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#LetsTalkDigital: Integrated marketing within digital transformation with Sadika Fakir
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According to AC Nielsen and the Interactive Advertising Bureau, total adspend for SA in 2020 was just over R41bn, with a 18% y/y growth in digital media. Due to Covid and shifting consumer behaviour, we have seen a decline in spend in TV, radio, OOH, print and cinema - and a huge increase in digital spend, especially in streaming digital video and audio channels.
As marketers, we still use the 'traditional' and 'digital' terminology in large part because the market still talks in this lexicon. But the reality is that we have moved on to thinking about channels in terms of the strategies and messaging we are planning. We have also begun using the term 'tradigital' when referring to traditional media that now offers digital components.
We will explore this new integrated marketing space and delve into what the future looks like.
Let’s Talk Digital features every second Thursday on Bizcommunity Marketing & Media homepages and via https://talkdigitalza.co.za/, Instagram, Twitter, LinkedIn and band.link, iono.fm.
Let’s Talk Digital features every second Thursday on Bizcommunity Marketing & Media homepages and via https://talkdigitalza.co.za/, Instagram, Twitter, LinkedIn and band.link, iono.fm.
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