The convergence of marketing and technology demands attention and adaptation

The evolution of technology is fundamentally changing the marketing landscape across Africa. To address this critical shift, the second annual Technology Information Confederation Africa (TICON Africa) Conferenceis set to convene in Mombasa, Kenya, from September 25-27, 2024.

This year’s event takes on added significance as it will be held in conjunction with the third African Marketing Confederation Conference, bringing together the continent’s top ICT and marketing professionals for a landmark event focused on collaboration and navigating the convergence of these two powerful forces.

TICON Africa is the umbrella body for African ICT professional associations. Speaking at a media launch, Dr. Jannie Zaaiman, Secretary General of TICON Africa welcomed the multi-faceted collaboration. He emphasised the rapid evolution of the ICT landscape across Africa and the growing importance of emerging technologies such as artificial intelligence (AI), Internet of Things (IoT), robotics and virtual reality (VR).

Speaking on behalf of TICON Africa’s conference partners, the Marketing Society of Kenya (MSK), MSK chairperson, Ms Zuhura Odhiambo, expressed industry excitement at the upcoming conference, which she believes will be a landmark event for Africa. 

She described the marketing component of the September conference as promising to be ‘a landmark moment for African marketers.’ With participants from across the continent set to converge, the conference aims to showcase the best of Africa’s offerings while fostering collaboration and dialogue on a regional and continental scale.

‘The event’s significance extends beyond mere networking opportunities, as it serves as a catalyst for meaningful conversations and collaborations aimed at driving sustainable growth and development across Africa,’ she said.

The joint conference brings together the continent’s top ICT and marketing professionals and will help to drive business across Africa.

Zaaiman noted that the convergence of marketing and technology was heralded not just as a passing trend but as a fundamental shift that demands attention and adaptation from industry players. ‘By harnessing the power of technology, marketers and business executives gain unprecedented insights into consumer behaviour, enabling personalised experiences and driving greater return on investment.  For executives, real-time data analysis facilitates informed decision-making, guiding organisations towards future success and helping them anticipate and target emerging consumer trends.’

Participants will discuss a range of topics from the convergence of marketing and technology to the role of data analytics and artificial intelligence in shaping business strategies. Interactive sessions and panel discussions will provide valuable insights into emerging trends and best practices, equipping attendees with practical knowledge to navigate the dynamic business landscape.