5 Reasons Why Digital Marketing Is Entering Its Golden Age In Kenya Due To The COVID-19 (Coronavirus) Pandemic.
It’s now been over 3 months since everyone flipped when the COVID-19 (coronavirus) pandemic essentially took over Kenya and sent everything into a state of lockdown and quarantined in themselves. The impact on businesses, and, especially small businesses has been nothing short of tragic as many have been forced to temporarily or permanently close down and many employees have either lost their jobs or had to take major pay cuts under already challenging times.
As bad as everything looks, we are starting to see the first signs of things slowly going back to something of a ‘normal’, even though this ‘new normal’ is nothing like the old one, pre-coronavirus. Indeed, a silver lining would appear to be that businesses are finally marketing again as the market starts showing signs of life, once again. It’s time for what could be the biggest comeback ever for the Kenyan economy. Right now, there has never been a better time to start or restart digital marketing in Kenya for the following reasons:
Digital advertising in Kenya is currently under-priced.
Once all the major brands stopped marketing campaigns across the board during the last few months, the rates for digital marketing ads across all platforms that use a bidding model dropped massively even though digital media consumption in Kenya exploded. This is a really paradoxical scenario in that never before has digital media in Kenya been so front and center of media consumption and yet no one has really been running digital ads at scale as was the case pre-COVIF-19. This means that you can now buy Google Ads, Facebook Ads, Twitter Ads and a myriad of other digital advertising platforms at really good rates which make a cent work like a shilling. Now is the time to go go go!
Digital media consumption is over-indexing in Kenya.
As consumers look for their latest news fix and entertain themselves via social media and Netflix, whilst attending work and school on Zoom video-conferencing, it means that all the attention today is digital. Kenyans are generally not consuming traditional media channels as much as they used to pre-coronavirus and as such, this means that there is a massive opportunity for under-priced attention on digital media. Any brand that wants to be seen can take advantage of the fact that it is now much easier and inexpensive to get noticed online as this where the attention now lies across all demographics and psychographics. Kenyans are united in digital media moment that could be the tipping point to a vastly changed media consumption behavior for the long-term.
Branded user-generated content (UGC) is on the rise in Kenya.
One of the things that happened during the coronavirus pandemic in Kenya is that everyone has taken to creating digital content at scale due to the fact that they are stuck at home and have time, possibly for the first time ever, to actually create digital content. Brands can use this moment to connect with their digital communities who can create user-generated content or UGC that is aligned with their brand story. There is a massive opportunity for brands to spark story-telling that is authentic and meaningful for their customers on digital platforms that will ultimately leave them in a better position in the market once the pandemic comes to an end. Most importantly, the brands that realize it’s not just about sales but being empathetic at this will reap the most rewards long-term.
Digitally enabled business models are taking off in Kenya.
We often used to say that the Internet is the great leveler. The logic behind this statement is that if you use the Internet properly it is the one platform that can enable a small fledgling business to compete with a goliath of a competitor, and actually win. This story is told over and over when it comes to the Internet – just ask Amazon. In Kenya, we seeing an exciting scenario where many businesses have pivoted their business models so that they can serve their customers online, and not just offline. This trend seems to be accelerating and every small business including mama mboga has jumped on the e-commerce cart with zeal, and enthusiasm, directly from their smartphones. We have a massive market of digital marketing ‘newbies’ who are adopting it as the most cost-effective and practical way of acquiring customers and retaining them, whilst growing Kenya’s digital marketing pie in the process.
Kenyan Consumer Behaviour Is Being Digitally Disrupted.
There is something quite profound that happened with the advent of Uber in Kenya five odd years or so ago. In more or less a few years, how we think of public transportation changed massively. We expect transport to be available immediately when we need it, on-demand. This has made Kenya one of the most successful markets for Uber and other digital taxi apps in Africa. Kenya, as it turns out, is also the world’s most successful market for mobile money, to-date. You could say, quite literally, that Kenya wrote the book on how a mobile money enabled digital economy can work, at scale. Our view is that with the current state of affairs, the Kenyan consumer is irrevocably changed when they no longer leave their homes and all their essentials and non-essentials can be delivered to them at home via a variety of mobile app-enabled services. Many business owners are questioning if they need an office when they have seen first hand that they can have their entire workforce operate successfully from home, day in and day out. Digital marketing is becoming increasingly essential as a result of a growing class of digitally-savvy Kenyan consumers coming out of the COVID-19 pandemic who will prefer the new way over the old ways.