Africa-Press – Kenya. ICT and marketing industries have launched a partnership to empower businesses in Africa to leverage technology for economic stability and brand resilience.
The partnership aims to elevate the standards of ICT and marketing amidst rampant cyber security concerns, technological advancements and economic uncertainty.
Technology Information Confederation Africa (TICON), African Marketing Confederation (AMC), ICT Association of Kenya (ICTAK) and Marketing Society of Kenya (MSK) signed the deal on May 16, 2024, at Nairobi Serena Hotel.
ICTAK Secretary General Adrian Kamotho Njenga said the collaboration will harness digital innovations to benefit communities across the continent, fostering an ecosystem of sustainable development and future readiness.
“Today, we unite ICT and marketing experts to launch a transformative partnership aimed at driving economic growth and addressing real-world challenges,” Njenga said.
ICTAK is the prime association for ICT professionals and industry players in Kenya.
MSK chairperson Zuhura Odhiambo said their 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,” he said.
“From artificial intelligence and data analytics to virtual reality and augmented reality, technology offers marketers unprecedented opportunities to engage with consumers in meaningful and impactful ways.”
TICON Africa is an umbrella body that brings together ICT professionals from all over Africa.
African businesses face a complex landscape, with economic uncertainties and geopolitical tensions impacting supply chains.
The partnership therefore seeks to equip businesses to navigate these challenges by combining the expertise of both entities.
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 per cent annually by 2025.
However, as Africa becomes more digitalised, cybersecurity threats like cyberattacks and data breaches pose increasing risks.
According to a report by Sophos, cyberattacks in Africa increased by 66 per cent in 2023.
Stronger cybersecurity frameworks and data privacy regulations have been deemed essential to protect individuals and businesses operating online.
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