THE ROLE OF THE TRUTH

If you, like me, have been amazed and deeply concerned by the sabre-rattling and divisive rhetoric in South Africa of recent month, you will probably read on.

I am deeply concerned by the growing number of reputations that lie in tatters these past months. Reputations that took years and indeed many lifetimes to build up.

Take the Africa National Congress for starters. Their constant 'jaw-jaw', abuse of media opportunities and total lack of proactivity in the running of clean, accountable and efficient government have left their reputation in tatters. Few international countries, excepting the pariah states of the world would want to invest in our country under such conditions.

Take big business next. How in the world can business leaders justify their enormous salaries? With everybody behaving as if South Africa was their personal fiefdom, how can we ever set an example for the workers to follow? Now perhaps we can understand why people overturn refuse bins and destroy property in their frustration. I challenge the leaders of the big retail chains to live on a minimum wage of R 4000 per month, pay other expenses and then shop for sustainable food items in their own stores !!

The real problem is that South Africa has no - and never has had - any strategic plan. The concept of a Rainbow Nation as projected by our beloved founder, Nelson Mandela, becomes a vicious lie when each corner of society and the economy behaves the way it is doing.

Is their a lesson for marketing? There certainly is. The time has come for long term thinking and getting everyone on the same side. That means making realistic, deliverable promises.

And getting it right. First time, on time and every time.

Aluta continua.

As the Media Evolves

A media freelancers group I belong to recently had a big debate within the group as to the fate of journalists operating in South Africa. With the bad economic situation of the year 2009 and a large number of corporate rationalisations within the media sector, my colleagues are very concerned about the future of freelancing in a shrinking sector.

What is interesting about all of this is that a number of media professionals fall into the classic trap of looking back and see a dwindling pool of work serviced by a growing pool of resources. The solution - and only way out - as I see it is rather to look forward and see the changing nature of media today with the opportunities that it provides.

The lines between pure editorial journalism and advertising are constantly blurring and it is a challenge to all of us to walk through this and recognise the challenges. Then there is the evolution of www and the potential it brings to make everyone a potential editor, commentator or publisher.
Unfortunately for may journalists the playing field has changed completely. Those that survive will be those who grasp the opportunities provided in the future.

If your company is interested in the changing face of media and how to use this to best advantage in marketing communications, give me a call.

Integrated Communications - more compelling truths

We surely live in challenging times, with the power of computer technology propelling cyberspace communications options to greater heights on an exponential path. What sense do we make however of the numerous prophecies of doom and gloom for the future of the conventional media, and of advertising?

I have read many well thought out pieces on the looming death of paper-based and other communications, so where does this leave the future of marketing communications as we know it?

I think the internet, website, email and cellphone marketing communications present a fleeting opportunity for communication with the target market and that this can conflict with the processing time of the human brain. A kind of information overload - hence the possibility of diminishing long term brand building - in the case of many (some, but not all) brands. I guess it's the old argument of frequency vs. impact.

The conventional media, radio, print, etc present more solid opportunities for argumentative and rational communications and brand building campaigns. This is important for the B2B communication market.

Know this, however, that there is a convergence of these various media, and that they are not as seemingly in conflict as some younger, fresh-faced cousins in the creative world make out. My view is that they are completely complementary and that not one can survive without the other in this age.

Just like the co-existence of the written word (copy) with graphic devices and images. I watch with interest, but feel vindicated in my view that integrated marketing communications is the way to go.