From advertising to zettabytes
Posted on 17. Feb, 2011 by Graham in Trends
What is a zettabyte? If you are not yet familiar with the term, you will be soon. Research firm IDC (as part of its Digital Universe Study, May 2010) predicts that by 2020, the amount of digital data in existence will be equal to 35 zettabytes. To put it into perspective, one zettabyte is equal to one trillion gigabytes.
IDC says that the amount of digital information created annually will grow by a factor of 44, as all major forms of media complete the journey from analogue to digital.
Much of this ‘data explosion’ can already be attributed to the increasing popularity of rich-media – such as video, voice, and high-resolution imagery – and analysts agree that South Africa is a fast emerging contender in this space.
Industry analyst group, Frost & Sullivan, issued a report late last year based on an assessment of digital media in SA. It found that the online and mobile media channels facilitate the presentation of content, such as news and information, as a feature-rich, user-centric experience. It also established that the total South African digital media market has shifted from a push to a pull media environment, where the audience selects the content it wants to consume.
This, of course, presents a plethora of opportunities for advertisers. New media channels have led to a dramatic growth in the number of choices that advertisers have in communicating with potential clients. It is no longer feasible for companies to ignore digital mediums as part of their marketing strategies.
Over the last few years, two distinct factors have kept local businesses from entering the realm of digital marketing… the first concerning SA’s high cost of bandwidth and low broadband speeds, and the other regarding the low Internet penetration rate experienced locally (which is currently set at about 10%).
Move to mobile
Although much frustration around SA’s connectivity still exists, a low online penetration can no longer be viewed as a deterrent for advertisers. The advent of smartphones has made it possible and easy for just about anyone to have access to the Internet. Experts agree that, especially in SA, future growth of digital media depends on mobile.
It is no secret that SA has one of the highest mobile phone penetration. Another report published by Frost & Sullivan last year called, ‘South African Mobile Advertising Landscape – Current and Future Trends’, states that cellphones account for nearly 90% of all telephone lines and has more than 100% penetration rate. It also points out that SA has one of the largest mobile markets in the world and has managed to rank in at 4th place following Indonesia, India and USA respectively.
More recently, local technology researcher World Wide Worx, has issued the latest findings from its annual Mobility analysis report. The study find that “the mobile habits of South African phone users evolved dramatically over the past year as smartphones, mobile applications, the mobile internet and mobile e-mail entered the mainstream.”
The Mobility 2011 research project indicates that 39% of urban and 27% of rural users are now browsing the Internet via their mobile phones. Although eliminating “deep rural” users from the findings, the results represents around 20-million SA users aged 16 and above, and shows that least 6-million South Africans now have internet access on their phones. E-mail usage via cellphones is also on the up, with 27% of the mobile population now using it in urban areas. More surprisingly, however, is that rural users went from near zero to a penetration rate of 12%.
After looking at the numbers, one thing remains undoubtedly clear – digital advertising is an extremely lucrative channel at the moment. And not just as a trend, but as a platform that is set to continually develop as new technology becomes available.
Be sure to remain at the forefront of digital and mobile developments and pay attention to evolving consumer habits – before long, there will be no limits to the variety of channels with which we can connect to each other.
2011 Food Trends
Posted on 25. Jan, 2011 by Graham in Trends
Nose-To-Tail eating has seen quite a few bits of neglected meat returning to fashion in recent years but will tripe, sheep’s head, brains, trotters or sweetbreads feature on mainstream South African restaurants menus?
Growing our own: Given the astronomical prices we pay for tiny packets of fresh herbs, is it no wonder that more people are growing seasonal vegetables and herbs? The organic and slow food movements have also influenced this trend and hopefully supermarkets and retail outfits will step up and provide seed trays, seedlings, potted herbs, window boxes without necessitating a trip to a nursery. So instead of chocolates in the pay till aisles, how about seeds, small plants, spray organic fertilizers? Restaurants too are moving towards a “we grow our own policy”.
Men: ordinary men not TV chefs are participating in cooking, buying and planning meals. Both marketers and retailers need to be aware of how this will impact on projections. The Sheeconomy as Time Magazine called it, means that men are playing a greater domestic role in households.
Dish-centric restaurants and single purpose restaurants are set to be big. We already have just sushi but it’s going to be just burgers, just sandwiches, just donuts, just falafel. Entrepreneurs take note: quicker turn overs, simpler products, easy kitchen setups makes them viable small business options.
Bunker mentality: the instability of the world and the recession has led to resurgence of interest in high end frozen and tinned food. Greater awareness that freezing foods early, locks in their nutritious benefits will see greater innovation in product lines, packaging and size portions.
Convenience: products, portions and packaging will see more focus on convenience for busy consumers. Manufacturers and retailers will need to strategise on how to make buying smaller portions economically viable for overstretched consumers. Cheers to outlets like Nandos who allow you to take home their uncooked marinated flattie to grill at your convenience.
Local is lekker: This trend will go beyond national patriotism to supporting local business in all sectors. Supermarkets are not going to go out of business but even they are embracing the need to support the regional producers. Small producers and retailers like butchers, bakeries, and restaurants need to make themselves user friendly, focus on increased turnover rather than high profit margins, understand their immediate markets and work on customer relations.
Healthier eating: South Africa has a high obesity level and is being influenced by a global movement towards healthier eating. We will see more focus on the “health” aspect of food: lower GI products, zero calorie drinks, less preservatives and clearer food labeling. Hopefully manufacturers will embrace the challenge of greater variety of product as well as gradually reduce salt, sugar and fat levels in products without changing the taste. Restaurants need to get on the wagon and offer half portions at HALF prices!
The world on your phone
Posted on 28. May, 2010 by admin in Trends
The door has been opened for mobile software developers to be creative and to develop mobile applications you and I can use to run our lives on the go.
There are literally thousands of mobile apps available today for almost any make and model of the latest cellphone – be it running Android or the Symbian operating system or an iPhone. There are apps to simplify your life, to stay connected 24/7, to take funky photos with, do research through or apps to simply waste time.
Here are 10 mobile apps we feel could change your life.
Facebook – http://facebook.com/
It is impossible to always be at a computer to update you Facebook status messages, post photos or keep on top of what your friends are up to. With the Facebook mobile app you can. You can basically do everything you do with your PC on Facebook, straight from your phone. It’s a must have app for the socially conscious.
Twitter – http://twitter.com/
Yet another communication tool is the micro-blogging Twitter application for your phone. Download it and you can tell the world what you are up to right this minute or just share your thoughts on anything that tickles your fancy, or simply follow your favourite celebrities and idols to hear what they have to say in 148 characters or less.
http://www.shazam.com/
With Shazam and a click of a button you can send a clip of a song you want to know more about from your phone to an online library, and in seconds you’ll have all the info you need. As a bonus, you will also have the option to buy the track right there and then. There are other features to help you choose the music you like as well as hear what others are saying about it.
WordPress – http://wordpress.org/
If you are a blogger or want to become one in seconds, then WordPress is the mobile app for you. Create your own blog in minutes and post your blogs straight from your phone to the web without hassles and it is all for free.
Dropbox – https://www.dropbox.com/
Dropbox is fantastic if you have lots of stuff you need to store, but be able to access from your phone while you are out and about. You can basically sync a folder on your phone with a folder in cyberspace and exchange between the two whenever you like. Too many songs on your phone, then save them online with Dropbox and retrieve them just as easy. You get 2GB free storage after that you pay, but it’s worth it.
IMDb – http://www.imdb.com/
With this mobile app you get direct access to The Internet Movie Database (IMDb) site which will allow you to search almost anything regarding Movies, TV, Video Games, Actors, DVD Covers, and get entertainment trivia, movie quotes as well as access to photos. If you are a movie lover you’ll want to get it immediately
Hipstamatic – http://hipstamaticapp.com/
If you own an iPhone the Hipstamatic app will help you funk up your drab photos with various lenses, flashes and photo effects that you can download. Ad some blur motion or rough edges or try changing the entire colour of your pic. It’s fun and über cool and will keep you busy for hours.
Pocit – http//www.pocit.co.za/
Mobile banking and payments are touted to be the next big thing when it comes to you and your finances. With Pocit you can make and receive payments by simply knowing a person’s cellphone number. You can either use your credit card, bank account or a ‘virtual value store’, called Pocit Money, from which to pay. Its easy and secure and very now!
Google Earth – http://www.google.com/mobile/earth/
Available for the Nexus One, iPhone, and Motorola’s new Milestone, this app brings the world to you through satellite photos which you can zoom into to see any area of almost any place on earth. It also offers photos of places which other people took and uploaded and even buildings in 3D.
YouTube – http://www.youtube.com/mobile/
Nothing is as big as video clips for entertainment right now than almost anything else and the YouTube mobile app will provide hours of it. Not only will you get access to YouTube clips to your phone, but you will also be able make and post YouTube clips from your phone for the world to see.
Global Shifts
Posted on 28. Jan, 2010 by admin in Trends
Fifty percent of the world’s population live in cities and by the year 2050,
6.4 billion people will be urbanites.
In 2009 we felt the impact of globalization as economies crashed driving home our inter-connectedness. Digitally united, technologically driven, our world and its weather are changing rapidly!
Heightened 3D Augmented More Real Reality
2010 is the year for applications that allow one to interface faster, more efficiently and creatively with the world (= reality)! Digital convergence has changed how people interact, meet, buy, sell, communicate, relax, LIVE. Augmented and extended reality applications and devices, track and report applications, user-friendly hardware and software is the BOOMING market. Brands, marketers, companies, hell… countries will need radical paradigm shifts to encompass and meet the needs of techno-savvy consumers who need immediate feedback, instant gratification and constant nurturing.
Luxury is time to smell the roses
In a world of things, things and more things, the definition of luxury has been transformed. The big spending consumer is a sophisticated urbanite with everything but time. Increasingly in a world where mink coats are cruel and passé, bling is bad, ostentatious displays of wealth are OTT, luxury is about less style and more life – time to smell the roses, to reflect and connect with you, family, friends, and the environment. That is not to say that Louis Vuitton is out of business, but that people are grappling with materialism and a new age mentality of restraint.
Finding the ME in Big Mac Land
Mass media, mass culture, mass production has sapped the soul of the individual. More people are searching for unique personalized products, experiences and places that treat them as individuals. It is a direct backlash against brands that have reduced everything to crude and basic demographics. Companies that cater to that need are on the up and up. From personal banking consultants, to made for you perfumes, to trawling outdoor markets for the handmade, one off or commissioned product that says “I am no number!” Marketers will do well to heed the need for personal, individualised and niche promotions.
Brands Adapt or Die
Consumer habits and needs are changing moment to moment as they respond to the latest gadget, technological innovation and fad. Brands needs to be respond quickly to these surges by anticipating and catering to the ever increasing/changing consumer behavior.
Collaborate to Relate
Passive consumerism is out. The collapse of 2009 has resulted in a loss of faith – in institutions, politicians and brand promises. The rise of social media means that we are creating communities who are constantly in contact, sharing information, networks and knowledge. Across a spectrum of social media sites; like minds have come together; to create tight communities that maybe divided by continents, but are united through their world views. In the chaos of undifferentiated brands, those that involve consumers and stakeholders from step one will prevail. Brands that engage intelligently with consumers via social media not only are able to defuse negative reviewing but are using it to collaborate on the creation of new products engendering loyalty from step one.
Green is still Hot
Despite the Copenhagen fiasco/farce, eco-friendly living has become the mainstream. 2010 will see companies that greenwash, named and shamed. Consumers are tired of empty promises, double speak and a willful distortion of the facts. But it’s hard for the ordinary consumer to make environmentally friendly lifestyle choices with the plethora of more harmful but cheaper products. Companies that offer consumers MORE green products and services at better prices are going to steal the march on their competitors. 2010 is going to be a year when governments start legislating to ensure a safer, sustainable environment.
Meet the 2010 Challenge
Posted on 09. Dec, 2009 by admin in Trends
Understand the numbers to beat the budget cuts
Yes, really understand them by investing in analytical skills that allow you to make strategic, fact based decisions that arise out of relevant insights from all the available data. Some sectors may be out of the recession but financial constraints will continue for a long time yet and we know that marketing budgets are the first to get the snip. Demonstrate marketing value with hard facts rather than waffling subjective extrapolations. Remember no proof, no money!
Know thy customer
The modern consumer is sophisticated, knowledgeable, aware and UNLOYAL. No one wants to be treated with disrespect or kid gloves so don’t patronize. Engage in authentic and real dialogue and above all ADD value to their lives through the experience of your product, service and brand.
Don’t throw the baby out with the bath water.
So maybe there have been budgets cuts and you need to market more for less. Rethink your strategy, embrace the online revolution but don’t make assumptions about traditional media being too expensive. Print media and television advertising owners have also been pinched by the recession and so like you are offering “specials” and added value packages.
Be a socialite.
Master the art of using social media like Facebook, blogs, wikis, Twitter, YouTube. Companies around the world from big corporations to start up businesses are using these social utilities to create buzz, generate support, promote events, expand databases and create dialogues around their brands. They are ideal platforms for word of mouth endorsements, creating brand champions, viral campaigns and interactive brand experiences.
Green Tip for September
Posted on 09. Oct, 2009 by admin in Trends
Green Tip of the Month
South Africa has perfectly acceptable tap water. If you’re worried about the chemicals and the odd wriggly thing that may get in then buy a filter that either fits onto your tap or a filter jug – don’t buy bottled water – it’s expensive, probably tap water anyway and most importantly – it comes in a PLASTIC BOTTLE!
Green Tip for August
Posted on 27. Aug, 2009 by admin in Trends
Green Tip of the Month
It’s getting warmer and soon we won’t be able to hide winter flab behind layers of clothing. So my green tip is eat vegetarian meals at least five times a week.
You will lose weight, feel more energetic and most importantly cut down on your carbon footprint since cows, sheep and other four-legged creatures of that ilk produce a potent greenhouse gas called methane – bad news for the environment and as bad news for your health!
Green Tips for July
Posted on 29. Jul, 2009 by admin in Trends
An average 24kg PC burns 240kg of fossil fuels, produces 22 kg of harmful chemicals and consumes 1.5 tons of water. On the contrast, the manufacture of cars or fridges only consumes between one and two their weight in fossil fuels. As importantly, computers contain hazardous substances including lead, cadmium and mercury which pollute the air, soil, water and eventually people.
So, my green tip for the day is:
Switch your computers and other digital equipment OFF when you are not using them.
Instead of buying new, buy a recycled computer – it’s cheaper and easier on the environment.
Instead of a PC, use a laptop because of its size, it uses less energy.
If you are buying a new PC or laptop go to at www.epeat.net and find a computer make that has been certified as more environmentally friendly.
And finally, don’t dump your old hardware, return it to the manufacturers so that they can re-use parts and get rid of it SAFELY or contact Computer Scrap Recycling www.computerscraprecycling.co.za who offer the controlled collection, safe transporting, and environmentally sound storage and dismantling of e-Waste (electronic and electrical waste).