Yati Group CEO, Mfundo Mavimbela, has called for the formation of a marketing association in Eswatini to provide essential resources, training, and data to help local businesses thrive in a rapidly evolving economy.
Mavimbela made this call during the first-ever Yati AI Marketing Workshop, held at the Hilton Garden Inn in Mbabane last week. The event brought together marketing professionals from local companies, which include, KFC Eswatini, the Industrial Development Company of Eswatini (IDCE), Swaziland Building Society (SBS), Royal Eswatini Corporation (RES), and Pick n Pay Eswatini, Eswatini Energy Regulatory Authority among others.
During his remarks, Mavimbela emphasized the importance of establishing an association for marketing professionals, citing international studies that show the benefits of Artificial Intelligence (AI) in marketing.
He noted that countries with strong marketing associations leverage AI tools to achieve remarkable business growth through data-driven advertising strategies.
“It is important to remember that it is very expensive to create targeted marketing models because you need a lot of information and access to various studies that identify the various demographics you wish to sell your products to. However, with AI, you can access this information as AI uses vast amounts of data collected from various studies to create a case study tailor-made for your business. All of this is doable but is still hard to find because we don’t have a lot of local data on the Internet. But a way around this is the formation of a local association for marketing practitioners,” he said.
Mavimbela believes that such an association would bridge the gap in market research, making critical business intelligence more accessible to local entrepreneurs.
Expanding on his vision, Mavimbela highlighted that a marketing association could address key challenges faced by small businesses in Eswatini, particularly the lack of market research and networking opportunities.
“To overcome the issue of the lack of market research, Eswatini can benefit from a marketing association, which will provide access to exclusive market research, case studies, and industry reports that can inform better decision-making for local businesses, helping them stay competitive in a fast-changing marketing environment,” he added.
Additionally, he pointed out that the association could serve as a collaborative platform where marketing professionals exchange ideas, share best practices, and form strategic partnerships.
“A marketing association can also offer a platform for marketing professionals to connect, share ideas, and collaborate on various projects. A marketing association can offer workshops, seminars, and training sessions, which help marketers develop their skills, stay up-to-date with industry trends, and improve their knowledge of global marketing strategies, adapting them to the local context,” Mavimbela said.