Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
MARKETING KNOWLEDGE
Traditional advertising under the spotlight at IMM Friday FlashTalk
By our News Team | 2023
A swing to digital media has occurred in many parts of the world. But, in African markets, traditional advertising appears to remain strong.
The Institute of Marketing Management South Africa is presenting the second in its series of IMM Friday FlashTalks this coming Friday (28 April) at 09:30am.
These podcasts are held on the last Friday of each month, anchored by renowned journalist Govan Whittles and with insights from marketing enthusiast Tarisai Moffat.
Each month the FlashTalks host thought leaders, visionaries and movers-and-shakers on marketing matters in Africa.
Image by Gerd Altmann from Pixabay
The topic this Friday is ‘Traditional Advertising: Is it Alive and Well in SA?’ The guests are Tendai Luwo, Head of Strategy at leading specialist strategic agency David & Langton, and David Gorin of Africa-focused media/advertising representative company Marnox Media.
Swing to digital less pronounced in Africa
In an article on the topic of Traditional Advertising, published in Issue 4 2022 of Strategic Marketing for Africa, the magazine of the African Marketing Confederation, Gorin noted that the swing to digital media has not occurred in Africa to the same extent as in highly developed markets.
“Certainly, digital media have taken significant ad-spend share from TV, radio, and print. But, with the general exception of print, traditional media have at least held their own, overall. And, in many countries, the explosion of OOH formats has seen increased allocations to that form of traditional media – long a stalwart for delivering reach and awareness,” he said.
Whether the year ahead will see an uptick in advertising spending in Africa – traditional or non-traditional – depends significantly on economic conditions. Tough times may translate to static or pared-back ad budgets, Gorin added.
“In the context of African countries’ media, market, and population landscapes, our view is that traditional media will continue to be the bedrock of most marketers’ advertising strategies,” he said.
You can register for this Friday’s IMM Friday FlashTalk here: https://imminstitute.co.za/imm-fridays-flashtalks/
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.
Top African marketing voices confirmed for AMC 2026
Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.
Broadcast Research Council confirms launch of total video measurement
New industry currency will bring South African television and online video audiences together in a single measurement system.