Human at Every Click: Digital Marketing in the South African Context

Source: MinTIC Press

As a marketer, I’ve worked with a wide range of traditional and digital marketing tools. But in terms of measurable return on investment, digital consistently stands out, especially when it comes to providing real-time performance feedback that helps refine campaigns on the go.

At one point in my career, I worked with a leading retail brand that operated in multiple regions across South Africa. Each region had its own unique cultural and economic dynamics that shaped consumer behaviour. Despite these differences, our marketing objective remained consistent: increase sales, enhance customer experience, and build long-term brand equity.

Leveraging CRM for Personalised Campaigns

To meet these goals, we implemented a Customer Relationship Management (CRM) system to build more personalised marketing communication. Our platform of choice was Salesforce; specifically, its Marketing Cloud and Ad Studio tools, which we integrated with transactional data to deliver messaging tailored to each customer’s preferences and behaviour, both online and offline.

Salesforce, which is widely used by both global and local brands like Absa Bank and Uber Eats, promised the ability to automate, personalise, target, and report across the customer journey, from awareness through to loyalty. Its built-in AI engine, Einstein, allowed us to optimise delivery and message impact with surprising intelligence. With access to rich customer data, it felt like we’d struck gold.

The Hidden Costs and Local Barriers

However, the tool came with significant challenges in the South African context. Firstly, cost: it wasn’t just the software license and support we had to pay for — each SMS and email came with a USD-based credit charge. Sending communications to a base of over 2 million customers became expensive fast, particularly in a volatile currency environment.

Secondly, the Protection of Personal Information Act (POPIA) restricted the messages we could send to customers who had not explicitly opted in for marketing. This sharply reduced the size of our reachable audience and added a layer of legal and ethical responsibility to our campaigns.

Finally, there was the challenge of language and cultural diversity. Assigning accurate language preferences across a broad, diverse customer base is not easy. While platforms like Salesforce thrive in developed markets, South African marketers often operate with limited budgets, and many simply cannot access the full capabilities of such premium tools. As a result, smaller businesses often struggle to run full-stack CRM campaigns.

A Customer Perspective: Trust, Connection, and Localised Content

As a consumer, I value personalised communication — especially when it feels human. South Africa is a country where business is deeply grounded in community and trust. People are more likely to support brands that feel familiar, culturally aligned, and authentic.

Brands like Samsung, through sponsorships like 947 Joburg Day, and Coca-Cola, with its Share a Coke campaign, have successfully combined digital content marketing with experiential activations to foster real emotional connections. These campaigns go beyond clicks and conversions, they tap into shared values and lived experiences.

Influencers, Content, and Creativity on a Budget

Native Child Nano Influencer campaign: https://www.youtube.com/watch?v=4J2pFi0AGvU

Smaller brands have also found innovative ways to build personalised connections using curated influencers in niche markets. Take Native Child, for instance. The local haircare brand partners with beauty influencers and leverages Instagram and YouTube storytelling to celebrate customer experiences and amplify trust in the brand. Their audience feels seen and represented, which builds loyalty in a meaningful, human-centred way.

Other tools like email marketing, podcasts, and social media ads still offer cost-effective ways for marketers to segment their audiences and deliver personalised messages, even with tight budgets. These platforms may lack the advanced automation of Salesforce or HubSpot, but they allow for creativity, targeting, and human connection, the core of effective digital marketing.

Final Thoughts: Local Nuance, Global Thinking

South Africa is still early in the digital marketing adoption lifecycle compared to more developed markets. While global platforms offer powerful capabilities, they must be adapted to local nuances, from language and legislation to economic realities and culture.

As digital marketers in South Africa, we’re challenged to think globally but act locally. And that’s not a limitation, it’s an opportunity. With thoughtful strategy, cultural sensitivity, and a human-first mindset, we can build impactful, personalised campaigns that resonate, even without the biggest tools or budgets.

Because at the end of the day, digital marketing is most powerful when it connects one human to another, at every touchpoint of the customer journey.

Wandile Nyundu