Online Reporter
Judith Phiri, Zimpapers Business Hub
The Marketers Association of Zimbabwe (MAZ) has called on businesses to develop effective marketing strategies to grow their clientele base, drive business growth, and ultimately contribute to overall economic growth.
Effective marketing strategies involve a combination of approaches to reach a target audience and achieve business goals. These can include thorough market research to identify target audiences, creating a unique value proposition, leveraging digital channels, fostering customer engagement, and utilising data analytics to optimise campaigns, among others.
In an interview, MAZ Head of Marketing and Operations, Mrs Enia Zimunya, said developing effective marketing strategies was critical in today’s dynamic and highly competitive business environment.
“A well-defined marketing strategy is not just a communication plan; it’s a roadmap that aligns brand positioning, customer engagement, and revenue generation with the company’s overarching business objectives,” she said.
“Effective marketing strategies help businesses to identify and segment target markets, craft compelling value propositions, and build brand equity over time. They ensure that the right message reaches the right audience through the right channels, whether through digital marketing, content marketing, influencer partnerships, or traditional media.”
She said a strategic marketing approach supports customer retention, drives brand loyalty, and provides measurable ROI (Return on Investment). A data-driven personalisation strategy can significantly improve customer experience and boost conversion rates, while integrated marketing communications (IMC) ensure brand consistency across touchpoints.
Mrs Zimunya added: “For example, a retail brand can use a combination of social media campaigns, search engine optimisation (SEO), and email marketing automation to not only attract new customers but also deepen relationships with existing ones. Meanwhile, a business-to-business (B2B) company might focus on account-based marketing (ABM) to build long-term partnerships with high-value clients.”
She said ultimately, effective marketing strategies were about more than promotion; they were a cornerstone of sustainable growth, customer trust, and competitive advantage.
In a previous interview, economic commentator and businessman, Mr Morris Mpala, said businesses should capitalise on the country’s projected economic growth and link it to their effective marketing strategies.
“Overall, Zimbabwe’s economy is expected to grow in 2025, driven by a recovery in agriculture, mining, and tourism. Businesses can capitalise on these opportunities by developing effective marketing strategies that leverage digital channels, social media, content marketing, and data-driven marketing with an agile mentality,” he said.
He said businesses could leverage digital marketing channels to reach their target audience, increase brand awareness, and drive sales, while social media platforms could be used to engage with customers, build brand loyalty, and promote products or services.
Mr Mpala called on companies to create valuable and relevant content that can help them establish thought leadership, build trust, and attract potential customers. He said businesses could use data analytics to gain insights into customer behaviour, preferences, and needs, as well as develop targeted marketing campaigns.
At a recent 2025 Bulawayo Marketers Business Review Conference, PPC Zimbabwe Sales Manager, Mr Wonderful Dube, said several trends have shaped the global marketing landscape, influenced by technological advancements and changing consumer behaviour.
On marketing trends, he said: “There is increased digital engagement where we are witnessing a shift towards online marketing channels. Artificial intelligence (AI) has also come into the picture as technology disruptive tools that provide digital solutions.”
Mr Dube said there was a personalisation experience through the use of technology and customer information to tailor products that address customer needs. He said e-commerce has also become one of the key marketing trends through the trading of goods and services online.
