Tapping into technology to connect to youth
A plethora of digital technology in the market doesn’t mean brands should be using all of them
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...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.