• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Digital

Tech trends: A consumer-centric approach in the digital world (with pics)

by Michael Bratt
September 26, 2017
in Digital
0 0
0
Brand measurement out of step with age of empowered consumers
Share on FacebookShare on Twitter

While technology can be daunting, brands need to keep up with it and the potential it offers to remain at the forefront of customer service.

This was the underlying theme of all the speakers at The SpaceStation’s Digital SALT conference, held last week.

The SpaceStation offered some great insights to kick off the conference. “Technology works at its best when it is meeting a consumer need and doing so in a discreet manner”, they said, and “If digital platforms are the vehicle, then big data is the navigator and content is the fuel.” Another gem was, “People are consuming more content on smaller screens in less time”.

“The future of digital,” The SpaceStation opined, “is utilising technology to find out more about personalised experiences and to help tailor them.”

Trends to note

Something that brands need to keep in mind is being able to scale up the technology is a major focus. Another factor is technology that automatically develops through machine learning. Not only does this improve the tech, but its efficiency also allows for greater consumer insights, leading to better tailoring of products and services for the target market.

A key technology mentioned by many of the presenters was artificial intelligence (AI). It is fairly new to the South African market so there is still a lot of room for experimentation and development. But all the speakers stressed that if a brand is not working on at least some form of AI, then they are going to be left behind by their competitors. The SpaceStation summed it up best: “AI will shape the future more than the internet did”.

Highlights from the speakers

The event boasted an impressive line-up of presenters including two panel discussions. While loads of information was given during the proceedings, here are the key highlights from each speaker:

Brett StClair, partner, What’s the Future

Consumers have micro moments shaped by data gathered from technology … Consumers are changing on the fly based on contexts. Listen to the customer.

The end state is being hyper personalised, having a personal relationship.

Build delightful experiences and straight through processing.

 

Dina Amin, head: publisher partnerships, MENA, Google

Use technology to pinpoint consumer moments amongst all the tech clutter.

Programmatic reaches the right consumer with the right message in the right place in real time.

Programmatic brings effective reach, increased impact and measurable results.

 

Panel discussion around fake news: The panellists were Mondli Makhanya, editor-in-chief, City Press; Adriaan Basson, editor-in-chief, News24; and Ferial Haffajee, editor-at-large, HuffPost SA.

People have fallen for fake news because of the feeling of the need to get things out first – Makhanya.

Fact checking and fairness will never not be a part of journalism … We needed to learn to work quicker without compromising the brand – Basson.

Propaganda is as old as the mountains. It has just found a new friend in technology – Basson.

The audience has become your fact checkers. They’ll tell you of mistakes – Haffajee.

Social media is a frenemy to us. We use it to get information, but with caution – Basson.

The coverage of the Bell Pottinger story was a partnership between investigative media and social media – Haffajee.

Conversations on social media are around what media has already reported … Social media is really only an enhancement of the work of journalists – Makhanya.

Fake news is here to stay and it will become more rampant, but the truth always prevails – Makhanya.

Nic Robertson, GM, UberEATS

Growing a brand is about trial and error, making mistakes and keep trying … But ideas need to be supported by data.

Remove the human element and look at data points to plot growth … But innovation has to speak to consumer experiences.

Technology and data creates a better, richer, personalised consumer experience.

Partner with other businesses to benefit both them and your business… Build partnerships now for the long term.

Vicki Myburgh, director, PwC

Move over content and distribution, user experience is now king … Advances in technology, big data and great content is the formula for success.

Being a fan-centric company will help a brand win … Understanding the consumer and what they are about will drive fandom.

Brands growing will be about taking market share, rather than market expansion … Focus on localising content and its distribution.

Panel discussion around ad fraud and click bait: The panellists were Gustav Goosen, CEO, The SpaceStation; Jaco Lintvelt, MD Amnet SSA & iProspect SA, Dentsu Aegis Network; and Dina Amin, head: publisher partnerships, MENA, Google.

People hide behind technology and think it will protect them and do everything for them – Goosen.

You need to put the right people behind the technology, otherwise it won’t work for you – Lintvelt.

The industry still has to decide how important ad fraud and click bait are for SA … We haven’t even determined if these are a problem for SA – Lintvelt.

Local publishers stand to lose if a fear comes out around programmatic – Amin.

Ad fraud and click bait don’t necessarily have to do with programmatic – Lintvelt.

There is no common standard for viewability standards in SA. Why not build viewability measures into technology? – Goosen.

We need to ask ourselves how can we stop people feeling they need adblockers, not how we can stop people adblocking – Goosen.

We need in-depth conversations in our industry around these risks – Amin.

 

Here are some pictures from the event:

Natasha Fourie, head of strategy for The SpaceStation shares some tech trends
Brett StClair, partner at Whats the Future, presents with passion

City Press editor-in-chief Mondli Makhanya talks media and social media
HuffPost SA editor-at-large Ferial Haffajee (left) and News24 editor-in-chief Adriaan Basson (right)

HuffPost SA editor-at-large Ferial Haffajee gives her take on fake news

Nic Robertson, GM at UberEATS explains why failure is alright as it leads to learning
Vicki Myburgh, director at PwC, takes attendees through the numbers of digital measurement

Jaco Lintvelt, MD Amnet SSA and iProspect SA, gives his views on ad fraud and click bait
Gustav Goosen, CEO of The SpaceStation, talks ad fraud and ad blocking

To see the live tweets that were posted during the event, follow Michael Bratt on Twitter @MichaelBratt8 and check out his timeline.

Tags: AmnetDina AminGoogleGustav GoosenJaco LintveltPWCSALT Digital MediaThe SpaceStationVicki Myburgh

Michael Bratt

MIchael Bratt is a multimedia journalist working for Wag the Dog Publishers across all of its offerings, including The Media Online and The Media magazine. Writing, video production, proof reading and sub-editing and social media. He has plied his trade at several high-profile media groups. A passionate writer, news connoisseur, sports fanatic and TV and movie addict, he enjoys spending time with family and friends, reading and playing x-box.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?