Trends in technology drive the way in which business is done, enabling marketers to connect with their youth audiences in new ways all the time. Yet when it comes to determining which technology to use to create the best engagement, brands must first define what their objectives are. This was the insight of Refilwe Maluleke, MD at Yellowwood, who took part in a panel discussion on this topic at the recent Sunday Times Generation Next Conference, along with moderator Craig Wilson, editor of Stuff Magazine, and panellists including Ian Russell, Chief Disruptor at BCX and Vinolan Pillay, Digital Fast Lane Executive at Nedbank. “You cannot be on all social media platforms,” Maluleke said. “Rather, marketers should think about the need they have, how to address it and then choose a platform that will fulfil that purpose.” Bespoke platforms need to be used to address different segments of the market, said Pillay. “For example, in the youth market alone you have students, people about to e...

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