1. Platform Specialisation Versus "Spray and Pray" Campaigns

Brands that focus on building deep engagement and a seamless shopping experience for users no matter where they are consuming content are consistently outperforming their competition. Using first-party data insights to futureproof campaigns and meeting consumers with a unified brand experience across channels are not just nice-to-haves; they are crucial. The recent shock move of the USD$700-million Coke account from WPP to Publicis after a closed-door review attests to this. The Publicis pitch focused on innovation, data-driven insights and a deep understanding of the local market — all of which are key to winning in an increasingly fragmented media landscape. 

2. Gen Z and Millennials Are in the Chat

While these generations are digital natives, never having known life without the Internet and social media, they are also the toughest nuts to crack in the digital marketing arena. A recent HubSpot survey notes that over 70% of marketers plan to target Millennials this year since they are now the largest segment of online decision-makers.

"Some of our biggest assets are our Gen Z and Millennial team members — we have people working at TDMC who have been here since their early twenties, and their insights and expertise are as valuable as the data we glean from our campaigns," says TDMC CEO, Cheryl Ingram.

3. Influencers and Content Creators Are a Valuable Currency

Relatable creators are growing as a trusted resource and marketing tool for brands. In fact, just a few weeks ago, Unilever's new CEO announced that they would be shifting strategies to invest heavily in the use of content creators.

"This, however, is not a new space for TDMC. We have always seen the value in using creators who are also consumers of the brands they work with for their unique take on the world, their relationship with their audience and their authenticity in creating everyday content for the brands we partner with. We will continue to emphasise the need to give creators carte blanche to create authentic, relatable content," says Strategic Business Director, Nicola Ashe.

4. Shopify Remains the E-Commerce Ecosystem of Choice

Shopify has evolved from a simple store platform into a comprehensive business solution, integrating marketing, sales and customer service in one seamless ecosystem. 

"As one of the few Shopify Select Partners in South Africa, we help clients customise experiences that reflect their unique brand identities and objectives. Our positioning as partners means we are at the forefront of the platform's evolution — an advantage we are able to pass directly to our clients," says Development Director, Duncan Colville.

5. Strategic Planning Is Critical

Reactive marketing approaches are becoming less effective. Brands that implement data-driven strategic planning are seeing sustained growth. TDMC focuses on establishing clear KPIs and measurement frameworks before campaign execution, resulting in better outcomes.

"That said, thanks to our rich team resources and deep knowledge, TDMC is equally as agile and able to adjust to shifts in campaign expectations or market behaviours," says Media Director, Caleb Shepard.

6. Email Marketing Is Thriving

While social media dominates the marketing conversation, strategically implemented email marketing has shown exceptional ROI year-on-year for TDMC clients, with personalised, behaviour-driven newsletters outperforming traditional broadcast campaigns in terms of conversion efficiency.

"By leveraging first-party data and implementing post-purchase review solicitation, TDMC has seen clients improve conversion rates and customer engagement significantly," says Shepard.

7. Content Quality Over Quantity

Over the last year, we have seen a significant shift with brands increasingly understanding the need for content marketing strategies that deliver on authentic storytelling. 

"The most successful brands in our portfolio have embraced this quality-first approach, often reducing their content volume while significantly increasing engagement metrics and conversion rates," says Ashe.

8. Strategic Platform Partnerships Continue to Offer Competitive Advantage

Investment into channel partnerships is instrumental in providing clients with a competitive and disruptive edge. In a competitive market like South Africa, where margins are tight and the dollar-rand exchange rate is a challenge, these partnerships are crucial for driving platform performance, strategic agility and ultimately, better client ROI.

As South Africa's e-commerce landscape continues to evolve, Ingram remains enthused at the opportunities ahead.

For more information, visit www.tdmc.co.za. You can also follow TDMC on Facebook, LinkedIn, X, or on Instagram. 

*Image courtesy of contributor