Accessing the vibrant individuality of the South African youth market means finding smart ways to connect with their unique, digital-savvy approach to life. According to the Quarterly Labour Force Survey, youth aged 15-24 comprise 61% of the population while 40% are aged 25-34. This demographic, according to the GenNext Youth Behaviour Report has around R120 billion in disposable income and are actively saving and investing (63%). Brands can benefit from paying attention to this tenacious audience.
Marketing teams need tools that enable them to directly reach these audiences, creating authentic experiences that build loyalty and potentially a long-term clientele in the process. Financial institutions, as one example, can create hyper-personalised and hyper-targeted campaigns to cross-sell products and services that evolve with this audience and their stage of life.
Recently, Flow Data partnered with DigsConnect to create an opportunity for brands wanting to reach this audience. DigsConnect is the largest student accommodation website on the continent, pairing up students and young adults looking for a place to stay with homeowners looking to rent out their properties on a long-term basis.
It currently has more than 170,000 student and young adult users and this alliance with Flow Data enables relevant brands to reach students and young adults with relevant marketing, based on monthly rental prices, types of student funding, university, and even stage of studies. The depth of this targeting capability allows brands to access high quality, highly engaged potential customers.
Brands can communicate and engage with this premium audience of hyper-targeted students and young adults and build meaningful experiences. Obsessed with adding value to student users and creating experiences through their platform, Flow is unlocking partnerships that provide students with access to deals and marketing opportunities that are relevant to them, all while ensuring their direct personal data is kept private and secure.
In short, this partnership gives brands an opportunity to connect meaningfully with their ideal, young audience segment and create relevant engagement through focused media spend.
Founder and CEO of DigsConnect, Greg Ramsay-Keal, says: “Working with Flow gives us the opportunity to work with exciting brands on some incredible campaigns that we believe will add value to the student experience for our users. We are proud to be affiliated with experts in the data and marketing field, Flow, in bringing this to life.”
Prioritising the use of first-party data and contextual advertising can be the difference between turning a market shift into an opportunity or succumbing to it. Innovative companies adopting these intelligent approaches to audience engagement are actively creating new narratives, increasing their return on investment and reducing wasted media spend. Engaging with audiences with agility and respect while ensuring first-party data remains clean, private, and secure, makes the future brighter for everyone.
“We have prioritised data and data-powered adtech from the outset, creating data solutions that enable brands to reach relevant audiences. Partnering with businesses like DigsConnect deepens the layers of relevant audience data we can provide, giving brands the ability to really see their audiences, and connect with them properly,” concludes Flow’s Co-Founder and Co-CEO Gil Sperling.
For more information on Flow, visit www.flowliving.com