This section examines the specific characteristics of the European, African, and Tunisian markets, focusing on the factors that directly influence communication and digital marketing strategies.

2.1 Europe: Between Technological Risks and Regulatory Constraints

The European market is characterized by the presence of technologically advanced disinformation campaigns. Techniques such as the “Doppelgänger” (cloning of well-known media sites) or the useof generative AI to create deepfakes pose a direct threat to companies’ online reputations.⁸ A brand may have its identity impersonated or be associated with a false narrative disseminated through a clone of a credible media outlet.

In response, the European Union has enacted the Digital Services Act (DSA), legislation that imposes transparency and moderation obligations on large platforms.¹¹ For B2B companies, the DSA has two implications: it offers new remedies against the dissemination of harmful content, but it also creates a more complex compliance environment, particularly with regard to targeted advertising.¹² Consumer trust in the media varies widely across Europe, ranging from 67% in Finland to just 22% in Greece, a factor that must be taken into account when adapting marketing messages for different regions.¹³

2.2 Africa: A Mobile-First Media Landscape

The African continent is experiencing explosive growth in social media use, with more than 400 million users, the vast majority of whom access these platforms via mobile devices.¹⁴ This characteristic

A mobile-first approach is fundamental to any digital marketing strategy. Content must be optimized for smartphones, and messaging channels such as WhatsApp play a key role.¹⁶

WhatsApp’s end-to-end encryption makes it an extremely effective channel for viral content, but also a blind spot for traditional media monitoring tools.¹⁸ Furthermore, radio remains the most widely used and reliable medium across much of the continent.¹⁹ An effective communication strategy in Africa must therefore be omnichannel, integrating digital campaigns on social media, activations via messaging apps, and a presence on the radio to reach the widest possible audience and build credibility.

2.3 Case Study: The Tunisian Digital Market

Tunisia is a mature and hyper-connected digital market. As of early 2024, the country had between 7.1 and 8.8 million Facebook users, representing more than 70% of the eligible population.²² Facebook dominates the market with a share of over 84% ²⁴, but TikTok is growing rapidly with approximately 4.8 million users, particularly among young people.²⁵ LinkedIn is also well established in the professional sphere with 2.1 million members.²⁵

For B2B companies, this high penetration rate offers excellent targeting opportunities, but it also accelerates the speed at which information—including disinformation—spreads.²⁶ Orchestrated manipulation campaigns have been observed, using fake accounts to create a misleading perception of public opinion.²⁸ Furthermore, the local legal framework regarding the dissemination of “false information” online is complex and can create an environment of uncertainty for communicators.³⁰ In this context, a communications strategy in Tunisia requires not only excellent knowledge of the platforms but also constant legal and reputational monitoring to navigate local risks.