South Africa, Dec. 31 -- South African marketers are an innovative bunch. From homegrown Nandos-style advertising with real storylines that knocks the world's drab attempts at humour out the park, to brilliant locally-developed new ad platforms like the Please Call Me text tag ads, we take our unique circumstances and turn them on their head to create opportunities.

When it comes to communicating what's next, however, SA marketers tend to take their lead from overseas industry platforms. A cursory read-through local marketing industry news sites reveals leading personalities waxing lyrical about the importance of personalisation in mobile and digital marketing. At the same time, their highlighted 'trends to watch' all appear to be cut-an...