Effective Digital Marketing In The Context of AfricaMoses Kemibaro
February 24, 2016
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
2 Leading Quote“The only thing that's changed is everything”
- Apple
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Biography Moses Kemibaro
• Founder @ Dotsavvy since 2002 • EA Manager @ Perform Group• Blogger @ MosesKemibaro.com• Africa Sales Director @ InMobi 2012• Founder @ Dealfish EA (OLX) 2010
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
But First. A Small Detour
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
The Lunatic Express • The Kenya-Uganda Railway built
between 1895 and 1901 by the British Colonial Government in East Africa.
• In today's value cost approximately US$ 1B to build when books closed in 1902.
• Ultimately drove massive economic development in East Africa, and its still in use to this day.
• So, what about the Internet in East Africa?
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
The Internet In Kenya Circa 1995
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
High Speed Internet Circa 1995
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
High Speed Internet Circa 2016
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
3 Trends Disrupting Marketing In Africa
BUDGETSMarketing budgets are
under siege as businesses look for a
solid ROI that will yield significant bottom-line
impact. The old days of ‘spray and pray’
marketing are over. Marketing MUST deliver
the goods
CONSUMERSConsumers are
extremely well informed & very fickle when it
comes to brands they associate with. Thanks to social media, its no
longer ‘business as usual’ as brands that fail
to connect & resonate with consumers become
redundant
MOBILEThe convergence of
inexpensive smartphones &
affordable broadbandis driving digital media
consumption & especially social media.
Traditional media is being supplanted in the
process
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
20 Years Internet Growth In East Africa
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Kenya Internet Usage By Age Group
TNS/Google (2014): Connected Consumer Study – Results Kenya
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Kenya’s Digital Media Consumption Trends
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Media Consumption & Spend Are Misaligned In Kenya4% Online
39% Radio
44% TV
13% Print
22% Online
52% Radio
23% TV
3% Print
Kenyans spend 22% of their time online while advertisers invest only 4% of their budget online
Over-Indexed Audience
Media Spend is Over-Weighted towards TV & Print
Gap between ad spend and media consumption
Untapped Audience
Source: eMarketer, Ipsos media spend 2014, Ipsos survey on media consumption habits
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Marketing Media(s) DefinedDigital Media Definition Examples
Owned Media Channel a brand controls
• Website• Blog• Mobile App• Email
Paid Media Brand pays to leverage a channel
• Display ads• Paid search• Content sponsorships
Shared Media When customers become the channel
• Social Media• Word of Mouth (WOM)• Viral/Shared
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Traditional Marketing VS Digital Marketing Marketing Media
Richness Of Media Interactivity 1:1 Targeting Investment
Per Contact Measurability Return On Investment
TV High Low Low Medium Low Low
Print High Low Low To Medium Medium Low To
Medium Low
Out Of Home High Low Low To Medium Medium Low To
Medium Low
Radio Medium Medium Low To Medium Medium Low To
Medium Low
Digital Medium To High High High Low High High
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Marketing Objectives
1 2 43
Enhance Brand Positioning
Increase Sales Conversions
Improve Service Delivery
Optimize Marketing Operations
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Marketing Defining PersonasDefine Market
Segments
Define Demographics
Articulate Their Values and
Beliefs
Get To "Know" Your Personas
Define The Value They Get From
Your Brand
Give Them a Face and a
Name
Share Your Personas
Refine Your Personas
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Persona Akinyi OdongoAkinyi is in her late 30s and dating. She has no children so spends a lot of time with her girl friends who share the same passions as she does – investing in their ‘chama’ and fashion. Akinyi’s an Architect with some disposable income. She’s making good money and dreams of starting her own architectural firm. She also supports her Mum and Dad back in ‘shaggs’ as the oldest child in her family. She is always online on Pinterest, Facebook & Instagram getting inspired. She uses an InfinixZero2 and generally loves technology.
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Persona Duncan KiptumDuncan is in his 40s. He's married with two kids and is a strong community member. Duncan wants to be part of something bigger than himself, but he's a little skittish and shy. He needs to feel heard and understood before he'll make substantial commitments. He drives a late model BMW and frequents the golf club. He has the latest Samsung Galaxy S6 and considers himself to be “with it”. A fierce Liverpool Football Club Supporter you can find him at Radisson Blu every game day for a drink with his mates!
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Marketing Customer Journey(s)Digital
Advertising
Social Media
Digital Platforms
Digital Engagement
DigitalTransactions
Conversions
Digital ContentMobile
Apps
Email Marketing
Corporate Website
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
ONLINE SALES SALES LEADS SOCIAL ENGAGEMENT
Conversions: The Goal(s) of Digital Marketing
The act of a client or prospect purchasing a product or
service online using a credit card or mobile money or cash
on delivery qualifies as a conversion
Clients and prospects generating sales enquiries,
starting online chat sessions or making phone calls as a result of visiting the website
would also qualify as conversions
Clients and prospects who opt to engage via social media
channels such as Facebook, Twitter and YouTube would be
considered as conversions should they choose to engage
via these channels
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Example: Conversion Optimized Landing Page
Value Proposition
Call To Action
LeadCapture
Form
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
The middle of the funnel is all about consumers engaging with your
brand messagesThe middle of the full is also where you
convert prospects to customers who actually buy your brand offerings
The top of the funnel is about pulling consumers to your digital
platforms
Once you have on-boarded customers you then need to retain them so that they stay
loyal and eventually become brand advocates
Retention
Conversion
Engagement
Awareness
Digital Marketing Conversion Funnel
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
The Conversion-Focused Digital Marketing CycleBusiness
objectives
Goals for each
objective
Key Performance
Indicators (KPIs)
Targets for each KPI
Digital business
channels for targets
Critical Success Factors (CSFs)
Achieving results
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Goal Example: Increase Visitors To A Website
• KPI: Number of Visitors• Target: 20% Increase in visitors per month for
the next 12 months through blogging recent customer focused content on a weekly basis
• Segment: New/Returning Visitors, Traffic Sources, Specific Referrers & Landing Pages
• CSF: Google Analytics to monitor & measure website traffic performance
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
What Defines An Effective Corporate Website?
Social Integrated
Converts Sales
QualityContent
Persona Segmented
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
User Experience (UX) Process
Strategy
Scope
Structure
Skeleton
Surface
Abstract
Concrete
Visual Design
Information Design
Interaction Design
Functional Specification
Digital Objectives
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
User Experience (UX) Venn Diagram
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Responsive Design: One Website For Every Screen
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Google Analytics
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Search Engine Optimization Trifecta Circa 2016Social MediaLeveraged across all available social media platforms to gain traction and promotion
Content StrategyHigh quality, regularly updated content to establish authority via all available digital channels
Inbound Links Focus on earning links to build long-term equity with search engines across all digital channels
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Why SEO Matters!
In A Nutshell…
• Over 30% of clicks go to the site that is ranked first in SERPs
• Over 70% of clicks go to the first 5 positions in SERPs
• Over 90% of clicks go to the first 10 positions in SERPs
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
What Is Marketing Automation?
• Technologies & tactics that streamline marketing on digital channels such as email, social media, & websites.
• Automates repetitive tasks to nurture prospects with highly personalized and useful content that helps convert them to clients & generates significant ROI
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Marketing Automation Benefits• Generate more leads by identifying anonymous web visitors
and capturing them with forms, so your sales funnel stays full• Increase number of qualified leads by nurturing all leads
with personalized content• Drive more sales by identifying sales-ready leads for the
sales team, and helping them follow up as fast as possible• Improve up-selling and cross-selling by developing and
retaining existing customers• See comprehensive ROI for every marketing tactic by
tracking the entire sales process from end-to-end
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
What Is Content Marketing?
Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – often with the objective of driving profitable customer action
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Content Marketing: A Paradigm Shift
01Brands owning and not renting
media by becoming the
media02
Attracting and retaining
customers
03Creating & curating
great content to change or enhance customer behavior
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Content Marketing Process
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CREATE BLOG & CONTENT
• Companies that blog get 55% more traffic & 70% more leads/enquiries
• Content focused on search keywords
• RSS feed, option to register for email
USE SOCIAL MEDIA
• Use social media to promote blog posts and drive traffic
GENERATE LEADS
• Create calls to action/offers
• Use landing pages with registration forms
AUTOMATE & PERSONALISE
• Use workflows to trigger emails and customized content
• Opt-in only/highly relevant content
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TRACK &MEASURE
• Determine which offers and keywords are working
• Optimize content• CRM integration
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
American Express Open Forum
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Email Marketing Benefits• Measurable - Lots of physical,
measurable response• Branding - Easy to brand with
colors, logos, etc…• Social Media - Helps to measure
and monetize • Engagement – An authentic one-
to-many marketing tool • Direct - Highly visible, delivered
right to the email inbox
Measurable
Branding
Social Media
Engagement
DirectEmail
MarketingBenefits
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
IPSOS 2014 Research Internet Consumption In Kenya
Email is popular
in Kenya!
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Dotsavvy Insights E-Newsletter
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Mobile Is Eating Everything (Especially In Africa!)
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
80%smartphone
sales in kenya asa percentage of all new phones
inexpensive androids
drivingsales
37.8M mobile subscriptions for 88.1% penetration
21.6M internet subscriptions for 74.2% penetration
Broadband Internet is 6.3M subscriptions –mostly smartphones
99% of Internet usage in Kenya is mobile
Communications Authority Q1 2015/2016 Sector Statistics
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Exactly How Many Mobile Apps Are Out There?
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Mobile App Benefits
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PUSH NOTIFICATIONS
• The ability to send text messages to mobile app users directly via the mobile app
OFFLINE ACCESS
• The ability for mobile app users to read articles, listen to podcasts, or browse a product catalog when offline
GREAT PERFORMANCE
• A well designed mobile app is often much faster in accessing content, features or functionalities than a responsive website
LESS CLUTTERED
• A well executed mobile app tends to be less cluttered than a comparable website meaning its easier to use for mobile app users
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APP DISTRIBUTION
• A mobile app is a way to get in front of existing & prospective customers, & you also get a presence on the mobile home screen
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Dotsavvy Insights Mobile App
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
2M
5M7M
8M+SOCIAL MEDIA USERS
IN KENYA
2M
3M
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Social Media Timeline
1 2 3 4
Acquisition Retention
ListenTo Social Media Conversations
CreateCompelling
Content To Grow Social Media Communities
EngageSocial Media
Communities To Maintain & Grow Brand Relevance
TransformSocial Media
Communities Into Committed Brand
Advocates
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
An example of how A business can
increase sales via social media
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Make these offers ONLY available to followers and fans of your social media profiles
The special offers are only
available online for a limited time
frame
The special offers are shared via
social media & go viral due to incentives
Develop compelling special offers on social media profiles
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Advertising
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Digital Advertising Targeting Capabilities
InterestsGeo-Targeting Operator
Model
Mobile OSDate & Time
• All Day• Morning• Night• 6am – 11am
• Nigeria• Kenya• France• United States
• Sports• Entertainment• Games• Shopping• News• Classifieds• Social • Tecno P5
• Infinix Zero• iPhone 6S• Galaxy 65
City-Targeting• Nairobi• Lagos
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Measuring Digital Advertising Performance
Reach
Impressions
Click Through Rates
Clicks
Engagement
Social Shares
Time Spent
Page Views
Effectiveness
DownloadsLeadsCPMCPC
CPA
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Digital Marketing In Africa Rationale
One
Two
Three
Four
Reduced service delivery costs and increased customer engagement
Traceable results for accurate ROI measurement
Increased customer response rates, with lower-cost conversion
rates
Precise customer & prospect targeting with brand offerings
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
Suite 25, Upper Hill Duplex ApartmentsUpper Hill Road, Upper HillNairobi, Kenya+254.20.8077108/9 (tel)+254.736.796505 (mob)
facebook.com/dotsavvy
@dotsavvy
Reach UsAt Our Nairobi Offices
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AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
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