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Marketing channels that still equates a very small slice of the pie. although, says Professor Mornay roberts-lombard from the Department of Marketing Management at the university of Johannesburg, perhaps there’s a reason why old-school marketing tools are still firmly in favour on the continent. “While you’ve had a lot of new marketing tools emerging in africa – for example, cellular and social media marketing in countries like nigeria, South africa, ghana and the West Coast region – offline marketing is not dead,” he told Strategic Marketing Africa. geographic location of target markets Tusker beer’s multichannel strategy created hype and is critical in choosing whether to go the excitement, most notably through the Tusker Project Fame TV digital or traditional route, he believes. talent contest a largely urbanised population will be receptive to digital marketing and social media channels to support traditional A Fanta advertisement in Kenya ... billboards remain an important channel, particularly in more rural areas advertising. “But if you go more rural, then your traditional forms of marketing still stay very strong. however, you might slowly bring in a newer marketing element Leverage tusker Project fame, which was increasingly effective as greater numbers Brands moving into communicates to one person at a time. – for example using an SMS campaign to face-to-face social launched in 2006, ended its seventh of african consumers obtain internet- Africa are trying the While the massive growth in support billboards and pamphlets.” season in December 2013. Social media enabled cellphones, or upgrade from cellphone marketing in africa over the interactions is an important part of its promotional cellphones to smartphones that have hybrid approach past 12 years is a clear indication of Young and urban strategy and includes a facebook and even greater levels of digital functionality. where the industry is moving, for now audiences twitter presence, as well as a dedicated But while that critical mass of companies should consider how their for a young and highly urbanised target mobi site. connected consumers already exists online campaign can assist them in audience, strategies that emphasise While social media was a promotional in hubs like lagos, Johannesburg and supporting their offline campaigns. digital and social media are the way to go. to overcome the target market’s tool in this instance, many african nairobi, it must be remembered that these SMS campaigns or via pop-up ads on “Say you have stalls, banners and global management consultancy, sometimes limited access to television, marketers are still pondering how to use urban areas are not always representative the internet.” people with t-shirts marketing something accenture, highlighted such a case in eaBl sponsored ‘viewing bars’ where social media channels as a sales tool of the african situation. in many regions While the accenture study tends to – that will be your primary branding a 2011 african consumer marketing the show was screened in conjunction as well. cellphones are extremely basic and downplay the importance of traditional tool,” says roberts-lombard. “But the report that looked at how east african with tusker drinks promotions. On-site in an interview with the website How connectivity of any kind – whether for media like tv and radio, roberts- activity can be enhanced and supported Breweries limited (eaBl) had tailored competitions were also held to boost We Made It In Africa, Kenyan digital phone calls, SMS or internet activity – can lombard believes they still have a place, by mobile and online marketing tools. its marketing approach to become audience engagement. marketer and app developer, James be patchy and expensive. in some cases particularly radio. it seems as if the growth in online the region’s leading branded alcohol a critical part of the campaign was to Salamba, noted that, in spite of the growing even regular access to television is difficult “radio remains the primary tool marketing still requires the support beverage company. leverage mobile and digital technology to number of mobile subscribers in africa, due to a lack of electricity. of marketing in africa. the reason of offline marketing tools to create “tusker lager, the biggest [beer] brand target consumers, which generated more businesses were still trying to figure out it’s for this reason that roberts- is its accessibility as a medium of awareness – although that scenario in east africa, was initially perceived as than one million SMS votes and Web how to translate a social media presence lombard believes a hybrid approach still communication, whether in rural, semi- should change as cellphone/smartphone old-fashioned by young adults,” noted traffic of approximately 70 000 hits per into measurable sales. works best. “Brands moving into africa rural or urban areas. it is an affordable penetration increases and the market the accenture report. “While eaBl was week, said the report. “the leading companies in Kenya, are using this hybrid approach because it and accessible medium, plus you can becomes more sophisticated.” determined to rectify this perception, the the multichannel strategy created a for instance, mostly use social media for works for the broad scope of consumers more readily communicate in the mother however, other african countries company had a limited marketing budget hype and excitement that also tapped customer-care issues like handling customer they are targeting. Yes, you have a fast- tongue. tv, by contrast, frequently – such as ethiopia – are behind the and knew that the impact of traditional into what roberts-lombard stresses is complaints, and not really to sell products growing middle- and high-income urban only accommodates mother-tongue digital curve. therefore, notes roberts- tv or radio advertising would be limited a key marketing tool in africa: word-of- and generate revenues. this is a new population, but also keep in mind that programming during specific time slots,” lombard, you cannot apply the learnings within east africa. to maximise the return mouth. face-to-face social interactions market and it will take years to really shape PHOTOS: GETTY/GALLO IMAGES, SUPPLIED companies like Mtn, Shoprite and Pick n he says. from one african market across the on its marketing resources, eaBl focused have particular cultural and community up the product and the market,” he said. Pay are rolling into africa using traditional radio also tunes into the sense of continent. “every target market is on a single, high-impact platform that significance on the continent, so a media like billboards. community and word-of-mouth marketing unique and every country is unique. that would resonate with young adults: tusker campaign that includes a built-in ‘talk Digital reach “also, the traditional tv campaign in that broadens the target audience must guide the supplier who wants to Project fame, a reality show focused on about factor’ has a far greater chance Obviously, digital marketing strategies the local mother tongue or english is still exponentially – in some cases by a factor communicate via the most appropriate regional talent.” of success. will become more commonplace and relevant and that can be supported by of five or even 10. By contrast, the internet channel to the target market,” he says. 46 strategicmarketingafrica Second quarter 2014 Second quarter 2014 strategicmarketingafrica 47