MARKETING AFRICA ISSUE 12/16 | Page 41

and brands that harness TRUST data points and leverage these at little, to no expense will be the winners in the digital economy. The possibilities are endless as we start considering data and technology and the impact that these two dimensions have on the reality of shifting consumer awareness to purchase intent. Clients are battling with the pace of change and marketers are having to rely on Digital Specialists to support them in achieving their business objectives, where a few years ago a TV ad and Billboards where common place on many global brand plans. Convergence is driving the point of consideration and purchase closer and closer, meaning that one thing as sure as death and taxes, is that mobile phones will become the battleground for brands and advertisers going forward, more specifically on the African continent where mobile penetration within the key economic hotspots and cities far exceeds 100%. With this roaming handheld computer tracking your search, social and transport rituals, global media partners and advertising are building out in-depth profiles of individuals and then clumping them into sets and groups of audiences that share similarities. Data is enabling far smarter targeting which delivers the right message at the right time, in the right format and place (phone) to the right person to convince them to not only consider the brand but to purchase. We are seeing shoppable video ads online, which enables a real shift from a world of awareness to trial and real business outcomes. Carat and DAN are organising their capabilities, systems and process around our Data Lab, meaning that as we move further forward into the digital economy, we will have solutions that are supported by real time data, delivering measurable efficiencies and impact that will Redefine the value of media going forward. About Carat Carat’s mission is to Redefine Media. Carat creates better business outcomes for clients through its command of media convergence. Established in 1968 as the world’s first media agency, Carat is part of the Dentsu Aegis Network, the global communications network Innovating the Way Brands Are Built. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of more than 9,000 talented staff. For more information visit Carat.com or follow @CaratGlobal. About Dentsu Aegis Network Part of Dentsu Inc., Dentsu Aegis Network is made up of eight global network brands Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Posterscope and Vizeum and supported by its specialist/multimarket brands including Amnet, Amplifi, Data2Decisions, Mitchell Communications (PR), psLIVE and 360i. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 123 countries worldwide with over 27,000 dedicated specialists. www.dentsuaegisnetwork.com Dominic Malan is the Group Managing Director for Carat Sub Saharan Africa, based in Cape Town, South Africa. You can communicate with him on this or related issues via LinkedIn or via email at: Dominic. [email protected]