Additionally, the market is highly unsaturated and marketing opportunities are virtually fluttering around in the breeze, waiting to be plucked like ripe and low-hanging fruits. Nevertheless, there remains a caveat. The sustained ignorance concerning Africa has meant that little has been done in the way of market research. Not that it is unheard of, but there remains much to be done. Africa has to be researched country by country, as the massive diversity on the continent makes each country a separate and inimitable project. Even within each unique country exists a myriad of smaller diversities. Knowledge of each local market must be embraced and mined, so as to leverage off of this indigenous wisdom.
Marketers looking to tap into this lucrative African market have to therefore partner with a local affiliate. Indigenous market knowledge is organic in that it takes years, possibly generations, to become au fait with local culture, economics and politics. Simply blustering in with your McDonalds-style brouhaha and handing out a few customer feedback, multiple-choice, smiley face/unhappy face cards will not guarantee you market share and will definitely not endear you to the local market. Finding a solid, successful and experienced local affiliate will help you frog-leap into the African mentality, streamlining and customising your marketing plan to fit into the niche African market.
Marketing has also progressed from the 'boobs and balloons brigade', to become a highly strategic business tool. Plans need to be comprehensive, customised and focused to meet the very real need to drive revenue generation. Africa is often under-estimated and, in a marketing sense, is more First World than people think; yet First World marketing tactics do not and cannot translate directly into an African context. Your approach to marketing in Africa, however, does need to be modern and highly focused.
Most importantly marketing in Africa needs to take into consideration the extremely politicised environment. Comprehensive research and understanding of the often-unstable political and socio-economic status of your target country is a prerequisite before launching into a marketing drive. Lobbying has become just as important as branding in Africa, and adherence to local protocol and law essential. Marketing is now an integrated and complex business tool, and any plan must incorporate the total management of strategic public affairs. Slapping up a few billboards will not achieve results. A constant stream of through-the-line communication is needed to speak to your entire market from consumer and business to government. This will establish your business and brand as a solid and dedicated player in the African market.
The African consumer is very brand aware, yet mostly unsophisticated in terms of socio-economic status. Marketing that appears sophisticated and affluent, at the same time as appealing to the market's unique African identity finds popularity. Alternative media is also a necessity as lack of communications infrastructure and widespread illiteracy means that traditional media, with the exception of radio, is negated. This means that the market must be approached at grass-roots level and on their terms. This also makes the market highly competitive as channels to market are limited and the lack of saturation lowers barriers to entry.
Despite its neglect, the African market offers lucrative opportunities for the shrewd marketer. However, this market will not abide ignorance and companies wishing to go to market in Africa must ensure that they have concluded significant research into, and understanding of, this fascinating market.
