ISSUE 2 2022
Contents COVERSTORIES 10
34
22
BUYING DECISIONS
42
52
54
USING INFLUENCERS 10
56
REGULARS 6
A.M.C. MEMBER NEWS Marketing Society of Kenya makes appeal to the national Government during the society’s 60th anniversary celebrations
“As supplier of the goods/services, you, the Advertiser warrant that you are familiar with and will comply with the provisions of the Consumer Protection Act, Act 68 of 2008 (‘CPA’) in all transactions between us. Among other, the CPA provides for some consumer rights regarding delivery, returns, disclosure of information and product quality and safety. You accordingly indemnify the African Marketing Confederation against any damages that we or any other party may suffer as a result of your noncompliance with the CPA or as a result of any damages suffered by any party due to defective or unsafe goods/services supplied by you.”
4
strategicmarketingforafrica
Issue 2 2022
SUSTAINABILITY Putting a higher price tag on unsustainable items doesn’t necessarily discourage purchase. In fact, the opposite may apply
A.M.C. MASTERCLASS
DISCLAIMER
HUMOUR IN MARKETING Consumers will reward brands which embrace humour in their campaigns with loyalty and repeat purchases
“Change can be an opportunity … never let a good crisis go to waste,” academic and business author tells attendees
32
HANDLING FAKE NEWS Media messaging and handling misinformation in Africa must take into account ‘pavement media’ and other non-traditional sources
ART OF STORYSELLING Storyselling isn’t about selling yourself to potential new clients, it’s about getting satisfied customers doing the job on your behalf
Opting for macro-influencers may seem an obvious choice for African marketers, but there are pitfalls to this approach
MARKETING STRATEGY Academics find that a freemium marketing strategy tends to benefit the market leaders only. Other companies are worse off
Travel-review websites and social media platforms have usurped traditional brandbuilding strategies for travel marketers
LIQUOR RETAILING
SUPPLY CHAIN In the second of a two-part series, we discuss the Design and Enablers phases of developing a supply chain route-to-market strategy
50
THEFEATURES
20
BRAND VALUES Analysis shows three African brands – two Kenyan and one Moroccan – more than doubled in value in the past year
40
Africa’s liquor retail strategies are evolving in size and sophistication, in part due to changes in habits driven by the pandemic
16
46
46 36
LOYALTY PROGRAMMES The continent has huge potential for the development of loyalty programmes – providing the rewards are relevant and meaningful
28
Institute of Marketing Management relaunches in South Africa and kicks off with its first monthly breakfast event
GENERATION Z By 2030, Gen Z will be the world’s largest consumer base. Are African marketers ready for a dominant new group with unique characteristics?
A.M.C. MEMBER NEWS
INTRODUCING THE A.M.C. The African Marketing Confederation is spearheading the development of the highest standards of marketing across Africa. Meet our member bodies
NEXT ISSUE:
The mysterious Metaverse comes to Africa How to survive a world without cookies The rise of the Virtual Influencer The science of Guerrilla Marketing
