Marketing has never been as precise or rewarding. Brands can place campaigns in front of people who want their products and services on the specific platform they’re using at the exact time they are using it. No media wastage, just an increase in sales and the true effects of a good return on investment. Which raises the question: why are SA marketers so hesitant to jump onto the lucrative data-driven band wagon for their marketing campaigns? The first media-rich banner ads appeared online in 1996, and mobile marketing reared its head in the early 2000s. Over 20 years later, most marketing efforts are still featuring general advertising campaigns, casting a wide net and hauling in equal numbers of buyers and waste. Barring a few exceptions, very few have dared to place data at the heart of what they do.  What’s putting them off? SA marketers have in the past shown caution when it comes to taking the digital leap. This was evident 10 years ago, when companies strongly resisted taking...

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