Digital Marketing in Kenya: What You Need to Know

Digital Marketing in Kenya: What You Need to Know

The number of internet users in the country increased by more than 16% in the last two years. Further, internet penetration in the country stands at 85.2% as of December 2020. With the internet becoming accessible across the country, more people are now spending most of their time online.

Therefore, businesses must be ready to combine their traditional marketing efforts with digital marketing. Using digital marketing will widen your reach and help you stand from the competition. Failure to use digital marketing will be setting your business up for failure.

Let’s discuss everything you need to know about digital marketing in Kenya below.

What is Digital Marketing?

Digital marketing, also known as inbound marketing, is simply the act of marketing your business through the internet. Businesses can use digital marketing aims to communicate and connect with potential customers through the internet. To leverage the power of inbound marketing, you will have to use various digital marketing channels like mobile apps, email, and SEO. And, although most people assume that it can only take place online, the reality is that it can also occur offline.

It is essential to note that digital marketing involves any advertisement done through an electronic device. With that in mind, there are four types of digital marketing- radio marketing, television marketing, enhanced offline marketing, and phone marketing.

As the name suggests, enhanced offline marketing occurs offline but electronic devices such as iPads are used. Radio marketing occurs through radio, while television marketing occurs through TV.

Phone marketing is the most popular type of online marketing, and it occurs through mobile phones. Many people prefer this form of marketing because the mobile penetration in the country has grown by more than 11% as of January 2021.

Generally, digital marketing seeks to create awareness, interest, and consideration. It also strives to drive sales, identify customer intent, and conduct an evaluation. Common digital marketing channels include:

Video Marketing

Is the use of video to advertise your products or services. Video Marketing is the best way of increasing engagements on social platforms.

Social Marketing

Social marketing refers to the activities and efforts you put in to try and change or maintain a certain behavior in people. In most cases, social marketing campaigns involve the use of symbolic visuals.


Also known as pay-per-click, PPC is a digital marketing strategy where an advertiser pays a publisher every time visitors click on the advertised link.

Web Design

Web design involves vital elements like user experience and visual representation of your brand. A good web design should include a logo, content organization, call to action, brand colors, and company goals.

Content Marketing

Is the creation and publishing of content to your target audience. Content marketing aims to increase your conversion rate. Content marketing strategies include videos, webinars, articles, and e-books.


According to Global DesArts Media, SEO is the science of adjusting a website’s code, content, and structure to make it visible on a search engine result page for particular keywords or combinations of keywords.


Unlike SEO, search engine marketing or SEM is paid search marketing where businesses pay search engines to display their ads in the search results.

Email Marketing

Email marketing is the process of sending commercial messages to your target audience to advertise a product or a service.

Re marketing

Re marketing, also known as re targeting, is a marketing strategy where companies show their ads to visitors who had visited their sites earlier or taken a particular action. This marketing strategy is usually used to promote a specific product or service or improve your conversion rate. It can also be used for lead generation.

Why is Digital Marketing Important in Kenya Today?

Regardless of the type of business you own, digital marketing should be an essential part of your marketing campaign to connect with your audience 24/7. Read on to discover why you should take advantage of digital marketing today.

1.    Cost-Effective

Advertising and marketing costs are some of the most significant expenses that business owners have to deal with. This is especially true for startups that don’t have millions for advertisement and marketing.

Luckily, digital marketing makes it easy for such businesses to connect with potential clients online without spending an arm or a leg. Better yet, some digital marketing techniques such as SEO are free.

2.    Guaranteed Return on Investment

Every business aims to make profit. As such, all businesses aim to have a return on investment on every business process, including marketing. With digital marketing, companies don’t have to spend so much on marketing campaigns.

The good news is that you are guaranteed to have a huge return on your investment regardless of the amount of money you will spend on marketing.

3.    Measurable

One of the downsides of traditional marketing is that you cannot ascertain progress. On the other hand, it is easy to measure the success of a digital marketing campaign. And the good news is that you can use various free such as Google Analytics to track the performance of your digital marketing campaigns.

4.    Flexible

After measuring the success of your digital marketing campaign, you will be better placed to decide how to proceed. If your campaign isn’t performing as expected, you can adjust it accordingly. You can also stop it altogether without losing so much money and time.

5.    Widen Your Reach

The world is now a global village thanks to the internet. With digital marketing, you can reach potential clients in any part of the country. Amazingly, you can also target potential customers in other parts of the world. This gives you the chance to go national and international without spending a fortune.

6.    Allows Targeting

Finally, digital marketing allows you to target specific groups, depending on their demographics, spending habits, history, and hobbies. Targeting can increase your conversion rate.

Final Thoughts

Businesses that are not using digital marketing are setting themselves up for failure. Take advantage of popular digital marketing channels to widen your reach and increase sales.