The Sub-Saharan African edition of online resources hub, Think with Google, launched this week, to provide organisations and marketers in the region with locally relevant insights.
Launched globally in 2013, Think with Google is an online data bank providing access to ‘Think Insights’ in a bid to give marketers valuable insights into consumer and cultural trends based on Google’s big data.
Today, Think with Google is a resource hub for marketers across the globe, and houses a number of international sites with information targeted specifically at marketers in those areas, including Asia Pacific, Benelux, Middle East North Africa, and now, Sub-Saharan Africa.
According to the tech giant, Think with Google aims to help marketers stay abreast of this rapidly-changing environment, and provides the data and insights they need to drive better decision-making.
The Sub-Saharan African-focused Web site also provides marketers with access to the latest digital marketing tools that are available.
“Think with Google Sub-Saharan Africa walks alongside marketers and business leaders as they deal with the challenges of a rapidly-changing marketplace,” says Asha Patel, head of Google SMB marketing for Sub-Saharan Africa.
“It provides data, a deeper understanding and perspectives specifically crafted for marketers and business people in the region.”
Think with Google features freely available insights and case studies from African organisations and marketers working with Google.
For example, among the features is a case study on how Africa’s largest entertainment brand – MultiChoice – increased watch time on its YouTube channel by 238% through offering free content.
Another example includes a feature on how Kenya’s KCB Bank drove a change in consumer behaviour – from online betting to saving money – using an advertisement campaign.
A profile of Nigerian e-commerce giant Jumia explains how adopting machine learning to optimise its bidding process for Google Ads led to a 48% increase in the conversion rate, and a 2.4% fall in cost per acquisition, and 52% growth in conversions.
Whether it’s making smartphone advertising work or driving viewership, changing behaviour, understanding how much pre-sales behaviour happens online, or simply trying to make things work better as Jumia did, the online space in Sub-Saharan Africa is incredibly diverse and dynamic, and making sense of it and the opportunity it presents is a challenge, notes Google.
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