From Rome to ROMI
By Rob Smuts
Like Pliny the Elder (ex Africa semper aliquid novi) most marketers keep looking to find something new from Africa, but it’s not always easy to find the key to measurable ROMI, even in a temptingly under-marketed and under-supplied African market.
At the core of this, seemingly lies the lack of access to robust media and marketing data, and marketing insights. In the recently published World Federation of Advertisers (WFA) Marketing in Africa 2015 report 50% of marketers indicated that accurate ROMI analysis is “impossible”. Interestingly though, if we probe the data further, we discover that 55% of these same marketers indicate that “media audience measurement is sufficiently robust and reliable” in these regions.