Latest news with #digitalstrategy
Forbes
3 days ago
- Business
- Forbes
How The E-Commerce Industry Is Changing And What Companies Are Doing To Succeed
Business team working on e-commerce strategy Anyone who remembers the early days of online shopping knows it's come a long way. Thanks to virtual and augmented reality, uncertainties about how a couch will look in your living room are gone. Purchases can arrive on the same day instead of up to a week later. And now, e-commerce has expanded to include not just tangible items, but digital goods and services too. Having spent my career observing and advising businesses in the digital space, I've seen firsthand how crucial adaptability is for success. Of course, technological advances are paving the way for an industry made possible by software code and hardware-backed connectivity. But evolving customer service standards and consumer whims remain at its core. Businesses, entrepreneurs and brands are succeeding online because of a unique ability to match tech's capabilities with customer-centric strategies. Here's how the industry is changing—and what companies are doing to leverage those shifts. Creating Personalized Omnichannel Experiences If you shopped online in the 1990s, the experience wasn't as personalized as it is now. Omnichannel wasn't even a word, and concepts like curbside pickup weren't on most people's radar. Most early e-commerce sites operated as a catalog only, and you still had to find a brick-and-mortar location to buy from. The few online companies that took and fulfilled orders had varying degrees of quality; an online purchase required risk, and follow-up communication from brands was minimal to non-existent. It was a time when icons like Amazon only sold books. Emerging digital-only brands stayed in one lane while brick-and-mortar companies operated in another. But with data analytics technology and logistics infrastructures, the online and in-person shopping experiences have merged into one. Successful brands operate seamlessly in both spaces, creating integrated, highly personalized customer relationships. For instance, workwear clothing brand Dungarees, with its smaller retail footprint in Missouri, effectively reaches a wider customer base through its online store, selling premium-quality clothing and accessories. The company's website offers shoppers the ability to sign up for alerts on product deals and create personalized accounts. By centralizing the order, shipping and potential return experience, the brand keeps customer satisfaction levels high for both in-store and online clients. Moving Toward Mobile Mobile commerce, or m-commerce, is sometimes seen as a subset of the e-commerce industry. Yet, shopping via smartphone has quickly become consumers' preferred way to shop online. By 2027, m-commerce is expected to represent 62% of all e-commerce transactions. For companies, this trend means more than having an app. It means making online storefronts mobile responsive, ensuring sites display correctly on smaller screens—from tablets to smartphones—and are easy to navigate. When people are on the go, they don't have the patience to click a bunch of links or fill out lengthy forms. Having one-click purchase options improves the experience. Integration with cameras to support augmented reality features and location services to customize in-store pickup options isn't negotiable. Access to real-time data, such as stock levels at nearby stores, can also be crucial. A quick order and an on-site pickup during lunch help accommodate busy schedules. Automating With AI Artificial intelligence seems to be everywhere now, from PDFs to the Alexa device sitting on the kitchen counter. The technology stands to reshape nearly every industry, including e-commerce. AI has already been pioneered by household brand names like Netflix and Amazon to enhance the customer experience. Automating personalized recommendations, optimizing supply chains and implementing more secure delivery services are some of these brands' AI-backed tactics. Companies are also extensively using AI to address customer service needs, such as through chatbots and automated returns. With some brands, for example, you don't always have to talk to a person to initiate a return. You look at your order history from the app, click on the return option and choose the reason. Depending on the reason, you might get instant credit and not have to send a damaged or defective item back. For products you need to send back, you get a scannable return label within the app or your email. Then you can drop the item off at a store or schedule a UPS pickup. Automation simplifies the process while removing one of the hesitations consumers have about online shopping. Partnering With Influencers Companies can't solely rely on traditional marketing to reach consumers. People put more trust in social media influencers than in the messages brands create. A report on influencer marketing found 77% of survey participants prefer social media influencers' content over scripted advertising. The report also discovered that 85% of social media users trust sponsored content from influencers over celebrities. Instagram and TikTok have become the go-to sources for product research, representing a significant shift in how consumers discover brands. Instead of asking family and friends for recommendations, consumers are turning to social media. Successful e-commerce companies such as Sephora have created influencer programs to help reach audiences, recognizing that even those with micro-level followings can effectively promote a brand's products. Bigger names like Coca-Cola and Dunkin' are also realizing the potential of partnerships with influencers across all follower tiers. Additionally, many brands are turning to an outsourced CMO who can lead their influencer partnerships, as this can offer brands the unbiased perspective and expertise from someone outside of their business. Regardless of how your brand initiates its influencer partnership, remember that no e-commerce strategy is a one-size-fits-all solution, and there's a strong possibility that you may need to test many methods to find the right fit. To get customers to trust and engage, brands must understand that advertising has become social and embrace authentic, relationship-based strategies. E-Commerce's Evolution Digital commerce doesn't look the same as it did when it began. Improvements in logistics, online platforms, personalization and marketing continue to drive the industry forward. Brands that are succeeding are putting customer experiences at the center of dynamic strategies, constantly adapting to the digital landscape. As technology introduces new capabilities, integrates experiences and enhances existing practices, e-commerce will change consumers as much as they continue to shape and redefine the industry itself.
Forbes
6 days ago
- Business
- Forbes
How To Optimize WordPress For Enterprise Success
Meeky Hwang, CEO at Ndevr, with 20+ years in web development. The digital landscape is competitive. Enterprises need content management systems that deliver seamless performance, robust security and strategic flexibility to drive success. Some of the world's biggest and most complex websites are managed using WordPress. As a digital strategist with over 20 years of experience optimizing content management systems for large media organizations, I've seen WordPress transform operations by boosting engagement and revenue. For enterprises already using WordPress, the key to unlocking its potential lies in strategic optimization. Without optimization, even robust platforms are at risk of slowdowns, security gaps or inefficiencies that erode audience trust and revenue. Enterprises must move beyond basic setups to build resilient platforms that deliver measurable business outcomes. Below, I'll share some proven strategies to scale and enhance your WordPress platform, ensuring it supports growth, engages audiences and withstands disruptions. Consider Managed Hosting For Scalability The foundation of optimization is a reliable hosting environment. Many enterprises start with shared hosting, which can struggle under high traffic and lead to costly downtime. Managed hosting providers like WordPress VIP, Pantheon and WP Engine (full disclosure: we're an agency partner for each of these providers) use tools to distribute traffic and store data efficiently, ensuring your site stays online during demand spikes. This approach prevents disruptions, which can enhance user retention and ad revenue. Evaluate your hosting setup and consider upgrading to a managed provider if your site falters under pressure. Boost Site Performance For User Engagement Performance is critical for keeping users engaged and boosting business metrics like subscriptions or sales. Slow websites frustrate audiences and lower search rankings, directly impacting revenue. You can speed up your site using tools to deliver content faster worldwide, as well as caching solutions like WP Rocket to reduce server strain. I also recommend compressing images to lighten page loads and conducting regular checks with tools like Google PageSpeed Insights to reveal issues such as bulky plug-ins or large media files. Audit your site's performance regularly and apply these fixes to drive measurable business growth. Implement Robust Security Measures Security is a cornerstone of enterprise platforms, especially for those handling sensitive data. WordPress's core software is highly secure—in 2023, only 0.2% of security vulnerabilities were core-related—but outdated plug-ins and lax management invite risks. Only 63.9% of WordPress sites run the latest version (6.8), leaving many vulnerable. I strongly recommend automating updates for WordPress as well as all of your themes and plug-ins. It's like locking your office daily to keep threats out. Consider adding security tools like Wordfence and limiting user access to essential roles to further protect your site. Conduct monthly reviews to catch issues early, safeguard data and maintain customer trust. Leverage WordPress Features For Efficiency WordPress's flexibility streamlines complex enterprise workflows. Its multisite feature lets you manage multiple websites, like regional or branded sites, from one dashboard, saving time and resources. Connecting with business tools like Salesforce for customer management or HubSpot for marketing campaigns enhances efficiency, while compliance-focused plug-ins can help ensure compliance with regulations like the General Data Protection Regulation or Web Content Accessibility Guidelines. Review your workflows and adopt these tools to eliminate inefficiencies and boost operational success. Plan For Future Growth And Stability Planning for growth ensures your platform remains a long-term asset. To prevent data loss, create regular backups and put a solid recovery plan in place. Make sure your hosting is scalable to handle traffic surges. Train your team on WordPress best practices to empower your editors to create content quickly and your developers to maintain systems effectively. Your goal should be to build a platform that evolves with your business, ensuring sustained profitability. Navigate Ongoing Optimization Challenges Optimization requires ongoing effort to avoid pitfalls. Make sure you continuously monitor your site as traffic grows to prevent slowdowns that hurt revenue. Plug-in conflicts can disrupt functionality, so conduct regular compatibility checks as well. Establish update routines. Large WordPress sites may demand skilled developers, which can strain budgets, especially for smaller enterprises. Consider budgeting for expert support when you need it. Conclusion WordPress empowers enterprises to achieve digital excellence. By optimizing hosting, performance, security, workflows and growth planning, you can drive engagement, revenue and resilience. Start by auditing your WordPress site to identify gaps in performance, security or functionality. This proactive step ensures your platform delivers exceptional results, now and in the future. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Fast Company
6 days ago
- Business
- Fast Company
How Bill Gates thinks you should use AI
Brands that aren't using artificial intelligence will soon be left behind—but it's not too late to start, argues a new book, AI First: The Playbook for a Future-Proof Business or Brand. The same way that business leaders once explored what it means to be digital first or mobile first or video first, digital strategists and authors Adam Brotman and Andy Sack pose the question: What does it mean to be AI first? Brotman and Sack, cofounders of the digital consultancy Forum3, interviewed some of the most influential leaders in technology for their book, including OpenAI CEO Sam Altman, Microsoft cofounder Bill Gates, and Reid Hoffman, best known for cofounding LinkedIn. The book shares their insights as well as a playbook for businesses on how to integrate AI. Brotman, the former chief digital officer for Starbucks who shaped the brand's highly successful mobile app and loyalty program, spoke to Fast Company about what he hopes readers will gain from their new book. We had actually been asked by Harvard Business Review Press to write a book on digital loyalty, which is my background and our specialty. But we had just had a 'holy s—' moment, like a lot of other people, when we saw ChatGPT. We didn't understand what was really behind these generative AI systems and where the various frontier labs and systems were going with it. We thought, we better learn this. We asked Harvard if we could go on this journey and share it with our readers, and they said yes. Why does AI feel different to you than other technological advances? There are two ways. One is that we're talking about intelligence as a service, and that just felt like something that was always reserved for either science fiction or human beings. It wasn't just software that you programmed, that either worked or didn't work. The fact that it could think and reason—at least seemingly so—felt very human and unlike anything that we had seen. The second thing was how fast it was moving. You brought up the 'holy-s— moment.' I've heard that you and Sack at one point wanted that to be the title of the book. Why? We talked to Sam Altman as our first interview for the book. He said that the mission of OpenAI was to achieve artificial general intelligence. And by definition, that's when the AI can effectively do what any human can do, if not better, pretty much instantly and for free. We were like, 'Oh my God, you're focused on that. When do you think that's going to happen?' And he said, 'I can't predict it, but probably in around five years.' That was a holy-s— moment for us. We were sort of stunned. When you try this technology, I think everybody has their own aha moment, if you will. How do I take advantage of this? What is this going to mean for jobs? What is this going to mean for society? There's a lot of exciting things but there's also a lot of scary unknowns. We thought that was an appropriate name, but of course that's not the best name for a book published by an established publisher. So we compromised and called the introduction chapter 'The Holy-S— Moment' and the book is called 'AI First.' Yeah, two things: One was that he likened the first time he saw ChatGPT4 to the first time he saw graphical user interface, before Microsoft came up and led the PC revolution with Windows. So he validated and confirmed the significance of this technology. The other thing Bill Gates said to us that was a key takeaway was about the contours of the concept of productivity. Most of us think of productivity as just quantitative, meaning output. He reminded us that productivity has a qualitative edge and dimension to it, and that if you have access to a tool like generative AI and you know how to harness it, you're going to not just up your productivity, but the quality of your work. I thought that was really interesting. How should business leaders today be leveraging AI? Most organizations want to skip to the AI innovation. They want to skip to the application, like the chatbot or the robot. What they're skipping over is the powerful effects of everybody using AI many times a day, every day, to enhance their decision-making and analysis and insights—frankly, to do their job better and faster. That's not as sexy as some advanced voice-mode, drive-thru technology you deploy across all your QSR [quick-service restaurant] locations. It's not as sexy as completely innovating your creative output through text-to-image, text-to-video capabilities. Those are really important AI use cases, but they're not the everyday, always-on superpower of letting every individual get that benefit of co-intelligence to make decisions faster. One of the key nuggets from the book is that AI-first organizations start with AI-first people. Is that what you mean when you say that business owners should be thinking of AI as a colleague? Yes. It's collaborating, soundboarding with the AI, inviting AI to the table, as [AI expert and Wharton] professor Ethan Mollick likes to say. It's thinking of it as a member of your team, a colleague. Is there anything else you want readers to know about your book or AI in general? I think a lot of people are intimidated or afraid of either not being able to keep up with the advancements in AI or of the implications of AI, given how fast-moving and powerful it is. What I would say is: It's absolutely not too late. There are so many business leaders in the same spot as you. This is the perfect time to develop a game plan to figure out how to make your organization keep up with what's going on. But don't wait—get started.
Entrepreneur
24-06-2025
- Business
- Entrepreneur
AI Is Changing How Restaurants Are Run
Digital strategists Adam Brotman and Andy Sack discuss their new book on AI and the impact of tech on today's restaurants. Opinions expressed by Entrepreneur contributors are their own. Adam Brotman and Andy Sack weren't planning to write a book about AI. At first, Harvard approached them about customer loyalty, a subject they knew well. Brotman had spent years leading digital strategy at Starbucks, helping build the company's world-class mobile app. Sack was a longtime technologist and venture capitalist who co-founded Forum3, a digital strategy firm, alongside Brotman. Then ChatGPT arrived on the scene, and everything changed. "We had this moment," Sack says to Shawn Walchef of Cali BBQ Media, "where we looked at each other and said: this is going to be way bigger than anyone realizes." Related: Giada De Laurentiis's Major Deal With Amazon Is a New Frontier for the Chef and Entrepreneur In that instant, the book they thought they'd be writing—the safe one about digital loyalty—became something else entirely. They were now on a mission to unpack AI: what it meant for business, creativity, and the entire landscape of work. That kicked off a journey that resulted in AI First: The Playbook for a Future-Proof Business and Brand. Their research involved interviewing some of the most powerful minds in tech: Sam Altman, the CEO of OpenAI; Reid Hoffman, the co-founder of LinkedIn and OpenAI; and Bill Gates. They weren't easy interviews to get. When they met with Hoffman, he was late. He'd just finished a call with the Pope. That's how powerful technology companies have become. He was working with the Vatican to help them understand the societal impact of AI. What caught the Pope's attention was the idea that a device powered by AI could provide healthcare guidance on par with a primary care physician. At scale. For the entire world. Bill Gates put his feelings simply: "AI is bigger than the computer." When asked why, he explained, "This time, the computer understands us." Sam Altman didn't hold back when asked how AI would impact marketing and creativity. He said 95 percent of marketing as we know it would be done by AI within five years. Whole departments would be replaced by agents. Decades-old workflows would be transformed. That interview, held at OpenAI's offices in San Francisco, was a turning point. Brotman and Sack left stunned. They walked around the block in silence. "We were just processing," Brotman says. "Everything we thought we knew about business and the future had shifted." That's when it clicked: this was bigger than anything they had ever experienced. It was their "Holy Shit Moment." Because that's what it was. And that's what it still is, for anyone paying attention. The AI-First Restaurant For Adam Brotman, the restaurant industry isn't just another vertical. It's where digital meets human, where a line of hungry customers can make or break your bottom line. He's lived it, from his days building the Starbucks app to consulting with some of the biggest names in hospitality. So when he says AI is a game-changer for restaurants, he means it. "Restaurants have always struggled to compete with bigger retailers on technology," Brotman says. "They run on razor-thin margins, always focusing on the guest, the food, the experience. Tech has often been an afterthought." Related: Fans Are Tattooing This Pizza Brand's Logo on Their Skin for a Year of Free Slices That's no longer an option. "The playing field has changed," he says. "You can't say, 'I don't have a tech team or business intelligence.' You do. It's called AI." So what does that mean? For starters, every conversation matters. Team huddles, problem-solving sessions—record them, transcribe them, feed them into AI. That pile of chatter is now a goldmine of insight. Customer feedback is no longer just something you respond to. It is data. Use AI to structure that feedback, cross-reference it with your notes, and figure out what's working and what's not. And the data you already have? "You don't need a massive data warehouse," Brotman says. "Snapshot it weekly, feed it into AI, and get a clear, real-time look at what customers are buying, what trends are emerging, and where you need to pivot." Related: These College Friends Wanted to Sell Better Food. Now, Their Company Is Publicly Traded. Andy Sack is quick to point out that an AI-first restaurant starts with an AI-first mindset. "You don't have to be an expert," he says. "Start with a problem—labor, supply chain, marketing—and let AI help you map out solutions." His advice: Don't overcomplicate it. "Just ask," Sack says. "Treat it like an advisor. Tell it what's on your mind and let it help you see what's possible." For restaurant operators who've always fought for every inch of progress, that might be the biggest shift of all. The world where you had to choose between hospitality and technology is gone. And for Brotman and Sack, it all goes back to that first Holy Shit Moment—the realization that AI wasn't just another tool, but a tectonic shift that would change everything. "The ground is moving," Brotman says. "We're just helping restaurants stand on it." About Restaurant Influencers Restaurant Influencers is brought to you by Toast, the powerful restaurant point-of-sale and management system that helps restaurants improve operations, increase sales and create a better guest experience. Toast — Powering Successful Restaurants. Learn more about Toast. Restaurant Influencer is also supported by NEXT INSURANCE. See why 600,000+ U.S. businesses trust NEXT for insurance.
Zawya
18-06-2025
- Business
- Zawya
#YouthMonth: Madri van der Westhuizen on redefining digital marketing in South Africa's hospitality sector
In celebration of Youth Month, we caught up with Madri van der Westhuizen, campaign and social media manager at ANEW Hotels & Resorts, one of the young professionals shaping South Africa's tourism and hospitality sector. Madri van der Westhuizen, campaign and social media manager, ANEW Hotels & Resorts From pivoting away from industrial psychology to leading digital strategy for a growing hotel group, Van der Westhuizen shares insights on curiosity-led leadership, building impactful campaigns, and the unexpected passions that fuel her journey. Can you tell us about your journey into hospitality marketing and what drew you to this industry after initially studying Industrial Psychology? My hospitality journey was not a planned one, but it's been one I've loved, nonetheless. During my second year at university, I stumbled across this incredible class called consumer psychology. I fell head over heels for it, so much so that I ended up double majoring in marketing and industrial psychology. At the time, I was still convinced I'd eventually specialise in Labour Law or Psychometrics… until a fantastic lecturer opened my eyes to the world of Services Marketing. That class completely changed my perspective. There's something magical about the services space, how you essentially create something from nothing, driven by passion and people. It's dynamic, exciting, and it pulled me right in. That curiosity led me to a two-week internship at a digital marketing agency during my June holidays. Those two weeks quickly turned into six months, and before I knew it, I had a full-time contract waiting for me after I graduated. One of the agency's clients at the time was ANEW, back then, just a small but promising brand with only two properties. I've been incredibly lucky to grow with them from those early days. By 2021, a few colleagues and I were fully absorbed into the brand as the in-house marketing team. And while I may not have sought out hospitality, it found me, and I've never looked back. The love and passion I have for this industry continue to grow every single day. What have been some of your proudest career moments so far at Anew Hotels & Resorts? This is such a tricky one! Honestly, there have been so many moments that have felt astronomical, and I say that with imposter syndrome still very much in the driver's seat. Seeing the growth, both in terms of revenue coming in and our social media numbers, like followers and engagement, has been incredibly rewarding. It's exciting to know that the work we're doing is making a tangible impact. However, two standout moments have marked my journey with Anew. The first was a huge "wow, I've actually made it" moment when I was invited to join the Company Manco team. It was surreal. Being the youngest person at the table, sitting amongst people I'd looked up to for so long… it was equal parts nerve-wracking and empowering. That moment reminded me of how far I'd come and how much trust the brand had placed in me. The second was the official launch of our internal communications department, something me and a colleague built from the ground up for our growing company. That moment was so special because it wasn't just about strategy or output; it was about creating a space where our people felt seen, heard, and connected. As Anew expanded, we knew we needed a way to keep the heart of the business beating strong, and launching that department felt like a real turning point for us. Both moments reminded me that this journey isn't just about career growth, it's about building something meaningful together. You describe yourself as 'ever curious' and driven by data — how does this shape the way you approach your campaigns and social media work? One thing that's fuelled my love for the digital space is that perfect balance between creativity and analytics. There's just something about it that clicks for me. I've always had this insatiable hunger for information. I'm constantly curious, always diving into the next topic or what's bubbling up in the zeitgeist. That curiosity has shaped how I approach campaigns and social media. It's helped build a strong foundation where we can spot opportunities, adapt to the market quickly, and jump on trends in a way that feels relevant and intentional. At the same time, I always keep the bigger picture in mind. Real ROI matters. It's not just about what looks good on the feed, but about building something that supports the business and drives results. The way I like to think of hospitality is this: Most people only have around 15 days of leave a year, and they're spending their hard-earned savings on that time. It's up to us to earn their trust and their excitement, and then to curate an experience that's truly worthy of both. That mindset is at the core of everything I do. It's about combining insight with empathy, and data with meaning, to create work that connects and delivers. How would you describe your leadership style, especially when working with younger or emerging professionals in your team? I'd say I really try to embody a transformational leadership style in the way I work with my team, especially when it comes to younger or emerging professionals. Like any leader, I've made mistakes along the way in how I approached things early on. But I was incredibly lucky to learn, fairly quickly, that leadership isn't about telling people how to do their jobs. It's not about control or direction. My role is to inspire, support, and create an environment where my team can bring the best version of themselves to their work. Sometimes that means giving them a super detailed brief. Other times, it means stepping back and letting them lead. For me, it's about asking, 'What do they need from me to be most effective in this task?' rather than, 'How can I be the one who shines?' It's not about micromanaging. It's about unlocking potential. And when I see our team grow, take ownership, and bring new ideas to the table, that's where the real magic happens. Youth Month celebrates the importance of young voices in shaping the future. What advice would you give to other young professionals hoping to enter the hospitality or digital marketing space? Be a sponge. That's honestly the best advice I can give to any young professional stepping into the hospitality or digital marketing space. In your first few years, take in everything you can. Say yes to the work, no matter how big or small. Don't silo yourself or think something isn't your job, this is the time to become as well-rounded as possible. In marketing, we talk about the 'unicorn' a lot, someone who understands all facets of the craft. And the best way to build yourself into that unicorn is to stay open, curious, and willing to learn from every task, conversation, and challenge that comes your way. And most importantly, come prepared. That's the one thing that's consistently put me in rooms I probably wasn't qualified to be in on paper. Read up on the industry. Take time after hours to develop your ideas or talking points. Bring something to the table. It doesn't matter where you sit on the org chart; preparation shows you care, and people notice that. And remember, no one's expecting you to be the final product. Be a diamond in the rough — just start shining in your own way and let the rest shape over time. Outside of work, you have some fascinating interests — tell us about the axe throwing and your idea for a fashion brand. How do these passions reflect your personality? I love keeping my mind busy. Whether it's diving into the weirdest podcast topics, researching something completely random just because, or working on my next sewing project, I'm someone who thrives on curiosity and creativity. I'm very much a self-proclaimed yapper, always talking, always thinking, always unpacking the latest thing that's caught my attention. There's a line from a Dove Cameron song that sticks with me: 'If you say I'm too much, then go find less.' And honestly, that hits home. I've spent a lot of time wondering if I should tone myself down, talk less, hold fewer opinions, try to be more palatable. But I've realised that being 'too much' is a big part of what makes me me. It's where the energy, the ideas, and the creativity all come from. That plays a big role in my passion for fashion, too. I've always loved clothing and the magic it holds, the way it can completely transform how you feel. As someone who's never had the so-called 'traditional' body type, I had to learn early on how to dress in a way that made me feel amazing. That process taught me so much about confidence, self-expression, and finding joy in your own skin. One day, I'd love to build a fashion brand that brings that feeling to others — unique, thoughtful pieces that help people feel incredible, exactly as they are. No moulds, no rules, just love, comfort, and that spark of confidence when you find something that truly feels like you. It's a reflection of my personality in every way: bold, curious, and always looking to create something meaningful. Regarding the axe-throwing… well…. One day, we found ourselves in a really strange setting – the kind of place where you wouldn't expect much, let alone axe-throwing. But there it was, part of the day's activities. And, to everyone's surprise (including mine), I turned out to be good at it! Who would've thought axe-throwing would be my hidden talent? What excites you most about the future of hospitality marketing in South Africa? Are there any trends you're particularly drawn to right now? I am genuinely so excited about the future of hospitality marketing in South Africa! We have such untapped potential to become one of the top global destinations, especially now that more private enterprises are backing the sector and pushing for innovation in the space. One of my absolute favourite trends right now is what I like to call SA's 'free PR strategy.' More and more international celebs, creators, and big-name personalities are doing the full South African tour — Cape Town, the Winelands, Garden Route, and Kruger, and in doing so, they're naturally showcasing the premium product we have to offer. Without a major push, these stories are shifting the narrative from 'dangerous and undeveloped' to 'unforgettable, bucket-list experience you can't get anywhere else.' That kind of organic exposure is gold. But the real challenge, and opportunity, lies in how we position ourselves. I think we need to start changing our mindset. Yes, we have a weaker currency, but instead of seeing that as a negative, we should be highlighting how it makes South Africa one of the most affordable luxury destinations for international travellers. World-class experiences, authentic culture, and stunning landscapes, all at a value that's tough to beat. So, it's not just about telling the story better. It's about owning our worth, shifting perceptions, and being unapologetically proud of what South Africa brings to the table. And that's exactly the kind of creative, purpose-led marketing I can't wait to keep building on. If you could go back and give your younger self one piece of career advice at the start of your journey, what would it be? If I could go back and give my younger self one piece of career advice, it would be this: Never lose sight of who you are and where you want to go. You've got a vision, and you know the direction you're growing in. Don't let anyone else's limited thinking shrink your path. Just because someone else thinks small, doesn't mean you can't think big. You didn't work this hard just to be boxed in by someone else's idea of what's possible. You owe it to yourself to fully embrace your potential — to back yourself, even when it feels uncomfortable. Believe in what you bring to the table. Know your strengths, be honest about your gaps, and then do the work to close them. It's not about being perfect, it's about being intentional. Keep showing up, stay curious, and trust that your ambition and hard work are leading you somewhere incredible. Your value was never meant to be defined by someone else.
