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An average Kenyan consumer today prioritises value for money due to shrinking disposable incomes.
As a result, the brand advertising segment has significantly evolved to drive demand, reach and engagement with consumers.
And as brands change how they communicate with consumers amid tough economic conditions, shrinking marketing budgets and reduced consumer spending power, organisations have been challenged to embrace change, including the use of data and data-driven tools to better understand consumers.
To bridge the gap between brands and fragmented consumers by deeply understanding decision-making drivers, Dentsu Kenya has introduced a new data and AI system designed to help brands target consumers with precision as both marketing budgets and household spending contract.
