AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
APP-BASED MARKETING
The continued rise of WhatsApp as a marketing tool in Africa
By our News Team | 2022
It started as a messaging app for connecting families, friends and social groups. Now WhatsApp is an effective marketing tool in Africa.
It has been more than 10 years since WhatsApp made its debut in Africa. Since then, it has evolved from a simple messaging service into a mainstream business marketing tool for businesses of all sizes, ranging from small and medium-sized enterprises through to corporate giants and multi-national retailers.
The highest global levels of WhatsApp penetration are today to be found in sub-Saharan Africa (GlobalWebIndex, 2020), where it has come to be used by everything from coffee shops to insurance companies and supermarkets.
Photograph via Strategic Marketing for Africa magazine
Ongoing Covid woes have served to accelerate the use of WhatsApp in business as people have come to realise that technology is the answer to the barriers presented by social distancing requirements, lockdowns, border closures and an increasing reluctance by consumers to be in crowded public places.
WhatsApp was described as “absolutely dominant” by a 2018 Quartz Africa media report, and that has manifestly not changed since. GlobalWebIndex 2020, lists WhatsApp’s penetration of various countries as 97% in Kenya, 96% in South Africa and 95% in Nigeria. In other words, from a marketers’ perspective, it is near-ubiquitous in many African countries.
A mobile store-counter
Sidney Ogodo, head of the National Institute of Marketing of Nigeria, attributes its dominant position to its ease of use, ease of understanding and simplicity of downloading. He notes that “every step is user-friendly”.
It is this factor which has allowed many African businesses to make WhatsApp their digital store-counter; a place to discuss products and coordinate sales. This translates WhatsApp users into potential customers as they are able to see catalogues of what’s available without having to click on any external link, he explains.
Gillian Rusike, Secretary-General of AMC and head of the Marketers Association of Zimbabwe, says of the Zimbabwe market: “WhatsApp for Business is gaining a lot of traction among Zimbabwean companies for its quick turnaround of enquiries, making payments or resolving issues.
Chawa Mphande, a marketer based in Blantyre, Malawi, says: “WhatsApp is being used widely in Malawi by small businesses and big corporates alike, including banks. Many business groups have been formed on WhatsApp, for instance for buying and trading items and the marketing of those items – every type of product from agricultural to electronic equipment.
To read more of this article go to page 28 of the latest digital edition of Strategic Marketing for Africa, the official publication of the African Marketing Confederation (AMC) here: https://africanmarketingconfederation.org/publications-2/
AI search behaviour by SA consumers more than doubled in a year
Consumers are asking AI which retailer offers the best deal, comparing products or researching brands before visiting a website or store.
Port of Mombasa embraces integration and technology-driven solutions
Kenya Ports Authority is working to improve cargo flow and efficiency to support growing trade volumes at vital import-export gateway.
Brands must deliver sustainability through actions, not words
African consumers want ethical, responsible choices. Therefore, brand growth hinges on making sustainable choices affordable and relevant.
Africa’s next competitive advantage isn’t AI. It’s commercial capability
Examining the tech-hype trap and why human judgement, not technology, will pave the way to competitive advantage in Africa.
Former AGB Nielsen commercial lead Hopolang Mothibeli joins Ornico
Strategic senior appointment comes at a time when the local advertising-intelligence landscape is entering a period of significant change.
From inflation to consumption: West Africa’s FMCG turnaround
Ghana has shifted decisively into consumer-led recovery, with Côte d’Ivoire and Cameroon following more gradually.
‘New direction’ for the integration of African marketing and business
AMC President discusses the upcoming conference’s ‘full circle’ and the gathering’s role in navigating marketing’s paradigm shift.
Retailers are re-engineering the checkout – and removing friction
Africa’s retail future may be led not by size, but by those who most effectively remove the friction between customer intent and transaction.
Netflix puts a live actor inside an LA billboard for three days
Out-of-home brand activation above Sunset Boulevard draws attention to a new science-fiction thriller film about a family stuck in a house.
Roxana Ravjee joins Havas as its new CEO for the Africa region
She comes to Havas as a business leader with more than 20 years of expertise across marketing, advertising, transformation and growth.