On the up - Young marketers ascending the marketing ladder

Lisa Cloete meets an up-and-coming researcher with a strong interest in what

makes South African consumers tick.

Kambe mwaba believes that the south african market-research industry is on the

cusp of becoming a lot more dynamic. and she should know: she has, after all, been recognised as one of its most exciting talents.

this kudos was granted in august by the southern african marketing Research association (samRa). at the organisation’s 33rd annual conference held in Johannesburg, mwaba won the bright Young minds award, as well as a bronze medal for her paper: ‘making the small screen part of the big picture: Understanding how south african internet and mobile phone users interact with brands online’.

so, how does a 25-year-old from Mafikeng – not one of South Africa’s innovation hot spots, Mwaba admits – become a leading thinker on brands, consumers and social media?

it all started with a move to Cape town 10 years ago, followed by the decision to study marketing at the University of Cape town. “marketing appealed to me because, while i enjoy the complexities of business, i also have a strong interest in what makes people tick. this industry is the perfect combination of both: on the one hand, you have to be sussed

On the cusp of great things

about the strategies companies should follow, based on market trends; on the other, you also have to understand how people think and what motivates their choices.”

but marketing is an extremely wide discipline, so why market research? mwaba answers that her career direction was clinched after an on-campus interview with tNs Research surveys, one of sa’s top market-research organisations, which promised the scope to explore the psychological side of marketing.

she’s found this aspect of her job particularly fascinating. “i’m intrigued by the factors that drive purchasing decisions,” she explains. helping clients understand those factors is another part of the job that pleases her: “making presentations is my opportunity to ensure the consumer’s voice is heard.” she also enjoys the variety of market research, and the broad exposure to different brands and sectors it affords.

this is an especially exciting time for the industry in south africa, mwaba believes, thanks to the dramatic social and technological changes that are taking place. interestingly, market research is a sphere that has, until now, remained relatively unaffected >>

Kambe Mwaba … wise brands leverage radio and TV to point consumers to their digital domain

March 2013 strategicmarketing 45

46 strategicmarketing March 2013

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by these developments. But, according to Mwaba, it is now poised to catch up. And, as a young person who interacts daily with these forces increasingly shaping our lives, she maintains that there are a lot of valuable insights she can bring to the industry. That’s important, because while South Africa’s industry may have advanced in terms of the technology available, the processes used haven’t progressed significantly. This is in stark contrast to its European counterparts, where pen and paper data collection has long been discarded in favour of computer-aided processes.

It was her understanding of the challenges posed by this state of affairs that encouraged Mwaba to research the interaction between South African consumers and brands in the digital space. “I was first introduced to the subject through my work on TNS’s

Digital Life Survey, which showed that, while South Africans enjoy engaging with one another on social-media platforms, they’re reticent when it comes to interacting with brands across these channels,” Mwaba explains.

Her interest piqued, she approached TNS client service director, Mark Molenaar, to act as his assistant on a project based on the findings of the Digital Life Survey.

Two key findings This formed the starting point of her research. From there, Mwaba uncovered two key findings, the first being that there are still several technological factors inhibiting engagement.

“Most South Africans access the Internet through their handsets, and data costs are high. Since people have limited air time, they’d rather use it for actual conversations,” she explains. Added to this, Internet speeds are still slow. Mwaba points to the ‘two-second rule’, with users losing interest if content is not downloaded literally within seconds. Then again, with so many different mobile phones in use in South Africa – from the most basic handsets to sophisticated smartphones – it’s understandable that brands don’t always get this right.

“Users are downloading sites that don’t fit their screens, or that are difficult to navigate,” Mwaba says. Consumers’ attitudes are also at play. Many are still more comfortable with traditional media; the concept of accessing a company website for information feels foreign to them and they balk at the idea of providing personal details online in case they receive ‘funny’ e-mails in return.

Mwaba calls this the fear of ‘spam or scam’. If they consider e-mail too personal a means of engagement, then they find Facebook’s ‘Friend’ requests outright invasive. “The idea just doesn’t sit well with them. They can’t fathom why brands are in this space and what they are trying to achieve,” Mwaba explains.

How can brands overcome these obstacles? “First, understand what people want to get out of the interaction – why they follow your blog or befriend you on Facebook,” Mwaba advises. Rather than simply assuming that a ‘like’ is a show of loyalty and support,

consider that users may be on the lookout for gains like discounts and competitions. Or that, in South Africa, many consumers feel that it is easier to get a response online than from a call centre.

Overlook these dynamics and you may miss out on an important opportunity for effective interaction. Worse still, consumers may end the connection if brands and their marketers are not addressing their needs. Remember, too, that traditional channels remain important, Mwaba advises. TV and radio are still among the most powerful mediums, especially in South Africa; in fact, wise brands leverage these channels to point

consumers to their digital domain. “Finally, it may sound obvious,

but online channels are tools for engagement – so be sure to actively engage,” Mwaba urges. Her research showed that many brands set up an online community and that’s it – there are no further conversations. “However, it’s not about gathering numbers. Use your community as a forum for posting news and answering queries, because the consumer has a short attention span. If they don’t feel they’re receiving value from the relationship, they might just exit it.”

Mwaba says that compiling her paper was a major learning curve. “Initially, I knew very little about mobile strategies and campaigns

(because) they’re developing so quickly as more brands want to move into the online space. Seeing how this is happening – and gathering the opinions from bloggers, the industry and people on the street – was an inspiring process for me.”

Now, she’s looking forward to seeing her own industry wake up to the possibilities offered by technology. “There are ways to collect data besides pen and paper; methods that are faster and cheaper and that make our jobs as market researchers easier. I’m so excited to be able to play a part in fostering this development,” she concludes.

On the up - Young marketers ascending the marketing ladder

South African consumers feel it is easier to

get a response online

While South Africans enjoy engaging with each other on social media platforms, they’re reticent when it comes to interacting with brands across these channels.