The Future Of Traditional Marketing In Africa
Mitch Joel shared a video called The Naked Brand And The Future Of Marketing the other day on his blog. If your internet allows, you should give this 45 minute video a watch. It discusses how traditional advertising is shifting from millions of dollars in traditional spending to a more direct and impacting approach.
A couple years ago, the fashion brand Chanel produced a $20 million dollar ad, the most expensive in advertising history. Yes, you read that correctly, it cost $20 million to create the ad. That ad received 4 million views on YouTube.
Contrast that with Pepsi Co. choosing not to advertise on TV at the Super Bowl this year. Instead they took $20 million dollars and created a grant program called “The Refresh Project" where they were launching new business ideas and funding community projects. New parks, community initiatives, and small businesses were funded out of their grant program. In 16 hours, the program had so many applications it closed. When they opened it up again, it closed in 16 minutes because of demand.
Talk about impactful marketing.
Marketing in southern Africa will remain predominately traditional for the coming years, but the shift to digital and direct to consumer, or impact marketing, will happen in conjunction—almost simultaneously. It’s the brands that can be creative, while also utilizing traditional methods that will position themselves well in the African markets.
Big brands are still trying to figure this out. We’ll have the advantage of seeing how they fare and choosing the best course for our markets.
(photo via rogiro)
Posted on March 24, 2014
by Tim & Tommy filed under