By Pieter Groenewald
OPPORTUNITY BOOM: Pieter Groenewald, CEO of Influencer Marketing Group, Nfinity Influencer, which includes theSALT, says online, digital media advertising is increasingly
A major factor in this tumultuous state of play has been the rise of digital, which has challenged and inspired marketers, media planners, buyers, and strategists, to look beyond traditional media channels to incorporate digital media channels through which they can communicate with their target audience.
While the adoption of digital channels (which themselves are ever-evolving) requires marketers to be more tech-savvy and trend-aware, “traditional” skills such as communication, creativity, adaptability, reporting, time management, and teamwork, remain pivotal.
As the biggest consumers of online content, and experientially aware of the advantages both traditional and digital media spaces bring, young people, find themselves well-positioned to take up positions as brand managers, influencer managers, and social media specialists.
Pieter Groenewald, CEO of Influencer Marketing Group, Nfinity Influencer, which includes theSALT, says: “The shift in focus towards digital media is not to suggest that there is no place left for traditional media in the marketing mix – indeed, there are many marketers who include radio, television, and out-of-home advertising, when the budget and scope allow”.
Groenewald adds: “However, the reality of the media shift means traditional media is no longer the “be all and end all” of marketing campaigns.
“It’s widely believed that for a traditional media campaign to yield the best possible results, it must run in conjunction with digital.”
“Since the start of the pandemic, which kept people at home and online, digital media advertising is increasingly being seen as a ‘go to’ channel by a number of brands and businesses.”
Groenewald also says: “Influencer marketing, in particular, has taken traditional word-of-mouth marketing and elevated its potential impact, delivering exponentially greater reach and higher engagement than could ever hope to be achieved traditionally.”
The repercussions of these changes can be felt in almost every area of media and marketing, from the career opportunities available to the skills individuals need to succeed in those roles.