5 Things To Look For In A Kenyan Digital Marketing Agency
The decision has been made. You are going to go digital as a brand and as a business. You are going to need to work with a digital marketing agency in Kenya to make this work. The next step therefore is figuring out who to work with in a market where a new digital marketing agency is setting up shop everyday. How do you make the call? How do you know who you to pick? Its a tough one, right? No problem. If your serious about doing digital marketing right in Kenya and need to pick an ideal digital marketing agency, here are the 5 things that you need to look out for:
Business Focussed Strategy
Digital marketing done right is all about meeting or exceeding your business objectives. Therefore, if your going to pick a digital marketing agency to work with in Kenya, its essential that they are able to achieve your business objectives through the various digital marketing initiatives they intend to use for your business or brand. In order to do so, when evaluating prospective digital marketing agencies, find out exactly how they intend to achieve your business objectives whether its brand building, sales, customer service, etc. This means that digital strategies proposed must articulate performance-driven metrics for digital marketing initiatives that are specific, measurable, achievable, realistic and timely (SMART). If their digital marketing strategies are vague and cannot articulate Key Performance Indicators (KPIs) that will drive business performance then they may not be the right fit.
Engaged Social Media
Social media is where most Kenyans spend their time online. Content is largely discovered and consumed via platforms like Facebook, Twitter, Instagram and Snapchat. The thing about social media though is that ultimately its predicted on conversations meaning that its a dialogue and not a monologue channel. From this perspective, the practice of simply repurposing analogue media for social media does NOT work. In addition, the way you run a Facebook campaign is completely different to how you would run the same campaign on Instagram or Twitter – each social media platform has its own unique modus operandi, so to speak. If you are looking for a digital marketing agency in Kenya to do your social media, they need to be able to drive brand engagement through conversations that are cognizant of what works on each social media platform that will drive the metrics that matter for your business.
According to the Communications Authority of Kenya, 99% of all Internet access in Kenya happens via mobile devices. This means that wether we like it or not, Kenya is a mobile-first market when it comes to executing digital marketing initiatives. Therefore, from this perspective, it stands to reason that if you are looking to engage a digital marketing agency for your brand or business they need to work from a mobile-first context in Kenya. Digital marketing via a mobile-first context requires brands and businesses to be use an approach that considers the subtle nuances that can make or break digital campaigns. Taking full advantage of the inherent capabilities of smartphones for instance where social media apps are the leading category, a full understanding is needed of how Kenyan consumers engage via mobile channels. Therefore, do ensure that whichever digital marketing agency you choose to work with in Kenya has an appreciation of Kenya’s mobile-first context.
Going digital for brands and businesses in Kenya is often a daunting process that requires a complete reimagining of how to convey the core brand proposition within a digital context. Digital in itself is not a panacea for all marketing ills but rather a new(er) extension of what a brand or business has been from the very get go. Therefore, any digital marketing agency you work in Kenya has to have a full understanding of what your brand is from the very core so that they can do it justice when they execute your digital marketing campaigns. There is often a temptation to put the cart before the horse when it comes to digital marketing by simply getting things done but yet not appreciating what the brand is all about to begin with. Marketing fundamentals still matter when it comes to digital marketing initiatives and therefore digital marketing agencies have a responsibility to translate the essence of the brand in the digital space, in whatever shape or form that may be required.
Technology Integrated Execution
Digital marketing done right in the context of Kenya requires the integration of technology to make it work. Digital marketing requires brands and businesses to leverage data-driven platforms to get the best out of their digital marketing initiatives. This means using business and mobile apps for aspects such as content management systems, analytics, customer relationship management, application programming interfaces (APIs), legacy applications, middleware, etc. Basically, your digital marketing agency of choice must be as adept at technology platforms, applications and integrating them into digital marketing initiatives as they are at doing social media or running a digital advertising campaign or building a corporate website. The seamless integration of technology to enhance your digital marketing initiatives has the potential to massively improve the results and therefore is a prerequisite for your digital marketing agency in Kenya.