Interview with Alexander Leibner, Digital Media Entrepreneur
Meet Alexander Leibner, digital media entrepreneur, radio host, global speaker, creative mind and founder of The Sandton Media Group, which includes The Sandton Times.
Upskill your digital team or get left behind – the new reality
Finding skilled people in the digital marketing space is a global problem, with some reports citing that most businesses’ digital skills are only at 35%
What ChatGPT means for Digital Marketers
What ChatGPT means for Digital Marketers If you’ve recently heard people talk about ChatGPT you may be wondering what all the hype is about. ChatGPT (Generative Pre-trained Transformer) is an artificial intelligence chatbot developed by OpenAI and released in November 2022. It is built on top of OpenAI’s GPT-3.5 and GPT-4 foundational large language models and has been fine-tuned using both supervised and reinforcement learning techniques. The potential applications for ChatGPT are huge, from understanding and responding to customer queries, personalized support and assistance to conducting research in super-fast time. But what does ChatGPT mean for digital marketers? Why is ChatGPT important to Digital Marketers? ChatGPT is important in digital marketing because it can help businesses to create content that is relevant, engaging, and personalized. By using ChatGPT, businesses can automate many of their marketing processes and save time and resources. Additionally, ChatGPT can help businesses to improve their customer service and increase customer satisfaction. ChatGPT is also important because it can help businesses to stay ahead of the competition. By using advanced artificial intelligence technology, businesses can create content that is more engaging and relevant than their competitors. This can help them to stand out in a crowded market and attract more customers. Potential Applications of ChatGPT in Digital Marketing Content creation: One of the most significant challenges in digital marketing is creating content that resonates with consumers and effectively communicates a brand’s message. This is where ChatGPT shines. ChatGPT can generate high-quality content that is engaging and relevant to the audience. By inputting keywords and topics it can create blogs, articles, social media posts, and even product descriptions that are optimized for search engines and tailored to the target audience – without human input. Improved personalization: It costs five times as much to attract a new customer than to keep an existing one. ChatGPT can analyze customer data and create personalized recommendations for products and services. By analyzing the customer’s previous interactions with the brand, ChatGPT can suggest products or services that the customer is likely to be interested in thereby upselling and improving customer retention. Email marketing: ChatGPT can be used to generate personalized email content that is tailored to the individual recipient. By analyzing the recipient’s previous interactions with the brand, ChatGPT can suggest products or services that are likely to be of interest. Customer service: Many businesses are already using chatbots to automate customer service, but ChatGPT will personalise the experience even further, which in turn can help businesses improve their customer service and increase customer satisfaction. Social media marketing: ChatGPT can be used to generate social media posts that are engaging and relevant to the target audience. By analyzing social media trends and topics, ChatGPT can generate posts that are likely to go viral and reach a wider audience. Of course, there are two sides to each story. While the applications mentioned above are clearly beneficial and can assist greatly in businesses streamlining their processes and being more efficient, ChatGPT has been criticised in a number of areas. A security breach in March 2023 meant some users on ChatGPT saw conversation headings in the sidebar that didn’t belong to them. Accidentally sharing users’ chat histories is a serious concern for any tech company, but it’s especially bad considering how many people use the popular chatbot. The lack of transparency is also an issue. We simply don’t know the details about how ChatGPT is trained, what data was used, where the data comes from, or what the system’s architecture looks like in detail. Like humans, no technology is without errors. ChatGPT has failed at basic math, can’t seem to answer simple logic questions, and will even go as far as to argue completely incorrect facts. There is also a certain bias built into the system since ChapGPT was trained on the collective writing of humans across the world. Unfortunately, this means that the same biases that exist in the real world can also appear in the model. But perhaps the most controversial topic that has been raised since the public launch of ChatGPT is the fact that it will most certainly take jobs from humans. Among the apps which have integrated GPT-4 are Duolingo and Khan Academy. This could be just the beginning of AI holding human jobs. Among the other jobs that could likely be affected are paralegals, lawyers, copywriters, journalists, and programmers. In conclusion, as digital marketers, it is crucial to be aware of both the risks and the opportunities ChatGPT offers in order to make the most of this new technology as well as mitigate potential problems, while also retaining integrity. Happy selling! Your AdMarula Team All CEO’s Thoughts Interviews and Insights Industry News CEO’s Thoughts Upskill your digital team or get left behind – the new reality 22 May 2023 Finding skilled people in the digital marketing space is a global problem, with some reports citing that most businesses’ digital skills are at 35% of what it should… Read More Interviews and Insights What ChatGPT means for Digital Marketers 18 May 2023 What ChatGPT means for Digital Marketers If you’ve recently heard people talk about ChatGPT you may be wondering what all the hype is about. ChatGPT (Generative Pre-trained Transformer)… Read More CEO’s Thoughts Never stop marketing 26 Oct 2022 Never stop marketing There’s a LOT going on in the world right now. This is not a political piece, yet it is diffiult to ignore the world-shaping events… Read More Prev123Next
Why Black Friday 2022 will differ from before
Why Black Friday 2022 will differ from before Despite current downturns in the economy, evidence shows that the e-commerce industry is picking up and going back to pre-pandemic levels. The real question then is how to achieve profitable growth and for many businesses, Black Friday sales make up as much as 20% or more of annual sales. Although the trend seems to be going ‘back to normal, Black Friday 2022 will be different from previous years. Here’s how: Sales will be stretched out over a longer period – This is partly due to retailers having so much inventory. It’s also been a trend in recent years for retailers to start their sales much earlier, in some cases as soon as October or early November, and run those sales later. That’s very likely to continue this year. Brick-and-mortar stores will drive growth – Online shopping remains a convenient option for most shoppers. But buying journey is no longer a linear physical vs. digital experience. Buyers interact at multiple touchpoints before completing their purchase. As you prepare to offer competitive prices on your website, buckle up to fulfil this demand in-store by: Using the latest technology to enable digital payment solutions and self-service will help you mitigate health concerns and offer a better shopping experience. Adding signage for sanitation and social distancing instructions and updating customers about any major changes to your store’s flow on the website, social media, and mobile app. Customers will expect value – The early pandemic years saw buyers’ marked preference for a frictionless experience. They gravitated towards online shopping and curbside pickup, but in 2022, they will go a step ahead. Alongside comfort and convenience, shoppers will look for lower prices. In fact, according to Salesforce, nearly half of all shoppers will ditch their regular brands for a lower-priced competitor. Consumers will choose sustainable options – Modern shoppers won’t buy from you if there’s a value mismatch. This Black Friday, ensure you are honest about your carbon footprint and account for emissions. Share your sustainability initiatives and regularly promote sustainable practices. User experience and trust will matter more than ever – Shoppers no longer believe the best prices are on those days. Trust has increasingly become a factor and the best way to fix that is to offer genuinely good prices that aren’t just overly exaggerated sales pitches. In other words, if you promise that these are the best prices of the year, deliver on that promise. Happy selling! All CEO's Thoughts Interviews and Insights Industry News CEO's Thoughts Never stop marketing 26 Oct 2022 Never stop marketing There’s a LOT going on in the world right now. This is not a political piece, yet it is diffiult to ignore the world-shaping events… Read More Interviews and Insights Interview with Sandra Jardim, Blogger/Founder of MammaBearLove 26 Oct 2022 Interview with Sandra Jardim, Blogger/Founder of MammaBearLove Our October profile is Sandra Jardim, mom to twins Gisela and Alaia and blogger/owner of MammaBearLove. She uses her blog as… Read More Interviews and Insights Interview with Kristin Weixelbaumer, Black Betty Design 14 Sep 2022 Interview with Kristin Weixelbaumer, Black Betty Design Our September profile is Kirstin Weixelbaumer, designer and owner of BlackBettyDesign.com. Founded in 2012, Black Betty aims to create unique and… Read More Prev123Next
Back to basics for SME’s
Back to basics for SME’s The explosion of digital marketing options means that many businesses are spread too thin across too many channels these days. We often do audits for new and existing clients on their digital assets/channels’ performance. With so much data spread over so many channels, it is crucial for businesses to do this ‘health check’ regularly to avoid over-spending or to identify areas that yield real returns for their business. Smart businesses focus on dominating one channel. Marketers should get more focused and aim to do fewer things better. Of course it is easy to get distracted by shiny new digital objects. Marketers love new trends and to be on the leading edge of new technologies and platforms. We often see surveys where marketers say AI and machine learning are critical channels. Ultimately, yes, this kind of technology could have a dramatic impact on marketing performance and optimization, but how many advertisers (small businesses and brands) are actually using proprietary AI or machine learning to improve marketing? Currently, not many. The reality is that many small businesses and a portion of big brands aren’t delivering on the basics of digital marketing like websites, SEO, social media, blog writing, Google ads, online reviews, etc. Given the huge marketing budgets of big brands, small businesses must execute on these foundational tactics. For most SMEs the majority of their business growth still comes from the foundational tools in digital marketing: social media, digital ads, email marketing and SEO. Don’t forget to focus on your foundation. Often, optimizing your base digital execution will provide a better return on investment than experimenting (and getting distracted) with every new tool. So the next time you speak to an agency or martech company trying to sell you what’s “new” or “cutting edge” or “the future”, ask them to help you get the basics right first. Upwards and onwards! Daniel Gross – CEO All CEO's Thoughts Interviews and Insights Industry News Interviews and Insights Why Black Friday 2022 will differ from before 26 Oct 2022 Why Black Friday 2022 will differ from before Despite current downturns in the economy, evidence shows that the e-commerce industry is picking up and going back to pre-pandemic… Read More CEO's Thoughts Never stop marketing 26 Oct 2022 Never stop marketing There’s a LOT going on in the world right now. This is not a political piece, yet it is diffiult to ignore the world-shaping events… Read More Interviews and Insights Interview with Sandra Jardim, Blogger/Founder of MammaBearLove 26 Oct 2022 Interview with Sandra Jardim, Blogger/Founder of MammaBearLove Our October profile is Sandra Jardim, mom to twins Gisela and Alaia and blogger/owner of MammaBearLove. She uses her blog as… Read More Prev123Next
Doing well by doing good
Doing well by doing good Most businesses these days have some form of CSR strategy outlining how they give back to their stakeholders, the environment or the community. Research even shows that doing good reduces a company’s team turnover rate, increases its productivity and boosts employee engagement and satisfaction. I recently did an audit of our clients and it struck me how many businesses we have in our client pool that do good while also doing well. These are businesses that have ‘doing good’ at their core – the reason they started their business in the first place. I would like to mention a few here as I find it both inspirational and encouraging to do business with companies that ultimately do good, by benefiting our community, the planet, and the people who inhabit it. Faithful to Nature was founded in 2006 with the aim to give ordinary people access to honest, affordable and ethical products. They created a world-first ingredient policy in search of clean ingredient lists and products that were free from toxins. Ultimately the company wants to create a world where the products we use do not harm us, our communities or our planet. Today they have over 100,000 followers on Facebook. Hannah products offer a healthy alternative to sanitary pads and cups for women. Hannahpad offers a zero-waste, chemical-free lifestyle which benefits women’s bodies and our earth. Hannahpad also believes in helping their communities and reaching out a helping hand. As part of this philosophy, they have created a set called the ‘Help a Girl Cloth Pad Set’ to help a girl stay in school. This is only available as a donation and has been discounted to make this affordable to sponsor a girl. Cyber Finance is a leading financial solutions provider offering a range of effective debt counselling services that provide consumers with an affordable repayment solution and ultimately financial freedom. The past two years have been tough economically and many South Africans find themselves trapped in bad debt. To date, Cyber Finance has helped over 5,000 SA consumers become debt free and has been voted the Top 10 National Debt Solutions Provider in the country. Greenfish was founded by two brothers with the intention of providing the restaurant, hospitality and wholesale industry with high-quality, seasonal and locally sourced fish and seafood products. Growing up as artisanal handline and tuna pole fishermen, their combined 60 years of fishing experience has instilled in them a deep respect and connection to the ocean that underpins everything that Greenfish does. In addition, businesses like Earth Natural Hair, Natural Options, Skin Fresh and The People’s Fund all have ‘doing good’ at their core. We are proud to partner with and help grow these brands through our digital channels and offerings and look forward to seeing them disrupt and create change for the better in the world. Onwards and upwards! Daniel Gross – CEO All Interviews and Insights Industry News CEO's Thoughts Interviews and Insights Why Black Friday 2022 will differ from before 26 Oct 2022 Why Black Friday 2022 will differ from before Despite current downturns in the economy, evidence shows that the e-commerce industry is picking up and going back to pre-pandemic… Read More CEO's Thoughts Never stop marketing 26 Oct 2022 Never stop marketing There’s a LOT going on in the world right now. This is not a political piece, yet it is diffiult to ignore the world-shaping events… Read More Interviews and Insights Interview with Sandra Jardim, Blogger/Founder of MammaBearLove 26 Oct 2022 Interview with Sandra Jardim, Blogger/Founder of MammaBearLove Our October profile is Sandra Jardim, mom to twins Gisela and Alaia and blogger/owner of MammaBearLove. She uses her blog as… Read More Prev123Next
How 2020 has changed Digital Marketing
2020 and the emergence of COVID-19 has altered the way we all live and work, including the world of Digital Marketing. While the pandemic’s full impact is still to be determined, its effects on Digital Marketing has been profound as people increasingly go online to meet their day-to-day needs. From SEO to the way businesses interact with consumers, the script is being rewritten for better and for worse. The way we interact with each other has significantly changed, so it doesn’t come as a surprise that companies also need to change how they interact with customers. From giving back to the community by offering free services to putting a positive emphasis on marketing messaging, most businesses have had to shift their digital strategy in order to adjust to this new world order. For many companies who hadn’t already gone online, 2020 was the ‘point of no return’. With customers spending more time online than ever and looking for information and safer ways to shop, online is now a ‘must have’ even for services industries. 2020 has profoundly changed online consumer behaviour. For lunch or dinner options, instead of searching for restaurants closest to our locations, we are searching for delivery options. We are more online than ever before. Online appointments are now the norm for many businesses. Online meetings and Zoom calls are on the rise while face-to-face interactions are on the decline due to the COVID-19 crisis. Consumers are hopping on websites and communicating through brand’s social media platforms more than ever. Digital marketing is one of the best and most cost-effective ways for businesses to reach their target audiences. New behavioral practices like social distancing are accelerating consumers’ use of e-commerce options, forcing traditional marketing to take a backseat. As interpersonal communication declines, businesses are becoming more reliant on digital tools and other accessories to accomplish their goals, I.e., Facebook Messenger, live chat on websites, text message marketing, etc. Brands investing in SEO may have initially seen a decline in revenue when the pandemic began but now may be seeing a rise. 2020 has been a challenging year for most businesses, and marketers have had to put their thinking caps on and adapt quicker than ever. The good news however is that many of these changes, are likely to be with us for the foreseeable future, and in a way this has been a year of accelerated learning and finally executing those plans many have been talking about, but just haven’t had the urgency to follow through on. What will 2021 hold? Only time will tell. The Publisher Management Team
AdMarula launches digital consultancy services
With AdMarula now in its ninth year of operation we are entering an exciting new phase in the business. Initially launched as an Affiliate/Performance Marketing network, we have built a solid reputation the past decade as South Africa’s no.1 channel for performance-based affiliate advertising, however due to our deep knowledge and understanding of digital we’ve more recently also been working with clients in a consultancy capacity, upon their request. These ‘new’ areas of Digital Strategy, Paid Search, Social Media and Mobile Advertising are fast becoming a real growth area for AdMarula. Digital is no longer a stand-alone item on the overall marketing agenda. The world is digital, and businesses are playing catchup with increasingly demanding customers who expect their online experience to be seamless, quick, intuitive yet not invasive or annoying. It is therefor only natural that clients who have experienced great success through their performance-marketing campaigns with AdMarula, want us to work closer with them on other aspects on their digital strategy in order to ensure a cohesive and integrated approach. This is an exciting yet natural development for us as a business, as well as an affirmation that our team is highly skilled and respected in the industry. For the performance network side of the business its business as usual, while we will be adding to our team to handle the expansion of our consultancy arm. On a different note, AdMarula will be relocating its offices from Technopark outside Stellenbosch to Paardevlei in Somerset West. This will allow our team to be more efficient by cutting out commuting time, as well as give us more direct access to major routes like the N2 towards Cape Town and the airport for meetings. We will of course communicate our new address to you in the appropriate time and manner, and aim for the move to be done by the year end. I trust that all our clients and publishers had a successful Black Friday/Cyber Monday weekend and that it will in part make up for lost revenue during lockdown earlier this year. It is encouraging to see that some of our programs that were paused have been restarted, and that clients are starting to increase budgets and channels again. I wish you all a well-deserved break and time with family and dear ones, and look forward to taking on 2021’s challenging with you. Onwards and upwards! Daniel Gross – CEO
