relevance

To truly get to grips with marketing to the modern African consumer it is essential to realise that you are appealing to a “peculiar” audience. Throw away the theories and rules that you thought you knew and spend more time studying the behaviour of these consumers. “It is no longer about building a product or marketing it, it is about building solutions to answer the real African problem and productising these solutions,” says Allen Kambuni of Kenyan-based Bean Interactive. Speaking at a recent Pan African Media Organisation (PAMRO) conference held in Lagos, Nigeria, Kambuni challenged the audience —…