Who will win and who will lose as hard-sell ads are replaced by content; how measurable is mobile marketing – and can it be creative;  as well as creating African platforms for the African continent. These were all topics covered at a panel discussion that took place at a recent event hosted by the Mobile Marketing Association (MMA). Despite the fact that the platforms used in Africa are not owned by Africans, the reality, said Lunga Ngcime, group digital CoE director at Tiger Brands, is that brands love scale, and they need to be where the digital consumers are. “We could say that platforms such as Facebook, YouTube and Google are ‘eating our lunch’, but this is where the consumers spend their time.” Mobile creativity is key, added JUSTPALM.com CEO Patrick Palmi. “Creativity in Africa is a young man in Senegal who creates an app to buy and sell farming products, for example. We need to encourage creative and mobile solutions for Africa. However, we’re not getting it right.” Innovat...

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