Cutting adspend may bring short-term savings, but research shows that good marketing campaigns can have results that linger for up to five years. The long-term impact of cutting back on advertising could result in a longer recovery time when the economy starts to grow.
Recent retail TV advertising, says Mtati, shows a slight shift from the traditionally price-sensitive model of communicating savings to now creating a narrative with visually appealing work. “Checkers, for instance, has been talking about its Gordon Ramsay food range for parents and children.”
Ecommerce, in the form of online shopping and online banking, is often held up as the key to prosperity in Africa — a way of ‘leapfrogging’ past the obstacles of poor infrastructure. But there is a flipside to this convenience: the ever-present threat of fraud. Wherever money changes hands, you’ll always find someone who wants to take it away illegally, and buyer, seller and banker are all potential targets.