Shaping Marketing’s New Era

.... Exploring How Changing Consumer Behaviors and Technologies Are Reshaping the Marketing Landscape

By Francis Maingaila
Lusaka, Zambia, March 6, 2025 – The Zambia Institute of Marketing (ZIM) has officially launched its 28th Annual Marketing Conference, set to take place from May 7 to 9, 2025, at the prestigious Avani Victoria Falls Resort in Livingstone.

This conference is a landmark event in Zambia’s business and marketing calendar, anticipated to draw both local and international professionals. It will serve as a platform to discuss strategies for resilience, growth, and innovation in Zambia’s evolving marketing landscape.

Charity Banda, the Permanent Secretary for Domestic Trade, delivered the keynote address at the launch, urging the integration of artificial intelligence (AI) and sustainable practices into marketing.

Banda emphasized that adopting sustainable marketing strategies, alongside leveraging technological innovations like AI, is critical for driving economic growth.

Speaking to government officials, industry leaders, and media representatives, Banda highlighted how this year’s theme, "Marketing Resilience and Growth through Sustainable Marketing," aligns with Zambia’s national development goals.

She stressed that businesses must innovate to remain competitive, and AI has the potential to play a pivotal role in Zambia’s transition to an AI-driven economy.

“Adopting sustainable marketing practices benefits business growth while preserving the environment. The future of Zambia’s economy depends on embracing these innovations,” Banda said.

She also encouraged businesses to collaborate across sectors, especially focusing on Zambia’s rich tourism resources like Victoria Falls and the National Parks, which could significantly benefit from sustainable marketing strategies aimed at attracting international tourists.

Banda further emphasized the importance of regulation in the marketing sector to ensure fairness, protect consumers, and promote transparency.

She encouraged marketers to align their strategies with broader social causes, such as environmental sustainability, which can positively impact Zambia’s economy and its global standing.

Yabbey Shitima, the Chairperson of the 28th Annual Marketing Conference, took the stage to elaborate on the importance of strategic marketing in an increasingly challenging business environment.

Shitima shared insights on how businesses can leverage innovation and adaptability to not only survive but thrive amid uncertainty.

He explained that the theme, "Resilience and Growth Through Strategic Marketing," focuses on helping organizations develop the agility needed to succeed in today’s rapidly changing markets.

Shitima outlined several key topics for discussion at the conference, including digital transformation, innovative marketing strategies, and brand resilience.

“This conference will equip businesses with the tools and insights they need to navigate today’s complex marketing environment. We’ll address critical issues such as crisis management, brand positioning, and maintaining agility in the face of shifting market trends,” Shitima said.

Shitima also encouraged marketers, business leaders, and professionals to attend, noting that the event will provide a unique opportunity to gain practical knowledge, engage with thought leaders, and network with peers.

She highlighted the potential for valuable collaborations and partnerships that could arise, along with the importance of staying updated on the latest trends and best practices in marketing.

Mwewa Besa, the President of ZIM, also spoke at the event, echoing Shitima’s call for greater collaboration from corporate sponsors and non-members.

Besa emphasized that the 28th Annual Marketing Conference is an opportunity for Zambia to showcase its innovation and leadership in sustainable marketing practices across Africa.

“This conference presents a chance for Zambia to demonstrate its capacity for growth and innovation in the marketing sector,” Besa said.

He highlighted the importance of marketing as a driving force for economic development, especially as Zambia continues to enhance its position in the global market.

Besa encouraged companies to take advantage of sponsorship opportunities, which would offer increased visibility and networking potential.

“Partnering with ZIM will elevate your brand and connect you with key decision-makers, industry leaders, and potential clients,” he added.

Besa concluded by underscoring that the conference will feature a comprehensive program, with topics covering resilience-building strategies, crisis management, adaptive marketing, and the future of digital marketing.

Attendees will have the opportunity to participate in expert-led presentations, panel discussions, and interactive sessions designed to equip them with actionable knowledge.

The conference will also provide ample networking opportunities for professionals from various sectors.

Marketers, business leaders, and students will have the chance to engage with thought leaders, share experiences, and form valuable connections that could lead to collaborations and partnerships.

Besa encouraged corporate entities to consider sponsoring the event, noting that sponsorship packages are tailored to meet a variety of business objectives, whether the goal is to enhance brand visibility, increase market engagement, or demonstrate thought leadership.

He also expressed gratitude to the media for their ongoing support of the marketing sector, thanking them for their role in promoting awareness of industry developments.

"Your presence is crucial for the success of the conference and the continued dialogue about marketing’s role in Zambia’s economic development," Besa said.

He urged all stakeholders to mark their calendars for May 7 to 9, 2025, when the conference will take place at the Avani Victoria Falls Resort in Livingstone, describing it as one of the most significant gatherings of marketing professionals in Zambia this year.