Walter Pike
Walter Pike
Izimvo has the great pleasure of introducing marketing maven: Walter Pike.
With more than 30 years of experience in branding, marketing and advertising, Walter is an international thought leader on social media and digital marketing. Walter’s impressive Résumé includes being the former Head of Faculty: Marketing and Advertising, at the AAA School of Advertising, the founder of the Digital Marketing Academy, the first in the world to be accredited by Google and a member of the international chief marketing officers council advisory committee, as well as being the founder of PiKE | The New Marketing Agency.
Website: http://www.pike.co.za
Blog: http://walterpike.com
Twitter: http://twitter.com/walterpike
LinkedIn: http://www.linkedin.com/in/walterpike
Walter was kind enough to answer the following questions:
Personal
Q: The all important personal profile. How would a close friend introduce you at a social event? i.e. Name, age, company, interesting fact etc.
A: Walter is the owner and founder of PiKE a new kind of marketing/advertising agency – especially geared to operate in the new always on always connected world. (a new marketing agency in fact). The founder and owner of the Digital Academy, teaching new marketing and digital marketing. A happily single father of three stunning children. His mind is always active and is in demand as a speaker in conferences and corporate events, and has a weekly segment on Classic FM’s “the internet economy” and a frequent guest on international podcasts, radio and TV. If there is a commercial that has been built to summarise Walter’s attitude it is Apple Think Different Oh how old is Walter? that’s a difficult question, he thinks that he is going to live forever.
Q: Tell us something that not many others know about you. This could be anything from a phobia to your favorite movie.
A: I suppose that not many people know that I started off as a farmer, was a very keen Polo player and bred and raced a racehorse who won me a couple of races.
Q: What do you enjoy doing when you want to get away from it all?
A: Ha ha. I have been very bad at getting away from it all. I love flyfishing because it’s very active and can be intellectual – but in a totally different way to what I do all day. It a way of connecting into a different world, I like fishing clear mountain streams.
Q: How would you describe your dream home and where in South Africa would you like it to be?
A: Thats an amazingly difficult question as I need to balance both quiet time with connection with the buzz of the city. When I want the quiet I want it really quiet, very far from the crowds my favourite town is Rhodes (near Barclay East) but when I am in work mode – it must be Johannesburg, our unbeatable weather and energy is just what I want. What kind of house? comfortable nicely decorated and a place to leave.
This question was proudly sponsored by Private Property – looking for the ultimate home on northern Johannesburg? How about this R10m 6 bedroom farm-house mansion in North Riding. Enjoy the lifestyle of the country gentry with all the trappings of modern amenities close at hand. No compromise required…
Education & Digital Marketing in South Africa
Q: In your experience, have you found that our tertiary education system is keeping up with the rapid changes of technology?
A: Not even close. I have just left a position as Head of Faculty in a tertiary institution and I can tell you that without doubt.
Q: Do you feel that South African corporates catching onto Social Media & the web in general?
A: It is still very early in the adoption curve. We have moved from total ignorance to a position now that people are interested – but really don’t know much, but at least the awareness is there. They will catch on big time very soon.
Q: What are your thoughts on the local early adopter market? Are you finding that consumers are becoming more sophisticated in the choices they are making?
A: Interesting that you should ask that, I did a whole show on the Internet Economy talking about that very point. There is a segment in the market who are very quick in catching on and taking advantage of the market, in this space South African’s are truly world leaders. But – it’s a small group and the rest of the market are miles behind. Fantastic example was when Marc and I were sitting in Ballito and getting updates on Foursquare from exactly the same people.
Maybe more interesting is that in this space the corporates are behind the customers, for example very few are taking advantage of how the lower LSM’s are adopting cell phone technology, the marketing departments just don’t understand what is happening.
Q: Tell us more about the Digital Marketing Academy you started in 2009, and how the course is structured and what accreditation you can receive from the courses you offer?
A: The idea was that I felt that there needed to be a place where people could learn about Digital Marketing because i expect that when the market explodes its going to be really difficult to find the skills. So far we have only one course which is an overview strategy course, but it’s really comprehensive and we cover 22 topics from search engine optimisation to games and social media. During this year we will also be rolling out intensive courses in some of the topics. Google Adwords, Social Media, SEO etc. The Digital Strategy Course is given in conjunction with the AAA School of Advertising and is soon to be incorporated into the degree so is at NQF level 6 (degree level), graduates get an official AAA qualification.
I am aiming the academy at corporates, the ad agency sector and marketing departments. Interestingly many of the people on the course are people already involved in digital business.
Q: Which international web trends do you believe will shape the future of the web here in South Africa?
A: The adoption of the mobile internet is moving at a pace 8 times that of the “desktop” based internet at the same stage of its development. This will impact countries like South Africa even more than first world countries. the other think that we must keep in mind is that the new bandwidth coming in will change pricing and accessibility.
At the upper levels, smart phone use will similarly change the way people do business – and the big thing will be location based services. I also see augmented reality being a huge thing in the not too distant future.
Q: What can we look forward to from the academy in 2010?
A: A series of new specialised courses and in-house training programs covering the entire digital marketing space. These will include 1/2 day seminars on specific topics.
Q: Your other business PiKE – whats it all about:
A: I don’t believe that most people realise that online is not just another media channel. This is because the connections that are the internet have changed the way society operates and the fact that it provides a platform for people to publish have changed the way people find out stuff and how they buy things. The world changed – so marketing should change. I call this new marketing and it’s what we do.
Notice that it’s not digital, nor advertising, nor interactive its how to use all these tools to deliver marketing results in an always on, always connected world. We can deliver a television campaign for example – but in a different way. We are also very skilled in social media marketing.
Life in South Africa
Q: Have you or any of your immediate family been affected by crime? If yes, has it changed your perception of the country and the way you and your family live your lives?
A: I had a car stolen a year or two back. But to be honest I refuse to be restricted by fear, I am not reckless but in the same vein I live my live as I want.
Q: Have you ever considered emigration? If yes, where do you think you would emigrate to?
A: Not sure actually – maybe Europe?
Q: What are your thoughts on the fiber optic cables such as Seacom and the impact they will have on Southern Africa?
A: They are going to have a massive impact – huge. Broadband connectivity is a significant driver of growth the real issue is the last mile – how do we get everyone connected, and there are some hugely innovative projects going out around this.
Q: With less than 100 days to the first African Soccer World Cup, what advice would you offer to first-time visitors looking for the ultimate South African experience?
A: Look past all the stereotypes and engage with real people in read places.
Life in Johannesburg
Q: What do you most enjoy about living in Johannesburg?
A: The pace, and the incredible weather. Also the fact that almost everyone I want to talk to is here.
Q: Favorite restaurant for a lazy Sunday afternoon lunch?
Q: If you were tasked with commissioning a postal stamp depicting the beauty of Johannesburg and it’s people, which image would you select?
A: Johannesburg is the biggest urban forest in the world – Trees and bird life.
Q: If you had to pick a getaway less than 2 hours from Johannesburg, where would it be?
A: The Vaal is one of the most interesting and productive rivers anywhere – somewhere below the barrage – say Potch – amazingly enough!
General
Q: One book that you would make required reading for all matric pupils?
A: Is there really a single book? At the moment Linchpin by Seth Godin or Crush It by Gary Vaynerchuk.
Q: Once piece of advice you would most like to give the 18-year-old you?
A: Listen to everyones advice – but don’t take it – do what gives you a rush. Every single one of my best decisions have been made with my heart. Embrace failure – the only people who have never failed are those who have never tried!
Q: What was the last movie you saw on the big screen?
A: Avatar.
We’d like to thank Walter for taking the time to answer our questions and wish him every success for the future.
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