Penquin is a full-service, independent advertising agency

Our media team attended the IAB Digital Summit 2016, and we've compiled the tweets, the pictures, and the graphics into an overview of what's new, what's important, and what to expect. 

Who are you in the biggest connected network known to man? Find out how social media has changed not only our personal lives, but the way we do business.

As I careen into the digital age, trying to keep up with its ever changing landscape, I’ve had to pause and think: 'What am I doing here?  What impact has the social media environment had on my life, and what do I contribute to it?'

Having a presence on social media is no longer optional.

We put a lot of emphasis on the importance of targeting in advertising, and rightly so. With the sheer amount of media being fed to audiences on a daily basis, the more targeted your ad, the higher the likelihood of a positive response.

These days, it seems that a ‘positive response’ is ‘not installing the adblocker’.

In the current digital environment, the process of advertising and closing sales has become far more consumer-centric, with personalisation becoming the norm and consumer brand-evangelism the goal.  But how can you make these requirements work for you?

The South African business landscape has changed considerably over the past few years, with the majority of businesses and services participating in social media and online communities.

At the South African Social Media Landscape Briefing, held in September 2015 by Marketing Mix Conferences, we saw exactly how many of South Africa’s businesses are active on social media, which platforms they use, and where they look to extend their reach in 2016.

Understanding the role of traditional media in a new marketing environment.

We are often asked if traditional media is still relevant in this day and age, where information is so readily available on digital platforms.

We say yes, because traditional media can be a great support to other mediums in an integrated strategy. However, close examination of individual brands and needs will influence how we proceed.

*There is no universal media hierarchy, ranking ‘Most Effective – Least Effective’.

Digital marketing is the fastest-growing medium in existence today. Its prevalence has considerably increased and changed each part of the consumer’s journey.

In South Africa especially, it is a fast-growing arena in which brands can participate to gain awareness and coverage.