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.
AFRICAN MARKETING NEWS
In-depth insights and thought leadership for Africa’s marketing professionals
By our News Team | 2023
Issue 3 2023 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides in-depth insights.
The latest issue of Strategic Marketing for Africa, the quarterly magazine of the African Marketing Confederation (AMC), is available online via the AMC website and remains current until early December 2023.
Issue 3 2023 (and the 9th magazine since the revival of the AMC as the pan-African marketing body) is packed with marketing-related news and in-depth features from across Africa and around the world.
Issue 3 2023 of Strategic Marketing for Africa is now available online. Illustration via African Marketing Confederation
African sneakers get a foot in the door
Our cover story examines how African sneaker brands are showing some fancy footwork and taking market share from the big international sneaker names, both on the continent and abroad.
Cameroon’s Ayissi Williams, with his ICE Sneakers, is just one example of a bold and brand-savvy entrepreneur making his mark – or should that be footprint? Similar brands are entering the fray from Kenya, Nigeria, Ethiopia and South Africa.
Marketing conference in the spotlight
In this issue there is also an in-depth focus on the 2nd Annual African Marketing Confederation Conference, which was held in Uganda in September.
Pan-African marketers and international guests gathered in Entebbe to hear a stellar lineup of experts explore the continent’s still largely untapped marketing potential.
Is newsjacking a sound marketing tactic?
And we examine the art of newsjacking as a marketing tactic. It is increasingly coming to the fore due to the immediacy of social media and the 24-hour news cycle.
There are many benefits to be gained if done well, but you can’t ignore the possible pitfalls.
Marketing’s key role in AfCFTA
Offering more upsides and even fewer downside – if implemented correctly – is the African Continental Free Trade Area (AfCFTA). It is a good news story of unity and positivity, which should be promote within Africa and abroad.
We examine the potential benefits for marketers and the role that marketing can play in making AfCFTA work.
You will find these stories, and much more, in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC).
Read it online here. A print edition of the magazine is also available.
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.