It is becoming more and more important for companies to find ways to reach out to their target audience by using fresh and interesting campaigns. Companies compete against each other to come up with the most creative and innovative campaigns.
Companies will then capitalise on the popularity status of their campaigns and run sales campaigns to reach out to consumers in the hope that they will buy their products or services. Launching innovative and memorable campaigns ensure that consumers will remember who the companies are, and if they are in the market for a particular product advertised, they would probably buy it.
In recent times, client have become very sensitive to the context of adverts and marketing campaigns. They look at the adverts’ storyline and messaging, and if the message is offensive in any way, they are very quick to go on social media and express they dissatisfaction, which can tarnish the company’s reputation.
In view of recent faux pas by international countries and the reaction of consumers, it is evident that there is an urgent need to make sure that companies are sensitive to the norms, culture and standards of their target audience and not ignore the power they have in determining the success of a campaign.
Now is the time for companies to consider the broad spectrum of their consumers’ needs and to speak to them in relatable ways, be it language or in visual form. African people want to see themselves wholly represented by the products they consume.