Integrated Marketing Ethiopian Perspective

Digital marketing has gotten more focus in recent years in Ethiopia. The use of social media marketing has expanded exponentially. Even established firms are focusing their marketing budget on digital marketing.

This change in direction has provided a window for integrated marketing. Integrated marketing is an approach that builds consistent messages and delivers them on multiple channels. It emphasizes the active involvement of stakeholders and empowers them to be advocates for the firm.

In this article, we see the implementation of integrated marketing in Ethiopia, its current status, and prospects.

Benefits of IM

Integrated Marketing has several benefits from creating consistent, targeted, and impactful message delivery to reducing cost. Having consistent messages on every channel of communication will minimize the miscommunication, inconsistency, and complexities present during marketing campaigns on multiple channels (Cornelissen, 2004).

A study done by Gartner has revealed that marketing campaigns that integrate 4 or more digital channels have 300% increases in performance compared with dual-channel campaigns.

You can refer to our article on Integrated Marketing to learn more.

IM Status in Ethiopia

As mentioned earlier, IM is slowly but surely being seen as an optimal marketing strategy for many companies in Ethiopia. IM helps firms to provide a seamless marketing experience for consumers while reinforcing the brand’s core image.

Based on a study by Singla and Tilahun (2016), integrated marketing communications implementation in Ethiopia is met with various bottlenecks and challenges and is still in the infancy stages.

Some established firms like Ethiopian Airlines and Ethiopian Telecommunication have attempted to implement IM with certain limitations. The main drive for IM implementation in Ethiopia is the digitalization and growing competition seen in the market.

Challenges of IM in Ethiopia

Despite the obvious benefits of IM in Ethiopia, its progress has been met with several challenges. One of the major challenges is that marketing agencies are focused on mass advertising and maintaining their traditional structure and methods of operation.

Adapting to new technology and trend is crucial to remain relevant and some agencies are making those transitions. Another issue is IM relies on developing consistent and quality content. However, many firms are new to content marketing (part of IM) and not interested in the long-term return it provides.

Many prefer using common channels like TV & Radio to quickly get their message out. Another factor is organizational culture. The organization’s culture shapes the flow of information within and outside of the firm and its employee involvement.

Integrated Marketing requires firms to share information with employees and other stakeholders consistently. This would encourage advocacy which is an integral part of IM.

Possible Solution to IM in Ethiopia

Based on recent reports by DataReportal, the number of social media users in Ethiopia at the start of 2023 was equivalent to 5.1 percent of the total population. This might be small compared to developed countries but it shows a huge growth from previous years.

If this trend continues the demand for IM will increase hence more firms will assign sufficient budget and human resources to utilize the opportunity. Not only clients but agencies will also be forced to change their traditional structure and operations and evolve with time.

Providing awareness and training in IM is vital to empower employees and enhance their creativity. Additionally, frequent assessments of customers regarding the practice of IM should be conducted. Customers’ needs and desires should be studied using data-driven marketing to optimize IM implementation.

Firms should bolster their online presence using website marketing and social media marketing. They should provide their stakeholder with quality content and tools to share the firm’s brand and products. This will require content marketing and advocacy marketing working seamlessly. 

Final Thought

Integrated marketing provides firms with a way to promote their brand in a consistent and impactful manner. However, the right tools, technology, and training are required to fully utilize IM benefits. This will enable local firms to enlarge their marketing scope and advertise to the global market.

Our Service

Here at S.E.E.D, we provide content marketing as part of the Integrated marketing package.

Our service includes:

  • Develop consistent content for stakeholders to share
  • Make content accessible and relevant to the advocates
  • Enable stakeholders to share messages using our Dynamic QR codes
  • Measure the effectiveness of advocacy programs using our tracking program
  • Ensure the content and design of the message follows the company’s brand and values
  • Drive employee-generated content
  • Build quizzes and competitions to gamify the advocacy program and motivate advocates


Cornelissen, J. (2004). Corporate Communications Theory and Practice. SAGE Publications

Tilahun, G. and Singla, B.B. (2016). The practices and challenges of integrated marketing communication in Ethiopia: Companies and media institutions perspective. International  Journal of Multidisciplinary Research .Vol.6 (1), pp. 1-14

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