Online and offline digital marketing

On July 22, the IAB plans to host its 28th episode of its #IABInsights series. This time, the general topic of the discussion will be ‘Integrated Digital Marketing Offline and Online’.

Ansa Leighton and Franscoe Bouwer

In preparation for this event, we spoke with two of the four speakers: Ansa Leighton and Franscoe Bouwer.

Leighton is a digital marketer with 20 years of marketing experience, the last 12 specifically focusing on digital marketing. After completing a formal education in digital strategy and gaining ground in the agency world, he was given the opportunity to help clients understand and implement digital solutions to scale their business.

Bouwer is the Marketing Director for Castle Lite. Highly motivated, motivated and in love with beer, he is passionate about the growth of brands in Africa. “I have work and life experience on the last frontier of growth for CPG, Nigeria, as well as 11 other African markets,” he said.

Bouwer has spent the last four years establishing premium brands for future growth, as well as delivering award-winning work such as the first Cannes Lions for Tanzania. He currently leads the communications and positioning of Castle Lite.

Here, they tell us more about the episode’s theme, key ideas to look forward to, and key learning experiences to look forward to …

BizcommunityWhat is the key theme or message of your talk?

Leighton: Maximizing the power of data for seamless and meaningful brand experiences.

The connected consumer seeks a seamless and personalized shopping experience, regardless of where the transaction is made. There are different motivations for buying both online and offline, and it is the brand’s responsibility to meet the needs of its audience at each point of contact.

I understand that this is a challenge for brands, with so many elements to consider. This is especially challenging at a time when there was an unforeseen surge in online shopping brought on by the pandemic in 2020, and increasingly complex data privacy legislation in addition to the decline in third-party cookies. Brands need to reassess the data they capture and how they put it to good use in order to serve their customers legally.

We analyze the elements of your offline to online ecosystem and what data can be used to build meaningful relationships with your customers in an omnichannel environment.

Bouwer: The world’s first temperature-based media trading platform.

As modern marketers, our work includes finding creative and innovative solutions to solve consumer problems. The days of doing great work on our own are long gone. We are only as good as the problem we solve; our value is in the creativity we use to solve it.

BizcommunityTell us about some of the key insights that determined what changes, updates and constants will happen in the digital advertising industry in 2021.


  • Brought on by the pandemic, “living online” has become the “new normal.” In fact, a GWI report states that South Africans spend an average of 10 hours online per day. Consumers are increasingly concerned about their privacy as they conveniently turn to e-commerce. The future of marketing depends on legislation in place to safeguard consumer data, which means that companies will have to reinvent the way they collect, store and analyze consumer data.
  • With the disappearance of third-party cookies and the increased cost of customer acquisition, it means that customer development and retention are more important than ever. Retailers must consider the entire customer journey and offer a consistent, seamless shopping experience across many touchpoints. This requires data aggregation and rapid activation strategies, where “headless commerce” provides the flexibility and consistency needed in a shopping experience.


  • The consumer awakening is real: Consumers are so aware of every content they consume. They smell advertising from a mile away and have more power than ever to avoid it.
  • Context over content – where we reach people, what message we are conveying and what it means to them should outweigh cosmetics and treating how their creativity looks. Apps like TikTok and Instagram have saturated production, production time, and quality barriers. Everyone can create good content if they understand the context in which they are doing it, who their audience is, and what they want to hear.
  • Understanding media behavior is just as important as understanding media platforms. We have been in tertiary education for years, studying and understanding media platforms. Have we invested the same amount of time in understanding consumer behavior in their media consumption? Passive media consumption is a real thing and our metrics don’t take it into account.

BizcommunityWhat is the top call to action that you would advise your industry peers at this time to help companies looking to surpass the benchmark in digital advertising and create great work that exceeds business goals?

Leighton: Invest in your customer data and integrate your business data; Break down silos to unify your business and instead build teams and processes around your customers’ needs rather than your individual products.

Bouwer: Solve a problem. Why are you doing what you are doing? Is it cool or is it actually closing a gap that your brand can credibly own? The issues may differ from those of the customer, consumer, and retailer. If you put your energy into understanding their insights and solving credible problems for your brand, you will be successful and benchmarks will be broken.

BizcommunityShare a key 2020 learning that you have personally (or professionally) taken on that you believe will help others navigate the future of work as we know it (we’re just getting to know it).

Leighton: Evolution has shown that, to survive, there is only one way to go: accept change, showing resilience and adaptability, and at the same time being agile in finding new innovative ways to replace old conventions.

Bouwer: Learn, unlearn and relearn. I have drastically underestimated how much consumer trends have changed and accelerated. Ignorance of the reality that the world we knew in 2019 is still relevant will hurt you. Learn and unlearn things every day.

IAB SA has taken its Insight Series online to provide 60 minutes of information, with peers and future industry leaders, on topics selected by IAB members and the industry in general to make better digital decisions. Episode 28 is sponsored by Incubeta and presented in association with Everlytic, Gumtree, and Bizcommunity. The 2021 IAB Insight series is also approved for 2 CPD points at the CMSA level in marketing, by the Marketing Association of South Africa. To attend this episode on Integrating Online and Offline Digital Marketing on July 22, 2021, you can register for free here. Episode 28 is open to industry-wide attendance and also includes a key feature in the #ThisIsUs critical campaign featuring David Wingfield, Absa’s Executive Brand and Marketing Manager.

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