R55 ex VAT South Africa only VAT R55 ex • Human 2.0 – is it time for the Three Laws? • Is Technology saving Advertising? • Fake News is in the News • Can your business succeed without digital marketing? • Primedia Unlimited Malls Turning Malls into Smart Destinations Ensure you get every copy VOLUME 5 ISSUE 2 Nex Media Magazine has grown and as a result the response from the industry has PUBLISHER: Vikesh Roopchand, Cell: 082 576 7345 been unprecedented. With each year the [email protected] number of people wanting to receive the magazine increases. Until now Nex Media EDITOR: Mark Norris, Cell: 082 850 4929 has been available on a free [email protected] subscription basis. CONTRIBUTORS: Mark Thomson Bryden Morton and James Bisset In order to ensure that our loyal readers Ivan Israelstam Chris Blair Pranesh Ramrethan Oscar Tshifure Dylan Kohlstädt Johan Walters continue to receive their copies we are Keith Solomon Olivia Colville Lauren Timmer-Somer introducing a paid subscription. SALES AND SUBSCRIPTIONS: Sentient Publishing Get your subscription to Tel: 011 475 5095 [email protected] Nex Media today and receive: OPERATIONS: Sharvina Roopchand, Tel: 011 475 5095 Dineo Moilwa, Tel: 011 475 5095 • Free delivery • Award winning coverage of DESIGN & LAYOUT: Bert Johnstone – Sentient Publishing major industry trends. • All at a discounted rate PRINTING: Business Print Tel: 012 843 7600 Subscribe today and take advantage of this PAPER: Supplied by Papercor special offer and ensure you’re at the TEXT: Sappi GalerieArt Plus Gloss – 130gsm forefront of the headlines affecting COVER: Sappi GalerieArt Silk – 300gsm Tel: 011 613 7990 your industry. PUBLISHED BY SENTIENT PUBLISHING Tel: 0861 111 987, Fax: 0866 832 156 R149,50 Ex VAT. Email: [email protected] (Three issues per year) Sentient House, 761 Tortoise Street Weltevreden Park 1709, Johannesburg P.O.Box 73410 Johannesburg 2030 @TweetSentient Nex Media Magazine Nex Media Certified by Sentient Publishing Audit Bureau of Circulation COPYRIGHT © 2017-2018 SENTIENTPUBLISHING. all rights reserved. No part of this publication may be reproduced in any material form or transmitted to any other person without the prior written permission of Sentient Publishing. The copyright in this publication and the material herein (including without limitation the text, artwork, photographs and images) is owned by Sentient Publishing and its licencors. While the information contained in this publication has been presented with all due care, Sentient Publishing does not warrant or represent that the information is free from errors or omission. Sentient Publishing takes no responsibility Email for the accuracy, currency, reliability and correctness of any information included in the information provided by third parties or for the accuracy, currency reliability and correctness of links or references to information [email protected] sources (including Internet sites) out of Sentient Publishing. or call 1 011 475 5095 Nex Media • MARKETING IS POINTLESS! Make marketing relevant again ll of us, irrespective of the industry we are in or the job we do, face difficulty in staring our challenges in the face and seeing them as opportunities in the making. I am referring to those challenges which actually present a stumbling block to our progress but which we are unable to think about or even consider due to their gravity. A personal observation, which has been confirmed by a few different players in recent weeks, is that the marketing industry as a whole, is struggling to retain or find its relevance in the modern world. This is clearly a generalisation, but as a generality, modern clients are more savvy about what they want and they are calling the shots. The days of marketing people dictating to the client are over. You can suggest, cajole or even strong-arm your clients but when it all comes down to it, the client has taken back the final say. This is not to say that you cannot charge for the genius of pure creativity, nor does it mean that your opinion is irrelevant. What it does mean is that you have to take your clients into account and consider them as a contributor to their own marketing campaigns. Measurability has never been more important. It is no longer acceptable to simply tell clients what you have done and achieved, you will have to prove it. To ensure that you continue to remain relevant in the modern world where clients know what they want, and more importantly what they don’t want, you may have to face those hard questions head on. Determine what it is that you are doing and whether that equates to what your clients want and expect of you. It is something we should all do periodically – even though it may be uncomfortable or even down-right painful. This way you can secure your future. This issue carries a wide spectrum of articles on a range of topics in the marketing and communications space. Some of it may be news to you while some will be seem to be nothing more than common sense. Either way, you will definitely find something of interest. Our cover feature looks at a new approach to malls where shoppers become the focal point of the marketing activities associated with shopping malls. It is this type of refocusing that will reap benefits for all parties. So till the next time, enjoy and keep re-inventing. Mark Norris Editor www.nexmedia.co.za 42 Human 2.0 – Is it time for the Three Laws? ........................................ 24 Without print how successful is your campaign? ............................... 26 Editorial ................................................................................................ 2 Can your business succeed without digital marketing? ..................... 28 Primedia Unlimited Malls turning Malls into Smart Destinations ..... 4 APEX awards 2017 The results of the ‘work that worked’.................. 32 Public relations has evolved ................................................................. 8 How to Comply with Equal Pay for Work of Equal Value? ................. 34 Zippy Labels – overcoming adversity to bring labels to your shelves ...... .............................................................................................................. 36 Will current marketing practices still be relevant in 2030? ............. 12 Six Sigma The quality standard ........................................................ 14 New employers fall prey to LRA provisions ....................................... 40 Is Technology saving Advertising? ................................................... 16 Increased visibility improves retail supply chain, enhances returns Fake News is in the News ................................................................. 18 policies ............................................................................................... 42 4 Ways to Use WhatsApp in your Business including Do’s and Don’ts .. ............................................................................................................. 22 Nex News ............................................................................................ 46 3 Nex Media • Vol 5 Issue 2 Nex Media • PRIMEDIA UNLIMITED MALLS TURNING MALLS INTO SMART DESTINATIONS Primedia Unlimited Malls turning Malls into Smart Destinations Think of your local mall… What comes to mind? Opportunity or panic? Excitement or dread? The answer may depend, to a certain extent, on the time of day or month that you consider visiting the mall. However, few people would actually consider visiting a shopping mall an experience. www.nexmedia.co.za 4 his is where Primedia Unlimited Malls comes into its own. Its aim is source of data is the malls themselves. A critical element, especially if the malls to transform a visit to a mall into a unique and enhanced shopping can digitise the data they are collecting. This is based on the activity which is experience. With their service offering consisting of four main areas of taking place within the malls. The fourth source of data is the research expertise, including media, activations, shopper marketing and digital, PU commissioned from various sources but which is all centred around TMalls are paving the way for smarter and more intuitive mall landscapes. the shopper. But what does this entail? In a word – data. And lots of it, most of it about you. Molefi explains, ‘As a business, we have built a portal which becomes our one Now consider malls from another perspective, that of the brand owners, retailers source of truth, called Smart Dashboard. The aim of this tool is to connect all four and agencies. You may think that the only consideration would be the need to sources of data into one environment which will give us easier access and be achieve maximum volumes of traffic through the malls. While this is important, able to overlay all the various forms of data, firstly to test the data and, secondly it is not the only consideration. Other factors include ensuring that you have your to give us better insights. This will allow us to do two things: to engage with the brand in the right mall for the shoppers you want to attract, that your advertising shopper better and; to assist us with decision optimisation. It will allow us to is ideally placed and that you are advertising the right items to attract customers, provide real-time information to the property owners.’ showing that you know everything possible about your customer base and what they want. The requirement for this knowledge is once