With one in three people in South Africa already online, and the number of South Africans online forecast to exceed 16 million by 2016 (according to the Internet Access in SA 2012 report), media buyers should be looking at how to best integrate more digital into their marketing communications mix.
To drive better value from digital spending, media buyers along with their publishing partners, should spend time understanding engagement measurement metrics such as click-throughs, traffic, dwell time, and dwell rate, as well brand-building effects, suggests Attila Bernariusz, Kagiso Digital divisional head.
They should also be looking at optimising their campaigns with data acquisition, lead generation, targeting, geographic targeting, behavioural targeting, demographic targeting, psychographic targeting, and retargeting, he says. This will help them to drive better return on investment from digital marketing.
Source: Kagiso Digital
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