Africa, with its young population and digital-native workforce, is uniquely positioned to lead the next global revolution in business. The continent’s median age is just 19, and its people are fluent in the digital language of the 21st century. In contrast, regions like Japan and Europe face ageing populations, creating an opportunity for Africa to drive both technological innovation and marketing excellence on the global stage.
Africa has already proved its potential to create groundbreaking solutions, from mobile banking innovations to world-renowned music and art. It is time for African leaders to rise up and take charge. To build the Africa we want, we all must ask ourselves: if not me, then who? And, if not now, then when?
Africa has the talent, the know-how and the creativity to shape the future of technology and marketing. The world is waiting for the continent to lead not just in local markets, but globally.
To achieve this, African business leaders must unite tech and marketing, creating ecosystems that foster collaboration and innovation. As the digital marketplace expands, we must take bold action, disrupt the status quo and capitalise on emerging opportunities. African companies have the potential to lead in both technological and marketing fields, but they must embrace a mindset of growth, collaboration and fearless innovation.
In my consulting engagements with executives worldwide I have come to recognise a common reluctance among leaders to admit to and face their fears. As business leaders, we must ask ourselves: what would you do if you weren’t afraid? Fear is natural, but it should not paralyse us. The greatest achievements often come from those who take action in the face of fear. This is the time for bold decisions and innovative thinking, because the future of business growth lies in the fusion of ICT and marketing.
The companies that are changing the world today have one thing in common: they understand the power of technology and marketing working together. These organisations have three key traits:
1. They are technology companies by nature.
2. They are exceptional at marketing.
3. They have the ability to combine both effectively.
This combination creates super-skills that empower businesses to thrive in an increasingly digital and competitive world.
The future will belong to technologists with marketing skills and marketers with tech expertise. This convergence is what will drive the next wave of business growth and transformation, especially in Africa, where innovation and collaboration can propel the continent into a leadership role on the global stage.
As we move into the future, the issue is clear: technology and marketing should not just be afterthoughts in the C-suite; they should be at the forefront of strategic decision-making. It’s time for leaders to step up, embrace change and lead from the front.
Marketing and tech are the keys to success. Together, they will unlock new growth, create value and define the businesses of tomorrow. The world is waiting for Africa to take its rightful place at the helm of this new digital economy.
Nyimpini Mabunda, the former CEO for Southern Africa at General Electric and chair of Schindler Lifts South Africa, has over 25 years of experience leading major consumer goods, telecoms and franchise businesses across Africa and the UK. As a highly sought-after thought leader and best-selling author of Take Charge, Mabunda’s insights into leadership and business strategy are invaluable. He delivered the keynote address at the recent Africa Marketing Confederation’s conference in Mombasa.
The big take-out: Marketing and tech are the keys to success. Together, they will unlock new growth, create value and define the businesses of tomorrow.
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