Category Archives: Marketing

Closing Zimbabwe’s Digital Divide

Recently I spent time in Harare Zimbabwe where I had been invited by  TBWA Zimbabwe to speak at the Digital Marketing Conference alongside Zimbabwe’s leading voices in digital marketing and content development cohosted by TECHZiM. One of the highlights for me was participating in a panel discussion on Bottlenecks in Digital Marketing which you can watch here.

Some of the key takeouts from the conference for me are that:

  • Zimbabwe has a wealth of digital minds across all forms of media, from broadcasting to publishing to content creation and so much more.
  • Zimbabwe’s legislators are woefully out of touch with what is happening and this needs to be addressed as a matter of urgency.
  • Our industrialists, the country’s economic engine, are not yet ready to adopt digital marketing and this was exemplified by their absence.

I was surprised that none of the financial services sector, miners, pharmaceuticals, agri-processors, motor industry, farmers, transport sector amongst others were in attendance. This is not bad news at all as it gives a clear indication of the amount of work those in digital media need to do to educate mainstream industry so we bring them onboard. I say “we” because this is an opportunity for all digital minds to capitalise on.

That said, there are a few long established companies that are leading the digital charge and hopefully through their efforts, others will follow. Most notable amongst these is the state-owned publisher, Zimpapers led by their Chief Technology Officer, Darlick Marandure. Just the fact that Zimpapers has a CTO is cause for pause, I don’t know of any other non-telecoms company that has such a post.

Much talk was made of how to monetise your content and whilst Youtube’s content partnerships lead Teju Ajani was extremely popular, it is the local market for digital content that I believe needs to first be harnessed. If digital content developers cannot sell their product to the local market first they then have the uphill task of competing on the international market against literally millions of competitors.

The first Zimbabwean company to pay well for online content will be the one that really defines Zimbabwe’s digital future. Who that will be one can only guess but the more such conferences that are held, the sooner this day will come. In the meantime, the quality of content coming out of Zimbabwe’s digital space keeps getting better and one can only be impressed by this considering the myriad of challenges developers face that are unique to the country.