South Africa, Feb. 15 -- Sikota Suuya Bones, media director at Dentsu Zambia, believes consumers and clients in his market are going to adapt to, adopt and combine new and old media to ride the wave of change.

Setting goals

It's a given that the pandemic has disrupted every aspect of our normal life. However, in the case of digital, it has not been necessarily disrupted, but accelerated. As a business, we had always planned to build out digital as a service, but the pandemic resulted in a huge shift in marketing budgets - almost overnight. Digital budgets went from contributing less than 2% to overall marketing budgets to now taking up more than 20% of the pie.

Anticipating challenges

The biggest hurdle for a third-world market like Z...