4G driving Africa’s online marketing growth
Online platforms are on the rise as businesses in Sub Saharan Africa respond to consumers in the 4G era. Offering insights into the online marketing outlook, a new study has revealed that the widespread introduction of 4G wireless broadband services would make online marketing even more vigorous. The UK company that conducted the study, which provides fully integrated online marketing services, noted online advertising business in Sub Saharan Africa was worth $2.8 billion in 2015, and was growing by 40 per cent annually. Around 60 per cent of the clients are small and medium-sized enterprises, with online media purchases by SMEs increasing by about 39 per cent from the previous year.The figure indicates that SMEs are now embracing the online advertising trend, which used to be limited to larger corporate clients, he said.Google now has many more tools and techniques suitable for different types of SME businesses, study added. For example, keyword searching can be refined based on ana