Today In Ad Tech: Personalisation, Sustainability And Shopper Innovation

People dont buy products they buy better versions of themselves.' Anonymous

Data isn't just a tool for understanding consumer behaviour anymore its the foundation of marketing campaigns that feel personal and authentic. South African consumers are as diverse as they are discerning. That makes personalised marketing more valuable than ever, as marketing campaigns that fail to resonate risk being overlooked entirely.

Certain brands have excelled during significant national events like the Rugby World Cup by creating meaningful campaigns celebrating local identity. For instance, Castle Lager released aLimited Edition beerfor the World Cup while Checkers pledged to keep enough glasses to serve 56,000 litres of beer and enough braai roasters for '300,000 tjoppies'.