Chris Harrison looks at how Africa’s marketing pioneers are beginning to engage consumers on the Internet.

I have encouraging news to report. Africa’s marketing pioneers are beginning to engage consumers on the Internet. Not many are brave enough to do this yet. But there are encouraging signs from Cadbury, and Del Monte, a few banks and one or two telcos.

Salute these pioneers, for they are the first marketers to engage consumers in a dialogue since the early days of sponsored radio programming in Africa. And before you all jump up and down, remember that being in dialogue is very different to standing on a box and shouting your opinion at people. A lesson politicians across the world might learn.

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