Information, Communication and Technology and marketing industries have launched a partnership to empower businesses in Africa on leveraging technology for economic stability and brand resilience.
Technology Information Confederation Africa (TICON), African Marketing Confederation (AMC), ICT Association of Kenya (ICTAK) and Marketing Society of Kenya (MSK) aim to elevate the standards of ICT and Marketing amidst rampant cyber security concerns, technological advancements and economic uncertainty.
Speaking at a Nairobi hotel during the launch, ICTAK Secretary General Dr. Adrian Kamotho Njenga said, “Today, we unite ICT and Marketing experts to launch a transformative partnership aimed at driving economic growth and addressing real-world challenges. This collaboration will harness digital innovations to benefit communities across the continent, fostering an ecosystem of sustainable development and future readiness.”
Dr. Njenga said that Africa possesses a vast amount of data, but its potential remains largely untapped to help overcome economic uncertainty. According to the International Data Corporation (IDC), the African datasphere is expected to grow by 67 percent annually by 2025.
“However, as Africa becomes more digitized, cybersecurity threats like cyberattacks and data breaches pose increasing risks. According to a report by Sophos, cyberattacks in Africa increased by 66 percent in 2023,” said Dr. Njenga.
He explained that stronger cybersecurity frameworks and data privacy regulations are essential to protect individuals and businesses operating online.
According to Dr. Njenga, African businesses face a complex landscape, with economic uncertainties and geopolitical tensions impacting supply chains. This partnership equips businesses to navigate these challenges by combining the expertise of both organizations.
“The newly formed partnership goes beyond skills exchange. It fosters a crucial platform for knowledge sharing. ICT professionals will share their expertise on data security and privacy, a vital element for building trust in the digital age, while marketing professionals will contribute their knowledge of ethical marketing practices, ensuring transparency and responsible consumer engagement within the African market,” he said.
Marketing Society of Kenya (MSK) Chairperson Zuhura Odhiambo said that the collaboration with TICON underscores the critical importance of embracing the convergence of marketing and technology in today’s digital age.
“In an era defined by rapid technological advancement and digital disruption, the boundaries between marketing and technology have become increasingly blurred. From artificial Intelligence (AI) and data analytics to virtual reality and augmented reality, technology offers marketers unprecedented opportunities to engage with consumers in meaningful and impactful ways,” she said.
By Joseph Ng’ang’a
