Preparing 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.
About the speaker

Oti Ukubeyinje

Terragon Limited

 - Terragon Limited

Oti is the VP of product marketing and growth at Terragon Group

Show Notes

  • 01:56
    What to expect from a cookieless Africa
    Cookies werent a major element in African marketing. But Terragon partnered with Facebook to prepare marketers for the removal of third-party cookies.
  • 05:25
    Why mobile trumps email in the African marketplace
    Developed markets started to go online when emailing was first popular. But Africa started going digital with mobile more recently.
  • 07:16
    The volume of marketing messages on mobile
    At 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.
  • 09:35
    How Africa moves forward without cookies
    The 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.
  • 11:25
    How to approach your strategy
    Cross-channel marketing wont work in Africa as data isnt readily available. Companies that survive are solving local problems.

Quotes

  • "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

  • "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

  • "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

  • “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

  • “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

  • “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

About the speaker

Oti Ukubeyinje

Terragon Limited

 - Terragon Limited

Oti is the VP of product marketing and growth at Terragon Group

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