The important conversations that Africa’s marketers need to have

Our Cover Story in the latest issue examines how podcasting is rising in prominence as a key part of the marketing mix in Africa, particularly within the often-fickle youth market. 

With companies such as NielsenIQ recently announcing that it has developed ways to track podcast impressions and measure the impact of marketing in the podcast space, it is becoming increasingly clear that the channel does yield benefits for brands that are looking for an intimate platform on which to engage a specific audience.

Traditional advertising is still alive and kicking

Also under the spotlight in this issue is Traditional Advertising. Earlier this year, many marketers were surprised when the celebrated Harvard Business Review published an article headlined ‘Why marketers are returning to traditional advertising’. The three respected authors summarised their article as follows: “Pundits have long predicted the demise of traditional advertising. However, it is alive and well and headed for growth for the first time in a decade.”

In Africa, the situation is slightly different and industry experts report that, while digital advertising showed impressive growth during lockdowns, it did not dent traditional platforms, particularly broadcasting and out-of-home media, which remain stronger than in developed countries.

And if you missed the Inaugural AMC Marketing Conference 2022 that was held at Victoria Falls in Zimbabwe recently, our comprehensive coverage includes highlights of speaker presentations and the activities that made up this prestigious event.

Also in Issue 4 2022 of Strategic Marketing for Africa is an analysis of how Indomie Noodles created a new market niche for itself in Nigeria and, in doing so, became a brand legend that has entrenched itself in the minds of local consumers.

You will find these stories, and much more, in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read it online here. A print edition of the magazine is also available to the members of AMC member bodies.