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Tag: marketing
AI Search Is Changing Brand Competition: Why African Businesses Need Topic Authority, Not Just SEO
AI-driven search is changing digital competition. African companies will need to build topic authority, industry expertise and trusted visibility rather than relying only on traditional SEO rankings.
Has Digital Marketing Become Too Optimised to Be Memorable? Why Creativity Still Matters in the AI Era
As AI and performance marketing reshape digital advertising, are brands becoming less memorable? Nicole Glover, Executive Creative Director – Digital at Penquin, argues that the industry’s obsession with optimisation and short-term metrics—not artificial intelligence—is driving creative sameness. Discover why balancing data with emotional storytelling is essential for long-term brand growth and marketing effectiveness.
Bridging South Africa’s Media Skills Gap with Industry‑Backed Learning
The Advertising Media Association of South Africa (AMASA), in partnership with the AAA School of Advertising, has launched an updated Media Management Competence Certificate to address South Africa’s growing media skills gap. Combining industry-led training, practical learning, and a newly developed media planning textbook, the four-month hybrid programme equips professionals with the strategic, digital, and analytical skills needed to succeed in today’s rapidly evolving media landscape. The initiative supports the development of future-ready media talent as brands, agencies, and media owners adapt to increasingly complex consumer and technology trends.
New Study of 10,000 South African Youth Reveals the Future of Youth Marketing
A new ReachPlayers study surveying 10,000 South Africans aged 13 to 25 reveals major shifts in youth marketing and consumer behaviour. The research shows that young audiences prioritise financial stability, family support, and quality over fame, influencers, and repetitive advertising. While TikTok remains the leading platform for brand discovery, gaming environments generate significantly higher attention and engagement than social media. The findings highlight how brands can better connect with Gen Z and Gen Alpha through immersive, participatory experiences that build trust and relevance.
Perion, Mediamark and McSorely Media Launch Exclusive AI Advertising Partnership Across Africa
Perion Network, McSorely Media, and Mediamark have launched an exclusive AI advertising partnership across Africa, bringing Perion’s Outmax AI-native execution platform to agencies and brands throughout the continent. The collaboration aims to improve programmatic advertising performance, transparency, and measurable outcomes as Africa’s digital advertising market continues rapid growth.
China’s zero-tariff offer is a test of Africa’s export readiness
China’s new zero-tariff policy for imports from 53 African countries could reshape Africa-China trade, but tariff-free access alone will not guarantee export success. The article examines whether African economies are prepared to meet China’s market demands through stronger logistics, standards compliance, value addition, and regional supply chains under AfCFTA. It argues that Africa’s long-term gains will depend on moving beyond raw commodity exports toward competitive, value-added production that can strengthen industrial growth, jobs, and trade resilience.
Walmart and Google Partner with Fluence Africa for Landmark “YouTube-First” Creator Training in South Africa
Global retail giant Walmart and tech leader Google have partnered with Fluence Africa to launch a groundbreaking “YouTube-first” creator training program in South Africa. Hosted in a live retail environment, the initiative equips content creators with practical skills in video production, storytelling, and digital monetisation. By blending content creation with real-world commerce, the program highlights the growing importance of the creator economy and signals a shift toward authentic, video-driven marketing strategies across Africa.
Why Influencer Marketing Budgets Shifting Back to Authentic Creator-Led Content in 2026
In 2026, influencer marketing budgets are shifting toward authentic, creator-led content as brands move away from polished, brand-first campaigns. In South Africa, agencies like Penquin report that audiences increasingly prefer relatable, culturally relevant content from micro and mid-tier creators over celebrity influencers. This shift reflects growing consumer scepticism, rising digital noise, and a stronger demand for authenticity, community connection, and local cultural nuance in digital marketing strategies.
Africa Food Show 2026: Leading brands bet big on $88B global market and Africa’s $1T food sector
Africa Food Show 2026 in Cape Town highlights the growing importance of trade shows in Africa’s $1 trillion food sector, as global industry leaders expand investments to secure partnerships, drive innovation, and access high-growth markets across the continent.