Articles by Ayodeji Balogun
Navigating the Customer Engagement Cycle in the World’s ‘Mobile-Only’ Continent: How to Reach African Customers in a Shifting Online Landscape
Customer engagement has evolved over the years, as businesses' focus has shifted from continually acquiring new customers, to building long-term relationships with existing ones. But as Ayodeji Balogun at Terragon explains, businesses in Africa often struggle to foster this long-term engagement due to the complex nuances of the market — including the unique ways customers use digital tools. He explores how businesses can leverage mobile technology to optimize customer engagement in Africa, while navigating the market’s specific needs and challenges.