The future of marketing

Programmatic advertising: the marriage of creativity with technology

Victor Navarro, EMEA sales director, Media Solutions at Sizmek, shared his insights on the rise of programmatic advertising in the United Kingdom at the StrikeAd Mobile Programmatic Advertising event. Navarro urged South African advertisers to get on board with creating relevant messages for mobile users, lest they get left behind, as the days of desktop only advertising are over.

Victor Navarro

According to Navarro, humans haven’t adopted technology faster than the speed at which they’ve adopted mobile. “We’re seeing huge numbers of […]

Estie2016-12-05T12:30:25+02:00December 5th, 2016|Marketing, Performance of the business, Recources|

Franchising mistakes to avoid

BY: ANITA DU TOIT

To become a preferred franchisor, franchise companies should avoid the following ten mistakes.

(c) rawpixel – 123RF.com

1. Not charging a royalty on sales but rather adding margin to product

This is problematic, as the franchisor will not benefit from a franchisee adding additional products or services to its range. In addition, according to the Competition Act, the franchisee cannot be forced to purchase goods from the franchisor, especially if similar products are available at a lower price. If franchisees have to […]

Estie2016-12-05T12:21:31+02:00December 5th, 2016|Marketing|

Five factors of successful franchisor leadership

BY: ANITA DU TOIT

In addition to being concerned about the match between a franchisee and a franchisor, in terms of psychometric testing, franchisors should review their own leadership and management capabilities, as becoming a franchisor changes the nature of a business.

Five factors of successful franchisor leadership

Decision-making should become inclusive, with the impact on the franchise network in mind. Distribution decisions also need to be made within the framework of franchising. Moreover, the franchisor will need additional resources to […]

Estie2016-12-05T12:15:30+02:00December 5th, 2016|General management and CSR, Marketing, Recources|

Marketing

Your Brand is Not Too Good for That

You should be selling your brand everywhere. After all, that’s where the customers are.

Before you read any further, please take a moment to remind yourself, Mr./Ms. Small Business Owner, that you are not Apple. You are not Louis Vuitton. You are not Tiffany.

OK, now that we got that out of the way, I am going to tell you something that you need to hear. It may sting a little but it’s true.

Your brand is too good for no one.

Click here to read the rest of the article …

Estie2015-11-30T10:07:23+02:00October 28th, 2015|Marketing|

Staying ahead in a competitive environment

Staying ahead in a competitive environment
A McDonald’s Restaurants case study
Page 1: Introduction
For any business, becoming and staying the market leader is a huge task, even for household names such as McDonald’s. Keeping ahead involves continuous hard work to enhance the reputation of the brand, coupled with product innovation based on detailed market research that indicates how to please customers.

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Estie2017-06-23T14:05:09+02:00February 2nd, 2015|Marketing|

Franchising and entrepreneurship

What is franchising?
McDonald’s is an example of brand franchising. McDonald’s, the franchisor, grants the right to sell McDonald’s branded goods to someone wishing to set up their own business, the franchisee. The licence agreement allows McDonald’s to insist on manufacturing or operating methods and the quality of the product. This is an arrangement that can suit both parties very well.

Under a McDonald’s franchise, McDonald’s owns or leases the site and the restaurant building. The franchisee buys the fittings, the equipment and the right to operate the franchise for twenty years. To ensure uniformity throughout the world, all franchisees must use standardised McDonald’s branding, menus, design layouts and administration systems.

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Estie2017-06-23T14:12:59+02:00February 2nd, 2015|Entrepreneurship, Marketing, Recources|

The marketing process

McDonald’s is one of the best-known brands worldwide. This case study shows how McDonald’s continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organisation, product or service. The brand image represents how consumers view the organisation.
Branding only works when an organisation behaves and presents itself in a consistent way. Marketing communication …

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Estie2017-06-23T14:05:35+02:00February 2nd, 2015|Marketing|

The route to fast food franchising

Mcdonalds Restaurants 8 Image 1 When the McDonald brothers, Dick and Mac opened their first restaurant in 1940 in San Bernardino, California, they could never have imagined the phenomenal growth that their company would enjoy. From extremely modest beginnings, they hit on a winning formula selling a high quality product cheaply and quickly. However, it was not until Ray Kroc, a Chicago based salesman with a flair for marketing, became involved that the business really started to grow. He realised that the same successful McDonald’s formula could be exploited throughout the United States and beyond.

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Estie2017-06-23T14:05:59+02:00February 2nd, 2015|2017 Case Study, Marketing|

The Psychology of Color in Marketing and Branding

The psychology of color as it relates to persuasion is one of the most interesting—and most controversial—aspects of marketing.

The reason: Most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors and the mind.”

To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, today we’re going to cover a selection of the most reliable research on color theory and persuasion.

Misconceptions around the Psychology of Color

Why does color psychology invoke so much conversation… but is backed with so little data?

As research shows, it’s likely because elements such as personal preference, experiences, upbringing, cultural differences, context, etc., often muddy the effect individual colors have on us.

Click here to read the rest of the story…

Estie2015-11-30T09:55:43+02:00February 2nd, 2015|Marketing|

Marketing Trends for 2014 and into 2015

DECEMBER 2, 2013

By Dave Chaffey

22 Digital Marketing techniques that demand attention

Update: I update this post annually with a new poll on the techniques that readers think is important. You can see the latest poll in this post on Digital Marketing Trends for 2015 – in the article I have also covered what I see as 30 of the top tools for managing and optimising digital marketing in 2015.

Many of the trends I identified below will remain key digital marketing activities in 2015.

Each year, I review the latest trends in Digital Marketing to help define digital technologies and marketing techniques which will give options for companies to grow their businesses. In 2013 we reviewed top-level digital marketing trends, asking which trends will give the greatest commercial benefits, this year I drill down to the next level to give more specific practical recommendations to increase effectiveness.

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Estie2015-11-30T10:01:14+02:00December 4th, 2014|Marketing|