In the bustling world of business, marketing often gets a bad rap. Some see it as a necessary villain, others as a mysterious art form. But let's set the record straight marketing is the unsung hero of the business world. It's the function that not only serves customers but also creates experiences so superior, marketing can make a hotel in slum look like a Hyatt.

First things first, marketing is all about the customer. Imagine a world where businesses didn't care about their customers. It would be like a pizza place that only serves one topping! Marketing ensures that businesses understand their customers' needs, wants, and desires. It's like having a crystal ball, but instead of predicting the future, it predicts what kind of tea masala or coffee you'll want on a Monday morning - spoiler, it's a double shot espresso.

Creating experiences that wow. Gone are the days when a simple "thank you" note was enough to keep customers happy. Today, it's all about creating experiences that make customers go "Wow!" It is the mastermind behind these memorable moments. It's the reason why you get personalized emails on your birthday and why your favourite brand knows exactly when to send you a discount code, smiles, that data swap right after your shopping or account opening.

Now, let's talk about “the secret source”, the real game changer. If marketing were a superhero, technology would be its superpower. It’s all about data analytics that predicts a customer’s habits and how technology interacts with customers. It's like having a personal assistant who knows you better than you know yourself. Fun fact, did you know that 90% of customers are more likely to buy from a brand that offers personalized experiences? Very true! It's not just about using someone's name in an email. It's like being a mind reader without being creepy. Another surprising insight? If it made you laugh or love, remember, it was part of the plan.

Let's dive into the reality of strategies that have made a significant impact. Jumia, often dubbed the "Amazon of Africa," mastered the art of localized marketing. By tailoring its content, promotions, and pricing strategies to fit the diverse cultural nuances and consumer behaviours across different African countries. Jumia managed to resonate deeply with its customers. For instance, during the festive season, Jumia runs region specific promotions that cater to local traditions and celebrations, making their marketing efforts feel personal and relevant.

Safaricom Kenya, a leading telecommunications company, revolutionized the financial sector with its mobile money service, M-Pesa. The marketing strategy behind M-Pesa I would imagine, focused on addressing the real needs of the unbanked population. By highlighting the convenience and security of mobile transactions, Safaricom not only gained a massive customer base but also transformed the way people handle money. This is a testament to how understanding and addressing customer pain points can lead to groundbreaking success. Now imagine how many countries consume mobile money services.

In Uganda, the Total Market Approach (TMA) has been used to increase the use of condoms for reproductive health and HIV prevention. 

This approach involves collaboration between the public, social marketing, and commercial sectors to ensure that condoms are accessible to all segments of the population. By targeting different socioeconomic groups with tailored marketing strategies, the initiative has improved both the reach and sustainability of condom use in the country.

As we look to the future, one thing is clear. Marketing will continue to evolve, driven by advancements in technology and changing customer expectations. 

From virtual reality experiences, Artificial Intelligence (AI), and who knows, maybe even holographic customer service reps, all smiles here! As possibilities are endless, the goal remains the same, to serve customers and create experiences that are nothing short of mechanical, well, I meant “magical”.

So, the next time you think of marketing, remember it's not just about selling products. It's about creating connections, building relationships, and making customers feel like King’s. If that doesn't make you appreciate marketing, well, maybe a discount code will. 

Alley Mtatya (pictured) is the Advertising, Marketing, Branding and Customer Experience Expert based in Dar es Salaam