The launch of the DigiDex SA study was announced by the DMMA, MMA and Digital Warrior today. On the 1st of February 2014 the data collection of DigiDex SA will commence, and the industry bodies call upon clients and agencies alike to participate.
The objective of the study is to establish and create South African industry benchmarks on Digital Media costs and performance metrics across various device categories and digital media channels. This information will be segmented by industry and industry sub-category that will allow for comparison against various segments and against other media channels.
“This study aims to grow digital’s share of total media spend whilst getting new sectors and brands to start using digital as an advertising and marketing medium”, says Project Leader: Joanne Scholtz, Digital Warrior. She continues: “This information will be used to raise the local standard of digital media strategy and implementation, ultimately improving a brand’s digital return on their investment.”
Jarred Cinman, Chairman of the DMMA: “We’re excited about this study. We hope it can play a significant role in growing the appreciation and impact of digital in the market. There is a dearth of information available to marketers to decide whether, and to what extent, digital marketing can deliver results for their brands. This pioneering study seeks to close that gap – and as such is a first of its kind in the SA market.”
The key objectives of this study are to determine South African metrics in the digital space and provide a benchmark that may be used to establish the efficacy and effectiveness of digital campaigns across various channels. Metrics will include, but not be limited to costs, response rates, interactivity and brand metrics.
All the key channels such as Social, Search, Online, Email, Apps and Mobile, across all devices will be included in the study.
“As a marketer, understanding the value you receive for your digital marketing budget can be daunting. Benchmarks are limited to either your own campaigns or your agency’s experience. This study will objectively show the ROI parameters for acceptable performance in digital marketing, by media type and industry category,” says Scholtz.
Millward Brown is the research partner of DigiDex SA. Both a quantitative and qualitative approach will be followed for this study and data will be collected through primary and secondary research. Campaign data will be collected and categorised by industry sector/ vertical (i.e. Financial, Automotive, etc.) and no brand information will be shared in this study.
“Finally, we don’t have to quote US and European stats on mobile marketing campaigns, and will soon have our own! As a mobile-first country, South Africa has a different landscape in terms of mobile device usage (we don’t have the proliferation of smart phones) and have created some home-grown innovative mobile marketing channels of our own. The birth of these marketing channels were triggered by the necessity to communicate on ‘dumb phones’ without access to the internet, like Please Call Me Tagged Ads and USSD. With this benchmarking study, we look forward to seeing a truer picture of mobile marketing in South Africa.” Says Candice Goodman, Chair of the MMA.
If your brand advertised using a digital platform in 2013, visit www.digidexsa.co.za and enter your campaign details. Only those sectors that provide statistically enough data, will form part of the release.
The report will be ready for release 30 April 2014.
For further information:
About the sponsors:
Digital Warrior Consulting is an independent consulting firm focusing on digital strategy development, improving return on digital investment, digital asset and media audits and training. Joanne Scholtz, the founder, has been involved in the Digital Marketing industry since 1998 and has experience in various roles from Media Owner, Marketer and Agency. Joanne has a BBA with a marketing specialisation.
The DMMA, is an independent, voluntary, non-profit association focused on growing and sustaining a vibrant and profitable digital industry within South Africa. It represents the digital industry across all sectors including the media, the marketing community, government and the public, and also acts as the channel through which international bodies can enter the South African digital market. The DMMA currently represents over 96 local online publishers and over 93 creative, media and digital agencies, between them accounting for more than 16 million local unique browsers and 440 million page impressions. It strives to provide members with a platform through which they can engage, interact and address digital issues of common interest, thereby stimulating learning and commerce within the South African digital space.
The Mobile Marketing Association (MMA) South Africa is part of the global non-profit trade association that represents all players within the mobile marketing value chain. To this end, the MMA SA is active in the promotion, establishment and growth of the mobile marketing and advertising industry in South Africa. Established in 2008, the MMA now boasts over 70 members, providing them with valuable information such as the latest statistics, case studies, insights from the African continent, specials on events and training.
To keep your finger on the pulse of mobile marketing in South Africa. Get the latest mobile stats, case studies, insights about Africa, training and specials on events like this supported by the MMA of SA…Join our local MMA community for FREE at www.mmasa.org.