Africa-Press – Uganda. Early movers who invest in analytics, attribution and return on investment frameworks are likely to gain a competitive advantage, according to the first-ever State of Marketing Uganda Report 2025 released by Evolve Africa.
The report, launched during the fifth anniversary of the Uganda Marketing Excellence Awards, paints a detailed picture of a marketing industry that is growing and adapting despite economic pressures.The landmark publication offers the most comprehensive insights yet into Uganda’s marketing sector, covering advertising and marketing, food and beverage, consumer services, software, communication services, manufacturing, education, energy, financial services, insurance, information technology, media and entertainment, retail, as well as travel and hospitality.
The report identifies strong growth opportunities in social commerce, mobile money integration and micro-influencer campaigns.However, it also highlights a major gap in funding, with 55.3 percent of businesses allocating only 5 percent of their marketing budgets to digital channels.
According to the findings, marketers must adjust to Uganda’s diverse market realities. Urban and rural audiences have very different needs, access levels and media habits, making localisation essential for success.
Uganda’s youthful population is a key opportunity for brands, with more than half of the population under the age of 20.
Urban areas, particularly Kampala, are far more digitally connected than rural communities. The report stresses that content, language and channel choices should reflect these differences.
On the digital front, WhatsApp is the most widely used social media platform in Uganda, followed by TikTok and YouTube.
The study also points to a gender gap online, with 62 percent of social media users being male and 38 percent female. Marketers are encouraged to make deliberate efforts to include and engage women in digital campaigns.
The report recommends that brands prioritise digital, social and mobile channels, especially when targeting younger and urban consumers. At the same time, it warns against abandoning traditional media, advising a balanced and well-integrated approach.
“Uganda’s marketing industry is entering a transformative era, and this report provides the data and insights needed for brands to thrive in an AI-first business environment while ensuring inclusivity and relevance across Uganda’s diverse markets,” said Paul Businge, the Business Development Director at Evolve Group Africa.
The State of Marketing Uganda Report 2025 is available on www.evolvegroupafrica.com. It was developed in collaboration with Reel Analytics Uganda, Datamine Business School, an accredited CIM study centre, Uganda Digital Society, Radiocity97FM, Matooke Republic and New Vision.
Evolve Group Africa is a leading marketing and media organisation on the continent, best known for initiatives such as the Uganda Marketing Excellence Awards, Women in Marketing and Marketer Magazine.
The group focuses on advancing professional excellence and shaping the future of marketing in Africa.
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