The Challenges of Marketing in Africa

The astronomical growth in online activity in Africa – and the potential for digital marketing – can’t be ignored. For all those interested in marketing in Africa, you need to know what’s happening on the continent.

Digital media marketing in emerging markets, particularly Africa, is a challenge. The development of agencies and client management in digital marketing are not as clear-cut on the continent as it is in the Western world. Digital marketing is by no means mature in the region yet and often lack consistent processes, clearly defined goals, consistent, clear messaging and a clearly defined – and understood – target audience.

There are factors one need to consider when undertaking marketing projects in the region, elements you might not even know exist or consider in other areas of the world. Economies, socio-political intricacies, language barriers, multiple currencies and regional conflicts will all count against you if you are working in a digital marketing agency or as a digital expert with a focus on Africa.

Africa comprises 54 countries, with over 2 000 living or spoken languages (522 in Nigeria alone!). And, if the statistical growth of active online users is anything to go by, the continent is on the cusp of a digital revolution.

We’ve “run the numbers” and the continent is opening up for digital marketing agencies in a big way.

However, successful marketing is one of the most challenging (and underestimated) aspects of businesses new and old. And the question is, how do you go about marketing in Africa?

There are a great many marginalised communities that need specific attention and information regarding services or products that you will need to reach. But it’s not as simple as putting up billboards with over 2 000 living or spoken languages (522 in Nigeria alone!). And, if the statistical growth of active online users is anything to go by, the continent is on the cusp of a digital revolution

So let’s have a look at what the numbers are saying.