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The way people use the internet continues to evolve every other day and digital marketing evolves with it. There are new marketing trends that constantly come up every other day, forcing marketing professionals to be on the watch out for the trends that might come up soon, or what they need to try out next. Marketers use a lot of time, trying to chase every trend that comes up, which might be exhausting at times. The hustle also comes in identifying the trends that are worth pursuing, but the five digital marketing trends listed below are here to stay:


i. Personalized Marketing


The greatest goal of any form of marketing, not just digital marketing is to reach the right person, with the right message and at the right time. The changing technology has made this goal to be reachable and bring in more results! It is a fact that most consumers will buy a product when they have a personalized experience with a brand. A marketer should therefore, ensure that they create a personalized message in order to reach the exact prospects, who are relevant, based on their interests and needs, and/or demographic data, age range, gender and to some extent their job title or industry, especially for B2B type of marketing. It is also possible to deliver your message(s) to people who have recently visited your website by using the metrics provided by Google.


ii. Account Based Marketing (ABM)


Instead of casting a wide net and hoping someone out there sees it, you can take advantage of account based marketing and instead, focus your energy and budget on a shortlist of businesses that fit right with the product/service you are offering. Mostly used in B2B setups, the idea of account based marketing is to simply identify companies that are a perfect target for the type of product or service, and focus your marketing efforts on them only. This form of marketing actually pays; 2017 research on ABM results state that 97% of marketers have a higher ROI with ABM than other marketing activities. ABM is known to help marketing and sales to jointly obsess over how to pursue, establish and grow long term relationships with selected clientele.


iii. Influencer Marketing


The major challenge that most marketers face is how to package their product and put it out to people and have them translate the message as intended. The good news however, is that you can use some content promotion strategies to expand the reach of your marketing and one way, which has proven to be effective over time is use of influencer marketing. Influencer marketing is slowly growing in popularity and a high percentage of marketers who do it say that it works. By partnering with relevant influencers, you get a chance to reach a new audience - that is the audience of the individual you choose to work with. Chances are, a consumer will always trust a thrid party's opinion about a brand and you also benefit from the trust that infuencer has built with their audience. If you haven't tried influencer marketing, this could be the right time to plunge in, albeit with thought and strategy.


iv. Voice Search SEO


Marketing trends are hugely dependent on how people make use of search engines. In the digital marketing world, SEO has become a huge part of it and with the advent of mobile phones and other smart home devices, one of the biggest trends is voice search. Voice search is a speech recognition technology that allows users to search by saying terms aloud instead of typing them into the search field. ComScore estimates that 50 percent of all online searches will be performed by voice search by 2020. Voice search is a game changer for SEO since it only displays the top search result, unlike the usual search results that display items on the first page. In the recent past, getting on the first page was the big goal, but now for many reasons, only the number one slot matters. For this reason, voice search should now be part of every content strategy.


v. Mobile Marketing


Mobile marketing should come as no surprise to anyone who has been keen on the changing trends. A lot of people spend hours a day on their mobile devices, and browsing from these devices has become the norm. At this point, it’s a given that mobile matters, yet prioritizing mobile in your digital marketing strategy is still a good way to get a competitive advantage. For this reason too, it is important to have a responsive website - one that can be viewed from any device, whether a desktop or a mobile device. Ensuring that your website is mobile friendly is one way to increase website conversions, since consumers can reach you from any device they choose to use. Once you have a responsive website, you can now incorporate other mobile marketing techniques like mobile friendly ads, location based ads and mobile apps. Treat the mobile experience as just as important as desktop, or even more so.


Granted, certain digital marketing trends are easy to adopt than others, but that should not stop a marketer from adopting what woud add value to their marketing efforts. Carefully consider which digital marketing trends are suitable for your business and adopt them as soon as you can. Incorporate them into your marketing plan because knowing about them won't help until you put that knowledge to work.

SSL, which stands for Secure Socket Layer, is a protocol used to secure a connection between a client and the server they are using to send information. SSL certificates are tiny data files used to digitally bind the details within an organization. It is an installation done on a web server, activating a padlock and allowing secure connections from a web server to a browser. SSL works by using a cryptographic system that uses two keys to encrypt data. Basically, SSL is used to secure credit card transactions, data transfer and logins, and just recently, it has become a norm to also secure social media sites.

SSL certificates are used to bind together a domain name server name or hostname as well as an organizational identity, like a company name, and location. In order to initiate a secure session with browsers on your web server, you need to install the SSL certificate. Once the secure connection is established, all the web traffic between the server and the browser will be deemed secure. So what does a website with as SSL certificate installed look like? Well, when a certificate is installed successfully, the application protocol, which is also known as HTTP, will change to HTTPS, where the S stands for ‘secure.’ When you visit a website with an SSL, depending on the browser you will either notice a padlock or a green bar in the browser, depending on the type of SSL certificate it is or the type of browser you are using.

Benefits of having SSL Certificate

SSL is the backbone of your secure Internet and it protects your sensitive information as it travels across the world's computer networks. SSL is essential for protecting your website, even if it doesn't handle sensitive information like credit cards. It provides privacy, critical security and data integrity for both your websites and your users' personal information. When SSL certificate is used, the information that is sent across becomes encrypted that only the sender and recipient are able to access it. Thus protecting is from hackers and other internet fraudsters. Some of the main advantages of SSL certificate include:

Encryption

The main purpose of an SSL certificate is to protect sensitive information on the internet. This, it does by encrypting information like passwords, account details or cardholders’ information for e-commerce websites. The internet is a chain of computers that communicate with each other, and without an SSL, all the computers in a given network can access all the information being passed through that network. However, with an SSL, all the information, sensitive or not, will be encrypted and can only be viewed by the sender and intended receiver of the information sent. Encryption prevents hackers and identity thieves from accessing your information.

Boost Google Ranking and your Brand Value

Google recently updated its algorithm and added an SSL secured website as one of its ranking factors. To get the ranking advantage with Google, ensure that your website is secured with SSL certificate and that your URL starts with a secure protocol (https). Having SSL certificate also improves the way potential clients perceive you. It is one of the trust elements that online users look out for. Online business is about trust; once a user trusts you, they will be able to transact with you. When online users see the secure protocol on your website’s URL, they will be less worried about the security of the information they will share with you and will effectively engage with you.

Keep hackers at bay

There are so many fraudulent activities that go on over the internet every day and sometimes it becomes difficult to identify an authentic website. There are a lot of phishing sites that are almost a perfect replica of the original one. These sites have countless techniques of luring you into providing them with all your sensitive information. SSL certificate can easily identify what naked human eye cannot, thus ensuring that the fake websites are kept out of bay. It is impossible for fake sites to acquire SSL certificates and having one on your site protects your website from phishing attacks and other kinds of fraud.

Builds Trust

Online users are becoming more aware of their security as the days go since they share a lot of sensitive information such as bank passwords and other personal details, in a cloud platform. In order to secure such data and convince your users of the safety of their information, having SSL certificate will ensure data protection. SSL certificate increases the trust that online users have for your website and they are able to verify your authentication. SSL confirms that your business is legit and that it is authenticated to perform secure online transactions.

The primary reason for installing SSL is to keep safe all the sensitive information sent across the internet. It is encrypted in a manner that only the intended recipient can understand it. Because the information you send on the internet is passed from one computer to the other, before it gets to the destination server, it is important to encrypt the information, because any computer between the sender and the recipient can be able to see private information like credit card numbers, usernames and passwords, etc.

Digital Marketing in Kenya

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.

Website design has become a much sorted after profession in Kenya today. Everyone in the business world now understands the benefits of creating an online presence for their business, since research shows more people now spend a lot of their time on the internet. What better way to tell people about your business than taking it right where they are? This is where website design comes in because creating an online presence does good for any business/organization whatsoever; as long as the website remains interactive.

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