Africa's digital marketing landscape has matured rapidly. Here is what is driving results across the markets we operate in.
The digital marketing conversation in Africa has often been dominated by frameworks developed for Western markets and applied, sometimes awkwardly, to contexts that operate very differently. Mobile-first audiences, different platform preferences, varying levels of digital infrastructure and distinct purchasing behaviours all require approaches built for the actual market rather than borrowed from somewhere else.
Across the six markets we operate in — Ghana, Cameroon, Uganda, Ethiopia, Canada and the USA — we have seen distinct patterns emerge in what drives digital marketing results. What works in Accra is not always what works in Ottawa. But there are common principles.
Mobile is not optional — it is the primary experience
In every African market we work in, the majority of digital interactions happen on mobile devices, often on networks that are slower than North American or European standards. Any digital marketing strategy that is not designed around the mobile experience first will underperform.
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