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Articles by Desirée Gullan
Four powerful reasons your business needs more video
There’s a reason TikTok and Reels are so popular. These short-form videos are engaging and entertaining and when produced effectively with sound strategy in mind, they can leave a lasting impression. Research shows that 84% of consumers make a purchase based on watching a brand or business video. What’s more, your customers are consuming a lot of videos––the average consumer watches video content for about 100 minutes every day.
Gen Z is your future customer. Here's how to engage with them now
Gen Z is the generation after Millennials, born between 1997 and 2010. They have grown up with social media and on-demand entertainment and their influence over what’s cool, trending, and important shouldn’t be underestimated. We’re already seeing the impact Gen Zs have on Millennials and Gen Xs when it comes to brand selection, online behaviour, and customer engagement.
Gen Z is your future customer. Here’s how to engage with them now
Gen Z is the generation after Millennials, born between 1997 and 2010. They have grown up with social media and on-demand entertainment and their influence over what’s cool, trending, and important shouldn’t be underestimated. “We’re already seeing the impact Gen Zs have on Millennials and Gen Xs when it comes to brand selection, online behavior, and customer engagement,” says Desirée Gullan, Executive Creative Director at G&G Digital.
How regulated industries are getting results from digital marketing
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | Consumers are changing – they have less time, aren’t brand loyal, are more socially and environmentally conscious, and prefer experiences over products.[1] According to a Deloitte study, these changes are a result of climate change, economic constraints and increasing competitive options.[1] Marketing professionals operating in regulated industries have the additional challenge of compliance and government...
Digital marketing trends you need to know in 2022
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | The good news is: the digital marketing revolution is far from over and it’s providing new and exciting opportunities for marketing professionals to raise brand awareness and expand market share. Last year’s important trend, personalisation, continues to be relevant as customers demand that their brands understand them better.
Why personalisation in digital marketing matters
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | In 2011, Coca Cola launched its Share a Coke campaign in Australia, which was a personalised campaign with the most common Australian names printed on Coca Cola bottles and cans. The result? More than 250 million personalised bottles and cans sold over the summer months to a population of less than 23 million people at the time.
Why personalisation in digital marketing matters
In 2011, Coca Cola launched its Share a Coke campaign in Australia, which was a personalised campaign with the most common Australian names printed on Coca Cola bottles and cans. The result? More than 250 million personalised bottles and cans sold over the summer months to a population of less than 23 million people at the time. This personalisation campaign was so successful it was adapted in other territories, including South Africa. Everyone wanted a can, with their name on it.
Why you need social commerce
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | Shopping has always been a social activity. Just two years ago, you would find people discussing the good and bad about their recent purchases over coffee. Today, e-commerce finds people shopping from the comfort of their home, and social commerce means they’re still shopping while being social on their preferred platforms such as Instagram Checkout or Facebook Shops.
PODCAST | Break out of the inbox with smart brand messaging
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | PODCAST An interview with Desiree Gullan, Executive Creative Director, Gullan and Gullan Digital, and Dr Ivor Blumenthal, CEO, ArkKonsult, discussing why in the digital era, it’s never been more difficult for brands to break through the deluge of information and penetrate consumer’s ever decreasing attention spans.
Break out of the inbox with smart brand messaging
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | In the digital era, it’s never been more difficult for brands to break through the deluge of information and penetrate consumer’s ever decreasing attention spans. Your brand messaging is one of the most important aspects of a marketing communications strategy.
The (very) digital wrap-up of 2020
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | Brands across the globe are slowly but surely coming to terms with a world in the midst of COVID-19. Doing so has resulted in major campaigns being placed on ice or pivoted to a digital execution. The latter has significantly increased as brands used the opportunity to talk to their target audience online. One key learning is that the internet is the only place not locked down in a global lockdown.
How digital came to the rescue
Coasting through the Covid-19 era has its ups and downs. One thing the majority of the world can agree on, is that we're living through a major cultural, economic and sociological event. The scale of disruption has forced communications agencies globally to rethink their strategies, which, for many has meant a radical pivot to be more digital. Lockdown has limited people from going to work, eating out and visiting friends and family, and impacted people worldwide.
Smart email and avoiding the spam filter
What does it take to create an effective email marketing campaign that is not only read, but also engaged with? Mailers must convey a message and create an experience that entices the user to take the desired action. Email marketing has many benefits and is a highly effective channel that can take the lead or compliment other digital channels, such as banners and paid search.
How to avoid the spam filter
The digitisation of payments is accelerating at an eye-watering pace, which, in all likelihood, means that the days of plastic cards may be numbered. But using this digitisation trend to justify a belief that credit cards, as such, will not be around for much longer is a somewhat misguided approach. One that demonstrates a misunderstanding of what credit cards actually are, and why they remain one of the most popular ways of transacting across the world.
Smart email and avoiding the spam filter
What does it take to create an effective email marketing campaign that is not only read, but also engaged with? Mailers must convey a message and create an experience that entices the user to take the desired action. Email marketing has many benefits and is a highly effective channel that can take the lead or compliment other digital channels, such as banners and paid search.
The evolution of branding through the digital agency
While many marketing professionals consider a brand to be a corporate identity consisting of carefully considered fonts, icons, image guidelines, tone of voice, themes and values, the emphasis in the digital era should be on the experience. Consumers no longer see a difference between their experience of a brand and the brand itself.
How your brand can navigate a world of mistrust, misinformation and multiple mindsets
We live in contradictory and conflicted times, with ongoing debates around diversity, inclusion, gender equality, identity and hot-potato culture. What's more, consumers no longer trust brands without serious consideration. As marketing professionals, you may be wondering how all of this will impact your brands and bottom line, what the next major platform will be, content trend, device or viral sensation.
Game-changing SEO trends to watch in 2019
Desiree Gullan | Executive Creative Director | Gullan and Gullan Digital | mail me | We don’t surf the internet like we used to because technology continues to evolve and drive our behaviour. Thanks to Google, search engine optimisation (SEO) is also changing. “Insanity is doing the same thing over and over again, but expecting different results.” – Albert Einstein If you want different SEO results, you have to think ‘human’, add value, and seek out leading SEO tactics.
How digital killed the TV star
It's official: digital advertising has overtaken TV advertising revenue (IAB Internet Advertising Revenue Report, 2016). As a medium, digital advertising has grown at supersonic speed. Here’s what the latest statistics reveal: Meet ‘Digital Audio’. For the first time (ever), Digital Audio has its own category and includes online radio stations, music streaming services and podcasts – on desktop and mobile.
Tell great stories | BizTrends 2016
In the 21st century, the biggest business opportunities are no longer in the brand alone, but in everything around the brand. The narratives we craft must sell the brand experience, the brand's mission and values and create "content moments," which are shareable. As a fledgling editor, I had the rare opportunity to have an audience with the original fun, fearless, female and legendarymagazine editor Helen Gurley-Brown.
Memeburn chats to IAB CEO Josephine Buys about Bookmarks, 2016 plans
Ever since its 2014 rebrand — the organisation was previously the DMMA — Interactive Advertising Bureau (IAB) South Africa, has seen a significant increase in visibility. In part that’s down to the benefits afforded to the non profit association by being part of a global organisation. Founded in New York in 1996, the IAB is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry around the globe.
4 big digital marketing trends SA will see in 2016
4 big digital marketing trends SA will see in 2016 As we all wind down (read: freak out, break out in hives) and skid into the much needed holiday season, it’s important to take time to reflect and prepare for the year ahead. Here are four key trends that will shape the approach to digital marketing in 2016. The ‘infomercial’ approach to branded content on social media and digital channels isn’t working for anyone.
Amidst finance minister shuffles, SA Twitter still has a sense of humour
Amidst finance minister shuffles, SA Twitter still has a sense of humour Life in South Africa may be many things, but boring is not one of them. You only have to look at the fact that the country’s had three finance ministers in less than a week. Yup, just four days after President Jacob Zuma’s shock axing of Nhlanhla Nene, his replacement David van Rooyen found himself out of a job, with Pravin Gordhan back in charge of the treasury.
ShowMax introduces download functionality for offline viewing
This is interesting. Naspers-owned video streaming service ShowMax has updated its Android app to include downloads for offline viewing. It’s a potentially important move, especially if the service is to attract people who want to watch content on the go without having to eat into their mobile data.
Gumtree adds new tech to better secure P2P payments
Gumtree adds new tech to better secure P2P payments Spend enough time online and you’ll come across more than a few horror stories around online classified sites. In a bid to cut down on those kinds of issues Gumtree South Africa has added Shepherd, a Standard Bank-powered escrow service, to its list of endorsed partners. Shepherd operates as a third party that facilitates transactions on behalf of sellers and buyers and is offered as an option to Gumtree customers.
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