Unveiling the Dynamic Landscape of Marketing in Africa: Strategies for Success
Marketing strategies and campaigns need to be targeted to an audience, and marketers need to know how to target African audiences.
Before the pandemic, many consumers worked in an office space on weekdays and engaged in shopping in the evenings and on weekends. This consumer behaviour was standard for decades until the COVID-19 pandemic arrived. Today, remote and hybrid work is the work situation for many consumers. The time spent online, and how consumers spend time online, has changed and this has influenced their consumer behaviour. With this change, digital marketers have been faced with many challenges, have had to constantly change their digital marketing strategies, and have had to consider their platforms and re-evaluate their business, brand, and digital marketing goals.
One of the main changes in consumer behaviour has been the popularisation of digital and online shopping. This was popularised by social distancing regulations before consumers realised the convenience of online shopping. Not only is it safer, but easier and requires less effort than physically going to a store.
Another change in consumer behaviour has been the move towards home entertainment and improvement. Even though most of the restrictions have been lifted, many consumers value spending time at home instead of in public spaces. Spending more time at home means that many consumers have and will invest in home entertainment and in products that improve their homes to make them more comfortable.
The pandemic has also influenced consumer loyalty toward brands. Convenience and value have become more important than brand loyalty for many, and this has seen consumers supporting brands that are more easily accessible and offer more value for money.
To successfully adapt the digital marketing strategy of businesses to suit post-pandemic consumer behaviour, digital marketers need to understand the mindset, decision process, and behaviours of their target market and consumers in general. If digital marketers do not adapt their strategies, they will become irrelevant in the digital shopping space. Ways to adapt the digital marketing strategy are to:
If you, as a digital marketer, would like to learn new skills or master your existing ones to successfully adapt your digital marketing strategy, we would recommend taking the “Applied Digital Marketing Certificate” (ADMC) short course. This short course, offered by the Institute of Marketing Management (IMM), focuses on the latest and most necessary digital marketing tools you need right now. The ADMC course has eight jam-packed which are:
Marketing strategies and campaigns need to be targeted to an audience, and marketers need to know how to target African audiences.
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