Brief
Dentsu warns marketers to abandon platform‑centric planning for behaviour‑driven strategies
The latest Dentsu Africa Digital Digest highlights habit over disruption as the chief threat to brands.
By Felo News Desk · Published
The Dentsu Africa Digital Digest, released on 1 Oct 2026, argues that the biggest threat to brands in Africa is habit, not platform disruption. It says marketers continue to plan around channels and campaigns that consumers abandoned months ago.
What happened
The report notes that Gen Z now discovers, validates and purchases products within a single mobile session, moving seamlessly between search, social, messaging apps, marketplaces and creators. Retail demand is becoming less predictable, and fintech growth is shifting from acquisition to retention and trust.
What the report adds
Key findings include: 73 % of 18‑24‑year‑olds use smartphones for online shopping; commerce journeys now span TikTok, Google, WhatsApp and marketplaces before purchase; and Dentsu’s Merkury technology delivered a 7 % lower cost per lead and 19.32 % higher engagement for Standard Chartered versus Meta targeting.
What was said
The digest notes, "The boundary between digital and traditional media is disappearing. Consumers do not think in channels. They move fluidly between experiences, platforms, and moments. Marketing needs to reflect that reality."
How it came about
Earlier this month Dentsu X South Africa hosted a MIC masterclass at Loeries Creative Week, emphasizing attention‑economy strategies, while the Dentsu School of Influence launched its One Big Week creator programme in Cape Town, both underscoring the shift toward behaviour‑centric approaches.
Key facts
- Dentsu's Africa Digital Digest says habit, not disruption, is the biggest threat to brands. (bizcommunity.com)
- 73% of consumers aged 18‑24 use smartphones for online shopping. (bizcommunity.com)
- Dentsu’s Merkury technology cut cost per lead by 7% and raised engagement by 19.32% versus Meta targeting. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “Marketers are planning for a consumer that no longer exists - Dentsu”
