Effective Digital Marketing In The Context of Africa

Effective Digital Marketing In The
Context of Africa
Moses Kemibaro
February 24, 2016

2
AITEC East Africa 2016 Effective Digital Marketing In The Context of Africa
2 Leading Quote
“The only thing that's changed is everything”
- Apple

3
Biography Moses Kemibaro
• Founder @ Dotsavvy since 2002
• EA Manager @ Perform Group
• Blogger @ MosesKemibaro.com
• Africa Sales Director @ InMobi 2012
• Founder @ Dealfish EA (OLX) 2010

4
But First. A Small Detour

5
The Lunatic Express
• The Kenya-UgandaRailway built
between 1895 and 1901 by the
British ColonialGovernmentin East
Africa.
• In today's valuecostapproximately
US$ 1B to build when books closed
in 1902.
• Ultimately drove massiveeconomic
developmentin EastAfrica, and its
still in use to this day.
• So, what aboutthe Internetin East
Africa?

6
The Internet In Kenya Circa 1995

7
High Speed Internet Circa 1995

8
High Speed Internet Circa 2016

9
3 Trends Disrupting Marketing In Africa
BUDGETS
Marketing 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
CONSUMERS
Consumers 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
MOBILE
The convergence of
inexpensive
smartphones &
affordable broadband
is driving digital media
consumption &
especially social media.
Traditional media is
being supplanted in the
process

10
20 Years Internet Growth In East Africa

11
Kenya Internet Usage By Age Group
TNS/Google (2014): Connected
Consumer Study – Results Kenya

12
Kenya’s Digital Media Consumption Trends

13
Media Consumption & Spend Are MisalignedIn Kenya
4% Online
39%
Radio
44% TV
13% Print
22% Online
52%
Radio
23% TV
3% Print
Kenyansspend 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

14
Digital Marketing Media(s) Defined
Digital 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

15
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

16
Digital Marketing Objectives
1 2 43
Enhance Brand
Positioning
Increase Sales
Conversions
Improve Service
Delivery
Optimize Marketing
Operations

17
Digital Marketing Defining Personas
Define 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

18
Persona Akinyi Odongo
Akinyi 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 Infinix
Zero2 and generally loves technology.

19
Persona Duncan Kiptum
Duncan 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!

20
Digital Marketing Customer Journey(s)
Digital
Advertising
Social
Media
Digital
Platforms
Digital Engagement
Digital
Transactions
Conversions
Digital
ContentMobile
Apps
Email
Marketing
Corporate
Website

21
ONLINE SALES SALES LEADS SOCIAL ENGAGEMENT
Conversions: The Goal(s) of Digital Marketing
The act ofa 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

22
Example: Conversion Optimized Landing Page
Value
Proposition
Call To
Action
Lead
Capture
Form

23
The middle of the funnel is all about
consumers engaging with your
brand messages
The 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 Cycle
Business
objectives
Goals for
each
objective
Key
Performance
Indicators
(KPIs)
Targets for
each KPI
Digital
business
channels for
targets
Critical
Success
Factors
(CSFs)
Achieving
results

25
Goal Example: Increase VisitorsTo 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 EffectiveCorporate Website?
Social
Integrated
Converts
Sales
Quality
Content
Persona
Segmented

27
User Experience (UX) Process
Strategy
Scope
Structure
Skeleton
Surface
Abstract
Concrete
Visual Design
Information Design
Interaction Design
Functional Specification
Digital Objectives

28
User Experience (UX) Venn Diagram

29
Responsive Design: One Website For Every Screen

30
Google Analytics

31
Search Engine Optimization TrifectaCirca 2016
Social Media
Leveraged across
all available social
media platforms to
gain traction and
promotion
Content Strategy
High 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

32
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

33
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

34
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

35
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

36
Content Marketing: A Paradigm Shift
01
Brands owning
and not renting
media by
becoming the
media
02
Attracting and
retaining
customers
03
Creating & curating
great content to
change or enhance
customer behavior

37
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
5
TRACK &
MEASURE
• Determine which
offers and
keywords are
working
• Optimize content
• CRM integration

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American Express Open Forum

39
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
Direct
Email
Marketing
Benefits

40
IPSOS2014 Research Internet ConsumptionIn Kenya
Email is
popular
in Kenya!

41
Dotsavvy Insights E-Newsletter

42
Mobile Is Eating Everything (Especially InAfrica!)

43
80%smartphone
sales in kenya as
a percentage of
all new phones
inexpensive
androids
driving
sales
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

44
Exactly How Many Mobile Apps Are Out There?

45
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
5
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

46
Dotsavvy Insights Mobile App

47
2M
5M
7M
8M+
SOCIAL MEDIA USERS
IN KENYA
2M
3M

48
Social Media Timeline
1 2 3 4
Acquisition Retention
Listen
To Social Media
Conversations
Create
Compelling
ContentTo Grow
Social Media
Communities
Engage
Social Media
Communities To
Maintain & Grow
Brand Relevance
Transform
Social Media
Communities Into
Committed Brand
Advocates

49
An example of how
A business can
increase salesvia
social media
1
23
4
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

50
Digital Advertising

51
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
Downloads
Leads
CPM
CPC
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

54
Suite 25, Upper Hill
Duplex Apartments
Upper Hill Road, Upper
Hill
Nairobi,Kenya
+254.20.8077108/9 (tel)
+254.736.796505 (mob)
facebook.com/dotsavvy
@dotsavvy
info@dotsavvyafrica.com
Reach UsAt Our Nairobi Offices

55
WEARE
PURE DIGITAL PASSION
WE ARE DOTSAVVY

Effective Digital Marketing In The Context of Africa

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