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Hit or Miss: 2019 Digital Marketing Predictions Year Review for Brands in Africa

hit or miss Digital marketing year review

I made 5 predictions in 2019. Let’s look at the results in this Digital Marketing year review.

Prediction 1: Content will remain king, but it needs open borders

Summary of prediction

  • Less is more – This might seem counter-intuitive, but brands must focus on creating high-value content only, not just more content.
  • Native Advertising – 2019 is the time brands must invest in distributing their high-value content through established publishing channels for effectiveness. Find a publishing platform that has your target audience and distribute your content to reach that audience through native advertising.

Digital Marketing Year Review

“The Family Car” – Fatherly + Chrysler Pacifica

Digital Marketing Year Review

Chrysler Pacific partnered with Fatherly.com a digital publisher targeting fathers, to create editorial content that supports the promotion of the newly launched Family Car. This campaign from Fatherly and Chrysler Pacifica takes an out-of-the-box approach to the family car. Considering Fatherly’s primary audience (fathers, of course!) and Chrysler’s primary objective of keeping its customers out of harm’s way, this topic is an obvious winner. But what makes it truly impressive is its scope, as the campaign is made up of over 50 articles and videos that offer advice and insight for fathers that goes well beyond just the purchase of a vehicle. (source: pressboardmedia.com, 2018)

Milo-Under 13 Champions League: Nestle Ghana + Ringier Ghana

The Milo under 13 Champions league tournament is a football competition that supports sports grassroots football development across all regions of Ghana. I proposed a full tournament coverage and content distribution partnership using Ringier’s digital publishing platform: Pulse Ghana. The Pulse Ghana team created  40+ video content, 20+ articles, Facebook live for the finals and storytelling videos. The tournament also had a dedicated category on the website. The content reached over 600,000 people and had close to 1million video views. 

Digital Marketing Year Review


Prediction 2: Videos will get longer, creating more opportunities for brands

Summary

Users will engage more with long-form video content, and this will create an opportunity for brands, especially as cost of data reduces and internet penetration increases.

Digital Marketing Year Review

Prior to 2019, a lot was said about short videos, however, as predicted, IGTV, YouTube and Facebook Watch dominated video in 2019. 

  • Facebook Creators can now monetize their videos that are over 3 minutes long. 
  • YouTube has positioned itself as a long video format platform and has seen a rise in usage in 2019.
  • IGTV outperforms IG videos (less than 60 seconds) in terms of reach and engagement (internal data and according to Later). Furthermore, this is now expanded with the preview option for IGTV videos on IG feed.

Prediction 3: Personalise now, or don’t bother talking to me

Summary

The brands that proactively personalize their communication will stand out and get the attention of their audience.

Digital Marketing Year Review

Personalisation did not take off as predicted in 2019 because brands must first deploy the right marketing technology and build first-party data.


Prediction 4: Influencers will make it their year

Summary

Influencers will become an important part of the marketing mix for brands. Brands would have to choose between:

  • Micro-influencers vs Celebrity influencers
  • Awareness objectives vs Conversion objectives

Digital Marketing Year Review

Influencers made a difference for brands in 2019 and the marketplace is now giving feedback on their performance and ROI. We also witnessed the launch of local influencer management platforms like hype.buzz. Overall, influencers are here to stay. Check my 2020 predictions for the new category of influencers. 

Prediction 5: Artificial Intelligence will knock on doors

Summary

It doesn’t need to be too advanced, it only needs to be functional. Brands can easily start with creating chatbots using Facebook Messenger or WhatsApp.

Digital Marketing Year Review

This is still in the early stages, however, we have seen innovative solutions emerge such as the ‘JustCover’ insurance by OldMutual Ghana. Users buy insurance for intercity travel via an interactive WhatsApp chatbot just before they start the trip and the system accepts mobile money for payment.

Digital Marketing Year Review

Do you have case studies of how brands in operating in Africa used any of these digital marketing tools in 2019? Share in the comments. 

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