do feel a bit more comfortable going to the shops, even if it is just to get out of the house and see other human beings, but ultimately my shopping habits have shifted forever.

I am not unique – according to a recent IOL article “2020 sees boom for online shopping in SA” ( https://www.iol.co.za/business-report/economy/2020-sees-boom-for-online-shopping-in-sa-5ac5ab33-c2aa-4e29-96f9-f939c8b4449c ), stats from Mobicred, South Africa’s largest digital credit facility, show some interesting trends pre- and post-lockdown:

1. Monthly online transactions grew by 40%;
2. The 60+ years age group grew by a massive 90% (granted it is off quite a small base);
3. Average purchase size is up by 25%; and
4. Transaction frequency sees an increase of 30%.

The bottom line is that more people are buying more, more often. This is great for the bottom line for online retailers, which is why Mobicred has also seen a 50% increase in the number of new online retailer sign-ups, and thanks to COVID-19, the definite winners have been the food, alcohol and pharmacy retailers. According to the PayFast Ecommerce Performance Index (PEP Index), beer, wine and liquor online sales have grown by a massive 1,787% this year and ecommerce will double its retail market share this year from 1-2% to 2-4% ( https://mybroadband.co.za/news/business/373946-beer-wine-and-liquor-online-sales-in-south-africa-increased-by-1787-in-2020.html ).

But who else is winning? Despite the enormous blows for the fashion industry in the real world, the online fashion sales space has emerged from the ashes and is set to grow in leaps and bounds. I for one have a tough time shopping for clothes online – shout out to all the short girls out there – but several examples over the past few months are testament to this rapidly evolving space, where virtual change rooms and size guide tables are the order of the day.

Zara plans to close 1,000 of its smaller stores around the world, saying that they expect virtual sales to account for more than a quarter of their business by 2022, and H&M is following suit and will be closing 250 stores worldwide in 2021 in favour of their online platform ( https://www.news24.com/w24/style/fashion/trends/hm-to-follow-zaras-digital-footprint-with-plans-to-shut-down-stores-in-exchange-for-online-sales-20201006 ).

Woolworths is also actively relooking their business strategy to accommodate the massive shift to online sales that they are experiencing, which is up by 41.3% in the second half of this year ( https://www.iol.co.za/business-report/companies/woolworths-thinks-again-as-fbh-sales-drop-online-sales-soar-e520c7c0-a5bc-4d96-b6ce-6625502c8778 ). And then, following in the footsteps of the two largest fashion e-tailers in South Africa, Zando and Superbalist, a new kid on the block, StyleMode.co.za, has just been launched ( https://www.news24.com/w24/style/fashion/trends/sa-welcomes-a-new-online-fashion-portal-as-brick-and-mortar-retail-ebbs-and-e-commerce-flows-20201014 ).

But online growth isn’t only limited to these select industries. A year ago, I would have argued that clothes purchases wouldn’t have been impacted so severely, but I was wrong. A more logical online purchase for me is home décor and household appliances (which has been very helpful in setting up my home office space), but the usual suspects of high-end furniture stores are now also being challenged, with JD Group’s pending launch of Everyshop. Not only will you be able to continue to access Incredible Connection and HiFi Corp through their new shopping portal, but also Russells, Bradlows, Rochester and Sleepmasters. A whole new market will be opened up here for online furniture and appliance purchases in the mass market – watch this space to see if it gains traction…

What about cars? It is important to note that even if the final purchase doesn’t happen online, the decision-making process definitely starts online, and more dealerships are bringing more of the dealership experience home for potential buyers. Seeing as, at the point of sale, most of the time actually spent inside the dealership is on paperwork and finance, surely most of this can be done online too? But wait, there’s more… According to the Google/Kantar US Automotive Path to Purchase 2020 study, 63% of purchasers would consider ordering a new car online and having it delivered to their homes, and 65% expect more online purchase options in the future ( https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/automotive-digital-transformation/ ).

And travel? Sure, you can make bookings and payments online, and organise flights and accommodation, but did you ever think that you would buy a virtual travel tour? WildEarth is a case in point here, with daily live safari tours brought into the comfort of your own home in real-time, and you can now even add virtual travel to your Amazon Shopping cart ( https://www.washingtonpost.com/travel/2020/09/30/amazon-explore-virtual-tours/ ).

So as we enter the highest retail peak of the year, with Black Friday 2020 and Christmas fast approaching, and following on from this increasing trend of online shopping, spend on ecommerce sites is “set to soar”, with brands taking advantage of the increased site traffic close to the point of purchase ( https://www.businesslive.co.za/redzone/news-insights/2020-10-01-online-adspend-soars/ ). And brands who have not considered this shift need to start gearing up for this change in consumer behaviour, otherwise they will be left behind…

This shift not only impacts on how brands sell to consumers, by either enabling their online platforms for ecommerce or partnering with the likes of Takealot, but there is a knock-on effect for the entire supply chain ecosystem and the resultant marketing strategy that will need to be adopted. Stock availability, safe payment options, delivery options and timeframes, client query facilities, return policies and consumer communication strategies, to name a few, will all need to be considered and adapted. Is your brand ready to be added to my shopping cart?

Herman Degener, Digital Media Strategist at The MediaShop

What interesting times we live in… pardon the cliché but seriously, each week brings with it something new and interesting that makes us less certain and more anxious about how things are going to turn out!

Google reports that 15% of daily searches are still of the ‘never-seen-before’ variety, so we are being served-up domestic and global events which are straight out of left field! At the time of writing this blog post, we are on a precipice of one of the most nail-biting elections in the history of the US-of-A; which way will it go? The ramifications for either outcome is equally fraught with complexity, with neither truly instilling a sense of real comfort, right? What interesting times… but whether it’s across the Atlantic or across the road, there’s not a lot we can control, so let’s turn our gaze away from Donald’s tangy glow and towards our own navels… yes, I am saying it’s perfectly okay to spend a (short) while navel gazing J After all, if you truly want to embrace #SelfcareSundays, some inward focus and self-indulgence is necessary.

The point of this blog post is not so much to wax lyrical about self-indulgence, but rather to write about getting down to get back up which is proving harder than ever given the sucker-punch to the solar plexus courtesy of year one of the new decade! Like a purely executed re-targeting campaign, worry is like an omnipresent display banner, lurking on every website or social media page we view after ‘just browsing a new pair of shoes’!

What will happen to our country? What will happen if the economy cannot recover quickly enough? Is my job safe? These are fair and reasonable thoughts that cross our mind, but worrying… well that never helped anybody. We all long for the good ol’ days, although to be fair, some of you reading this post aren’t old enough to use that cliché yet, so indulge me for a bit if you will. The good ol’ days… when things weren’t this hard. When most folk could still get a good night’s sleep sans medicinal help, when we could fit in some family time after a day’s work, or some self-care time! Like the Beetles sang… “Yesterday… all my troubles seemed so far away…” Well, guess what, them troubles are here to stay, for a while at least. But here’s the thing, how long we stay in a state of anxiety is largely dependent on us; yes, there are macro factors far beyond our control, but as the saying goes, manage what you can and let go of the rest.

The funny thing is, when we actually do just that, i.e. managewhat we can, and truly let go of the rest, the rest kind of takes care of itself and we come up roses. We have to realise that although things are tough right now, it’s us who ultimately determines not only the duration of tough times, but the level of difficulty we place upon ourselves during these tough times. Tough times… reminds me of a piece of creative-genius from the team on Johnny Walker at the time, where Robert Carlyle narrates the history of the striding man. Treat your eyes and ears here, and listen out for ‘tough

times’…

To get back to a semblance of the good ol’ days (i.e. the get up part), we need to roll up our sleeves (i.e. the get down part) and get down to not only hard work, but also to putting in the extra time with family, with friends, and most importantly, with yourself. Don’t, under any circumstances, neglect yourself. But know this (cue another slice of cheese for my next cliché), there are no traffic jams on the extra-mile highway!

I was watching what is already now an old movie, Waiting (which, by the way, is a must see if you’re partial to frequently dining-out) and although arguably the most cheesy of all my clichés, one thing from that movie really resonated with me… when the manager in the mandatory intro-video which all new employees are subjected to says “ the difference been ordinary and extraordinary, is that little “extra! ” So cheesy, but yet so true… especially in today’s crazy times. Mediocrity was never acceptable, even less so now, so let’s not settle for it. It’s amazing how doing that little bit extra translates into success and happiness of the purest form, in all areas of one’s life.

Yes, I am a Digital Media Strategist for the best media agency in South Africa, possibly even the world (hey Chris, I hope you’re reading this! #SuckUp) so I should be writing about programmatic algorithms and that the death of the cookie will ultimately prove that contextual relevance was always right! Or perhaps the duopoly of Facebook and Google and how we can actually still achieve many marketing objectives and help SA publishers survive another day by sharing the marketing budget love… (by the way, if you haven’t watched The Social Dilemma it is arguably the most must-watch doccie of 2020, especially if, like me, you’re a parent!).

But for now, I choose to write about something which I believe is the core of our value proposition to the world around us, and that is belief. Belief and faith are one in the same, but hope… well that’s not a strategy. We all hope things will get better, but we have to believe in ourselves that we can make it better, and do the work. Wherever you find your inspiration, whether it’s reading self-worth quotes , listening to Al Pacino’s now famous halftime ‘ pep talk’ from Any Given Sunday, or looking into the eyes of a loved one, find it and let it inspire you to get down so that we can all get back up.

Like the saying goes “if life hands you a cactus, you don’t have to sit on it!”

The MediaShop Johannesburg is an agency steeped in local and international recognition. Now the company is ready to expand its team again with the appointment of a Managing Director to head its flagship office.

“Our agency is known for being innovative and pioneering, and our next Johannesburg based leader will need to match those qualities and more, including having a firm grasp of the South African cultural and consumer landscape,” says Chris Botha, Group Managing Director of Park Advertising.

The successful candidate will be supported by an established team of highly capable staff and management. “The person leading us into 2021 and beyond will be someone with unwavering integrity, creativity and insights- and evidence-based thought processes,” adds Chris.

“This is an exciting opportunity to head up one of the most award-winning media agencies in the country and we’re looking forward to interviewing potential candidates.”

Interested applicants are invited to submit their CV’s to Ayanda Mda at Ayanda.mda@parkadvertising.co.za before the end of November.

The MediaShop:

The MediaShop is South Africa’s most established, most awarded, most transformed media agency, and member of the Nahana Communications Group of specialist agencies, each with their own independent structures, cultures and management teams, and a desire to work together where synergy exists.

Victor Koaho, IMC Lead at The MediaShop

After seven months of being in Lockdown most people are currently experiencing Covid-19 fatigue.

During the initial period in winter most consumers were confined to their homes, with some not being able to earn a living. This also resulted in businesses being unable to sustain themselves, as they were observing the regulations put in place by the government. Many businesses could also not afford the salaries of their employees, with some businesses still unable to re-open due to lack of income.

At the beginning of September, we saw club owners, promoters and musicians take to the streets of Johannesburg and Durban, stressing that they had not worked in six months and it was proving to be difficult to provide for their families. For example, events that drive a lot of visibility for brands and engages with consumers, such as the Durban July, DStv Delicious and Macufe couldn’t take place because of the pandemic. Some well-known sporting events also couldn’t take place, with some having to opt for digital events.

However, with the lockdown regulations being relaxed since 16^th September 2020, people have come out in numbers to be active and continue with their lives. It seems that consumers have forgotten about the pandemic, and those who were complaining about their businesses being impacted are already operating as if there was never a pandemic to begin with.

Consumers are visiting places of entertainment without observing the basics of social distancing, wearing masks or sanitising. People have been arrested leaving places of entertainment on weekends around 02h00 in the morning as opposed to closing at 24h00 midnight.

The interesting thing is that its these very same owners, promoters, and musicians who were complaining about how their income had been impacted who are now flouting the law, but as marketers and brands we are equally to blame, as we associate our brands with these activities without putting measures in place to ensure that these festivities adhere to the current regulations that are put in place.

Towards the end of November brands and distributors will be talking about Black Friday and encouraging consumers to participate in getting products and brands at a cost-effective rate from their nearest stores. Knowing how South Africans respond to sales, this day could become a nightmare to manage with potentially thousands of people not adhering to social distancing regulations.

So the responsibility to ensure that we don’t get back to level 3 or 4 is upon us as marketers to keep reminding the companies that distribute our brands and their respective consumers that we are still under lockdown regulations and should behave. Let’s not be reckless because this could have more devastating effects on our economy, which will also result in brands losing out on further valuable revenue.

Isla Prentis, Head of Tirisano Consulting at The MediaShop

If you are anything like me, then you start your year off by reading all the different trends and predictions for the upcoming year – 2020 was no different except that there were trends for the entire decade! In amongst these trends was one that received a lot of hype – personalisation.

Whenever a trend has that much hype, I worry about it. Why? Well when a trend is overhyped the term tends to be thrown around for the sake of appearing to be on trend (often misinterpreted) rather than by understanding it and applying it correctly. So let’s unpack this trend.

First we need to rewind and remind ourselves of the context. In the early 2000s marketing focus shifted from mass to one-on-one as we realised that audiences are not all like minded. But there was a major flaw with this approach. Individual communication at the time was extremely cost intensive, which meant that brands started to reduce their audiences.

Behavioural economics and marketing science provide us with empirical evidence that we need to broaden reach and target the category. If you aren’t yet familiar with these methods, a great starting place is Byron Sharp’s book “How Brands Grow”. We also learn from behavioural science that people are led by their hearts. Even when we think that we are making a logical, thought through purchase decision, it is mostly our brain working overtime to justify what the heart wants. So when we remember that audiences are not machines but groups of human beings then we must realise that brands need to connect through different emotions.

So as we enter this new decade we need to remember to look at all the learnings and string them together rather than just focusing on the latest trend or buzzword. We need to be intensely careful that the trend of personalisation does not take us back to the era of one-on-one communication described earlier. We don’t want to repeat past mistakes.

Let’s look at what else we know to find a place for personalisation. It is unclear who first said “Understanding is deeper than knowledge. There are many people who know me but not many who understand me” but it is a quote that I like to refer to because it reminds us that we need to strive to understand the human beings that make up our markets in order to resonate. There are many things that allow us to connect to emotions – names, interests and language are just a few to come to mind.

When looking through the web for an example to share, I was also reminded that mass personalisation is by no means new and it has been a topic of conversation for quite a number of years already. So rather than sharing an example that is just the latest, I’ve chosen to share an example that illustrates the concept of mass personalisation the best. I’m sure you’re all familiar with this campaign (after all, if I use an example you don’t know about – was it really successful at achieving the mass part of the equation). This campaign was particularly successful because they customised it for each market, and then continued to grow the story subsequently.

And so it is with this in mind that personalisation has a place and a chance to make a real impact. Personalisation allows us to use technology – analytics, AI and machine learning to understand the humans that we are talking to and adapt communication to the individual at scale. And that is how we create this paradox of mass personalisation – we can aim to reach the entire category but still connect with each and every one of them individually.