South Africa, Oct. 1 -- Marketers are still planning around channels, campaigns, and customer journeys that consumers abandoned months ago.

The latest edition of the dentsu Africa Digital Digest argues that the biggest shifts shaping digital marketing across Africa are not happening on platforms. They are happening in behaviour.

Consumers are moving seamlessly between search, social, messaging apps, marketplaces, and creators. Gen Z can discover, validate, and purchase a product within a single mobile session. Retail demand is becoming less predictable. Fintech growth is shifting from customer acquisition to retention and trust. Audience growth increasingly sits inside partnerships and ecosystems rather than paid media alone.

According...