I was of the view that the industry will add its weighty voice on the data costs debate, primarily as the industry is an ‘advocate for consumers’ and largely because data availability is the decisive motivator for the consumers to access these apps in which brands advertise. It is in the interest of the advertising industry to have affordable data costs for the greater good and sustainability of the industry. As the media changes at high speed, it is clear that a huge chunk of the market is excluded from the e-media revolution taking place.
It is dangerous for the industry to sit on the fence on issues affecting consumers, because the latter tends to have long memories. I was surprised by a grandmother in Meadowlands, Soweto, who in the early 90s refused to drink Pepsi Cola, preferring Coca-Cola, reasoning that Pepsi Cola ‘ran away from South Africa during hard times, only returning now when things are easy’. Pepsi was re-entering the market after having pulled out its investments from the country due to political reasons. Now, we have a finicky youth market, or what is known as the Millennials, who are challenging every status quo in the country. Not only are these youngsters consumers, they are also a target for the industry that tries to attract them to its fold. This is one lost opportunity.
I dare think that blasting the SABC and its management circus or parodying Zuma in Nando’s ads is not enough, data costs is also an issue on which the industry should have a voice, as this touches on the core of the new reality: the connection between online and offline media working seamlessly to access consumers in this ever-changing media landscape.
