As a marketer, do you want to understand how South Africans think, feel and act? Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data...
In our season three premiere, Sena and Stacy are joined by Paulo Dias, Head of Audio Innovation at Ultimate Media and co-founder of the South African Podcasters Guild, to discuss the local podcasting landscape. The conversation covers the growth of podcasting in SA and what drove its explosion over the last few years. They look into the challenges of discoverability and how content creators need to promote their podcast to reach their target audience. Paulo talks about how podcasting can be built into advertising budgets and looks at the pros and cons of sponsoring an existing show versus launching your own branded podcast. They also discuss ROI and what brands need to consider when starting a podcast, including the importance of patience and that success should be measured in engagement, brand affinity, and long-term impact. They close off the discussion by looking at future trends, including live podcasting events, the convergence of content creators across platforms and rewarding loyal listeners.A shout out to Ultimate Media for hosting us in their studio for this episode. If you want to learn more about podcast marketing, reach out to Paulo Dias on [email protected] or visit ultimatemedia.co.za This podcast is produced by Laura Rapson Chapters:00:50 – Introducing Paulo Dias03:12 – Why podcasting is booming in South Africa04:42 – Are radio stations still controlling the podcasting space?06:07 – Discoverability - the biggest challenge for podcasters 9:55 – Why brands are hesitant to invest in podcasting 11:00 - Advice for how leverage podcasting as an advertising and marketing tool13:15 – Branded podcast vs. podcast sponsorship: What’s the best strategy?16:27 – Challenges of starting a branded podcast25:20 – How should brands measure podcast ROI?28:58 – What’s next? The future of podcasting in SA Hosted on Acast. See acast.com/privacy for more information.
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34:40
Brand Inclusivity - where opportunities outweigh risks
In this episode Stacy and Sena delve into the critical subject of diversity, equity, and inclusion (DEI), drawing insights from Kantar's Brand Inclusion Index. They’re joined by Zinzi Mgolodela, Director of Corporate Social Justice at Woolworths, and Amit Nanoo, Human Centric Growth Strategist at Kantar, to discuss the importance of authentic representation and inclusion in brands. They discuss how when it comes to DEI for brands, it shouldn’t be about how they show up in marketing and campaigns, but instead how inclusivity is baked into all business practices. The conversation highlights the challenges, but more importantly the opportunities that brands encounter in navigating backlash. They also talk about how purpose-driven brands resonate more with consumers and emphasise the commercial value of inclusivity.Chapters:06:05 - An overview of the Brand Inclusion Index12:25 - Woolworths' focus on inclusion17:05 - Risks vs opportunities in DEI20:02 - Navigating backlash: opportunities for brands28:55 - Building authentic inclusion in brand strategy31:23 - Economic inclusivity: making brands accessible and offering value36:18 - The commercial case for inclusion* This episode was produced Laura Rapson Hosted on Acast. See acast.com/privacy for more information.
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39:04
From Loyalty Programmes to Meaningful Value
In this episode of Future Proof Mzansi, hosts Natalie and Sena discuss how South Africans are finding creative ways to make their money go further, particularly in light of rising costs of living. They explore the concept of 'value hacking' where consumers seek to maximise value from brands through rewards programmes and strategic spending. They’re joined by Kelly Goldsworthy, Head of Live Better Rewards at Capitec and Renissa Gounden, Director at Kantar, to discuss how brands can adapt to changing consumer needs. The delve into the importance of data-driven decision-making, and the shift from traditional loyalty programmes to offering meaningful value through brand collaborations and ecosystems. The episode highlights innovative approaches by brands like Capitec and emphasises the need to remain relevant and responsive to consumer demands.Chapters06:29 - Understanding South African income dynamics07:45 - Creative spending adjustments11:04 - The toolbox of value hacking12:52 - Capitec's Role in Value Hacking15:25 - Trends in saving, spending and using loyalty cards18:35 - Choosing brand collaborations21:03 - Leveraging technology and gamification23:58 - The evolution from loyalty to rewards26:05 - Advice for brands on how to stay in a consumer’s repertoire28:25 - Surprising insights in the rewards space32:03 - Final thoughts and brand recommendations* This episode was produced Laura Rapson Hosted on Acast. See acast.com/privacy for more information.
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34:56
Good Things Guy shares advice for how to work with influencers
In this episode Sena is joined by her colleague Tesh to hear from Brent Lindeque, one of South Africa’s most loved influencers. Before diving into the importance of influencer marketing, Brent tells our hosts all about how he came to be known as the Good Things Guy - sharing his journey from starting a viral social media trend, to becoming a leading voice in good news and influencer marketing. They discuss the importance of value alignment when partnering with brands and the role of influencers in shaping consumer behaviour. Brent highlights the importance of giving influencers creative freedom to maintain authenticity and follower trust. The conversation emphasises the significance of relationships in business, the need for transparency in sponsored content, and measuring campaign success based on client goals.Chapters:03:38 - Brent Lindeque's Journey as the Good Things Guy06:46 - Aligning Brand Values with Influencers11:35 - The Importance of Authenticity and Disclosure13:40 - Debating the Term 'Influencer' 16:26 - Building Successful Business Relationships21:53 - Measuring the Success of Influencer Campaigns25:42 - The Impact of Influencers on Brand Success* This episode was produced Laura Rapson Hosted on Acast. See acast.com/privacy for more information.
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32:04
AI-driven creative depends on the human touch
In this episode we’re tackling artificial intelligence - a huge topic at the moment. Our guest is Riaan van Wyk, a creative director at Ogilvy South Africa, and we’re chatting about the use of AI in marketing and research. Riaan talks about the evolution of AI since he first started working as a creative, and how quickly it has progressed over the last couple of years. He shares examples of campaigns he has worked on, including a recent campaign for Audi, where AI was used to create visuals for a special edition range of vehicles. Riaan talks about the importance of using AI as a tool for research and inspiration, but emphasises why we should never rely on it completely, as human creativity and understanding of emotions are still crucial. He also highlights the need for experimentation and learning when using AI in the creative process, making a comparison to the way we nurture and train junior staff. Hosted on Acast. See acast.com/privacy for more information.
As a marketer, do you want to understand how South Africans think, feel and act? Join Stacy and Sena, colleagues at Kantar - the world’s leading marketing data and analytics company - as they take you on a journey into the ever-changing world of brand and marketing. They chat to some of South Africa’s most creative minds and innovative thinkers, to get practical advice on how to connect with your target audience and move your brand forward. With the help of our guests, we aim to guide marketers and business leaders in shaping the brands of tomorrow by understanding all South Africans.*This podcast is produced by Laura Rapson Hosted on Acast. See acast.com/privacy for more information.