Since 2022, Abou Diop has held the position of Head of Brand Management for the Kirène Group. His role is to coordinate and manage the brands in the portfolio (Kirene, Presséa, Candia, Pepsi).
What lies behind digital advertising?
In advertising, the word "digital" broadly refers to all promotional or communication activities carried out via intangible media, digital technologies, and various networks such as the internet.
What do social networks, search engines, and banners represent today?
Today, they are determining factors in our daily lives because they often define our different paths, whether for shopping, gathering information, or even entertainment.
Is a marketing strategy based solely on digital technology sufficient today?
It is difficult to establish a rule at this level, as penetration rates are still low in certain areas of our markets in particular, and at this point, traditional media such as TV and radio remain the primary points of contact.
What is the average budget required for a successful digital campaign?
It all depends on the objectives. Thresholds can be set depending on the platforms or tools used, but there is no standard budget for a successful campaign; otherwise, our jobs would be meaningless. A good campaign will depend above all on the strategy put in place and its execution.
In your sector of activity, what is the most relevant campaign you have noticed?
With great humility, I would like to mention the Kirène campaign for the 2022 World Cup in Qatar, both in terms of its execution and its reception by the public.
How does the younger generation consume communication and advertising today?
We are in an era of media overexposure, and young Africans
,
like young people in the rest of the world in this turmoil, will tend to favor instant, authentic content. They will also prefer short content told in their words and according to their codes.
Do advertisers take the codes of the younger generation into account in their strategy?
Advertisers have no choice but to comply, as the saying goes, "the customer is king." However, some are more successful than others, and some miss the mark entirely. The reason is that there is still a significant lack of data and studies on this younger generation, and their relationship to consumption will often be indexed to very generic sources of information, despite having specific attributes.
Since 2022, Abou Diop has held the position of Head of Brand Management for the Kirène Group. His role is to coordinate and manage the brands in the portfolio (Kirene, Presséa, Candia, Pepsi).
What lies behind digital advertising?
In advertising, the word "digital" is broadly understood to mean all promotional or communication activities carried out via intangible media, digital technologies, and various networks such as the internet.
What do social networks, search engines, and banners represent today?
Today, they are determining factors in our daily lives because they often define our different paths, whether for shopping, gathering information, or even entertainment.
Is a marketing strategy based solely on digital technology sufficient today?
It is difficult to establish a rule at this level, as penetration rates are still low in certain areas of our markets in particular, and at this point, traditional media such as TV and radio remain the primary points of contact.
What is the average budget required for a successful digital campaign?
It all depends on the objectives. Thresholds can be set depending on the platforms or tools used, but there is no standard budget for a successful campaign; otherwise, our jobs would be meaningless. A good campaign will depend above all on the strategy put in place and its execution.
In your sector of activity, what is the most relevant campaign you have noticed?
With great humility, I would like to mention the Kirène campaign for the 2022 World Cup in Qatar, both in terms of its execution and its reception by the public.
How does the younger generation consume communication and advertising today?
We are in an era of media overexposure, and young Africans
,
like young people in the rest of the world in this turmoil, will tend to favor instant, authentic content. They will also prefer short content told in their words and according to their codes.
Do advertisers take the codes of the younger generation into account in their strategy?
Advertisers have no choice but to comply, as the saying goes, "the customer is king." However, some are more successful than others, and some miss the mark entirely. The reason is that there is still a significant lack of data and research on this younger generation, and their relationship to consumption will often be indexed to very generic sources of information, despite having specific attributes.