Purchase event optimisation, 'everything apps' and tokenised livestock in Africa

a QCX Africa publication

‘GTP and InTouch Forge Strategic Partnership to Democratise Access to Card Credentials in Africa” (Ventureburn)

• Why it actually matters: 90%+ of transactions in Africa still have a cash component. The scale of this partnership represents a step-change in access to digital payment systems with cross-border capability.

• Two major Pan-African fintech companies that facilitate payment processing, have formally launched a partnership to democratise card credential access in Africa to promote financial inclusion, affordable & secure digital payments, and offering in-roads for offshore businesses in the region.

Kaomi Marketing’s Insight: With digital payments becoming massively more available in Africa, PPC campaigns optimised against purchase events (like buying a product on an e-commerce store) will increasingly produce more results than upper-funnel optimisation (impressions-based or lead-based).

“The Super App taking Ethiopia by storm” (Techsafari)

• Why it actually matters: China has WeChat as its de facto ‘everything app’, Twitter has stated its intention to improve on the ‘everything app’ model for the USA... Hulugram is Ethiopia’s take on this same concept, and it’s growing like crazy.

• Hulugram offer its Ethiopian users everything from chat translation, social feeds, nearby connections and music streaming, to games, a marketplace with 7,500 merchants, wallets for payments, ride-hailing, food delivery, and a mini-app store, with plans to evolve into a fintech platform in the future. The app now has over 1 million downloads.

Kaomi Marketing’s Insight: Marketing through ‘everything app’ channels is still new and non-competitive, so embracing Hulugram as a mechanism for reach may well provide a competitive edge in Ethiopia's evolving digital market. (also, their mini-app strategy holds opportunity for those with development capacity)

“Livestock investment, without the farm” (Moneyweb)

• Why it actually matters: For the first time, offshore investors can tap into the thriving agricultural sector of South Africa without logistical encumbrance.

• There is a new investment platform in South Africa that caters to international investors who wish to gain exposure to emerging market agriculture. It offers a unique avenue for individuals to enter the lucrative livestock market without farm ownership, effectively by tokenising livestock on managed farms.

Kaomi Marketing’s Insight: Western portfolio and wealth managers care a lot about diversification, but casting bets on emerging market agriculture is all but impossible outside of commodities trading. Ads relating to a first time opportunity to place bets in emerging market agriculture are likely to capture attention.