In today’s fast-evolving digital economy, the success of a SaaS (Software-as-a-Service) or digital product business demands more than technical excellence it requires strategic marketing. What are the 4Ps of the marketing mix? The 4 Ps of marketing is a foundational…
In a major shift starting July 10, 2025, Instagram will begin allowing search engines like Google to index and display public content from professional accounts. This means that if you’re a content creator, your Instagram photos, videos, and even Reels…
In Nigeria’s high-stakes betting industry, where over 60 million people place bets daily and revenues are projected to reach $3.63 billion by 2025, brands are in a constant battle for attention, loyalty, and trust. For Bet9ja, BetKing, and SportyBet, one…
In the dynamic world of modern business, terms like customer engagement and customer experience are often used interchangeably. While they’re closely related and both essential to business success, they’re not the same thing. Understanding the distinction between the two is…
In a world where smartphones are practically an extension of ourselves, it’s no surprise that mobile marketing has become one of the most powerful tools in a brand’s digital toolkit. But what exactly is mobile marketing, and why does it…
In today’s digital-first world, marketing technology (MarTech) is the engine powering modern customer engagement. However, while both B2B and B2C businesses rely on marketing technology to drive growth, their strategies differ significantly due to variations in buyer behavior, sales cycles,…
In developing an effective marketing strategy, having a deep understanding of your audience and what interests them helps you craft content and messages that resonate. But how do you know what your audience needs—or what they are even saying about…
Kenya has long been recognized as a digital innovation hub in Africa, with Nairobi often referred to as “Silicon Savannah.” While fintech has dominated headlines, a quieter revolution is reshaping how brands engage with consumers: marketing technology (MarTech). At the…
In the digital age, the travel industry is no longer just about destinations, it’s about experiences. And experiences, as it turns out, are increasingly driven by data. The digital transformation has intensified competition among travel brands, making personalization no longer…
The recently concluded MarTech Africa 2.0 held at Zone Tech Park in Lagos, brought together marketing and technology professionals, founders, creatives, and digital enthusiasts to explore the future of Africa’s marketing technology landscape. At the center of the conversations on…