effective digital marketing in the context of africa

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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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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But First. A Small Detour

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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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The Internet In Kenya Circa 1995

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High Speed Internet Circa 1995

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High Speed Internet Circa 2016

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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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20 Years Internet Growth In East Africa

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Kenya Internet Usage By Age Group

TNS/Google (2014): Connected Consumer Study – Results Kenya

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Kenya’s Digital Media Consumption Trends

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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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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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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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Digital Marketing Objectives

1 2 43

Enhance Brand Positioning

Increase Sales Conversions

Improve Service Delivery

Optimize Marketing Operations

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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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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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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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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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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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Example: Conversion Optimized Landing Page

Value Proposition

Call To Action

LeadCapture

Form

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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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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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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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What Defines An Effective Corporate Website?

Social Integrated

Converts Sales

QualityContent

Persona Segmented

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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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User Experience (UX) Venn Diagram

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Responsive Design: One Website For Every Screen

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Google Analytics

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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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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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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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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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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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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

1 2 43

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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American Express Open Forum

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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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IPSOS 2014 Research Internet Consumption In Kenya

Email is popular

in Kenya!

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Dotsavvy Insights E-Newsletter

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Mobile Is Eating Everything (Especially In Africa!)

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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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Exactly How Many Mobile Apps Are Out There?

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Mobile App Benefits

1 2 43

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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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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An example of how A business can

increase sales via social media

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23

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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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Digital Advertising

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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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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

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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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