A narrative of growth: The importance of expanding your digital presence to Africa and beyond
Written by Anna Ferenczy, founder of Digital Odyssey, on the importance of digital marketing and business transformation in Africa and the potantial of investments into the region.
We don't think it's an exaggeration to say that it's an exciting time to do business in Africa.”
The continent is expanding and growing in unprecedented ways. The Africa of today is being seen by the world as a source of technical and digital innovation. There are so many stories that prove this is true, including:
- William Kamkwamba, the “windmill boy” of Malawi who taught himself to build a homemade wind turbine to power his family’s village (and became a worldwide symbol of raw ingenuity).
- Roy Allela of Kenya, a young man who has developed “smart” gloves that convert sign language movements into audio speech.
- Beth Koigi, also of Kenya, whose Majik Water device draws moisture from the air to provide drinking water to impoverished communities.
There are other examples of grassroots innovation from individuals and SMEs around the continent. In fact, small to medium-sized enterprises (SMEs) make up 90 percent of firms in rural and urban Africa and are major providers of employment. It should be evident that the continued growth of SMEs across Africa is key.
When we set out to create Digital Odyssey, we knew we wanted to contribute to the narrative of growth in Africa’s digital marketing and SME sector. To use our collective experience in the best way possible, we set up an accessible digital marketing agency focused on a diverse set of audiences in Africa and beyond. Digital Odysse’s mission has been to become a world-class digital marketing service providing robust technical expertise to SMEs and larger corporations to compete and to grow their businesses in a sustainable way. And we’re well on our way – the journey has truly begun!
But the journey would be incomplete if we did not take into account the youth.
Africa’s youth population is one of the largest in the world; by 2035, the continent is projected to have a larger workforce than the rest of the world combined. The vast majority of these people will be “digital natives” and the internet will have always been their playground. The world’s economy will be there, online, waiting for them.
The need to engage with the youth population in a language they understand and in a place they relate to—that is, online—is imperative. As above-the-line (ATL) and direct marketing costs become more prohibitive, African SMEs need effective solutions to continue the conversation with their target markets—and, in particular, Africa’s youth. That’s our focus.
Digital Odyssey's expertise in growth marketing and our deep understanding of a diverse set of markets not only improves customer engagement on our clients' websites and digital campaigns, it also results in measurable ROI.”
Digital Odyssey helps businesses around the world to speak to a diverse set of consumers and customers in the best voice possible.
Africa's unfolding narrative of innovation is complex, fascinating, and inspiring. We don't want to simply observe the narrative—we want to help write it.”