86: The power of brands in the changed mass communication landscape

We then moved our focus to mobile and chatted to MaxAxion (@MaxAxion), Africa's first Mobile DSP and mobile media supply specialist. We find out more from directors Daniel Courtenay (@drdanc) and Nicolle Harding (@NicolleHarding), and discuss some mobile case studies and what is happening with mobile in Africa.

Get all the information by listening to this week's podcast of the show, which airs every Thursday 9am-10am streamed live via 2oceansVibe Radio. [twitterfall]

Lineup

In studio on Thursday 17 April we hosted DK Badenhorst (@deklerkbee) from Y&R Cape Town to chat about his article: The power of brands in the changed mass communication landscape.

What are the implications of the changes in the communication landscape?
DK Badenhorst: Communication has moved from just a one directional communication of brands sending out messages, but to now being able to engage with consumers and understand and hear what consumers are saying about their products.

How can brands contribute to improving lives in this new landscape?
DK Badenhorst: Specifically on social media, brands build personalities and become part of your trusted friends. This is giving brands a voice of trust within your group.

Should every brand be on social media?
DK Badenhorst: No, too often brands try to force fit social media platforms as they feel they have to be on Facebook for example. You should look where your customers are, and what platforms suit your needs to have effective communication with your customers.

See DK Badenhorst's article here

In studio on Thursday 17 April we also hosted COO Daniel Courtenay and CEO, Nicolle Harding of MaxAxion, Africa's First Mobile DSP.

What partnerships do you have set up already?
MaxAxion: We are very excited to announce our partnership with StrikeAd, a global mobile DSP focusing on data management for mobile devices. We are StrikeAds exclusive partner across Africa. We have also partnered with RAMP Africa, which gives advertisers advertising options across text, voice and data for Africa.

Are brands and advertisers seeing the importance of mobile right now?
MaxAxion: Many advertisers still use other channels initially and then build in mobile into the campaign. We would like to see more brands and advertising looking at mobile first and using other mediums to push the campaign. Going mobile first is important in South Africa and Africa.

Get more information on MaxAxion here: www.maxaxion.com

Get all the other questions, answers and more by listening to this week's podcast below.

The news roundup covered:

• Account Director PR
  
• Townships are the new black
  
• The top 20 Best Liked Ads for 2013
  
• App maps creative industry in Cape Town
  
• Now is the time for SMS marketing

If you are interested in getting interviewed on Biz Takeouts, or want to suggest a show topic, email Warren Harding (@bizwazza) on moc.ytinummoczib@stuoekatzib.

Podcast

If you missed the show, download (42.7MB) or listen to the podcast (48:41min).

Episode 86: The power of brands in the mass communication landscape



Date: 17 April 2014 Length: 48:41min File size: 42.7MB Host: Warren Harding

Bizcommunity.com's Biz Takeouts Marketing & Media Show takes South Africa's biggest online marketing, media and ad industry platform to the airwaves and gives relevant, useful and interesting insights into all aspects of marketing in SA, Africa and beyond. Each week, the show features the movers and the shakers of the industry, current media trends, upcoming events and brand activities.

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