Digital: How far will it go?

With digital technology becoming twice as powerful every 18 months and set to keep doing so for the next two years, online is predicted to grow three times more than any other medium.

That said digital sophistication and growth is not consistent across the globe. Based on Africa's limited bandwidth and sluggish download speeds, more and more Internet users are accessing the web through their cellphones. The challenge lies with marketers to optimise digital options by incorporating it as part of the communication mix. Digital is still an enabler, a channel to reach specific markets and must complement existing mediums to achieve the best results.

Many big brand marketers still spend the bulk of their budgets on traditional media. They're uncomfortable with digital, because it doesn't deliver all of what they are comfortable using for 'marketing' solutions.

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