Loïc-Kévin Zamble is head of digital communications at Solibra, a subsidiary of the Castel Group. For nearly two years, he has been responsible for developing brands on digital platforms.
In advertising, what does the word "digital" mean to you?
Display, meta ads, Google ads, on-air…
The field of digital advertising is quite broad and offers enormous opportunities for advertisers at a lower cost.
How much importance should advertisers attach to social media, search, and banners?
I think that all companies, regardless of their sector of activity, have enormous opportunities for development thanks to digital technology. Today, digital must be given an important place in any marketing and sales strategy.
Is it possible for an advertiser to do without digital today?
In my opinion, consumer habits have changed.
Consumers are more inclined to use digital technology to make their daily lives easier, for example by ordering a taxi to get to a destination, buying food via online delivery platforms, etc.
This represents a great opportunity for brands.
According to the Digital Report 2021, the main source of discovery of a new brand by a consumer is digital (social networks, websites, mobile applications, etc.) at 42.5%.
Not using digital technology means missing out on opportunities for growth.
Can we do without traditional media?
It depends on the brand. Some can do without traditional media, while others cannot. Digital is a communication channel that is still maturing.
To have a good strategy, you need to think about multiple channels, but to optimize spending, you need to think digital. This does not mean that going digital alone is a bad strategy.
What is the average budget needed for a successful digital campaign?
It is very difficult to define the average budget for a good campaign.
The investment depends on the industry, the target audience, the content, etc. But it's important to remember that digital campaigns are the least expensive of all existing media.
Can you share a relevant campaign with us?
I immediately think of the Ivorian national beer brand Bock with its campaigns featuring the illustrious Didier Drogba. Also, the alcomix racines brand, which has managed to be original and find the link between its strategic platform, which is "Africa," and the values it wishes to convey.
What are the repercussions of economic growth and digital development on advertising and the way it is consumed?
Thanks to economic growth and digital development, advertising in Africa is undergoing a major transformation.
Young people are the primary target of brand advertising campaigns and, as a result, they are the most exposed to advertising. They consume advertising via the internet, social media, fashion trends, and influencers.
Are advertisers increasingly incorporating the codes of the younger generation?
Yes. This is very noticeable here in Côte d'Ivoire with brands such as Djami Wave and even the brands I work with.