In 2025, brands must move beyond “digital-first” to a mindset where digital is everywhere. Jacques Du Bruyn, Co-CEO at Flume Digital Marketing, argues that digital fluency should anchor every campaign, blending traditional and online touchpoints into a seamless, human-centered experience. The modern sales funnel is no longer linear—consumers navigate a “hurricane of touchpoints,” from social media to reviews to influencers, before buying. True marketing success now depends on understanding human behavior through data, ensuring that digital becomes the connection, not just the channel, driving both engagement and authenticity across every platform.
Tag: data-driven marketing
Smart brands adopt an always-on audience strategy. Here’s why
This article explores why forward-thinking brands are shifting from traditional, short-term digital campaigns to an always-on audience strategy driven by first-party data. Theo Visser from Flow and Rayhaan Williams from eComplete highlight the benefits of building long-term, dynamic audience segments that evolve over time, enabling brands to improve targeting precision, increase ROI, and gain valuable consumer insights. Through platforms like Flow’s data marketplace, advertisers can access high-intent audience segments and continuously refine their strategies. The piece advocates for a mindset shift toward sustained engagement and smarter, data-driven marketing in the age of commerce media and AI-driven personalization.
New index categorically shows Black Friday is the single-biggest retail bonanza of the holiday period
This article highlights the findings of South Africa’s first formal Black Friday Index, showcasing that Black Friday to Cyber Monday remains the most lucrative retail period of the year. The index, based on data from Ecentric Payment Solutions and World Wide Worx, reveals substantial transaction and revenue growth, with online and in-store retail seeing significant surges. Key insights emphasize the continued dominance of e-commerce, the resurgence of in-store shopping, and the necessity for omnichannel integration and data-driven strategies for future success in the retail sector.