The Knowledge to Decide

Africa is becoming a new growth market for Google with Android-enabled devices – it launched services for Google Play Music in South Africa in December 2015 to enter the fiercely competitive market for on-demand music streaming services. Interestingly, Apple Music is already present since its launch in June 2015. This means users will have unlimited access to a variety of music – spanning international and local artistes. For early subscribers, the monthly cost will be USD3.50 until January 26, 2016. As South Africa boasts to be the most advanced digital media market in sub Saharan Africa, the availability of such streaming services signifies the market opportunity of mobiles in Africa – particularly those users with smartphones. Will Google manage to capture Africa’s digital media market despite fierce competition? https://www.spireresearch.com/newsroom/spirethoughts/google-sets-up-shop-in-africas-music-market/

No marketer wants their brand message to be out of sight and out of mind. But with multiple media platforms and so many upstart brands crowding alongside old, established ones, what elements work best to ensure successful brand recall? And how important is recall as a factor in a brand’s success? Though brand recall is deemed to be one of the most important factors influencing buying decisions, recall alone is not enough for brands to soar. Marketers need to ensure that there is a strong linkage between the advertisement and the brand, so that consumers can connect to the specific brand of a product, rather than the generic product category. The importance of brand recall A high brand recall would indicate that the product is easily recognizable. It is more than about recalling the name. It is about connecting the name with the message. For instance, one would relate Disney with “fun, family entertainment”, Nike with “authentic athletic performance”, and Starbucks wit