Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
Oti Ukubeyinje
Terragon Limited
- Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
- Part 2CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
- Part 3 Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
Show Notes
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01:56What to expect from a cookieless AfricaCookies werent a major element in African marketing. But Terragon partnered with Facebook to prepare marketers for the removal of third-party cookies.
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05:25Why mobile trumps email in the African marketplaceDeveloped markets started to go online when emailing was first popular. But Africa started going digital with mobile more recently.
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07:16The volume of marketing messages on mobileAt first, people would get an excessive number of marketing messages via SMS. But within the last 3 years, legislation has been put into place to prevent this.
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09:35How Africa moves forward without cookiesThe third-party cookie removal is not as heavy on Africa as it is for developed markets. So instead of trying to find a replacement for cookies, theyre figuring out how to improve whats already available.
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11:25How to approach your strategyCross-channel marketing wont work in Africa as data isnt readily available. Companies that survive are solving local problems.
Quotes
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"Terragon is the only African owned & operated CDP thats gone into partnership with Facebook to provide Facebook conversion API to marketers here in Africa." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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"The incidents of the cookie going away are people just saying, okay, well that's a portion of our digital marketing affected, but we're still mostly test and learn." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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"Reaching a good number of people in Africa, its still through their mobile devices, predominantly SMS and other related channels." - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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“Email is not a primary identifier here. There are more people who are on their phone doing SMS and WhatsApp before you even get to the email phase.” - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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“Most of the digital onboarding on the continent has happened in the last decade and for a lot of people that started with a mobile device.” - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
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“Facebook still commands 50% of digital market spend here, and with Google in at about 25%, 30% behind that.” - Oti Ukubeyinje, VP of Product Marketing & Growth, Terragon Group
- Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
- Part 2CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
- Part 3 Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
Up Next:
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Part 1Should you expand your targeting to Africa? — Oti Ukubeyinje // Terragon Limited
VP of product marketing and growth at Terragon Group, Oti Ukubeyinje, discusses marketing in Africa. Terragon Group is Africa’s leading data company. Why has a marketplace as large as Africa remained mostly untapped in this digital age? Today, Oti talks about whether you should be expanding your targeting into Africa.
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Part 2CDPs and the lack of data in Africa — Oti Ukubeyinje // Terragon Limited
Oti Ukubeyinje, VP of product marketing and growth at Terragon Group, continues the chat about marketing in Africa. Digital marketing is based on data. So how can you effectively target in a marketplace that’s lacking in data? Today, Oti talks about CDPs and the lack of data in Africa.
Play Podcast -
Part 3Preparing for a cookie-less Africa — Oti Ukubeyinje // Terragon Limited
VP of product marketing and growth at Terragon Group, Oti Ukubeyinje, wraps up the conversation about marketing in Africa. Third-party cookies are almost out the door. And with the lack of data in Africa right now, what will marketing look like when cookies are gone? Today, Oti talks about preparing for a cookieless Africa.
