The South African market seems to be grappling with a major gap between the work of digital marketing agencies and digital business analysts. BRADLEY ELLIOTT, MD of Platinum Seed, outlines a couple of digital trends that could help bridge this gap.
The South African market seems to be grappling with a major gap between the work of digital marketing agencies and digital business analysts. The concern is that while agencies are highly focused on creativity to solve brand issues, business analysts focus on business processes with little connection to customers. Here are the key smart digital marketing trends in 2017 that may bridge this gap:
1. Machine Learning and Artificial Intelligence (AI)
This is probably the most underutilised technology at the moment, simply because of the costs involved, and the fact that few companies have the right tools to analyse and find value out of their data.
While this will grow, companies should start focusing on understanding people, before finding ways to engage with them. Machine learning and AI can analyse streams of data, from social media to purchasing behaviour, to create in-depth understanding of consumers.
However, even though ChatBot technology is emerging, automating the engagement process once data is to hand, is often where the wheels fall off. Automation is an important function, but we need to use a combination of human intervention and communication alongside AI and automation. The idea is for humans to moderate some messages before AI sends them out.
2. Existing channels are underutilises
More well-known, but perhaps less “sexy” technologies are still drastically underutilised. For example, there is still a relatively low rate of smart phone penetration in South Africa, in spite of more affordable devices being available, and we have yet to overcome the barrier of extortionate data costs.
Some channels that are still underutilised, or that could be far more effective if they were used in more than just in a “spray and pray” approach include SMS, USSD, targeted personalised mailers, WhatsApp and Snapchat.
Most importantly, the greatest success factor for any campaign is not so much what technologies brands will be adopting, but rather how they will be adopted, and what content will be shared.
3. Focus on the customer
Brands need to use data to find, reach and engage with customers, but also understand that they will be working with a rich mix of data-driven insights that inform real customer-centric strategies.
4. Develop creative campaigns based on customer data
Brands such as Under Armour and Nike have changed their creative processes and now start with consumer insights, from which they develop unique experiences. For instance, Under Armour´s “Rule Yourself” campaign didn’t contain any Olympic intellectual property or branding, but was the second-most-shared Olympics ad in 2016.
5. Marketing automation
Caution has to be exercised in line with a holistic CRM Strategy when adopting marketing automation. The automation should be limited only to certain tasks, like e-mail and newsletter marketing. The key here is to still drive personalisation alongside automation.
6. Drive personalisation
Brands have to use data to drive personalisation of content and product offerings. This is extremely important in a world that is becoming increasingly cluttered and difficult to break through barriers. According to a Forrester/PwC study, 94% of executives believe that delivering personalisation as critical to reaching customers.
7. Using organic brand advocates as influencers
Paid influencers belong to the old days of paying bloggers in exchange for exposure. Brands need to go back to authenticity and identify natural brand advocates to create word-of-mouth marketing strategies. For example, paid influencers generally charge 20c per follower. This amounts to R50 000 for 250 000 followers. The problem with this is that brands would only be paying for reach, not resonance and relevance. A much better approach is to rather focus on getting 50 organic brand advocates with 4000 followers each and spread the risk.
8. Holistic approaches
Integrate, integrate, integrate! From CRM, to digital, to ATL, if these elements aren’t seamlessly connected the brand will get lost very quickly.
Brands need to focus on what they have to maximise their impact. Trends are trends for a reason; and until they reach mass adoption or penetration, there may not be a need to invest in them. There is still plenty of opportunity to achieve growth within existing channels and the strategies available. In 2017, we’ll see big brands investing in virtual reality and ChatBots, because “it’s the thing to do”. However, the clever brands will focus on data, forming insights and stronger relationships.
Which IoT horse should you back?
The emerging IoT is evolving at a rapid pace with more companies entering the market. The development of new product and communication systems is likely to continue to grow over the next few years, after which we could begin to see a few dominant players emerge, says DARREN OXLEE, CTOf of Utility Systems.
But in the interim, many companies face a dilemma because, in such a new industry, there are so many unknowns about its trajectory. With the variety of options available (particularly regarding the medium of communication), there’s the a question of which horse to back.
Many players also haven’t fully come to grips with the commercial models in IoT (specifically, how much it costs to run these systems).
Which communication protocol should you consider for your IoT application? Depends on what you’re looking for. Here’s a summary of the main low-power, wide area network (LPWAN) communications options that are currently available, along with their applicability:
SigFox has what is arguably the most traction in the LPWAN space, thanks to its successful marketing campaigns in Europe. It also has strong support from vendors including Texas Instruments, Silicon Labs, and Axom.
It’s a relatively simple technology, ultra-narrowband (100 Hz), and sends very small data (12 bytes) very slowly (300 bps). So it’s perfect for applications where systems need to send small, infrequent bursts of data. Its lack of downlink capabilities, however, could make it unsuitable for applications that require two-way communication.
LoRaWAN is a standard governed by the LoRa Alliance. It’s not open because the underlying chipset is only available through Semtech – though this should change in future.
Its functionality is like SigFox: it’s primarily intended for uplink-only applications with multiple nodes, although downlink messages are possible. But unlike SigFox, LoRa uses multiple frequency channels and data rates with coded messages. These are less likely to interfere with one another, increasing the concentrator capacity.
Ingenu Technology Solutions has developed a proprietary technology called Random Phase Multiple Access (RPMA) in the 2.4 GHz band. Due to its architecture, it’s said to have a superior uplink and downlink capacity compared to other models.
It also claims to have better doppler, scheduling, and interference characteristics, as well as a better link budget of 177 dB compared to LoRa’s 157 dB and SigFox’s 149 dB. Plus, it operates in the 2.4 GHz spectrum, which is globally available for Wi-Fi and Bluetooth, so there are no regional architecture changes needed – unlike SigFox and LoRa.
LTE-M (LTE Cat-M1) is a cellular technology that has gained traction in the United States and is specifically designed for IoT or machine‑to‑machine (M2M) communications.
It’s a low‑power wide‑area (LPWA) interface that connects IoT and M2M devices with medium data rate requirements (375 kb/s upload and download speeds in half duplex mode). It also enables longer battery lifecycles and greater in‑building range compared to standard cellular technologies like 2G, 3G, or LTE Cat 1.
Key features include:
· Voice functionality via VoLTE
· Full mobility and in‑vehicle hand‑over
· Low power consumption
· Extended in‑building range
Narrowband IoT (NB‑IoT or LTE Cat NB1) is part of the same 3GPP Release 13 standard3 that defined LTE Cat M1 – both are licensed as LPWAN technologies that work virtually anywhere. NB-IoT connects devices simply and efficiently on already established mobile networks and handles small amounts of infrequent two‑way data securely and reliably.
NB‑IoT is well suited for applications like gas and water meters through regular and small data transmissions, as network coverage is a key issue in smart metering rollouts. Meters also tend to be in difficult locations like cellars, deep underground, or in remote areas. NB‑IoT has excellent coverage and penetration to address this.
The LPWAN technology stack is fluid, so I foresee it evolving more over the coming years. During this time, I suspect that we’ll see:
1. Different markets adopting different technologies based on factors like dominant technology players and local regulations
2. The technologies diverging for a period and then converging with a few key players, which I think will be SigFox, LoRa, and the two LTE-based technologies
3. A significant technological shift in 3-5 years, which will disrupt this space again
So, which horse should you back?
I don’t believe it’s prudent to pick a single technology now; lock-in could cause serious restrictions in the long-term. A modular, agile approach to implementing the correct communications mechanism for your requirements carries less risk.
The commercial model is also hugely important. The cellular and telecommunications companies will understandably want to maximise their returns and you’ll want to position yourself to share an equitable part of the revenue.
So: do your homework. And good luck!
Ms Office hack attacks up 4X
Exploits, software that takes advantage of a bug or vulnerability, for Microsoft Office in-the-wild hit the list of cyber headaches in Q1 2018. Overall, the number of users attacked with malicious Office documents rose more than four times compared with Q1 2017. In just three months, its share of exploits used in attacks grew to almost 50% – this is double the average share of exploits for Microsoft Office across 2017. These are the main findings from Kaspersky Lab’s Q1 IT threat evolution report.
Attacks based on exploits are considered to be very powerful, as they do not require any additional interactions with the user and can deliver their dangerous code discreetly. They are therefore widely used; both by cybercriminals looking for profit and by more sophisticated nation-backed state actors for their malicious purposes.
The first quarter of 2018 experienced a massive inflow of these exploits, targeting popular Microsoft Office software. According to Kaspersky Lab experts, this is likely to be the peak of a longer trend, as at least ten in-the-wild exploits for Microsoft Office software were identified in 2017-2018 – compared to two zero-day exploits for Adobe Flash player used in-the-wild during the same time period.
The share of the latter in the distribution of exploits used in attacks is decreasing as expected (accounting for slightly less than 3% in the first quarter) – Adobe and Microsoft have put a lot of effort into making it difficult to exploit Flash Player.
After cybercriminals find out about a vulnerability, they prepare a ready-to-go exploit. They then frequently use spear-phishing as the infection vector, compromising users and companies through emails with malicious attachments. Worse still, such spear-phishing attack vectors are usually discreet and very actively used in sophisticated targeted attacks – there were many examples of this in the last six months alone.
For instance, in late 2017, Kaspersky Lab’s advanced exploit prevention systems identified a new Adobe Flash zero-day exploit used in-the-wild against our customers. The exploit was delivered through a Microsoft Office document and the final payload was the latest version of FinSpy malware. Analysis of the payload enabled researchers to confidently link this attack to a sophisticated actor known as ‘BlackOasis’. The same month, Kaspersky Lab’s experts published a detailed analysis of СVE-2017-11826, a critical zero-day vulnerability used to launch targeted attacks in all versions of Microsoft Office. The exploit for this vulnerability is an RTF document containing a DOCX document that exploits СVE-2017-11826 in the Office Open XML parser. Finally, just a couple of days ago, information on Internet Explorer zero day CVE-2018-8174 was published. This vulnerability was also used in targeted attacks.
“The threat landscape in the first quarter again shows us that a lack of attention to patch management is one of the most significant cyber-dangers. While vendors usually issue patches for the vulnerabilities, users often can’t update their products in time, which results in waves of discreet and highly effective attacks once the vulnerabilities have been exposed to the broad cybercriminal community,” notes Alexander Liskin, security expert at Kaspersky Lab.
Other online threat statistics from the Q1, 2018 report include:
- Kaspersky Lab solutions detected and repelled 796,806,112 malicious attacks from online resources located in 194 countries around the world.
- 282,807,433 unique URLs were recognised as malicious by web antivirus components.
- Attempted infections by malware that aims to steal money via online access to bank accounts were registered on 204,448 user computers.
- Kaspersky Lab’s file antivirus detected a total of 187,597,494 unique malicious and potentially unwanted objects.
- Kaspersky Lab mobile security products also detected:
- 1,322,578 malicious installation packages.
- 18,912 mobile banking Trojans (installation packages).
To reduce the risk of infection, users are advised to:
- Keep the software installed on your PC up to date, and enable the auto-update feature if it is available.
- Wherever possible, choose a software vendor that demonstrates a responsible approach to a vulnerability problem. Check if the software vendor has its own bug bounty program.
· Regularly run a system scan to check for possible infections and make sure you keep all software up to date.
- Businesses should use a security solution that provides vulnerability, patch management and exploit prevention components, such as Kaspersky Endpoint Security for Business. The patch management feature automatically eliminates vulnerabilities and proactively patches them. The exploit prevention component monitors suspicious actions of applications and blocks malicious files executions.