Isn’t it true that the word ” Digital” though familiar, remains vaguely embraced across all aspects of learning and business in all corners of Africa? As much as this term has been around for quite some time, there’s still a major part of the African population, mostly the rural parts that remains unlettered to the concept of digital marketing.

How about we first define it in simple words? Digital marketing refers to the use of digital channels, such as search engines, social media, email, and websites, to promote a brand, product, or service. Furthermore, it involves creating and executing strategies that leverage these channels to reach and engage with target audiences, some of which you would typically never be able to reach out to in person.

The Importance of Digital Marketing for Small Businesses in Africa

In today’s digital age, it is crucial for businesses of all sizes to harness the power of digital marketing. While larger companies have recognized the potential and fully embraced this concept, it is disheartening to see that many micro and small enterprises in Africa are yet to tap into the vast opportunities presented by the digital world.

Consider your local barber shop or the on-the-side vegetables or eggs supplier in your area. Have they embraced digital marketing to promote their businesses? Chances are, they have not fully explored the resources at their disposal. And even if they have taken steps towards digitization, the question remains: are their clients and target audience aware of their online presence?

This is not a mere statistic, but a reality that needs to be addressed. In South Africa alone, out of the 2.6 million registered micro, small, and medium enterprises, 54% are micro enterprises, with a significant 15% still operating in rural areas. These businesses, despite their potential, struggle to expand their market reach due to their inadequate or lack of digital presence.

Digital marketing in Africa has the power to revolutionize the way businesses operate, educate, and disseminate knowledge. It holds immense potential for growth, innovation, and economic development across the continent. By embracing digital marketing strategies, small businesses can overcome geographical limitations, connect with a wider audience, and thrive in the competitive market.

One of the key advantages of digital marketing is its cost-effectiveness. Unlike traditional marketing methods, digital channels offer affordable advertising options that can be tailored to suit any budget. With the right strategies in place, businesses can reach their target audience effectively without breaking the bank.

Moreover, digital marketing provides an unprecedented level of flexibility and customization. Through social media platforms, websites, and email newsletters, businesses can engage with their customers in real-time, build lasting relationships, and gather valuable feedback. By leveraging data analytics, businesses can also gain insights into customer preferences and behavior, enabling them to refine their marketing strategies and offer personalized experiences.

It is incumbent upon all stakeholders, including marketers, industry leaders, and policymakers, to foster an environment that encourages and supports small businesses in embracing digital marketing. By providing training programs, mentorship opportunities, and access to affordable technology, we can empower these enterprises to unlock their full potential and contribute to economic growth and job creation in Africa.

It is in that spirit that we launched our brand-new Elective Expedition (module) called Digital Marketing. The purpose of this new Elective is to help Entrepreleaders understand the importance of the digital world and how to take advantage of its benefits to penetrate any given market with a minimum budget and yet the quality of a pro to further advance their startup.  And for this year, the incredible Jordyn Joelle Toohey, entrepreneur in digital marketing, content creator, and podcaster will be our facilitator. She will make use of her experience in the digital world to train, inspire, and empower our Entrepreleaders to think big, start small, and lead their start-ups with impact in the digital world.