Digital marketing in Kenya has been looked down upon with skepticism. Some have labeled it as a broken strategy, whereas others have embraced its potential, especially on the social media aspect.
The reality on the ground is that Kenyans are not as responsive to digital marketing tactics as the developed world. Maybe the reason behind it is the lack of purchasing power as at least 36.1% of our people live in poverty. It’s challenging to convince someone to purchase something when their minds are wired to the question, “do I need this?”
This question is the reason why digital marketing stumbles in Kenya. It’s not that Kenyans are not online. Instead, it’s the failure on the part of companies to understand their audience. Research shows that the top five reasons why companies fail, and you will see that one of them is that they fail to understand their audience.
The power behind digital marketing is authentic marketing. This marketing tactic entails fostering a natural and genuine connection with your audience. The truth is that customers hate it when they realize that you are trying to make a sale.
If this word comes from a society whose people have a high purchasing power, then what of Kenya?
They won’t buy it.
KCB is one of the company’s that has done exceptionally well with its marketing tactic. They have leveraged social media platforms Using #hashtags to communicate their products to their target audience.
KCB’s #goahead was influential as it opened our minds to how the bank was supporting youths and women in society. Using a popular hashtag line that their audience can easily find online, the bank communicated to their audience how they were cushioning small business owners this COVID-19.
KCB kept their brand in their audience’s mind instead of folding their hands and letting COVID dictate!
Ladies and gentlemen, the lions, have it!
The video advert that went along with the #goahead also communicated the bank’s efforts to support the society; for instance, the advert points out that KCB has so far spent ksh.72 billion through the Inua Jamii Program. During the COVID-19 crisis, the bank has spent 150 million to assist Kenyans affected by the pandemic. The youth have not been excluded from the bank’s digital wave, and the evidence of this is the captivating blog from the Witty Banker.
No doubt, KCB leads the way in terms of agility and innovation. They have embraced digitalization and, in doing so, have gained a competitive edge in the harsh environment. KCB’s marketing reflects its three-year strategy towards offering its customers a “beyond banking’ experience. The bank planned to achieve this strategy by putting the customer first with leading value prepositions.
Companies that argue digital marketing is broken should look at KCB and ask themselves why the digital world is working for the bank.
But the key words are also value and analytics.
Marketing analytics involves measuring, managing, and analyzing marketing performance to maximize effectiveness and optimize ROI (Return On Investment). Analytics offers insights into customers’ trends and preferences. These insights help you understand the current market, including the effectiveness of the online methods you use. There is also the aspect of value.
Today’s customers want to engage with companies that go out of their way to help them. Such a company approaches the client as a valued customer, and they are willing to invest in a long-term relationship with that customer. After following the bank for a while now, I feel this is what the bank brings to the table. It’s like they say to you, “Hey! go ahead, you can be a lion too!”
The digital world is changing fast, and Kenya is at the forefront of that change. Businesses that carve out their space online like KCB have a beginner’s advantage. Well, as for the companies that are still debating the value of investing in digital marketing, it’s time they borrowed a page from KCB by embracing the potential in the digital space.
It’s a bitter truth, but it’s time companies up their game online.