AKOFADA Marketing Guide - Capitalizing on Traditional Community Gatherings for Digital Financial Services Outreach in Ethiopia
This marketing guide outlines strategies for promoting digital financial services (DFS) in Ethiopia by leveraging traditional community gatherings to overcome adoption barriers like low digital literacy, trust issues, and geographic isolation. It emphasizes culturally resonant approaches, including market days, religious events, festivals, cooperatives, and women's savings groups, to deliver simplified messaging, interactive demos, and peer-led education that build confidence among rural, low-literacy, and underserved populations.
