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The rise and rise of digital marketing

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MARKETINGMAG - Issue 1

‘Advertising is only one of the tools in the box. Just as top chefs use various knives for different tasks, marketing communications agencies must use different tools to achieve a specific outcome.’

According to Vino Sookloll, CEO & Executive Creative Director of Cread+ FCB Mauritius and one of the judges at the first African Cristal Festival that was billed as the first “Summit for Media & Communication dedicated to the African continent’’, digital media has most definitely emerged on the African continent.

For Vino it is about doing the creative work – before the sales work. Learning to rethink the product, look for its values and then a target audience that shares these values. He gave Harley Davidson as a perfect example of a brand where its marketing communications teams know their potential customers intimately. Their customers have a particular mindset which the brand addresses.” He emphasised that advertising is only one of the tools in the box. Just as top chefs use various knives for different tasks, marketing communications agencies must use different tools to achieve a specific outcome.

“In this business, we have to take a 360-degree look at the product and the brand. “Social media is a new medium in the mix, but we still use all the tools that are available, including traditional media, when the situation demands it. Make no bones about it, t’s a war out there. Some people are still thinking along traditional lines, some known brands are still struggling, and some are in danger.

A good agency knows the target audience inside and out and has all the resources at its command to deliver successful outcomes. Many clients hire marketing people straight from university with no real knowledge about what’s happening on the ground. They need help; they need experienced people, because a good agency can be the brains behind the client’s marketing team, to help them analyse their problem, strategy, then think creatively and innovatively to help them produce solutions.”



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