Africa has a largely untapped youth market, which offers a number of significant opportunities for savvy brands, according to Jacques du Bruyn, MD at digital marketing company Flume. Citing the EY 2012 Africa youth study, Du Bruyn notes that by 2020, 75% of Africa’s population will be aged 20 and younger, and that 10m young Africans join the labour force every year. “This means that by that time three in four people living on the African continent will have an average age of 20, start to work and earn their own money, which provides brands with an untapped market that holds enormous potential,” he says. Digital, says Du Bruyn, is the ideal means by which to reach this market. “Digital allows us to speak to individuals at scale, which is exactly how one should be engaging with the African youth. Broadcasting one standard message to the entire market will get you nowhere, whereas personalisation will go a long way,” he says. “Digital can do that from start to finish, allowing for care...

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