• Login
  • Register
Nairametrics
  • Home
  • Exclusives
    • Financial Analysis
    • Corporate Stories
    • Interviews
    • Investigations
    • Metrics
    • Economy
    • Nairalytics
  • Markets
    • Currencies
    • Cryptos
    • Commodities
    • Equities
      • Company Results
      • Dividends
      • Stock Market
    • Fixed Income
    • Market Views
    • Securities
  • Sectors
    • Agriculture
    • Aviation
    • Company News
    • Consumer Goods
    • Corporate Updates
    • Corporate deals
    • Corporate Press Releases
    • Energy
    • Entertainment
    • Financial Services
    • Health
    • Hospitality & Travel
    • Manufacturing
    • Real Estate and Construction
    • Renewables & Sustainability
    • Tech News
  • Business News
    • Budget
    • Public Debt
    • Funds Management
    • Tax
  • Financial Literacy
    • Career tips
    • Personal Finance
  • Lifestyle
    • Billionaire Watch
    • Profiles
  • Opinions
    • Blurb
    • Op-Eds
    • Research Analysis
  • Recapitalization
    • Access Holdings Offer
    • Fidelity Bank Offer
    • GTCO Offer
    • Zenith Bank Offer
  • Home
  • Exclusives
    • Financial Analysis
    • Corporate Stories
    • Interviews
    • Investigations
    • Metrics
    • Economy
    • Nairalytics
  • Markets
    • Currencies
    • Cryptos
    • Commodities
    • Equities
      • Company Results
      • Dividends
      • Stock Market
    • Fixed Income
    • Market Views
    • Securities
  • Sectors
    • Agriculture
    • Aviation
    • Company News
    • Consumer Goods
    • Corporate Updates
    • Corporate deals
    • Corporate Press Releases
    • Energy
    • Entertainment
    • Financial Services
    • Health
    • Hospitality & Travel
    • Manufacturing
    • Real Estate and Construction
    • Renewables & Sustainability
    • Tech News
  • Business News
    • Budget
    • Public Debt
    • Funds Management
    • Tax
  • Financial Literacy
    • Career tips
    • Personal Finance
  • Lifestyle
    • Billionaire Watch
    • Profiles
  • Opinions
    • Blurb
    • Op-Eds
    • Research Analysis
  • Recapitalization
    • Access Holdings Offer
    • Fidelity Bank Offer
    • GTCO Offer
    • Zenith Bank Offer
Nairametrics
No Result
View All Result
Home Companies Corporate Updates

Unique insights on consumer behaviour and trends in Africa

NM Partners by NM Partners
September 1, 2021
in Corporate Updates
Unique insights on consumer behaviour and trends in Africa
Share on FacebookShare on TwitterShare on Linkedin

The past few years have seen an influx of ‘big tech’ companies such as Facebook, Google, Amazon, Microsoft and Twitter into Africa, to power digital transformation opportunities, accelerated by increased mobile adoption and the effect of the COVID-19 pandemic is 2020.

Without a doubt, the future of Consumer Marketing in Africa is data-driven and consumer-focused. A deeper understanding of the individual consumer, the heterogeneity of the African market and the need for businesses to seamlessly deliver personalized experiences to consumers at scale is what will clearly separate leaders from laggards in this new “low-touch” African consumer market.

“Many times, marketers think strategically about the future only after the destruction of present success. Are you a marketer based in Africa?… Look at your business and analyze your company’s ability to shape the future. Are you a pacesetter or a pace follower?” These are thought-provoking questions marketers must ask themselves according to Dr. Uchenna Uzor, Faculty Director at the prestigious Lagos Business School (LBS),  in his recent post on Afritail

RelatedStories

Meet Elochukwu Umeh, founder of Africa’s digital powerhouse

Meet Elochukwu Umeh, founder of Africa’s digital powerhouse

April 11, 2020
TLcom secures additional $31 million from investors across UK, SA, Belgium

TLcom secures additional $31 million from investors across UK, SA, Belgium

February 6, 2020

Dr. Uchenna Uzo, a Senior Lecturer of Marketing Management, has established himself as an authority in Marketing Africa providing insights on retailing, consumer behaviour and sales in Africa and is focused on discovering unique retail insight in Africa to help businesses unlock growth opportunities.

For marketers to be more proactive and gain competitive advantage, Dr Uzo urges them to seek a better understanding of the present landscape, which he delves into by deeply examining some current trends that influence consumer behaviour, in the article, including Africa being a “mobile-first consumer market”, “mainly offline market” and Africa’s unique “sachet economy”.

He then challenges marketers to seek to “create the future of consumer marketing” by focusing on the following: a “shift from a mass-market approach to a data-driven marketing approach”, “execute marketing efforts through the lens of the local context” and to “personalize engagements.”

 These insights were uncovered and analysed in collaboration with Terragon, Africa’s leading data and marketing technology company. Terragon offers data-driven multichannel marketing solutions that have helped businesses (SMBs, large enterprises and Digital Agencies) over time execute highly targeted campaigns by aggregating, enriching and activating consumer data for personalized experiences. The Company’s products drive businesses’ mobile-first marketing strategies through robust consumer intelligence powered by telcos and other data providers to deliver an expansive view of the African consumer.

Dr. Uchenna Uzo is a publisher of many academic publications related to African consumer behaviour, retail and marketing. . He teaches courses in Marketing Management, Personal selling, Sales and Channel management in Nigeria, Strathmore Business School, Kenya; and has served as a visiting research scholar to Stanford University, USA.

Tags: Terragon Group
NM Partners

NM Partners

"NM Partners" encompasses a diverse range of articles and content published on behalf of various organizations, including corporate entities, government and non-governmental institutions, academic bodies, and key stakeholders in the economic sphere. This content spectrum covers press releases, formal announcements, specialized content, product promotions, and a variety of corporate communications tailored to engage our readership. Notably, a portion of these articles are sponsored content. At Nairametrics, while we provide a platform for these diverse voices, it is important to clarify that our relationship with the content under "NM Partners" does not imply endorsement or affiliation. The responsibility for the content accuracy and viewpoints expressed rests solely with the respective contributors. Nairametrics maintains a firm commitment to editorial independence and integrity. Consequently, we do not assume responsibility for any of the content published under "NM Partners." For any inquiries, comments, or feedback regarding the content featured in this section, we encourage open communication and can be reached at info@nairametrics.com. Additionally, we invite our readers and contributors to familiarize themselves with our Paid Post Guidelines, which outline the standards and processes governing paid content on our platform.

Related Posts

Meet Elochukwu Umeh, founder of Africa’s digital powerhouse
Profiles

Meet Elochukwu Umeh, founder of Africa’s digital powerhouse

April 11, 2020
TLcom secures additional $31 million from investors across UK, SA, Belgium
Business News

TLcom secures additional $31 million from investors across UK, SA, Belgium

February 6, 2020
Elochukwu Umeh
Business News

Elo Umeh named 2019 B2B SME CEO of the year

August 7, 2019
Tech Roundup
Spotlight

Tech roundup: Africa’s fastest train not in Nigeria

November 17, 2018
Report: Instagram dominates as 22 million Nigerians use internet for social media
Business News

Report: Instagram dominates as 22 million Nigerians use internet for social media

July 17, 2018
Next Post

Zenith Bank holds HY 2021 Investors Presentation. 

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Emple
nlng
first bank








DUNS

Recent News

  • Nigeria’s top 10 stockbrokers by value of transactions in second quarter 2025 
  • Champion Breweries shares up 246.46% — How other beer companies are performing in 2025 
  • Rwanda reaffirms commitment to strengthening trade, aviation, and ICT ties with Nigeria 

Follow us on social media:

Recent News

Nigeria’s top 10 stockbrokers by value of transactions in second quarter 2025 

July 5, 2025
Champion Breweries Plc

Champion Breweries shares up 246.46% — How other beer companies are performing in 2025 

July 5, 2025
  • iOS App
  • Android App
  • Contact Us
  • Home
  • Markets
  • Sectors
  • Economy
  • Business News
  • Financial Literacy
  • Disclaimer
  • Ads Disclaimer
  • Copyright Infringement

© 2025 Nairametrics

Welcome Back!

Login to your account below

Forgotten Password? Sign Up

Create New Account!

Fill the forms below to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In
Social Media Auto Publish Powered By : XYZScripts.com
No Result
View All Result
  • Home
  • Exclusives
    • Financial Analysis
    • Corporate Stories
    • Interviews
    • Investigations
    • Metrics
    • Economy
    • Nairalytics
  • Markets
    • Currencies
    • Cryptos
    • Commodities
    • Equities
      • Company Results
      • Dividends
      • Stock Market
    • Fixed Income
    • Market Views
    • Securities
  • Sectors
    • Agriculture
    • Aviation
    • Company News
    • Consumer Goods
    • Corporate Updates
    • Corporate deals
    • Corporate Press Releases
    • Energy
    • Entertainment
    • Financial Services
    • Health
    • Hospitality & Travel
    • Manufacturing
    • Real Estate and Construction
    • Renewables & Sustainability
    • Tech News
  • Business News
    • Budget
    • Public Debt
    • Funds Management
    • Tax
  • Financial Literacy
    • Career tips
    • Personal Finance
  • Lifestyle
    • Billionaire Watch
    • Profiles
  • Opinions
    • Blurb
    • Op-Eds
    • Research Analysis
  • Recapitalization
    • Access Holdings Offer
    • Fidelity Bank Offer
    • GTCO Offer
    • Zenith Bank Offer
  • Login
  • Sign Up

© 2025 Nairametrics