Battle for the Eardrums

THE EARPIECE WEARING CULTURE IN AFRICA IS CREATING A WHOLE NEW MARKET

Source: Dreamstime

Source: Dreamstime

It’s a bright and sunny day on any particular day of the week as it is every other day in tropical Africa when it is not a rainy season – one of the predominant seasons in Africa. Still nursing hopes of beholding a snow flake fall through the African skies but loving the African weather just the way it is, we wake up every morning to a hot or cold shower, say a prayer – most of Africa is very religious, get dressed, and head out to conquer the world. Although, we often stop at the door, walk back into the house to pick up a vital accessory we nearly forgot - the earpiece.

The earpiece wearing trend in Africa has become a culture, a way of life that has eaten deep into the society. I remember riding the bus onetime and realized that nearly every single person sitting in the bus had their earpiece on. Although, the elderly in the society frown at it out of concern for their ears but the massive youthful population housed in Africa have almost entirely embraced the culture. You’ll find people on the streets, at homes, or in their offices (places where they do business) wearing an ear plug.

Source: Marketing donut

Source: Marketing donut

This culture is largely buoyed by the love for contemporary African music, the need to speak to friends, loved ones, and business partners while driving, the need to get the best out of video calls, and the shear need of wanting to be alone or cut one’s self out of the presence of others in order to concentrate.

This culture has given rise to a growing market which has made audio music providers such as Deezer, Boomplay, Apple music, Samsung music, Spotify, and so on very popular. As a result these audio music providers or platforms are in a battle to deepen their market share on the African soil, deploying exemplary marketing strategies to win the fight for the eardrums.

However, the side effects to wearing earpieces may include tinnitus (noise in ear), hyperacusis, ear infection, pains, loss of hearing, or worse, affect the brains. In as much as we may not be able to abandon the trend we should devise healthier means of using our beloved earpieces to prevent any of these side effects from occurring.

An Earthquake is Coming –The Generation Z Phenomenon

DON’T LET THIS CAPTION FOOL YOU, THIS EARTHQUAKE IS ALREADY HERE BUT YOU ARE YET TO FEEL THE TREMOR.

Source: Ita Group

Source: Ita Group

This article is designed to bring you up to speed with trends occurring in consumerism in real time. So, if you don’t want to be left with the aftershock it is important you pay close attention to this. 
Brands; whether corporate or individual, seek to reach a target audience. Right now that audience is speedily evolving with the increased rise in purchasing power among the generation Z.

WHO IS THE GENERATION Z?
They are those who are born from 1996 and upwards. The oldest of this group of consumers should be going on 22 years, which makes them a target for multinational brands as they are now being added to the working population. My only regret for this generation is that they will never experience what it felt like to have a frustratingly terrible network. I’m talking for those who came from the age of clicking to open a tab on the computer and then going to sleep only to return to find out that the web page has opened just half way. This generation Z will never experience what it feels like to send a letter via post office to a cousin who is in a very distant place only because there was no mobile device and sending emails was luxury.

Source: YourHighestStandards

Source: YourHighestStandards

Born into the age of technological advancement, this generation is more inquisitive compared to their predecessors; the millennials. The generation is more frugal, more serious, more spontaneous, and more entrepreneurial. They are technologically savvy, data driven, have social media at their disposal to promote real time information dissemination; they are extremely connected, and have access to a vast knowledge base enveloped in a hub called the internet. Furthermore, they have little tolerance for bad network providers, prefer a paperless mode of working, hungrier to achieve set goals, and want to buy more than a product –they want to buy a character. They are cautious about celebrity endorsements as the character of a celebrity endorsed is supposed to reflect the character of the brand.

WHAT TO EXPECT

Source: Drapers Online

Source: Drapers Online

This earthquake- the generation Z is going to cause brands and marketing executives to rethink their marketing strategies, reposition their brands and lay extensive emphasis on digital marketing. The millennials rocked the marketing communications world as they heralded the digital age but the generation Z is set to bring down the storm as they are the true natives of the digital age.