It is important to stay relevant as a Marketer in the Digital Marketing Age in Africa. I graduated with my marketing degree close to fifteen years ago and attained most of my experience around that time and I can tell you that most of our treasured knowledge from back in the day has been overtaken by technology and other factors.

I remember my earliest exposure to technology was in 1997 when we started using Netscape for email and inbound marketing. I had a stint in Telesales, selling a niche product, using mostly, the phone and email. We didn’t do any mass media marketing until a later stage because the business I was working for believed in doing below the line marketing only.

It made sense because if your clientele is only 2000 clients in a market with hundreds of thousands of businesses which do not need your specialized product you would be wasting your time going for above the line mass media marketing. Why am I sharing this? Marketing has evolved over the years; technology has created options for the marketer. It has made targeting the individual customer with precision at a low cost, possible.