Evolve Africa has unveiled the inaugural State of Marketing Uganda Report 2025, a landmark publication offering unprecedented insights into Uganda’s marketing sector.
Launched during the 5th anniversary of the Uganda Marketing Excellence Awards (UMEAS), the report highlights the resilience and growth of advertising in Uganda despite economic challenges.
The comprehensive study spans multiple sectors, including advertising and marketing, food and beverage, consumer services, software, communication services, manufacturing, education, energy, financial services, insurance, information technology, media and entertainment, retail commerce, as well as travel and hospitality, providing a holistic view of the country’s evolving marketing landscape.
Key Findings
According to the report, early movers in the industry are likely to gain an advantage by investing in analytics, attribution, and return on Investment frameworks.
Additionally, social commerce, mobile money integration, and micro-influencer campaigns present significant growth potential.
However, the report also notes that digital marketing remains underfunded, with 55.3% of businesses allocating only 5% of their marketing budget to digital.
To succeed, marketers must adapt to the country’s diverse landscape, where urban and rural areas have distinct needs.
Understanding the Audience
Uganda’s youthful population, with over half under 20 years old, presents a significant opportunity for marketers. Urban communities are more digitally connected, while rural areas lag.
The report emphasizes the need for localized content and channel strategies, recognizing that urban Kampala differs significantly from rural Uganda.
Digital Landscape
WhatsApp remains the most used social media platform in Uganda, followed by TikTok and YouTube. The report highlights a clear inclusion gap in digital channels, with 62% of social media users being male and 38% female. Marketers are encouraged to make deliberate efforts to reach and involve women in the digital space.
Recommendations
The report advises brands and marketers to prioritize digital, social, and mobile channels, especially for younger and urban consumers. However, it also cautions against abandoning traditional media entirely. Instead, marketers should adopt a balanced approach, localizing content and channel strategies to effectively reach their target audiences.
“Uganda’s marketing industry is entering a transformative era, and this report provides the data and insights needed for brands to thrive in an AI-first business environment while ensuring inclusivity and relevance across Uganda’s diverse markets.” said Paul Businge the Business Development Director at Evolve Group Africa.
The State of Marketing Uganda Report 2025 is can be accessed on www.evolvegroupafrica.com
The report was developed in collaboration with Reel Analytics Uganda, Datamine Business School (an accredited CIM study centre), Uganda Digital Society, Radiocity97FM, Matooke Republic and New Vision.
