Attention is currency in today’s fast-moving digital landscape, and flashy ideas are your ticket to standing out. But “flashy” doesn’t mean empty hype.
The most effective online marketing strategies combine head-turning creativity with thoughtful execution and smart data.
Whether you’re launching a new product, building brand awareness, or reviving an old campaign, having a strategy that looks good, feels relevant, and drives action is non-negotiable.
This is where the skillME Digital Marketing short course comes in. It teaches you key skills needed to run effective online marketing campaigns today.
In this article, we’ll examine the current state of online marketing and offer eight tips for more creative online marketing. We’ll also provide relevant examples from South African brands so you can see these strategies in action.
The digital marketing space today: what you should know
The online marketing space has changed dramatically over the last couple of years, with a lot of businesses relying on online platforms, like social media, AI, and mobile marketing to attract and engage with their customers.
Digital acceleration in a post-pandemic world
The online marketing space is growing faster than ever. Post-pandemic digital acceleration has pushed businesses to prioritise online strategies.
In South Africa, brands like Woolworths and Checkers rapidly enhanced their online delivery platforms and digital loyalty programmes to meet shifting consumer behaviour — a clear example of digital transformation in motion.
Mobile-first marketing in South Africa
Mobile marketing is no longer an option. With over 92% of South Africa’s population owning a smartphone, brands that aren’t utilising mobile marketing are missing out on a lot of potential clients.
It’s no wonder that brands like Takealot have optimised their apps and mobile websites for seamless purchasing experiences. Mobile ads, SMS campaigns, and WhatsApp Business tools are being used to reach customers where they spend the most time — on their phones.
Discover more about good phone etiquette here.
The rise of AI and automation
The rise of AI and automation is streamlining marketing efforts. Businesses like Clicks use AI to send personalised promotions based on buying behaviour.
Other global platforms like Meta offer automated ad delivery that learns and adapts in real time to performance data. This means customers are shown ads based on their exact interests and what they are most likely to purchase. This technology improves efficiency and return on ad spend.
Social media’s role in discovery and conversion
Social media plays a critical role in both discovery and conversion. Local creators on TikTok and Instagram are driving product interest for brands like Checkers Sixty60, whose grocery delivery app gained major visibility through influencer partnerships and user-generated content.
There are over 5.2 billion social media users and even more internet users worldwide, meaning businesses need to utilise these platforms for more visibility.
The growing need for multilingual, localised content
Lastly, the demand for multilingual and localised content is growing. South African banks like Capitec offer ads and app interfaces in multiple languages, recognising the cultural and linguistic diversity of their customers. Reaching people in their preferred language builds trust and boosts engagement.
8 Tips for creating a ‘flashy idea’ online marketing strategy
In a noisy digital world, a ‘flashy idea’ can cut through the clutter — which has increased drastically since so many businesses now use online marketing. Here’s how to build a standout online marketing strategy that balances bold creativity with real impact:
1. Start with a bold, clear concept
Your campaign should centre around one strong, memorable idea. Think of Nando’s — their witty, fearless take on social issues grabs attention while staying true to their brand voice. A clear, gutsy concept creates instant recall.
2. Use visual storytelling that pops
Great ideas need to look great. Video and carousel ads with compelling visuals tell better stories. Spotify Wrapped, for instance, uses bold colours, animation, and personalised data to create shareable content that explodes across timelines each year.
3. Keep it mobile-first
With most content consumed on smartphones, your campaigns must load fast, be thumb-friendly, and easy to engage with. Brands like Mr D and Takealot optimise everything for mobile — from scrolling experiences to app-exclusive offers.
4. Infuse local flavour with global appeal
Speak to your audience’s identity. Castle Lager nailed this by mixing slang with world-class visuals during the World Cup, creating content that felt proudly South African yet universally inspiring.
5. Leverage platform-specific tactics
Each marketing platform is different, making them ideal for different types of content. For example, TikTok is great for trending topics, while Instagram is excellent for visually appealing content. Discovery Bank uses Instagram Stories for Q&As and TikTok for lifestyle tips, understanding each platform’s language.
6. Create for engagement, not just impressions
Focus on comments, shares, saves, and conversations. Flashy campaigns that flop on interaction waste budget. Try interactive polls, ‘choose your adventure’ story formats, or comment-based challenges like Netflix SA’s meme-based promos.
7. Back creativity with smart targeting
Use tools like Facebook’s Custom Audiences or Google’s Lookalike Audiences to make sure your bold idea hits the right people. Superbalist, for example, uses retargeting to show style-specific ads to users who’ve browsed similar items.
8. Always assess performance and adjust accordingly
What’s flashy today might flop tomorrow — track KPIs like click-through rates and engagement time. Tools like Google Analytics or Meta’s Ads Manager can show you where to pivot for better results.
Digital marketing courses that can help you craft a winning strategy
Since the online marketing space is constantly evolving, it’s a great idea to take short online courses with the most recent strategies and tactics. This is where the skillME Digital Marketing short course comes in.
This course teaches you how to:
- Understand marketing in the digital age
- Come up with a good online marketing plan
- Use social media platforms strategically
- Understand different target markets
- And more
It’s ideal for workers who are interested in upskilling and gaining a great understanding of online marketing and strategies that work today.
Register for a skillME digital marketing course
If you’re ready to learn the most relevant online marketing skills that are needed today, the skillME Digital Marketing short course is exactly what you need. This course can be completed through self-study and only takes two days to finish.
