The document summarizes key themes from the Digital Life conference, noting that growth of digital media in Africa and South Africa is large and mobile-based, and that marketers need to adapt brand communications to the social media space to remain relevant as it becomes the primary media channel, especially with the introduction of low-cost smartphones which will dramatically change the landscape.

1. Summing up the key themes
from the Digital Life
conference

2. Growth of digital in Africa and South
Africa is huge, is mobile and is
social
Marketers need to be adapting
communication to this reality as it will
become the primary media channel

3. Brand communication and experience needs to be made
more relevant to consumers in social media space

4. The introduction of low-cost smartphones will change the landscape dramatically – having brand content available will be key
The introduction of low-
cost smartphones will
change the landscape
dramatically
Having localised brand
content available will be
key

5. Consumers are looking for
“immediacy” in brand interactions
and experiences – only mobile can
deliver this

6. Social media brand interaction is
a 24/7/365 activity – resource
appropriately

7. Facebook users are fast
approaching the 1 billion
mark – 4,7 million in SA
with 3,4 million on
mobile phones

8. Social = sharing and expressing feelings
Social = sharing and
expressing feelings –
brand experience must
facilitate this

9. Make it social, keep it simple,
create brand stories worth
sharing, integrate with other
platforms

10. Social changes the
path to purchase –
zero moment of truth

11. Social media = “word of mouth” on steroids

12. Digital Life
For more information on Digital Life visit:
www.tnsdigitallife.com
To purchase any of the Digital Life country reports, please
contact:
Mark Molenaar
mark.molenaar@tnsglobal.com
Steven Watt
Steven.watt@tnsglobal.com
Karin du Chenne
karin.duchenne@tnsglobal.com