[Thought Leadership Digibates] 01: The Africa Question

The Taxi (@TheTaxiWP) terminus became a mini conference centre as it hosted Africa's very first digital debate. Hosted by The Taxi's Soli Philander @MrKapeTown, the topics and debates centred on digital media across Africa and panellists included representatives from Aegis Media, Trigger/Isobar and Diageo. It was moderated by Dawn Rowlands, Aegis Media CEO, sub-Saharan Africa.

"The Africa Question"

Panellists Nic van den Bergh (head of digital media, Trigger/Isobar), Arjan Pomper (CEO, Aegis Media Middle East & Africa and chairman of The Netherlands) and Peadar Hegarty (marketing innovation director, Diageo) addressed the core marketing challenges affecting digital strategies on the continent faced not only by the marketing business but, as critically, the all-important consumer.

The panellists responded to questions and talk of how research can be 'mapped' among consumers, the critical role of effective PR in dealing with feedback from consumers, why numbers are pretty much meaningless in the absence of 'connections', the difference between bought, owned and earned media and other related issues - all of which will get you thinking and leave you that much more enlightened about our fast-expanding digital world.

If not, why not?

Van den Bergh talked about the particular challenges faced in Africa, citing as examples the strategies adopted in Nigeria and Kenya in taking product to market given the current limits of technological devices. How do the challenges weigh up against the opportunities?

Why not... and how?

Pomper gave insight gained from experiences in Korea, where digital media enables a whole new generation to use technology, eg, to watch TV on their mobile phones. He argued that Africa has the potential to leapfrog the digital divide and emulate what is happening in the East.

Get (un)set for change

Hegarty reflected on how businesses stuck in traditional ways of working are falling behind. Digital capability means acquiring not only a whole new skills-set but an entirely different mind-set. In fact, the less set it all is, the better positioned you are. It's all about collaboration. How and why, you ask? Then listen.

Anyone listening?

Philander asked the panel whether business has fully grasped that consumers are no longer satisfied with simply 'consuming' but expect - even demand - meaningful participation and engagement in the development of the services and products being brought to the market place. Pomper and Hegarty responded with some surprising insights regarding the changing relationship between 'producers' and 'consumers'.

Listen to the podcasts

If you missed the show, download or listen to the podcasts here on Bizcommunity or here on The Taxi.

Listen every month

The Thought Leader Digibates are held monthly and include a panel of leading media-marketing experts who will discuss, debate and share their knowledge - gleaned over years of experience - with a wider audience. The official Twitter hashtag is #aegisTL.