With Africa’s growing middle class, urbanisation and increased access to technology, the consumer market is expected to reach 1.7 billion consumers in 2030. But what does this mean for business? This means that Africa is a continent to consider as a target market for the goods or services you are creating. Let’s take a look at how to market in Africa.
Build community
Community is important in African cultures and if you want your brand to succeed, it is important to build a community around your brand. You should also consider participating in community projects which align with your brand to build a positive brand image among your target audience.
Tweak your approach
Remember that there are different cultures throughout Africa, and you need to adjust your messaging, imagery and campaigns to speak to the local flavours of the country. It would also be wise to consider using the local language for your messaging, as this will help to reach rural communities and the older generations.
Use technology
With approximately 84% of the population on the African continent connected to the internet through mobile devices, it is crucial to use digital marketing as well as traditional marketing. You can use social media marketing, content marketing and email marketing to target your audience.
Collaborate with local influencers
Look for local influencers who have a good following and align with your company’s values. By associating with local talent, you will be able to use the impact of word of mouth from someone they trust and believe in. You will also have someone who understands the local culture promote your product on strengths that are important to your local target market.
Be creative
Just because you are entering a market which you may not be familiar with, you can still be creative. Think about the universal truths and build your creativity around them. This will ensure you create an impactful campaign and that it will resonate with your audience.
Be authentic
As an outsider coming into a new culture, you may not know all the nuances of the culture and you need to be sensitive to it. Ensure you are sincere in your apologies if you make a faux pas. Many people are forgiving if you are genuine and sincere.
By following these six steps, you will be well on your way to marketing your business with success in one of the quickest-growing consumer markets in the world.
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