Centred on the theme ‘Innovate to Elevate: Leveraging Technology for Marketing Success,’ the two-day Institute of Marketing Management (IMM) Conference brought together marketing professionals, industry experts, and innovators to exchange insights on how technology can drive meaningful progress in Malawi’s media landscape.
The conference was held from October 31 to November 2 in Mangoshi. Simply Black Malawi, a specialist African media strategy and creative agency based in Lilongwe, served as the lead sponsor of the conference.
Simply Black’s presentation highlighted practical applications for technology in the growth of Malawi’s media sector. Key areas covered included:
Data-driven media strategy: Simply Black showcased how real-time tracking and reporting tools enable brands to monitor campaign progress, access actionable data, and make timely adjustments. These capabilities enhance efficiency and accountability, helping ensure campaigns are optimised for maximum impact. Certain platforms are especially valuable in Malawi, where reliable data plays a crucial role in achieving measurable outcomes, allowing brands to maximise reach and engagement from launch through completion.
Integration of traditional and digital media: the presentation demonstrated how blending traditional channels such as radio and outdoor advertising with digital platforms can maximise audience reach. Various campaign examples illustrated the effectiveness of this approach, showing how social media, targeted messaging, and traditional advertising work together to boost engagement and visibility, ultimately helping brands connect with audiences across multiple channels.
Solutions for market-specific challenges: in regions where limited internet access and high data costs pose challenges, tech-driven solutions like influencer campaigns and data-segmented messaging allow brands to reach audiences effectively. These strategies enable brands to broaden their reach, even in areas with infrastructure constraints, by adapting to local market conditions and audience needs.
‘Partnering with the IMM Conference gave us a unique opportunity to collaborate with leaders and innovators in the industry,’ said Sikota Bones, Regional Lead for Simply Black. ‘At the core of our mission is a commitment to empower communities and drive positive change. This conference allowed us to engage in valuable discussions on how marketing can support Malawi’s economic development and social upliftment. The conference was an opportunity to set new benchmarks in Malawi’s marketing industry. We are committed to working alongside IMM and industry leaders while leveraging technology to create innovative strategies and measurable success for the industry at large.’
SIMPLY BLACK MEDIA
www.simplyblackmedia.com
