The African business landscape is unique. There are the bustling open-air markets and informal retail shops to rapidly expanding e-commerce platforms and social commerce on WhatsApp, businesses have to navigate diverse and complex routes to reach customers. This is where…
The African e-commerce market is booming, projected to surpass $75 billion by 2025, while others suggest a more modest projection around $40.5 billion by 2025. Additionally, the number of e-commerce users is expected to top 500 million by 2025. This…
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,…
The well-known fast food Mr. Biggs is having trouble competing in the quick service restaurant business while upholding its motto. Mr. Biggs was a popular fast food franchise in Nigeria from the late 1970s until the early 2000s, with locations…
Marketing for B2B (business-to-business) and B2C (business-to-consumer) involves distinct strategies and approaches, tailored to the unique characteristics of each market. Some consider B2B customer acquisition easier because you don't necessarily need to do 1M customers to hit profitability but while…