Ambitious target for DigitalMark
DON’T CALL THEM “advertising sales houses”. These days they prefer “media marketing solutions providers”. But it’s more than just a pompous term for a mundane task. It’s an adaptation to the changing needs of the increasingly integrated marketplace. You can no longer satisfy customers by selling them conventional media time and space. They want integrated marketing solutions.
Kagiso Media has one of those already – RadMark – which does all this for a portfolio of radio stations. Now it’s established a second one – DigitalMark – providing the service in the digital sector. Others are in the pipeline.
After a two-year incubation period, DigitalMark has launched itself by securing the rights to represent MSN South Africa along with its existing radio brand websites. “Our vision is to become the leading African solutions provider in the digital space,” says sales manager Ian Drummond. “DigitalMark will provide advertisers with standardised digital solutions but looks to pioneer growth into rich media” – where a combination of audio, visual and interactive media keeps people engaged for longer.
MSN South Africa reaches just more than 2,7m unique browsers in this country and looks set for growth by offering localised, snackable content.
In a market hungry for digital knowledge, one of DigitalMark’s goals is to be a thought leader, fostering the exchange of ideas and knowledge through, among other things, “Web and Breakfast sessions addressed by industry experts”. This will help educate users and reverse negative perceptions, which Drummond sees as two of his main challenges. The third? Budgetary constraints.