One of the world's most innovative online marketers, Hugh MacLeod, is coming to South Africa this month to lecture on a new course at the UCT Graduate School of Business (GSB).
MacLeod will join a host of local experts on the second run of Nomadic Marketing, a new course in 2007 at the UCT GSB. The course aims to guide South African businesses on how to use the latest cutting-edge Internet and mobile marketing techniques.
MacLeod was honoured as one of the World’s Top 50 Marketers by AdAge last year. What makes him an extraordinary figure in the marketing industry is that he did this on a shoestring budget, leveraging the growing force of "social media" (blogging in particular) to achieve his successes for what he calls "Global Microbrands".
Macleod's blog, gapingvoid.com (with his iconic "cartoons drawn on the back of business cards") ranks among the world's most recognised blogs.
He will be joined by South Africa's leading figures in technology, media and marketing in presenting the business case for new technology or the "Social Web" as it has been dubbed.
According to course director, Dave Duarte, the goal of the course is to bust the intimidating jargon that many businesses perceive as the realm of “tech geeks”, and give companies clear insight on what is available to them and how to make the most of digital marketing opportunities.
"The programme delivers strategic advantage to business people who aren't geeks, but have the savvy to know they should be taking early advantage of the opportunities the web offers now," said Dave Duarte, who is the founder of a new South African company called Huddlemind Labs.
There are three major components to the UCT GSB programme. The first is a web component that provides a comprehensive view of new internet developments and trends, including blogs, social networks (like Facebook), wiki's, RSS, search engines and aggregators, and it involves hands-on interactivity with these tools and opportunities.
The second covers mobile/cellular developments. Duarte said that the surge in cellular phone technology is particularly significant for South Africans.
“Mobile is moving beyond SMS to WAP, MXit, bluetooth and mobile TV. Staggeringly expensive bandwidth demands creative solutions, and the programme will look at where South African technology could flourish,” he said.
The third part looks at strategy, where tools and technology are put into the context of practical business.
“Dynamic consumer environments force businesses to innovate at a faster pace. Metrics, case studies and strategies will be explored in order to see the theory in action,” said Duarte.
Nomadic Marketing runs from 31 October - 02 November. Contact Junita on (021) 406 1323 or abrahams@gsb.uct.ac.za. The course website is www.gsb.uct.ac.za/nomadic.
