Month: November 2024

Performance Marketing Isn’t Sexy, But It’s Pretty Smart

I was lucky enough to be invited to contribute a chapter to The Book Every Marker Should Most Definitely Read, alongside a group of people I regard as friends, colleagues and mentors. They had all sorts of amazing things to say about strategy, creativity, messaging, personalisation and the way the evolving digital world is changing the way marketing works, all the time.

Pay-as-you-go everything – innovation, the African way

You cannot simply copy and paste a business model that has worked internationally and expect it to work in Africa. If you want to do business in Africa, you need to operate in a way that takes the nuances of the continent into account.
This is the opinion of Reach Africa’s Sales Director and specialist in the streaming space – Leslie Adams, where he postulates why incremental purchasing has been so successful across the continent, and how we’re seeing more examples of businesses that are rolling out this “pay as you go” model at scale, thanks to the advent of technology.

Digitisation as Africa’s Great Equaliser in Financial Services

Access to financial services in Africa had for decades been defined by disparities—between rural and urban areas, between men and women, between small businesses and larger enterprises. It meant that millions, especially the continent’s most vulnerable populations, were excluded from the formal economy, curbing entrepreneurship, restricting access to credit, and stifling upward financial mobility for far too long.