Sub-Saharan Africa has a population of roughly 1.08 billion people. The entire continent is home to 1.3 billion. African entrepreneurs can’t possibly target that many people efficiently. Ad dollars only go so far, and the wider the net is cast, the more watered down the ad spend becomes.

In order for African enterprises to compete effectively domestically and globally, it’s best to choose a narrowly-defined target market and concentrate marketing efforts on reaching the target clientele. This ensures businesses spend efficiently, putting limited advertising funds toward reaching the market segment most likely to purchase the product or service.