Online Marketing is the marketing of products or services using digital technologies. Its mainly on the internet, but also including mobile phones, display advertising and any other digital medium. As digital platforms are increasingly incorporated into marketing plans. Also in everyday life, and as people use digital devices instead of visiting physical shops. Digital marketing campaigns are becoming more prevalent and efficient in Kenya
Customers in Kenya are often researching online. Then buying in stores and also browsing in stores and then searching for other options online . Online customer research into products. Particularly popular for higher-priced items as well as consumable goods like groceries and makeup. In Kenya Consumers are increasingly using the Internet to look up product information. They also compare prices, search for deals and promotions. A key objective is engaging digital marketing customers . Allowing them to interact with the brand through servicing delivery of digital media. Information is easy to access at a fast rate through the use of digital communications. Users with access to the Internet can use many digital mediums, such as Face book, YouTube, Forums, and Email etc. Through Digital communications. It creates a Multi-communication channel. Where information can be quickly exchanged around the world by anyone without any regard to whom they are.
Digital marketing is facilitate by multiple channels. As an advertiser one’s core objective is to find channels which result in maximum two-way communication and a better overall in Kenya
Affiliate marketing –
Affiliate marketing is perceive to not consider a safe, reliable and easy means of marketing through online platform in Kenya. This is due to a lack of reliability in terms of affiliates that can produce the demanded number of new customers. As a result of this risk and bad affiliates it leaves the brand prone to exploitation in terms of claiming commission that isn’t honestly acquire. Legal means may offer some protection against this, yet there are limitations in recovering any losses or investment. Despite this, affiliate marketing allows the brand to market towards smaller publishers, and websites with smaller traffic. Brands that choose to use this marketing often should beware of such risks involved and look to associate with affiliates in which rules are laid down between the parties involved to assure and minimize the risk involved.
Display advertising –
As the term infers, Online Display Advertisement deals with showcasing promotional messages not to mention ideas to the consumer on the internet. This includes a wide range of advertisements like advertising blogs, networks, interstitial ads, contextual data, ads on the search engines, classified or dynamic advertisement etc. The method can target specific audience tuning in from different types of locals to view a particular advertisement, the variations can be found as the most productive element of this method in Kenya today.
Email marketing –
Email marketing in comparison to other forms of digital marketing is consider cheap; it is also a way to rapidly communicate a message. Such as their value proposition to existing or potential customers.The success of email marketing is reliant on the language and using graphics/visuals that are relevant to the message.
Social Media Marketing –
The term ‘Digital Marketing’ has a number of marketing facets as it supports different channels used in and among these, comes the Social Media. When we use social media channels (Face book, Twitter, Interest, Integra, Google+, etc.) to market a product or service in Kenya, the strategy is called Social Media Marketing. It is a procedure wherein strategies are made and executed to draw in traffic for a website or to gain attention of buyers over the web using different social media platforms.
Game advertising –
In-Game advertising is define as “inclusion of products or brands within a digital game. The game allows brands or products to place ads within their game. The attitude towards the advertising also takes into account not only the message shown but also the attitude towards the game.
Video advertising –
This type of advertising in terms of digital/online means are advertisements that play on online videos e.g. YouTube videos. This type of marketing has seen an increase in popularity over time in Kenya. Online Video Advertising usually consists of three types. That’s pre-Roll advertisements which play before you watch a video also Mid-Roll advertisements which play during the video. In like manner Post-Roll advertisements which play after watching the video . The effectiveness depends on length, position, adjacent video content, variables will yield different results. Length of the advertisement has shown to affect memorability where-as longer duration resulted in increased brand recognition…This type of advertising, due to its nature of interruption of the viewer. It is likely that the consumer may feel as if their experience is being interrupt. This creates negative perception of the brand.