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CONSUMER TRENDS

Four key marketing trends your brand needs to capitalise on

By our News Team | 2022

Trend-spotting is an important skills for successful marketers. So too is moving quickly to capitalise on them.

African marketers need to be constantly scanning for emerging consumer trends that may impact their business or present new opportunities. Being indecisive and slow to act may mean opportunities lost to more nimble and dynamic competitors.

Grant Kruger, a Business Lead at consumer electronics company LG South Africa, lists his top four marketing trends to capitalise on.

Consumer Trends

Photo by Kindel Media from Pexels

1. The rise of the conscious customer

Brands can no longer exist in isolation from the communities in which they operate. Conscious consumerism has seen a steady rise in recent years — only strengthened by the pandemic — and many of today’s customers are now leaning towards products and services that make a positive social, environmental, or economic impact.

Therefore, businesses should consider implementing sustainable and socially conscious products and marketing strategies — without it coming across as inauthentic. Getting it right is not only good for society, but also for business.

2. Social shopping takes off

As more people use social media, more businesses are meeting their customers on their preferred social channels to create meaningful and personal experiences with them.

Popular social media platforms like Instagram are embedding e-commerce into the user experience, creating storefronts that allow companies to build their brand story and drive product discovery — without users needing to leave the app and visit an online store.

Social commerce offers a unique and potentially lucrative opportunity for brands looking for authentic ways to reach and engage their audiences.

3. Loyalty matters

In a highly competitive business landscape, customer experience is more important than ever. This means that many brands will have to work harder to keep their existing customers engaged and retain their loyalty.

Acquiring new customers is even more challenging, making loyalty the new frontier for revenue growth. To achieve this, companies should focus on the following to ensure that their existing customers keep coming back for more:

  • Reputation management
  • Flexible payment options
  • Discounts and loyalty rewards
  • Customer feedback, and
  • Relationship nurturing.

4. Digital signage is back

With the worst of the pandemic possibly over, retailers are breathing a sigh of relief as more customers start returning to shopping malls and brick-and-mortar stores. As a result, digital signage offers an impactful solution for businesses looking to increase their sales by influencing the buying decisions of customers.

Many online marketing strategies fail because they don’t leave a lasting impression, while the latest in display technologies offers a sensory experience that is sure to catch the attention of potential customers.

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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.