1 Minute With … Razia van der Schuur: “Put people before your ad”
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1 Minute With … Razia van der Schuur: “Put people before your ad”November 2021
Online learning, which saw a surge in South Africa because of COVID-19, is here to stay — and publishing is adapting alongside it.
Razia van der Schuur is spearheading this change as the founder and director at South Africa-based Fouir Digital Academy. Van der Schuur has managed to build the world’s first women-focused digital academy that aims to teach and empower women from developing countries with digital marketing skills.
She says that technology today is becoming cheaper and more accessible. This accessibility will equip women from these countries with the tools and skills to carve out a new story for themselves and their communities.
Van der Schuur is also a member of the IAB South Africa Transformation Council. In one minute, she dives into the importance of putting people before ads in marketing.
Technology is becoming more inclusive to people that otherwise don't have access to it
So the fact that it's becoming a lot cheaper and accessible means that everybody can become part of an online learning experience
I'm Razia van der Schuur. I am the founder of Fouir Academy
Fouir Academy is a digital academy that empowers young, disadvantaged people to learn digital skills
Voiceover: What aspects of traditional marketing are still applicable to digital marketing?
Traditional marketing definitely revolves around the importance of the customer and around behaviour
So I think no matter where you go and how you market, the importance that you will always need to take with you is defining your customer first
And always making sure you're putting the people before your ad
Voiceover: What trends will we see in publishing over the next decade?
Everybody is online not for publishing. People are online to socialise and publishing needs to move to a more social environment
And that's where publishing will change for the most part
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