Leaders from Uganda’s marketing, advertising, and digital sectors have called for the integration of traditional and digital strategies to maximize impact in today’s evolving communications landscape.
The appeal was made during the inaugural Digital Marketers Roundtable held at Bait of Benin along Kyaddondo Road in Kampala.
The event brought together industry stakeholders, including practitioners, brand builders, and thought leaders, to discuss the future of marketing in Uganda.
Speakers emphasized the need for a cohesive approach where digital and traditional media complement rather than compete with each other for resources.
President of the Uganda Marketing Society, Charity Assimwe, underscored the importance of research, strategic partnerships, and measurable outcomes in marketing campaigns.
“Embrace strategic alliances by choosing partners with the right skills and shared values,” Assimwe said. “A lead remains just a lead until it is converted. If the numbers do not translate into tangible impact, they do not count.”
Uganda Advertising Association President, Rommel Jasi, highlighted the importance of understanding the target audience and tailoring campaigns accordingly.
“In marketing, it is critical to understand your audience and design campaigns that resonate with their needs and behaviors,” Jasi noted.
Meanwhile, President of the Uganda Digital Society, John Ssenkeezi, stressed the need for clear conversion strategies in digital marketing.
“Have a clear call to action, drive traffic to your owned platforms, and turn anonymous users into identifiable leads with names and contact information,” Ssenkeezi said.
Participants agreed that integrating digital and traditional media creates a holistic, 360-degree marketing approach. While traditional platforms such as television, print, and billboards offer broad reach and credibility, digital media provides precise targeting, interactivity, and real-time analytics.
This synergy, they noted, enhances brand visibility and strengthens customer engagement by delivering a consistent and seamless experience across multiple channels.
