The world of marketing is multifaceted, encompassing numerous elements that collectively contribute to effective marketing strategies. Marketing communication is a fundamental aspect of marketing, involving creating and distributing messages that successfully reach and engage target audiences. Planning and implementing effective media strategies form an integral part of achieving a firm's marketing communication objectives. Today, digital media strategies are just as important as traditional media strategies. They encompass various tactics to leverage online platforms effectively.

 

On 9 April 2024, Sturae Hickley, Head of Digital Practices at GroupM (South Africa), a leading global media investment company, presented a guest lecture to the Marketing Management honours students. Hickley, with over 16 years of experience in digital marketing and media management, has an impressive portfolio of achievements. She has worked with major brands across South Africa, Africa, and Australia, showcasing her expertise in digital campaign management, performance strategy, and media training. Her contributions to the industry have been widely recognised, earning her a place as a top 10 finalist for the Standard Bank Women Award and leading her team to win the "Best Ad-Ops Team" title at the IAB Bookmark Awards. Additionally, she has served as a judge for prestigious international awards such as the Drum Advertising Awards.

 

Chihoriem Eresia-Eke (Marketing Management honours student) with Sturae Hickley (Head of Digital Practices at GroupM) on the right

Hickley discussed aspects related to the advertising landscape in South Africa and also explained the intricate structure of a media agency in practice. She provided an overview of the most important strategic pillars of digital strategies. First, she noted the importance of understanding the target audience and their needs. By building detailed audience personas, marketers can identify key insights about their interests, demographics, and behaviours, enabling the creation of tailored marketing messages that resonate effectively with the audience.

 

As with most strategic industry practices, she then noted the significance of setting measurable goals. Digital media strategies should always include measurable goals that align with business objectives. Some of these goals include increasing website traffic, growing social media engagement, generating leads and boosting sales. Setting SMART campaign goals enable marketers to measure the success of online communication strategies and optimise results over time.

 

There are a variety of digital channels available to communicate with online audiences, for example search engines, display advertising and social media platforms. Each channel has its own strengths and weaknesses that can impact the effectiveness of media campaigns. Hickley highlighted the importance of selecting digital channels which align with the audience, as well as the firm’s goals and budget. The setting of campaign objectives will also differ as the consumer moves through the various stages of the buying journey.

 

The message is at the heart of the digital media strategy. It is thus important to craft a clear and compelling message that communicates the brand’s unique value proposition. Finally, Hickley highlighted the significance of measuring and analysing the results to identify areas for improvement and optimise digital strategies over time.

 

The session was highly engaging, with students actively participating in discussions and asking questions, reflecting their keen interest in the practical applications of strategic digital marketing.

The Marketing in Practice module, facilitated by Dr Jade Verbeek and Dr Bianca Frost, continues to be a cornerstone of the BCom Marketing Management honours programme at the University of Pretoria, offering students unparalleled opportunities to learn from industry professionals like Sturae Hickley. This initiative not only enhances the academic experience, but also equips our upcoming marketing professionals with the skills and knowledge necessary to excel in the rapidly evolving field of digital marketing. The students expressed their gratitude to Hickley for sharing her valuable insights, as well as the Department of Marketing Management in its ongoing efforts to bridge the gap between academic learning and industry practices.