How the South African media landscape has developed over the years
There are various forms of media that people use, including entertainment websites/apps, newspaper copy, social media, radio, and television (Lappeman, et al., 2021). In media planning, there is a digital technology called Quantum leaps, which allows the processing of massive amounts of big data and delivering unique messages to the consumer’s preferred media device (Lappeman, et al., 2021). The South African media and marketing landscape is dynamic and ever-changing. Marketers utilize technological advancements to drive quantum innovation in consumer interfaces (Lappeman, et al., 2021). Today, 92% of South African adults own a cell phone which it easier for marketers and entertainment industry to target them easier with the new communication platforms (Lappeman, et al., 2021). The variety of digital communication platforms has expanded the range of advertising, now people are using websites, and social media such as Facebook, Instagram, and YouTube (Lappeman, et al., 2021). South Africa’s media landscape has gone through changes in terms of research and segmentation based on socioeconomic factors (Lappeman, et al., 2021).
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