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The growth of digital and online marketing in Africa3 minutes read

Is Digital Marketing for Africa? How have businesses gained by marketing online?

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Growth of digital marketing

Innovative changes have over the years, proven to be a constant. Ways of doing things are changing globally at a rather fast pace; things that affect the way we live, the way we travel, study, do business, run homes and families, interact with others etc.

The influence of innovation is simply overwhelming! One sector that has been touched by the transformative wind of innovation is the business sector. In this article, we are going to evaluate the growth of digital marketing in Africa. Before we dissect the topic, let us first look at the meaning of digital marketing.

What is digital marketing? 

Wikipedia defines digital marketing as the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium. From the definition provided by Wikipedia, one may sum up the meaning of digital marketing as the use of technologies in marketing as opposed to the traditional ways of marketing we all know.

Before the digital era, marketing and advertisements were only done using traditional methods such as public announcements, newspaper, radio, television, billboards, posters and flyers. Digital marketing on the other hand employ methods such as social media marketing, search engine optimization (SEO), search engine marketing (SEM), e-Commerce marketing, content marketing among other methods.

Advertising has been taken to a whole new level through the help of online marketing. Business owners, especially startups in Africa now save millions hitherto used in running newspaper advertisements and paying for sessions on television channels that expire after a short time. They now spend less than half of that amount to advertise on various digital platforms, which enjoy more audience than the traditional means, including television and newspapers. 

The state of online marketing in South Africa

 In South Africa, a study by World Wide Worx in collaboration with Cisco Internet Business Solutions Group found that as at the year 2010 the number of South African internet users have grown beyond 5 million. Ever since figures continued to advance upwardly.

By 2016 the number of internet users stood a little below 29 million. That was more than half of South Africa’s 52 million population. With that number of internet users, digital marketing will continue to grow in leaps and bound in South Africa.

Kenya and Digital Marketing

In Kenya, the story is pretty much the same as in South Africa. If you are familiar with Kenya’s marketing terrain, you will understand how big it has grown in a very short period.  Just a couple of years ago, expensive traditional methods of marketing still thrived in the country but today the story has changed as around 22% of all media consumption in Kenya is digital.

What is more, this number is growing fast! The German online portal, Statista reported that Internet advertising spending in Kenya is expected to grow from US$72 million in 2015 to US$151 million in 2020.

Digital marketing in Nigeria

Digital Marketing started to gather momentum in Nigeria around 2012 with the entry of e-commerce platforms such as Jumia and Konga in the country. The period between 2015 to 2019 saw a massive increase of Small & Medium Enterprises in the country with a population of 190 million people.

According to Statista, Nigeria had 92.3 million internet users in 2018 and it is projected to grow to 187.8 million internet users in 2023. This was 47.1 per cent of the population in 2018. It is expected to climb to 84.5 per cent in 2023. With 92.3 million people using the internet, the place of digital marketing in Nigeria’s business space has been secured. The prospect for the growth of digital marketing in Nigeria seems pretty good.

From the situation reports in South Africa, Kenya and Nigeria – three of the largest economies in Africa, digital marketing is growing really fast in the continent. The future of Businesses in Africa can now be viewed better through the lens of the digital.

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Board of Governors agree to independent probe of AfDB President, Adesina

The ethics committee of the continental bank, headed by Takuji Yano, had in its report last month cleared Adesina of all sixteen counts saying he was was not guilty of all the charges but the United States remained unconvinced.

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President of the African Development Bank (AfDB), Akinwumi Adesina in an undated photo.

After weeks of review and consultation, the Bureau of Board of Governors of the African Development Bank Group has bowed to US pressure and approved an independent investigation of the allegations against the President of the Bank, Akinwumi Adesina.

“Based on the views of some Governors on the matter and the need to carry every Governor along in resolving it, the Bureau agrees to authorize an Independent Review of the Report of the Ethics Committee of the Boards of Directors relative to the allegations considered by the Ethics Committee and the submissions made by the President of the Bank Group thereto in the interest of due process”, a communique from the Board of Governors said Thursday.

The decision, taken at the meeting of the Bureau on Thursday regarding the whistle-blowers’ complaints against Adesina, is in deference to the demand by the U.S. government that a fresh and in-depth investigation be conducted into the allegations against Adesina using an independent investigator, Premium Times, a Nigerian daily reported having access to the resolution on Friday.

On May 5, the ethics committee of the continental bank, headed by Takuji Yano, said in its report that Adesina was not guilty on all counts.

Yano is a Japanese executive director charged with the responsibility of investigating allegations by some concerned employees against the Bank’s president.

The committee described the allegations that Adesina violated the code of conduct of the institution as “spurious and unfounded”.

Regardless, the United States government expressed “deep reservations about the integrity of the committee’s process” and called for a fresh “in-depth investigation of the allegations.”

– Why fresh probe is required –

At the end of its meeting Thursday, the Bureau of Board of Governors issued a communique, agreeing with the U.S and authorizing an independent review of the ethic committee’s report.

The communique, signed by the Chairperson of the Bureau of the Boards of Governors, Niale Kaba, reads,

“The Bureau reiterates that it agrees that the Ethics Committee of the Boards of
Directors performed its role on this matter in accordance with the applicable rule under Resolution B/BG/2008/11 of the Board of Governors.

“The Bureau also reiterates that the Chairperson of the Bureau of the Board of
Governors performed her role in accepting the findings of the Ethics Committee in accordance with the said Resolution.

“However, based on the views of some Governors on the matter and the need to carry every Governor along in resolving it, the Bureau agrees to authorize an Independent Review of the Report of the Ethics Committee of the Boards of Directors relative to the allegations considered by the Ethics Committee and the submissions made by the President of the Bank Group thereto in the interest of due process.

“The Independent Review shall be conducted by a neutral high calibre individual with unquestionable experience, high international reputation and integrity within a short time period of not more than two to four weeks maximum, taking the Bank Group’s electoral calendar into account.

“The Bureau agrees that, within a three to six month period and following the independent review of the Ethics Committee Report, an independent comprehensive review of the implementation of the Bank Group’s Whistle-Blowing and Complaints Handling Policy should be conducted with a view to ensuring that the Policy is properly implemented, and revising it where necessary, to avoid situations of this nature in the future.”

The AfDB President is yet to react to the latest decisions by the Board of Governors. But he has repeatedly denied wrongdoing.

On a visit to President Muhammadu Buhari on Tuesday, Mr Adesina, a former Nigerian Minister for Agriculture, said the 16 allegations raised against him were trumped up, “and without facts, evidence, and documents, as required by the rules and regulations of the bank.”

He added that the Ethics Committee of the bank cleared him of all the allegations, and that calls for a fresh investigation by the United States of America, were against the rules.

“My defence ran into 250 pages, and not a single line was faulted or questioned,” he said.

“The law says that report of the Ethics Committee should be transmitted to the Chairman of Governors of the bank. It was done, and the governors upheld the recommendations.

“That was the end of the matter, according to the rules. It was only if I was culpable that a fresh investigation could be launched.

“I was exonerated, and any other investigation would amount to bending the rules of the bank, to arrive at a predetermined conclusion.”

While stressing that the motive was to soil his name, and that of the bank, the AfDB President said he was proud to be Nigerian, and thanked President Buhari for his unflinching support.

Nigeria is the largest shareholder of the African Development Bank with 9.1 percent shares.

– Allegations against Adesina –

In its petition, the concerned staff accused Mr Adesina of 20 breaches of the bank’s code of conduct, including “unethical conduct, private gain, an impediment to efficiency, preferential treatment, and involvement in political activities.”

The group, which noted their allegations were in line with AfDB’s whistle-blowing policy, said these activities adversely affected the confidence and integrity of the bank.

Nigeria, Adesina’s home country, had last week countered the US by insisting that such a request for an independent investigation could not be granted by the Board of Governors as AfDB’s corporate governance code contains no such provision for an external “independent outside investigator”.

Nigerian authorities then began lobbying for Adesina after receiving satisfactory intelligence briefing that the AfDB president was the victim of a witch-hunt by the Americans.

“The call for an independent investigation of the president is outside of the laid down rules, procedures and governing system of the bank and its articles as it relates to the code of conduct on ethics for the president,” Zainab Ahmed, Nigeria’s Finance minister wrote in a letter to AfDB’s Board of Governors where it denounced the plans to circumvent the bank’s internal procedures.

Ahmed asked the AfDB to “uphold the rule of law and respect the governance systems of the bank” and if there was need for improvement, it should be done according to laid down procedure. She then highlighted all Adesina’s projects and achievements which she noted did not warrant such an attack on his career.

Former Nigerian President Olusegun Obasanjo, in a letter to former African presidents also canvassed support for Adesina, saying he had taken the bank to a great height since he took the position in the last five years.

Adesina, “has actively positioned (AfDB) as an effective global institution ranked fourth globally in terms of transparency among 45 multilateral and bilateral institutions,” Obasanjo wrote to 13 former heads of state including Thabo Mbeki of South Africa, Hailemariam Desalegn of Ethiopia and Ellen Sirleaf-Johnson of Liberia.

The U.S. became a member of the African Development Fund in 1976 and of the African Development Bank in 1983. Also, its bilateral cooperation with the bank has been strengthened through cooperation agreements.

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Heavy rains threaten Uganda’s coffee crop quality

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Uganda’s coffee crop quality could see a decline in the coming months as heavy rains across the country have reduced the amount of sunshine necessary for bean drying.

Uganda is Africa’s largest exporter of coffee followed by Ethiopia and grows mostly robusta variety.

The country has been pounded by unusually heavy rains that started in August resulting in deaths, displacement and extensive damage to roads and other infrastructure.

Western Uganda, including the foothills of the Rwenzori mountains , some of the biggest coffee growing areas, has received some of the most intense rains.

Uganda Coffee Development Authority (UCDA), the state-run regulator, forecasts Uganda’s bean exports will climb 16 percent to 5.1 million 60-kg (132-pound) bags in the current crop year ending September.

The country’s coffee output has surged in recent years, the fruition of a government programme that has been distributing free seedlings to farmers to expand acreage and replace aging trees.

Authorities say their target is to help boost annual production to 20 million bags by 2025.

The beans have traditionally been Uganda’s biggest commodity export but were recently overtaken by gold which now annually earns the country over $1 billion.

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Business rescue team rule out mid-June return for SAA flights

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South African Airways business rescue practitioners have rejected an “unvetted” statement released by the state-owned airline indicating plans to resume domestic flights from mid-June.

The national carrier had on Tuesday, announced that its planes will be back in the skies between Johannesburg and Cape Town.

But Les Matuson and Siviwe Dongwana, the business rescue administrators, say the airline had breached communications protocol by issuing a statement which “created an unfair expectation on our relevant stakeholders, including SAA’s customers, as well as employees who are on unpaid absence as a result of the travel ban which led to the halting of the company’s operations, compounding its financial distress.”

SAA’s media statement had gone out without the approval of the practitioners as demanded by the business rescue procedure.

With the government of South Africa announcing that the country will enter into lockdown alert level 3 from June 1, domestic air travel will be permitted but only for business purposes.

The business rescue practitioners said SAA planes will remain grounded until a better understanding of what the level 3 regulations entail.

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