Year after year, we witness Digital Trends and innovations that continue to transform Africa’s economic and business landscape. We have seen the continent become one of the largest growth markets in the world for technology sales, as data and internet consumption accelerates dramatically. We have watched the likes of Facebook and Google scramble to expand their presence in African markets, as well as committing to connect millions to the internet over and over.
While Africa finds itself in a strong position to maintain the pace of its digital marketing trend revolution, this should really not be taken for granted. There is a lot to suggest an optimistic outlook for the continent in 2020, but this will depend increasingly on greater cooperation between the top players in the industry, innovators, tech leaders, governments and regulators.
Looking back at 2019, these are the trends we should expect to see taking shape in Africa in 2020:
With more people tilting towards the use of smartphones over PC’s in Africa, especially with the advent of Fintech companies, digital trends cannot but show that enterprises on the continent are taking note and taking heed by deploying mobile applications to streamline business processes and mobilize their workforces.
Mobile enterprise apps let companies manage resources such as inventory and their supply chain using mobile phones, either through SMS or Web-enabled applications. The steady increase in the number of mobile users on the continent is fueling this trend.
The increasing popularity of online streaming platforms are slowly changing the way TV content is being viewed as people get to view or stream their favourite shows at their own leisure. Another notable area to watch is the digital video– mobile is the medium of choice in Africa and video viewing has become huge and is only going to get bigger.
3. User-generated Content:
Another very vital digital trend to expect is UGC. While this isn’t particularly new, user-generated content is transforming everything from reviews to information research and discovery.
Amateur created content is massive and will continue to grow not only in size but also in importance across platforms and content type. Everyone has an opinion and wants it to be heard! Blogs will also become more important in the marketer’s armoury.
The ever-rising of video bloggers and the popularity of video content sharing has changed the dynamics of consumer/brand interaction online.
With WhatsApp status which some have transformed to WhatsApp TV, IGTV, and so on, video content on social media will gain more grounds. Facebook has already tested out the concept of video images for profiles, meaning you can have a profile video if you want, instead of a profile picture.
Augmented reality allows brands to optimize customers’ experiences by bridging the gap between the digital and real-world, creating endless possibilities for businesses to engage better with their clients and consumers. Ad agencies are already using this to win customers over from one brand to another.
One more – This is one of the explosive digital trends that allows advertisers to find and focus on audiences. This props up the bet of targeting your ideal audience, as you’re targeting beyond simply an ad impression. By adding geographic, demographic, first-party/third-party data, behavioural, contextual, and even transactional data to the process, we begin to gain efficiencies in targeting, thereby avoiding budget wastage.
Programmatic buying also simplifies the procurement process, allowing for more time to be spent on strategy, optimizing and creative. A lot of digital seeds have been sown in 2019 and prior – You can rightly expect harvests in 2020.