Back in 2018, the big digital marketing stories were the rise of video, chatbots, voice search, influencer marketing and tighter data privacy rules. Most of those trends did not fade; they matured. Here is how they have evolved, and what they mean for Zimbabwean businesses planning their marketing today.
1. Video became the default format
In 2018 brands were experimenting with video. Today short vertical video on TikTok, Instagram Reels, Facebook and YouTube Shorts is how many Zimbabweans discover products. What to do: film short, practical clips on a phone. Show the product, the result and the price. Keep files light for viewers on mobile data.
2. Chatbots grew into WhatsApp and AI assistants
Early chatbots were clunky. Now WhatsApp Business, automated replies and AI assistants handle enquiries around the clock. What to do: set up WhatsApp Business with a catalogue and quick replies, and add a chat option to your website.
3. Voice and conversational search
Voice search did not replace typing, but it changed how people phrase searches. Queries are longer and more natural. What to do: answer real questions in plain language on your website, with FAQ sections.
4. Influencers went local and smaller
Brands moved from expensive celebrities to micro-influencers with loyal local audiences. What to do: partner with credible creators in your city or niche and track results with unique codes.
5. Data privacy became the norm
Europe’s GDPR came into force in 2018, and Zimbabwe later enacted its own Cyber and Data Protection Act in 2021. What to do: be clear about what customer data you collect and why, publish a privacy policy, and secure your website and databases.
6. Mobile-first everything
Google moved to mobile-first indexing, and Zimbabwean audiences live on their phones. What to do: design, test and measure your website on mobile first.
7. Personalisation and automation
Email and messaging tools now let even small businesses send the right message to the right customer at the right time. What to do: segment customers by interest or purchase history, and automate welcome messages and follow-ups.
8. AI in marketing
AI tools now help draft content, design visuals and analyse campaigns. What to do: use AI to save time, but edit everything for accuracy and local relevance. Google rewards helpful, experience-based content, not generic text.
What has not changed
A fast, trustworthy website, clear offers, good customer service and consistent marketing still beat any trend. Trends are tools; your fundamentals decide whether they work.
Need help with this in Zimbabwe?
Web Entangled has been helping Zimbabwean businesses grow online since 2002. Explore our digital marketing services, or request a free quotation and we will get back to you with a clear, itemised proposal.