
Transport & Logistics
Contact Us This course prepares you to lead in logistics and transport, integrating sustainability, technology, and global insights. Gain hands-on experience in network planning, customer
Many businesses have adopted using automation, artificial intelligence (AI), and algorithms to get things done faster, but this has taken out the human factor. This is dangerous territory for the marketing industry as the human response is the basis of all marketing strategies and campaigns, and algorithms cannot inspire the level of trust needed.
Due to new demands of consumers, climate change, inflation, and the COVID-19 pandemic, marketing strategies have had to change and adapt. Many marketing companies have chosen to use automation and AI to keep up with the fast pace and new developments. This has allowed marketers to fast-track processes and gain insight into demographics, previous behaviour, and customers’ choices, but it has not kept humans in the loop. As there have been new demands and developments, the need for humanity in digital marketing processes is vital. This is not to say that automation and AI need to be scrapped because they have shown great benefits, but these technologies can’t always deliver effective messaging.
Brands need to form a connection between themselves and the consumer. To do so, marketers need to understand factors like digital sustainability, inclusivity of all parties, and building consumer engagement. To bring humanity back into digital marketing, brands can implement different programs or initiatives. The first step would be to create a better work environment for marketers themselves. Companies could introduce initiatives that offer mental health benefits and assistance for their employees and could work towards gender and racial equality within the workplace.
Marketing companies should then focus on understanding context. This can be done through field experimentation and observational research. They should also implement unpredictability into their strategies. Algorithms are very structured and can become mundane over time as they become predictable. By adding surprises, like interacting with customers, or having surprise product launches, makes the brand feel more personal and human.
The use of algorithms in marketing is important and can provide many benefits to a brand, but it should not be the basis of digital marketing. Marketers need to always keep in mind that customers are all different and unpredictable, which is why marketing strategies need to make use of the data from algorithms while pursuing the specific and different needs of customers.
Contact Us This course prepares you to lead in logistics and transport, integrating sustainability, technology, and global insights. Gain hands-on experience in network planning, customer
The IMM Institute proudly attended the African Marketing Confederation (AMC) Conference 2025 in Accra, Ghana. As one of the AMC’s founding members, IMM Institute’s presence highlighted its commitment to advancing African marketing standards and collaboration.
IMM Institute’s online short courses in South Africa provide flexible, affordable, and practical learning designed to boost careers and build real-world skills. With expert-led modules and access to a professional community, these programmes help learners stay competitive in today’s fast-changing job market.
This course equips you with the knowledge and skills to harness AI’s transformative power, helping you understand consumers better, automate processes, and craft highly targeted,
The informal economy is more than just spaza shops and street vendors, it’s South Africa’s hidden growth engine. From fostering grassroots innovation to creating jobs and strengthening communities, township entrepreneurs show how resilience and resourcefulness can drive lasting impact. Explore why the informal economy deserves recognition as a key driver of economic growth.
Green supply chains are reshaping how businesses move goods, package products, and source materials. From eco-friendly packaging to ethical sourcing and circular design, companies are rethinking supply chain practices to meet consumer expectations while reducing their environmental impact.