I have been following up some updates in some parts of Africa and it is clear that some people are not yet exposed to the digital world. Imagine advertising commodities on social media when the target customers are in the rural villages, clearly unaware of the existence of that particular product. Those who live in places like that should not rely only on ecommerce and social media to market their products and services. For a start, take the products to them and create the awareness you need, the rest will be history for you. Being a business person and an entrepreneur is no joke.
The importance of digital marketing cannot be overemphasized but in most times, we also need to take a bolder step.
If you think it is just Africans alone then you are mistaken. In other countries, there are a lot of people who are ignorant of new technologies they believe in the traditional system of doing things. Sometimes it doesn't matter the location if it is a rural or urban area if the people living there do not want your service there will not be any patronage.
And why would someone go into a business digital or not without proper demographics based on the location and target customers? Before starting any digital product, you need to know where you can find a lot of customers that will patronize you, then you can proceed with the product and marketing it after it has been done.