5 Reasons Why Every Business In Kenya Doing Digital Marketing Needs Marketing Automation

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5 Reasons Why Every Business In Kenya Doing Digital Marketing Needs Marketing Automation

Circa 2016, it seems that every business, large and small, and in every conceivable sector or industry in Kenya has jumped on the digital marketing bandwagon. On the surface, this is an extremely good thing as many are waking up to the reality that the ‘spray and pray’ approach of traditional marketing is simply no longer sustainable as a large percentage of consumers have shifted to digital media consumption. This change is only going to accelerate going forward.

Therefore, the million shilling question on this basis is how many of these businesses can accurately measured the return on investment (ROI) of their marketing campaigns (digital or otherwise) in Kenya, and beyond? The reality is that this is never easy but sadly many of the digital campaigns we see in Kenya are not really designed for conversions that can be accurately measured and have an impact on the bottom-line. That being said, there is another way – marketing automation.

Marketing automation can sound deceptively simple. The oft used definition is that marketing automation is:

Software technologies and tactics that streamline marketing on digital channels such as email, social media, and websites, whilst automating repetitive tasks that nurture prospects with highly personalized and useful content that helps convert them to clients.

In simple terms, marketing automation generates significant new revenue for businesses and provides an excellent return on the investment (ROI). That sounds like music to any business leader’s ears if you ask us. The reality today is that marketing automation as a practice is very much in its early days in Kenya but we see 2016 being the turning point as every C-Level executive starts demanding bottom-line ROI on their marketing efforts instead of vanity metrics like clicks, likes and impressions.

The biggest upshot to marketing automation is that its a sales-driven practice so the ultimate goal is moving more products and services in the marketplace from a sales conversions perspective. Ultimately, marketing automation solves the following marketing problems where sales are concerned:

  • Not enough leads to feed the sales funnel
  • No easy way to qualify sales leads
  • No way to effectively nurture leads
  • Big gaps in follow-up from the sales team
  • Not knowing where the leaks in the sales pipeline are
  • Not knowing which marketing tactics are driving revenue

Going forward, the 5 main benefits businesses in Kenya can expect from implementing marketing automation are as follows:

  1. Generate more leads by identifying anonymous web visitors and capturing them with forms, so their sales funnel stays full
  2. Increase number of qualified leads by nurturing all leads with personalised content
  3. Drive more sales by identifying sales-ready leads for the sales team, and helping them follow up as fast as possible
  4. Improve up-selling and cross-selling by developing and retaining existing customers
  5. See comprehensive ROI for every marketing tactic by tracking the entire sales process from end-to-end

If you would like to explore how marketing automation can super-charge your marketing and sales activities in Kenya, and beyond, drop us a line here so that we can have a conversation.

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