Eva Boi

21/3/2018

Digital Marketing is a buzzword in the Kenyan boardrooms today, although the question still remains; how many organizations have successfully implemented a digital marketing strategy? The number of internet users within a given locality has the power to influence the effects of any digital marketing efforts. The statistics, however, are favorable for Kenya if the Hootsuite Digital Yearbook Report for 2018 is anything to go by. The report states that Kenya stands at number 17 in the world in terms of internet penetration, and impressively number one in Africa. According to the Communications Authority of Kenya (CA), the number of internet users in Kenya by June 2017 was at 43,329,434.

With such good numbers, marketers and communication professionals need to embrace digital marketing. There is need to design and implement a digital marketing strategy for the benefit of the organization and clients. Digital marketing gives an organization with a wide reach, both in demographics and geographical location. Arguably, this is a niche that remains widely untapped by traditional media forms.

Marketing is meant to tap into the emotions of prospects; marketers who are able to appeal to their audience emotionally manage to succeed in creating awareness to their brands. The digital platform is a perfect opportunity to appeal to the audience via relevant text and imagery. These will draw traffic to your website and thus increase conversion rates.

Social media, which has also recorded an impressive number of active users, is another opinion pusher that marketers can make use of. Facebook, for instance, has 7.1 million active users, YouTube 8 million, Instagram 4 million, Twitter and Linkedin have 1 million each with Snapchat trailing at 0.25 million. These statistics are according to a report by Bloggers Association of Kenya (BAKE) on the ‘State of the Internet in Kenya, 2017.

A company that seeks to enjoy higher conversion rates should therefore embrace digital marketing. Inquire easily turn into a sale through e-commerce and the buyer is able to make a quick buy decision. Organizations also save on advertising expenditure due to a reduced budget in the digital arena compared to other advertising modes. The time is now for digital marketers to embrace digital marketing since it is the future for the Kenyan.

Enquiries quickly turn into sales through e-commerce and the buyer is able to make a quick buy decision. Organizations also experience saving on the advertising expenditure due to the reduction in the budget in the digital arena as compared to the other advertising modes.