Broadcasting
How Brands Should Leverage Digital Marketing to Capture Africa’s Future Customers
By Ebun Ikenze, Client Relations Director, Ad Dynamo by Aleph
Unless they cater specifically to an older niche, most brands want to grab the attention of young people. That makes sense too. Young people are tastemakers and the guardians of what’s cool and what isn’t. And, if you grab their attention while they’re still young, there’s a good chance they’ll stay loyal for a very long time. It is no wonder, then, that so many brands are showing an interest in Africa.
As other major population centres age out and face stagnant (or even decreasing) birth rates, Africa remains home to a young and growing population. In fact, as of 2022, around 40% of the population was aged 15 years and younger. Its overall population, meanwhile, currently sits at around 1.4 billion and is expected to grow to 2.5 billion people by 2050. And by 2030, young Africans are expected to constitute 42% of global youth.
But attracting all those young people to your brand is more complex than launching it and hoping they’ll come. You also have to market it actively. And the best way of doing so is through targeted, relevant messages on the digital platforms that most young Africans spend the majority of their time on.
Connected, savvy, and cool
That focus on digital platforms might seem strange given that overall levels of internet access in Africa (currently at 43%) remain below the global average (66%), but internet connectivity is growing rapidly across Africa. Thanks to the increasing number of undersea cables linking African countries with each other and the rest of the world, connectivity has become faster, more ubiquitous, and more affordable. That impact can be seen in the fact that, by 2022, the continent had more than doubled the number of internet users it had in 2015.
Internet traffic has grown too. In fact, between 2018 and 2022, Africa saw the most rapid growth in international internet bandwidth. While global average bandwidth growth during that period was 28%, Africa saw 44% growth in the same period. Young people are a major driving force behind that growth in internet adoption and traffic. While not an exact proxy for internet connectivity, it’s illuminating that in 2019, sub-Saharan Africa was expected to add more than 160 million mobile subscribers by 2025, driven primarily by the youth population.
With those improvements in connectivity come increased levels of consumer savviness. That means that consumers increasingly want the same kinds of brand experiences as their counterparts in other countries and will actively seek out those experiences.
Being where they are
Therefore, brands must do everything they can to be where those young people are when they’re seeking out those experiences.
That means those brands must have presences on major digital platforms, including those owned by Meta (Facebook, WhatsApp, and Instagram), as well as on the likes of Snap and Spotify. It’s also telling how invested those platforms are in the continent. Spotify, for example, views Africa as crucial to its ambitions of doubling its global user base by 2030.
They clearly see the potential in Africa’s young and increasingly connected population, so shouldn’t you too?
Partner with the experts
Of course, as much as those platforms have made it as easy as possible to advertise on them, brands can’t simply launch a campaign and hope for the best. They should instead partner with experts who can help ensure that their campaigns are as effective as possible.
Such a partner will have expertise in each of the most important platforms as well as extensive experience in the markets your brand is trying to break into. That on-the-ground knowledge in particular should never be underestimated. It can be the difference between a successful campaign and a total flop.
The right partner will also help you deliver creative excellence at a transparent price, maximising the impact of your digital campaigns.
Embracing Africa’s big digital shifts
There is no doubt that Africa is undergoing massive shifts and that its growing, youthful population represents a massive opportunity for the brands willing to take advantage of it. And if they’re to take advantage of that opportunity, they also need to ride the continent’s growing levels of connectivity. Crucially, they shouldn’t do it alone and should instead partner with people who understand both the continent and the most relevant online platforms used across it.
The brands that get that right stand to see serious and lasting gains.
Big Larry, a popular Nollywood actor has been pronounced dead on Friday by Stanley Ontop, film producer
Big Larry
Details’ surrounding his sudden demise is yet to be known.
Big Larry’s death comes just a few weeks after the passing of another Nollywood actress, Sharon Okpamen, who died following childbirth.
Stanley Ontop his on Instagram wrote: “Breaking News: Nollywood actor Big Lary just passed away. Je nke Oma big. What caused his demise is yet to be ascertained. May your soul rest in peace Big Lary. Nollywood Asaba Mourns. Shalom!!!”
Fans and admirers of the late actor have flocked to the post’s comment section to pay tribute to him.
Consumer Advocacy & Empowerment Foundation (CADEF) hosted a one-day workshop on “Improving Access and Inclusion for Persons with Disabilities (PWDs) in Digital Financing” in Lagos.
L-R: Bunmi Adebiyi, Senior Manger, Development Finance Office, CBN; Chinonso Umeh, Head, Retail Services ,Zenith Bank; Lukeman Salami, representative of Association for the Blind; Chiso Ndukwe-Okafor, Executive Director, CADEF; Adeola Aina, Vice-chairman, Association for the Blind and Lovelyn Okafor, Director of Programmes and Communications, CADEF at workshop on Improving Access and Inclusion for PWDs in Digital Financing in Lagos, recently.
The event brought together government officials, financial institutions, disability organizations, and experts to discuss strategies for enhancing financial inclusion for people with disabilities.
Speaking at the workshop, Safiu Babatunde, Head of Legal Services at the Lagos State Office for Disability Affairs, emphasized the importance of financial inclusion for people with disabilities.
He highlighted the challenges faced by individuals with disabilities in accessing traditional and digital financial services and called for innovative solutions to address these barriers.
“Disability related obstacles affect the participation of individuals at every stage of developmental interventions intended to boost livelihoods of people,” Babatunde said.
“Key among the resources essential for enhancing the livelihood of individuals is having access to financial resources for undertaking economic activities.”
He continued, “Unfortunately over the years, traditional banks do not seem to have served people with disability related obstacles.
“Persons with disability have limited access to financial services, including traditional and alternative banking, online payment services, and financial transactions as well as mobile banking applications.”
Babatunde emphasized the need for public-private partnerships to promote financial inclusion for people with disabilities.
“This partnership can bring together government agencies, financial institutions, and disability organizations to collaborate on developing and implementing initiatives that promote financial inclusion for these concerned populations,” he said.
Professor Chiso Ndukwe-Okafor, Executive Director of CADEF, underscored the organization’s commitment to advocating for the rights of marginalized groups.
She emphasized the need for inclusive financial products and services that cater to the specific needs of people with disabilities.
“CADEF has been empowering individuals with financial literacy, including those with disabilities.
“Our goal is to create inclusive financial systems that meet the needs of all Nigerians”, she said.
The Lagos State Office for Disability Affairs, LASODA, also called for increased public-private collaboration to address the financial barriers faced by PWDs.
General Manager of LASODA, Adenike Oyetunde-Lawal, emphasized the need for tailored financial products and accessible services.
Oyetunde-Lawal, who was represented by Mr. Safiu Babatunde, Head of the Legal Department, urged the banking sector to be more responsive to the needs of PWDs.
Participants discussed the challenges faced by people with disabilities in accessing financial services, such as limited awareness of available products, inaccessible ATMs and branches, and discriminatory practices.
They also explored potential solutions, including the development of accessible mobile banking applications, financial education programs in sign language and Braille, and partnerships with disability organizations.
At the conclusion of the workshop, participants agreed on the need for concerted efforts to improve financial inclusion for people with disabilities.
They pledged to work together to develop and implement practical solutions that will empower individuals with disabilities to participate fully in the financial sector.
Nigerian Institute of Public Relation’s (NIPR) governing council has announced the appointment of Rasheed Bolarinwa as the Chairman of its newly established FinanceHub Committee.
Rasheed Bolarinwa
Bolarinwa, who serves as the President of the Association of Communication and Marketing Professionals in Banks (ACAMB), will lead the committee aimed at enhancing sustainable Public Relations practices within the banking, insurance, and pensions sectors.
Bolarinwa, currently the Head of Brand Management and Corporate Communication at Polaris Bank, brings extensive experience from journalism, public relations, and the financial sector.
Read Also: NIPR Lagos Chapter Announces Date for 11th conference, sets to discuss climate change, environment
His leadership is expected to drive significant improvements in PR practices across these financial sectors.
The FinanceHub Committee, which includes experts from banking, insurance, and pensions, is part of NIPR’s broader initiative to strengthen public relations across various sectors.
The committee’s formation aligns with NIPR’s strategy to foster sustainable and impactful PR practices in these critical areas of the economy.
In addition to Bolarinwa, NIPR has appointed other chairpersons for newly created sectoral hubs.
Mrs. Thelma Okoh will lead the Maritime Hub, Dr. Jossy Nkwocha will head the Energy Hub, and Mr. Basil Agboarumi will oversee the Aviation Hub. Dr. Ahmad Sajoh has been appointed to lead the Anti-Corruption and Consumer Protection Hub, while Miss Chimdi Neliaku will head the Young Practitioners Hub.
The appointment letters, signed by Uzoma Onyegbadue, Registrar/Secretary to the NIPR Governing Council, reflect NIPR’s commitment to enhancing public relations practices across these sectors.
NIPR Appoints Rasheed Bolarinwa as Chairman of FinanceHub Committee
At the inauguration of the new chairpersons and committee members, NIPR National President Dr. Ike Neliaku praised the appointees, highlighting their expertise and dedication.
“Your appointments are well-considered and reflect the confidence the NIPR council has in your abilities to advance the objectives of the Hub,” Neliaku stated.
He expressed enthusiasm for collaborating with the new appointees and emphasized the council’s support in driving positive change in public relations practices within their respective sectors.
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