For many African businesses, growth has traditionally been viewed as a linear journey: attract customers, convert them, hope they stick. While this approach is popularized in models like AARRR (Acquisition → Activation → Retention → Revenue → Referral), it provides…
Africa’s advertising landscape is in the middle of a seismic shift. Once dominated by billboards, radio jingles, and TV spots, today the continent’s ad spend is increasingly digital and the numbers prove it. In South Africa, digital advertising revenue hit…
In Africa’s rapidly evolving marketplace, legacy brands once stood as cultural icons, commanding deep trust, loyalty, and widespread relevance. From Nigeria’s fast-food giant Mr Biggs to long-standing retail chains, banks, and telecom providers across the continent, these names dominated consumer…
In today’s cluttered digital environment, consumer attention has become a scarce commodity and brand loyalty is more fragile than ever. Research suggests that the typical person is exposed to 4,000 to 10,000 brand messages per day, depending on how you…
If you’ve ever been stuck in Lagos traffic, you’ll understand why commuting in the city can be very tasking. On an average weekday, a typical Lagosian might spend between 3 to 5 hours on the road. For many, that means…
Event marketing has become one of the most effective ways for brands to connect with their audience in real time and grow their business whether in person, virtually, or through a hybrid experience. Event marketing has undergone a remarkable change,…
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…
By Edidiong Jennifer Roberts Have you ever wished you could read your customers’ minds? If you're running an e-commerce brand or part of a startup sales team in Africa, chances are you have especially when you’ve tried everything and still struggle…
Launching a product in today’s noisy and competitive market especially in Nigeria’s fast-evolving digital economy takes more than a good idea and a few social media posts. If you're a startup introducing your first product or an established brand releasing…
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…