by Lynette Hundermark, co-founder of Useful & Beautiful

Speaking at this year’s annual PriceCheck Awards Ceremony, CEO Kevin Tucker noted that the Tech and E-commerce Awards are more important than ever before. He said that while 2018 has been a tough year for retail, it’s an industry with massive potential for growth. 

by Lynette Hundermark, managing director of Useful & Beautiful

Location-based marketing has been around for a few years now and has been a much hyped-up trend especially with the advent of apps, but what is it exactly? In layman’s terms, location marketing means  using the physical location to inform and optimize messaging and communication from brand to a consumer in order to create a one-on-one relationship to deliver the most relevant message at the right place and right time (context marketing). 

by Lynette Hundermark, managing director of Useful & Beautiful

8 years after the global app-splosion, even in a country like South Africa where smartphone adoption took a little longer than the rest of the world to catch up, “app-overload” aka “app-fatigue” is now a thing that we are all faced with in this digital and mobile age.

by Lynette Hundermark, managing director of Useful & Beautiful

Never under-estimate just how fiercely personal your mobile device is. It may be hard to believe, but it’s 7 years since the explosion of the smartphone market, and with the increased availability of low cost smartphones there is now a phone in almost everyone’s hands. But…before we can start talking about any trend, as marketers we need to understand that mobile starts with an understanding of how fiercely personal this device is. It has become more of an appendage rather than a device. 

We love mobile and have been fortunate enough to work on the initial versions of many of South Africa’s leading apps over the last 7 years. In some cases, we have continued working with these brands throughout the course of their app journeys and these are some of the fundamental (as well as subtler) learnings anyone looking to make a dent in the space can take from this experience.

It has definitely been among the three most difficult years of my life, but certainly the most fulfilling. A few weeks ago I reached the second milestone in my company’s career – the 3 year anniversary (the first milestone was reaching 1000 days in business). Like any major milestone in one’s life, such as a relationship anniversary or child’s birthday, this felt no different – in some ways it felt like it was literally yesterday that I clicked submit on the company registration CIPC’s site, and at other times it feels as if I’ve been running a company for at least five times as long.

This is not another "year of the mobile" trends piece - that ship sailed five years ago. If you do not have a mobile presence then you really should not be playing in the digital space, because now in 2017, it is not a matter of digital vs mobile or marketing vs digital - your consumer is connected, whether you like it or not, and is partaking in an omnichannel world.