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.
BUSINESS OUTSOURCING
Global companies are turning to Africa for marketing expertise
By our News Team | 2021
Of the three top countries for outsourcing business processes such as call centres and content creation, two are in Africa.
South Africa has long been recognised as a call centre destination. This is thanks to it having similar time zones to Europe, a high degree of English proficiency, a skilled workforce, digital infrastructure and attractive exchange rates.
South Africa is now the most favoured location for offshore customer experience delivery worldwide, according to the 2021 Front Office BPO Omnibus Survey. Egypt is second.
As a result, local marketing and communications companies have found their services are in demand by global brands. This comes as corporates become increasingly comfortable working across time zones and countries. Brands are now able to pick the best talent, at the best price, regardless of location – and Africa enjoys some of the advantages of that.
BPO is Business Process Outsourcing. The BPO trend has now broadened to include content production, marketing and communications support.
Photo by June Heredia @ Unsplash
“Global powerhouses are realising that they can secure internationally competitive services, at competitive costs, by working across borders,” says Adam Hunter, Head Honcho at integrated communications agency Hook, Line & Sinker (HLS). HLS is responsible for writing and content development.
South African businesses are also well positioned to service international companies looking to expand into other parts of Africa.
The continent has a fast-growing population of more than one billion people and rapid urbanisation. This presents an attractive prospect for global brands, given that economic growth has slowed around the world, HLS says.
And although other markets in Africa have continued to develop, South Africa remains the business hub for sub-Saharan Africa.
“South Africa’s complex business landscape and multicultural society provides an excellent training ground for media and marketing specialists, who have to work with sophisticated audiences and multiple viewpoints. In an increasingly globalised world, South African experience is coming to the fore,” concludes Hunter.
Source: Hook, Line & Sinker (HLS)
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