How Africa Is Challenging Marketing

NOTE: “After all, the emerging affluent African consumer is as connected as the rest of the world, smartphone always in hand. As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. The insights that marketers currently rely on, such as what consumers value in a product price and how to best reach them, drawn from decades of consumer research and studies on buyer behavior, don’t necessarily apply to the fragmented African markets.”
Therefore, for anyone in media, PR, Marketing, Branding- the challenge is not to create gimmicks of selling a continent’s brand” that happens not to be for sale, the challenge lies in studying and understanding the saturated dynamic market, and finding a happy medium for supply & demand that lies outside the western-biased marketing norms.


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