Am­bi­tious tar­get for Dig­i­tal­Mark

Finweek English Edition - - ADVERTISING & MARKETING -

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.

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