{"id":2847,"date":"2021-01-15T11:15:00","date_gmt":"2021-01-15T11:15:00","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=2847"},"modified":"2025-06-17T12:21:19","modified_gmt":"2025-06-17T12:21:19","slug":"sub-saharan-marketers-dance-to-a-digital-tune","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/","title":{"rendered":"Sub-Saharan Marketers Dance To A Digital Tune"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#Kenya_and_Nigeria_cautiously_optimistic_in_their_marketing_endeavours\" title=\"Kenya and Nigeria cautiously optimistic in their marketing endeavours\">Kenya and Nigeria cautiously optimistic in their marketing endeavours<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#Marketers_reflect_their_consumers_reliance_on_social_media\" title=\"Marketers reflect their consumers\u2019 reliance on social media\">Marketers reflect their consumers\u2019 reliance on social media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#Dont_throw_out_traditional_media_entirely_warn_marketers\" title=\"Don\u2019t throw out traditional media entirely, warn marketers\">Don\u2019t throw out traditional media entirely, warn marketers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#Sub-Saharan_marketers_open_to_new_marketing_channels\" title=\"Sub-Saharan marketers open to new marketing channels\">Sub-Saharan marketers open to new marketing channels<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"wp-block-heading\" id=\"h-kenya-and-nigeria-cautiously-optimistic-in-their-marketing-endeavours\" style=\"font-size:20px\"><span class=\"ez-toc-section\" id=\"Kenya_and_Nigeria_cautiously_optimistic_in_their_marketing_endeavours\"><\/span><strong>Kenya and Nigeria cautiously optimistic in their marketing endeavours<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Covid-19 has turned the world upside down for almost every industry. The marketing industry is no exception. Globally, close to half of marketers have reduced their marketing activities for the meantime, aiming to increase them to full capacity again in the future. From a Sub-Saharan perspective, we see Kenya and Nigeria following this trend, while the South African shows more polarization: On the one hand some marketers have reduced their activities altogether while some on the other hand have actually increased them during the evolution of the pandemic.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"351\" data-id=\"2848\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Change-in-marketing-behaviour.webp\" alt=\"Change In Marketing Behavior\" class=\"wp-image-2848\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Change-in-marketing-behaviour.webp 800w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Change-in-marketing-behaviour-300x132.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Change-in-marketing-behaviour-768x337.webp 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">Naturally Covid-19 has impacted on most marketing budgets around the world. Of the Sub-Saharan countries, Kenya appears to be hardest hit with two-thirds of its marketers claiming to be working on a significantly reduced budget.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketers-reflect-their-consumers-reliance-on-social-media\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Marketers_reflect_their_consumers_reliance_on_social_media\"><\/span><strong>Marketers reflect their consumers\u2019 reliance on social media<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">It comes as no surprise that marketers world-wide are choosing to focus their spend on digital publications, social media and websites, with South Africa being firmly in-line with this spend choice. Kenya and Nigeria are focussing even more heavily on these online platforms, than the global average, reinforcing the huge reliance on these mediums that we saw in&nbsp;<a href=\"https:\/\/blog.borderlessaccess.com\/surfing-the-tides-digital-media-has-come-out-tops-in-post-lockdown-africa?utm_source=Blog&amp;utm_medium=Blog&amp;utm_campaign=Sub-Saharan-marketers-dance-to-a-digital-tune\">our previous consumer report.<\/a><\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"871\" height=\"826\" data-id=\"2851\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Focus-on-marketing-spend.webp\" alt=\"Focus On Marketing Spend\" class=\"wp-image-2851\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Focus-on-marketing-spend.webp 871w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Focus-on-marketing-spend-300x285.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Focus-on-marketing-spend-768x728.webp 768w\" sizes=\"auto, (max-width: 871px) 100vw, 871px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">these three, social media is unanimously agreed to yield the best returns, especially strongly driven by Kenya and Nigeria. All digital channels are felt to yield the best results at a global and Sub-Saharan level.<\/p><br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-throw-out-traditional-media-entirely-warn-marketers\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Dont_throw_out_traditional_media_entirely_warn_marketers\"><\/span><strong>Don\u2019t throw out traditional media entirely, warn marketers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<p>South African and Nigerian marketers, while embracing of digital media, do feel that it is attracting a predominantly younger audience. Nigerians do have cautions around this channel, expressing more strongly than the global average, that\u00a0traditional media still has a relevant place in the industry landscape. Kenyans on the other hand are more gung-ho about digital, with a high proportion believing that it is the only channel on which to focus one\u2019s efforts.<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"303\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perception-about-digital-vs-traditional-media-1024x303.webp\" alt=\"Perception about digital vs Traditional Media\" class=\"wp-image-2852\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perception-about-digital-vs-traditional-media-1024x303.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perception-about-digital-vs-traditional-media-300x89.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perception-about-digital-vs-traditional-media-768x227.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perception-about-digital-vs-traditional-media.webp 1265w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">While all countries surveyed (including all Sub-Saharan countries) agree that lockdown has increased the world\u2019s reliance on digital means, few believe that lockdown has actually eradicated traditional media. This speaks to the findings we have seen before, regarding the reliance and trust that consumers have in traditional, especially broadcast media.<\/p><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"548\" data-id=\"2866\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/How-lockdown-has-changed-media-1-1-1024x548.webp\" alt=\"How Lockdown Has Changed the Media \" class=\"wp-image-2866\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/How-lockdown-has-changed-media-1-1-1024x548.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/How-lockdown-has-changed-media-1-1-300x161.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/How-lockdown-has-changed-media-1-1-768x411.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/How-lockdown-has-changed-media-1-1.webp 1257w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sub-saharan-marketers-open-to-new-marketing-channels\" style=\"font-size:26px\"><span class=\"ez-toc-section\" id=\"Sub-Saharan_marketers_open_to_new_marketing_channels\"><\/span><strong>Sub-Saharan marketers open to new marketing channels<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">More so than the rest of the world, we see Sub-Saharan marketers welcoming the advent of new marketing channels, most notably augmented reality, Smart-TV\/ OTT marketing and programmatic advertising. At a global level digital marketing and social media stand head-and-shoulders above the other channels as the future of the industry.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-4 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"690\" data-id=\"2863\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perceived-as-critical-to-digital-marketing-1-1024x690.webp\" alt=\"Perceived as Critical to Digital Marketing\" class=\"wp-image-2863\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perceived-as-critical-to-digital-marketing-1-1024x690.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perceived-as-critical-to-digital-marketing-1-300x202.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perceived-as-critical-to-digital-marketing-1-768x517.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/Perceived-as-critical-to-digital-marketing-1.webp 1165w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<p style=\"font-size:18px\"><p style=\"font-size:18px\">As the pandemic continues to shift the marketing landscape, this much is clear: That brands who can adapt and keep up with the rapidly pivoting world, will continue to thrive, by retaining a communication with their consumers via both new can dynamic channels, whilst not forgetting about the tried and trusted channels too.<\/p><br><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"918\" src=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/The-future-of-marketing-advertising-1024x918.webp\" alt=\"The future of marketing advertising\" class=\"wp-image-2854\" srcset=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/The-future-of-marketing-advertising-1024x918.webp 1024w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/The-future-of-marketing-advertising-300x269.webp 300w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/The-future-of-marketing-advertising-768x689.webp 768w, https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2024\/02\/The-future-of-marketing-advertising.webp 1066w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p style=\"font-size:18px\">Borderless Access\u00a0is available to help you to conduct <a href=\"https:\/\/borderlessaccess.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">online digital research<\/a> seamlessly and quickly, to help you to keep your business informed, and ahead of the market.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 3<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Kenya and Nigeria cautiously optimistic in their marketing endeavours Covid-19 has turned the world upside down for almost every industry. The marketing industry is no exception. Globally, close to half of marketers have reduced their marketing activities for the meantime, aiming to increase them to full capacity again in the future. From a Sub-Saharan perspective, we see Kenya and Nigeria following this trend, while the South African shows more polarization: On the one hand some marketers have reduced their activities altogether while some on the other hand have actually increased them during the evolution of the pandemic. Naturally Covid-19 has&#8230;<\/p>\n","protected":false},"author":21,"featured_media":2858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[226,277,279,139],"class_list":["post-2847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research","tag-africa-market-research","tag-consumer-media-research","tag-digital-market-research","tag-marketing-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Sub-Saharan Marketers Are Navigating the Digital Shift<\/title>\n<meta name=\"description\" content=\"Digital study on marketing &amp; advertising trends in Africa in 2020\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sub-Saharan Marketers Dance To A Digital Tune\" \/>\n<meta property=\"og:description\" content=\"Digital study on marketing &amp; advertising trends in Africa in 2020\" \/>\n<meta property=\"og:url\" content=\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Research Insights -Borderless Access Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-15T11:15:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-17T12:21:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/borderlessaccess.com\/blog\/wp-content\/uploads\/2021\/01\/Sub-Saharan-marketers-dance-to-a-digital-tune.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"806\" \/>\n\t<meta property=\"og:image:height\" content=\"402\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Cindy Bowdan\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Cindy Bowdan\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/\",\"name\":\"How Sub-Saharan Marketers Are Navigating the Digital Shift\",\"isPartOf\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\"},\"datePublished\":\"2021-01-15T11:15:00+00:00\",\"dateModified\":\"2025-06-17T12:21:19+00:00\",\"author\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#\/schema\/person\/7cef99a161a6dc7f1d93f063980cd0fd\"},\"description\":\"Digital study on marketing & advertising trends in Africa in 2020\",\"breadcrumb\":{\"@id\":\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/sub-saharan-marketers-dance-to-a-digital-tune\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/borderlessaccess.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Sub-Saharan Marketers Dance To A Digital Tune\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/borderlessaccess.com\/blog\/#website\",\"url\":\"https:\/\/borderlessaccess.com\/blog\/\",\"name\":\"Market Research Insights - Borderless Access Blog\",\"description\":\"Gain fresh perspectives and insights on global trends for your business growth. 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