MARKETING OPPORTUNITIES

Analysing the emerging opportunities for marketers across Africa

By our African Marketing Confederation News Team | 2025

Africa’s marketing landscape presents unique challenges and immense opportunities for innovative marketers.

As Africa undergoes rapid economic transformation and digital evolution, marketers face a distinct set of challenges and opportunities that differ from other regions.  

 

According to Charity Winnie Kamusiime-Asiimwe, President of the Uganda Marketers Society, the following are among the pan-African opportunities that CMOs and their teams should be looking to take advantage of. 

African consumers are increasingly drawn to brands that reflect local identity. Photo: Orange Maroc

  • Growth of regional trade and cross-border marketing: The African Continental Free Trade Area (AfCFTA), connecting 1.3-billion people across the continent, is creating unprecedented opportunities for businesses to expand beyond their home markets. This shift allows brands to develop pan-African marketing strategies, leveraging cross-border e-commerce and digital exports. African brands that position themselves for regional scalability will gain early-mover advantages in new trade hubs across West, East and Southern Africa. 
  • Dominance of mobile-first marketing strategies: Unlike developed economies that transitioned from desktop to mobile, Africa is a mobile-first continent, with over 570-million mobile internet users (We Are Social, 2024). This presents a unique opportunity for businesses to leverage mobile platforms, WhatsApp Business, TikTok, and SMS-based marketing to engage consumers directly. Africa’s mobile ecosystem enables cost-effective, high-reach digital campaigns, making it easier for brands to interact with diverse audience segments. 
  • Demand for locally authentic and purpose-driven brands: African consumers are increasingly drawn to brands that reflect local identity, sustainability and community impact. According to Edelman’s 2023 Trust Barometer, over 76% of African consumers prefer brands that align with their values. Companies that incorporate African heritage, sustainability and social impact messaging into their marketing strategies build stronger customer trust and loyalty. Brands like Dangote Group, MTN and Safaricom have successfully leveraged this trend by integrating local narratives into their branding. 

“The continent’s mobile-first economy, regional trade expansion and demand for purpose-driven branding create immense opportunities for innovative marketers,” writes Kamusiime-Asiimwe in an article penned for the new issue of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. 

 

You can read more about her analysis on the challenges and opportunities for marketers on the continent in the new issue (Issue 2 2025) of the magazine. Find the Digital Edition here. A print edition will be available shortly. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.