Harare conference discusses trends impacting Zimbabwe marketers

With the theme ‘Setting the Tone for Business In 2024 – Embrace Change, Conquer Challenges and Excel’, it provided a platform for business executives to convene, exchange ideas and glean insights into the evolving landscape of 2024 and the year’s key marketing trends. 

Dr Prosper Chitambara, an economist, analysed global and local macro-economic developments, inflation rates, and proposed solutions to address economic challenges facing Zimbabwe. His insights fostered a deeper understanding of the economic milieu impacting local businesses. 

Samuel Matsekete, Group CEO of Old Mutual Zimbabwe, presented on the topic ‘Business Landscape and Marketing Responses’. His presentation explained the shifting dynamics of the Zimbabwean business sphere and described strategic marketing approaches essential for navigating its challenges and seizing opportunities. 

The conference also featured a panel discussion in which marketers shared their insights into the 2024 marketing landscape. 

Charles Mutemera, Managing Director at Dicomm McCann Advertising & TotalMedia UM, shared his expertise on crafting effective marketing strategies and communication techniques that resonate with target audiences in a rapidly changing digital landscape. 

Makie Mbanje, founder and Managing Director of exhibition company Showcase It, shed light on the pivotal role of innovative marketing approaches and impactful exhibition strategies in enhancing brand visibility and customer engagement.  

Potential of AI to power interactive exhibits and personalised experiences 

She emphasised the transformative potential of artificial intelligence (AI) in powering interactive exhibits and personalised experiences. These include natural language, computer vision, and machine learning to power interactive exhibits, AI chatbots and conversational interfaces. 

“Overall, AI plays a crucial role in transforming the exhibition industry by enhancing visitor experiences, streamlining operations, and enabling innovative approaches to content delivery and engagement,” said Mbanje. 

Aman Jyoti, Commercial Director at Zimgold Oil Industries, offered insights into the evolving advertising landscape within the Zimbabwean market, emphasising key areas for brands to focus on in driving growth and fostering engagement. These include AI, social commerce, influencers, tactical marketing, and niche and premium radio. 

Danis Dube, Station Manager at ZiFM Stereo, delved into the evolving media landscape, stressing the importance of effective communication strategies in bolstering brand awareness and consumer engagement across diverse media channels.  

He highlighted the burgeoning role of social media platforms and the transformative impact of AI in shaping media consumption patterns. 

“Make sure you have a TikTok strategy. Digital media is growing at a fast rate, embracing trends like digital newspapers and online media. Media distributed via WhatsApp could prove to be a key disruptor in Zimbabwe,” he said. 

The conference concluded with a question and answer session, where attendees had the opportunity to engage with the speakers, seek clarifications, and gain further insights into the topics discussed.