Marketing partnerships in the digital economy

Tenure – I’ve been with NetFlorist for almost 10 years and it’s a guarantee that a contact person will change at least every two years. Everlytic are the exception to the rule though, Jodine and I have worked together since we started using Everlytic seven years ago. Hellen, our “account manager” (but really Superwoman) has been on the NetFlorist account for the last four years. Everything we know about NetFlorist email subscribers, the three of us have learnt together. Through their tenure, Everlytic has come to understand our very seasonal business, its unique requirements and share in our goals. When you have a senior team that’s overseeing your account and strategy for so long, it becomes second nature for them to suggest their own innovative ideas and applicable insights.

A personal touch – While I normally only get in touch when I need something, our relationship resembles one where you can pick up the phone and chat to a friend after years and pick up from the same place you left off. Earlier this year when the entire NetFlorist team was on short time contracts, I had no choice but to radio for help. Short of designing and developing our emails, the Everlytic team managed our new fresh produce and grocery strategy effortlessly (and after hours too).

Wolmarans: Key insights are:Brands should trust publishers – We know what type or format of content resonates with our readers, so any edits to existing content, or decisions taken about newly created content, are all meant to make your content perform better for our specific audience.One-off content campaigns can do well for certain goals (such as reporting on a new product launch) but longer-term partnerships with a publisher allow much more room for innovative content across various formats.Brands can also invest in their own content units, as Investec has done, which brings benefits both internally and in working with publisher partners. If this is a brand’s decision, it has to find the right people with the right skills for the job (and this might not be staff from PR or marketing units).

What one main call to action would you advise your fellow industry at this time (in context of your talk) to help foster great relationships that help to beat the benchmark in digital?

Nurock: Become a trusted advisor to your clients. Provide them with more business solutions.

Pillay:

Marketing is not just about selling your product and/or your company’s services, it’s about selling yourself too. Build key relationships with your partners, both personally and professionally, because you never know when you may need them to go above and beyond for you. Also, send them flowers, it helps.

Wolmarans: This is a fantastic time to explore how digital content marketing can support your business – SA has a variety of excellent publishers reaching a multitude of general and niche audiences. Start a relationship with a publisher but trust your publishing partner to advise you on best practice for content.

At this time of crisis – please share one key learning that you have personally (or professionally) taken on board that you believe will assist others to navigate the future of work as we (are getting to) know it.

Nurock:

Be human!

Pillay: One of my favourite quotes has always been Alvin Toffler: “The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn”. Nothing is more true amidst these crazy times.

Wolmarans: The Covid-19 lockdown in SA resulted in a massive influx of traffic (and digital subscribers) to our websites, proving that readers trust our titles (some of which are more than 100 years old) as a source of important information. That benefits both our journalism and our advertising clients. But the world is different now, and people’s personal ecosystems have changed (working from home), as have their priorities (personal finance challenges as unemployment soars; entrepreneurship and business management during a pandemic; etc). We have to adapt to these needs with the content we offer.

The IAB SA has taken its Insight Series – in partnership with Everlytic, GetSmarter - a 2U Inc. brand and Bizcommunity – online to provide 60 minutes of insights featuring fellow and future industry leaders on subjects selected by IAB members and the industry at large to make better digital decisions. You can watch a recording of this event via the IAB member portal and sign up to our next IAB Insight Event on IAB SA 2021 Predictions here.