The Marketers Association of Zimbabwe (MAZ) recently hosted a dynamic panel session that brought together industry leaders to explore the rapidly evolving media and marketing landscape in Zimbabwe and beyond. Moderated by Tsungi Manyeza of ZINARA, the session featured insights from prominent figures including Jackie Ndlovu, Doreen Dzamatira from ZITF, Rohit Alagh and Willlard Nyagwande, Managing Director of Powertel. The discussions cantered on the need for marketers to embrace technology, adapt to changing consumer behaviour and leverage innovation to stay ahead in a competitive market.

Willard Nyagwande highlighted the challenges faced by businesses and the possible solutions to them. He emphasized that many organizations are still struggling to understand their role on the broader marketing landscape. In his presentation, he stated that, “We need to go back to basics and ask why we are doing what we are doing,” as a solution to the ongoing challenges. He urged marketers to anticipate changes in the marketing landscape, citing the rise of the informal sector as an example of how consumer behaviour can shift unexpectedly.Mr Nyagwande stressed the importance of leadership in driving this shift. In his address, he stated that, “It’s not enough to have a boardroom full of ideas, those ideas must be grounded in a deep understanding of the market”. He called for humility, curiosity and a willingness to adapt, particularly in the face of digital transformation.

Rohit Alagh, a key voice on the panel, brought a fresh perspective to the discussion by emphasizing the transformative potential of artificial intelligence (AI) and technology in marketing. He highlighted how AI can streamline marketing processes, from data analysis to personalized customer experiences. He also added that AI is not here to replace marketers but is in existence to enhance their capabilities.

Doreen from ZITF provided valuable insights into the world of events and exhibitions. Her presentation underscored the importance of strategic planning before, during and after exhibitions. She also highlighted the role of innovation in event technology, citing examples of personalized experiences that utilize data and AI to enhance audience engagement. However, she cautioned against overloading events with unnecessary technology as audiences are becoming less tolerant of time-wasting gadgets and features.

Doreen urged event organizers to embrace and adopt ESG initiatives. She also highlighted the ongoing trend of incorporating wellness-focused activities like marathons and walkathons. Her presentation also anticipated the rise of micro-events targeting specific audiences, which can deliver more relevant content and foster deeper community engagement.

Jackie Ndlovu delivered a compelling presentation on the evolving media landscape in Zimbabwe. She highlighted that traditional media still holds significant sway, especially in rural areas where connectivity remains a challenge. She urged marketers to remain authentic in digital media by leveraging online platforms and internet radio for storytelling. Despite the how the internet has democratized information sharing, responsibility still falls on every citizen to be cautious and not abuse the internet. She called for greater accountability among marketers and journalists in content creation, emphasizing the need for quality over quantity.

During discussions Rohit Alagh, advised the audience to “treat AI like an intern”. This was a reminder that technology is a tool to be harnessed, not feared. The future of marketing lies in the hands of those who are willing to embrace change, think creatively and act decisively. The question remains: Are you ready to rise to the challenge?