Marketing Research

In-depth insights and thought leadership for Africa’s marketing professionals

By our News Team | 2024

Issue 4 2023 of Strategic Marketing for Africa, the magazine for deep-thinking industry professionals, provides in-depth insights.

Special focus on Africa’s media industry

This issue has a special focus on some of the key Media trends in Africa. This includes the continued importance of Radio, the views of PwC’s experts on the pan-African Media & Entertainment space 2023-2027, key points from the recent Pan-African Media Research Organisation conference in Casablanca, and an important topic that tends to fly under the radar – whether broadcast advertisers always get what they pay for.

The latter highlights the issue of Media Transparency and Accountability. Clearly, it’s important. But, equally clearly, it’s a sensitive topic.

Beware the perils of Legacy Thinking

As the African marketing scene evolves rapidly to take advantage of technology and new consumer attitudes and demographics, one of the dangers is to become stuck in Legacy Thinking.

As our article points out, critical innovation in business doesn’t always happen when you start doing something new, but when you stop doing something old.

The fundamentals of PR in Africa

Yet, at times, innovation and tradition can still exist side-by-side on the continent. Our article on Public Relations explains how the fundamental building blocks of countries like Botswana are prime examples of public relations principles in action – even in the 21st century.

Resilience and optimism give hope

The ‘Africa Life 2023-2024’ study examines six key markets in East and West Africa, finding changing consumption habits in response to difficult economic conditions.

 

For brands and their marketing teams, the steadfast determination of ordinary Africans to make tomorrow a better day is a ray of sunshine in the economic gloom; a rallying point for brand plans and business strategies that can look beyond the short term.

Resilience and optimism give hope

The ‘Africa Life 2023-2024’ study examines six key markets in East and West Africa, finding changing consumption habits in response to difficult economic conditions.

 

For brands and their marketing teams, the steadfast determination of ordinary Africans to make tomorrow a better day is a ray of sunshine in the economic gloom; a rallying point for brand plans and business strategies that can look beyond the short term.

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.

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