Digital media the way to go, report says
24 April 2012, 11:27
Nairobi - Digital media is seeing exponential growth in Kenya as traditional media such as print and television struggle to earn advertisement revenues, forcing them to rebrand and transform their business into digital platform to remain relevant, Capital News reports.
Despite this shift to digital, many companies are still relying on traditional methods of advertising, as only two percent of the $550 million (Kes 45,704,999,160) spent across the three major countries in East Africa for advertising last year, was spent on the digital media platform.
Speaking at the launch of the McKinsey and Company African Consumers Report, TBWA International Strategic Director Marie Jamieson emphasised the importance for companies to invest in digital marketing in order to give consumers a greater platform where they can interact and act as ambassadors for their favourite brands.
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