Ghana’s small businesses don’t have a marketing problem. They have a capacity problem.
Walk through Makola, Circle, Kejetia or the shops lining Spintex on any weekday, and you will pass hundreds of businesses that are, by any reasonable definition, good businesses. The product works. The prices are fair. The owner knows every regular customer by name. And almost none of them are visible online in any consistent way. […]
Ghana's small businesses thrive on quality products, fair prices, and personal customer relationships. However, they struggle with online visibility despite high internet and mobile penetration rates. The bottleneck appears to be a lack of capacity in marketing efforts, rather than a marketing strategy issue. Most owners manage multiple roles, making it difficult to consistently create marketing content.
Costs associated with professional marketing services also pose a barrier. The introduction of AI tools could potentially alleviate some of these challenges by reducing the production costs, but there are limitations to consider. Generic AI tools may not produce culturally relevant content, and they risk spreading lackluster offerings.
Additionally, without proper measurement and discipline, AI-generated marketing efforts could be ineffective. It is crucial for the SME sector to recognize the importance of marketing and develop strategies to harness available technology effectively.
Written by urgent.news from MyJoyOnline Ghana's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
