Marketing mix interactions, building audiences and digital ecosystems. Host: Sarah Browning-de Villiers (Publicis) Guests: Gugu-Lisa Zwane-Johnson (Old Mutual) Zodwa Kumalo (Arena) In this episode of IAB South Africa's Decoding Digital Content Marketing mini-series, Gugu-Lisa Zwane-Johnson, Executive Head Marketing Public Affairs and Sustainability at Old Mutual and Zodwa Kumalo Group Native and Branded Content Editor at Arena Holdings, talk to host Sarah Browning-de Villiers, Chief Content Officer at Machine_ about how digital content marketing can supercharge your marketing strategy. The expert panel discuss how content marketing interacts with ATL, TLL BTL and PR marketing strategies giving examples and stats where content marketing has shown to improve the ROI of other marketing efforts such as ATL campaigns. They also explore how to use content marketing to build audiences that can then be monetised and look at the importance of having a single ecosystem in digital.