The future of marketing in Africa will be defined by artificial intelligence (AI), digital transformation, and the strategic engagement of the continent’s youth.
That was the consensus at the official launch of the AMC TICON Africa 2025 Summit, held in Accra by the Technology Information Confederation Africa and the African Marketing Confederation (AMC), in partnership with the Chartered Institute of Marketing, Ghana (CIMG).
Scheduled for August 2025, the summit is expected to convene senior marketing professionals, technology leaders, policymakers, and entrepreneurs from across the continent.
The event will explore how businesses in Africa can leverage emerging technologies to build sustainable growth models and respond to shifts in consumer behaviour across digital platforms.
Gilbert Abeiku Aggrey Santana, Deputy Chief Executive Officer (CEO) of the Ghana Tourism Authority (GTA) and keynote speaker at the launch, described the summit as a critical moment to align Africa’s marketing future with the global digital economy.
“This conference is not just about marketing tools or techniques. It is about Africa’s place in the global conversation on innovation, youth opportunity, and transformation. As we continue to position Ghana as a hub for tourism and business, events like these enable us to show the world the depth of our talent and the strength of our ideas,” Mr. Aggrey said.
According to global research by Statista, marketers spent close to US$1.1 trillion on ads in 2024, with global spend increasing by US$75 billion — a 7.3 percent rise compared with 2023 levels.
Similarly, the digital advertising market is projected to reach US$740 billion by the end of this year, with mobile platforms accounting for more than 60 percent of that total. Yet in Africa, despite mobile penetration exceeding 85 percent in some regions, challenges remain in converting digital traffic into meaningful brand engagement and economic activity.
Ama Amoah, Vice President of CIMG, outlined the summit’s focus on the convergence of marketing and technology.
“With over 70 percent of online shoppers abandoning their carts, even when their preferred item is just a click away, we must ask ourselves difficult questions about usability, trust, and value,” she said.
“Our agenda includes AI-powered marketing, short-form video content, purpose-driven branding, retail innovation, and more,” she added.
The CIMG executive stressed that marketing must retain its human focus even as it adopts advanced digital tools. “Marketing is not just about campaigns or KPIs. It is about people, relationships, and long-term value creation. Technology should enhance—not replace—that connection,” she said.
Dr. Jannie Zaaiman, Secretary General of TICON Africa, said the summit would reflect the growing maturity of the African marketing profession.
“Africa is not a monolith. But it is a continent of shared challenges and collective ambitions. The summit will give us the chance to map out a future that is informed by our own context,” he noted.
The event, expected to draw more than 500 delegates, will include exhibitions, masterclasses, expert panels, and showcases by leading African tech firms. According to David Gowu, President of TICON Africa, the programme is designed to encourage both learning and strategic collaboration.
“This is a deliberate platform. We have curated every aspect to ensure that Africa’s technology and marketing leaders can meet, challenge each other, and innovate together. From the dominance of digital content to retail trends and data ethics, this will be a space for meaningful exchange,” he explained.
Gowu underscored the importance of involving Africa’s youth and women — demographics that are both shaping and consuming the next wave of digital services. Globally, Gen Z and Millennials now make up over 60 percent of online consumers, and African marketers are under pressure to develop tailored, mobile-first strategies to keep pace.
“The youth are not just the future—they are the now. This summit offers them an avenue to be part of a larger story about Africa’s growth and positioning,” Mr. Gowu added.
A strong appeal was made to corporate Ghana and regional institutions to partner with the summit and amplify its reach.
“To our sponsors, to private sector leaders, to development partners — this is your opportunity to align with a transformative vision. We are not organising an event; we are mobilising a movement,” the TICON Africa President noted.
Source: thebftonline.com
