The Shelf is Loud. The Consumer is Selective. Walk into any supermarket today and one thing becomes immediately clear—every brand is competing for attention. Bright packaging. Promotional tags. Branded shelves. Competing price points. From a distance, it looks like dominance.But from the consumer’s perspective, it feels like noise. And in that environment, something critical happens: […]
Category Archives: Marketing
26
Mar
Mar
In today’s increasingly performance-driven marketing environment, Below-the-Line (BTL) execution can no longer operate in isolation from commercial outcomes. For years, brands have invested heavily in activations designed to drive visibility, engagement, and brand recall. While these remain important, the fundamental question has evolved: Did the activity translate into measurable business growth? The Legacy Challenge: Activity […]
21
Jan
Jan
For many brands, experiential marketing and digital marketing still sit in separate lanes. One is treated as on-ground execution, the other as performance and reporting. Yet in today’s market, this separation is increasingly where value is lost. From our work at CMEM Group, one reality continues to surface clearly: the strongest campaigns are those where […]
12
Jan
Jan
Over the past few years, the Kenyan marketing landscape has undergone a subtle but decisive shift. While digital platforms continue to command significant attention and budget allocation, many brands are beginning to confront a more fundamental question: Is our marketing truly influencing consumer behaviour, or are we simply increasing visibility? Kenya Digital Report 2024 From […]