It's 2015 folks...and one thing is for sure; more gains are going to be made on the internet scene than ever before. A lot of hopes and predictions for this new year; a lot of marketers claiming to go the untainted route; a lot of brands climaxing on new media investments. All said and done, this is my view of the 2015 new media trends Kenya will experience:
1. Content Marketing
Personally, I’ve done several pitches this year and the one thing that sticks out like a sore thumb is the push from brands to have an online content strategy. Kenyans are getting more internet savvy thanks to increased connectivity via mobile devices; meaning they will have more access to brand information online.
A quick glimpse of the consumer purchase funnel as we know it reveals that brand content is crucial in the interest and desire stages. In the 'interest' stage, consumers are gaining knowledge that will enable them settle for one brand/product instead of the other whereas in the 'desire' stage, they are seeking information that can assure them that the brand/product will surely fulfil their need. Content will therefore range from contextual product information to reviews and testimonials. To be more precise, 2015 is the year where brands will indeed become publishers.
The key thing to remember in the content game is dynamism. Consumers’ lives are dynamic and brand content should mirror this by being creative and genuine. The brands that will win are those that will embrace conversation in their content strategy; don’t talk to the consumer, have a genuine conversation instead.
A quick glimpse of the consumer purchase funnel as we know it reveals that brand content is crucial in the interest and desire stages. In the 'interest' stage, consumers are gaining knowledge that will enable them settle for one brand/product instead of the other whereas in the 'desire' stage, they are seeking information that can assure them that the brand/product will surely fulfil their need. Content will therefore range from contextual product information to reviews and testimonials. To be more precise, 2015 is the year where brands will indeed become publishers.
The key thing to remember in the content game is dynamism. Consumers’ lives are dynamic and brand content should mirror this by being creative and genuine. The brands that will win are those that will embrace conversation in their content strategy; don’t talk to the consumer, have a genuine conversation instead.
2. Online Video
As mentioned earlier, internet connectivity is no longer a strange phenomenon. And it’s not a Nairobi thing either!! With KDN creating free Wi-Fi hotspots in certain counties like Nakuru, an internet explosion is looming.
Telcos (such as Airtel with their Unliminet offer) are lowering the cost of internet bundles thereby giving traditional ISP's a run for their money. As the cost of data decreases, video consumption (especially on mobile) is bound to increase. This inverse relationship is not as straightforward as it appears though. External issues such as video capacity of some mobile devices have to be factored before brands go all out on branded videos. Winning brands will be on the frontline customizing their YouTube channels or even acquiring private video players such as JWPlayer to give their audience a more custom experience.
Telcos (such as Airtel with their Unliminet offer) are lowering the cost of internet bundles thereby giving traditional ISP's a run for their money. As the cost of data decreases, video consumption (especially on mobile) is bound to increase. This inverse relationship is not as straightforward as it appears though. External issues such as video capacity of some mobile devices have to be factored before brands go all out on branded videos. Winning brands will be on the frontline customizing their YouTube channels or even acquiring private video players such as JWPlayer to give their audience a more custom experience.
3. Mobile Apps
The statement 'there must be an app for that' will definitely gain more traction in 2015. Today, more smartphones are being sold in the country than Pc's. For as little as Kshs. 6,000, you can arm yourself with an android or windows based smartphone. Mobile app uptake will however not be automatic; the consumer has to have had a pleasant ride through the purchase funnel and gotten to the point of loyalty where they finally download your brand app. Brands going straight into app development without auditing the consumer journey will fail miserably. In addition, apps will have to be efficient in data consumption and offer good user experience too.
Currently, the local banking scene is awash with various apps which are transactional in nature. In my opinion, this will only take them so far. Smart banks have realized their consumers lives go beyond banking and have incorporated other lifestyle features in their apps. A good example is the KCBmobile app which even offers news & current affairs. The Barclays bank app too enables users to access discounts in certain restaurants. The winning brands here are those that will build apps with the end user in mind.
Currently, the local banking scene is awash with various apps which are transactional in nature. In my opinion, this will only take them so far. Smart banks have realized their consumers lives go beyond banking and have incorporated other lifestyle features in their apps. A good example is the KCBmobile app which even offers news & current affairs. The Barclays bank app too enables users to access discounts in certain restaurants. The winning brands here are those that will build apps with the end user in mind.
4. Social Media
A few years back, social media mostly meant Facebook and Twitter. The former has changed so much that some brands are re-evaluating their investment in this social channel. This is mostly because at the very onset, most brands were competing for fans on their pages. Ad dollars were therefore spent to buy fans but very little was done to develop useful content (thus zero engagement). Fast forward into 2015 and factoring in the numerous changes in algorithms, most brands are realizing diluted ROI on Facebook. And it’s going to get worse this year with Facebook punishing the reach of promotional posts on pages.
Twitter has taken a life of its own and serious brands are reaping huge ROI from it by being able to address customer issues thereby keeping their reputation. Every brand moment now has a hash tag to ensure social inclusion of KOT (Kenyans on Twitter). The partnership with Google is one to keep an eye on since it will further the reality of social search.
Instagram has made its debut as well but has received most uptakes with celebrities as opposed to brands. In my view, Instagram presents a unique opportunity for brands to bring out their 'sexy back' and interact with their audience (See Jambo Jet Instagram page). The winning brands for 2015 however are those that will leverage on whatsapp to create conversation within a community. Whatsapp can be the coal that fuels conversations on all other social media channels. The ease of sharing on this social tool makes it too unique to be ignored.
5. E-commerce
I unashamedly laugh at anyone who still believes Kenyans are not online. A quick check with Jumia folks reveals they are experiencing double digit growth!! Uber, the world renowned tech company, set up base in Kenya last month to rival Easy taxi. Point is, e-commerce is growing rapidly in Kenya and 2015 will see it grow by leaps and bounds due to the existing infrastructure.
Mobile money for sure is the wind beneath this growth and reduced internet data charges will only make this wind blow stronger. Those in retail are the firsthand beneficiaries since they don’t have to necessarily create e-commerce platforms from scratch; they can team up with the likes of Jumia and instantly begin winning. Service industry providers have two options, either wait to be conquered by an external party (such as the case with the taxi folks) or team up and own their e-commerce platforms. There is huge opportunity especially for techprenueurs where they can invest in e-commerce technology to dominate certain sectors of the economy.
Mobile money for sure is the wind beneath this growth and reduced internet data charges will only make this wind blow stronger. Those in retail are the firsthand beneficiaries since they don’t have to necessarily create e-commerce platforms from scratch; they can team up with the likes of Jumia and instantly begin winning. Service industry providers have two options, either wait to be conquered by an external party (such as the case with the taxi folks) or team up and own their e-commerce platforms. There is huge opportunity especially for techprenueurs where they can invest in e-commerce technology to dominate certain sectors of the economy.
6. Data - The new currency
With all this uptake in internet technology, data will be the new currency. Online marketing is going to take a different dimension this year with marketers more than ever wanting to see the data behind the media. Consumers will try as much as possible to safeguard their privacy (or their illusion of it) whereas marketers will be on the prowl looking for a way to go beyond this boundary 'safely'. Ad dollars will therefore shift from generic online campaigns (such as non-targeted banners etc.) to more refined platforms with proven relevant reach. The net effect of this is that now more than ever, online audience will be tracked more viciously and privacy debates may be sparked later on in the year.
And that's my two cents with regards 2015 digital media trends for Kenya.
