MAZ to research state of the marketing and communications industry

The Marketers Association of Zimbabwe (MAZ) has officially commenced the State of Marketing and Communications Industry Research, a major industry initiative aimed at providing an evidence-based assessment of Zimbabwe’s marketing and communications landscape. 

MAZ’s research will examine key developments shaping the industry – including marketing investment and expenditure, emerging trends, technology and AI adoption, media effectiveness, industry practices, skills, opportunities and challenges, and the evolving contribution of marketing and communications to organisational and economic growth. 

Pan-African market and social research consultancy Topline Research Solutions has been engaged as the research consultant for the programme. 

“The research will provide a reliable industry evidence base to support better decision making, strategic planning, investment, skills development, innovation and industry advocacy,” says Dr Gillian Rusike, CEO of MAZ.

“Its findings will also help identify opportunities and challenges that require collective attention as the profession and industry continue to evolve.” 

He continues: “This research represents an important step towards strengthening the evidence base for Zimbabwe’s marketing and communications industry. By bringing together industry perspectives and credible data, we can better understand where the industry stands today and make informed decisions about where it needs to go next.” 

Call for diversity of industry participation 

In a press release, MAZ calls on stakeholders to actively participate in the research process and engage openly with the research team.  

“The quality and relevance of the findings will depend on the breadth and diversity of industry participation,” it emphasises. 

“MAZ encourages marketing and communications professionals, corporates, agencies, media organisations, technology providers and other relevant stakeholders to participate and share their perspectives and experiences.” 

The Marketers Association of Zimbabwe is a founder member of the African Marketing Confederation.