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Companies on digital platforms enjoying brand dominance

30 March 2015, 15:37 Samuel Kisika

Nairobi - Companies that have embraced digital marketing for their products are enjoying brand dominance both online and offline.

East Africa Digital Marketing Summit and Show founder, Martin Muli said brands increase the frequency of transactions with customers on using mobile phones as a marketing tool.

“Mobile is an extremely powerful tool for reducing churn and deepening customer engagement, forums like East Africa Digital Fair that enable developers to further optimize their products in order to increase customers’ interaction with digital marketing platforms,” said Muli.

Muli who spoke ahead of a two-day Digital Fair to be held on 9th and 10th April, 2015 in Nairobi said mobile phones help marketers reduce churn and increase customer satisfaction. He added that such benefits have distinct and immediate impact on the ROI of the marketing campaign.

The scheduled Digital Fair will bring together digital products and service providers across East Africa in showcasing the latest digital trends at a time when consumers are becoming more informed amid an emerging middle and upper social classes driving demand for mobile applications that support their lifestyle.  

Also read: Digital media the way to go, report says

E-commerce platforms for instance frequently use push notifications to increase customer engagement by driving traffic up 150% while further increasing conversion by 20% to 50%. Push notifications further provides endless flexibility as it can be adapted from global to user segmented to location-based marketing.

For example, mobile applications such as Rupu, Hello Food, Easy Taxi, Uber, Ma3route have made life convenient in Kenya particularly creating awareness among consumers regarding the available product and service deals, and informing motorists and passengers on the state of traffic on the road among other benefits.

Government apps such the Nairobi City Council Ejijipay has also made accessing parking tickets, Land Rates, Rent Payment, Construction Permits, Single Business Permits and county services much easier.

Such digital trends have attracted global companies to tap into the country’s growing digital market where Uber, a global technology company connecting riders with drivers through a Smartphone app, launched its services in Nairobi.

Jumia Kenya MD, Parinaz Firozi said, “The potential of digital marketing in Kenya is towering, unexplored and unexploited. If we can harness and equip our generation with the skills and knowledge through such summits and conferences then we can make the Kenya of our dreams.”

Pornt Inside 2013 survey established that 42 per cent of consumers use their phones to conduct deeper research about a product and a staggering 38% use a mobile device when making a purchase and added that retailers’ apps with store mode gather five times more engagement.

Similarly, a 2013 survey by AdMedia Partners indicated that retailers’ apps, for instance, take up the most of consumers’ time at 27%, followed by online marketplace at 20%, purchase assistant at 17%, price comparison at 14%, and daily deals at 13%.

Some of exhibitors expected in the 2015 Digital Fair include Jovango.com, Jumia, Hello food, Easy Taxi, BEAN Interactive, CIO East Africa, Mobitalk, Monar Strategic, Trinc Media, SokoPoa Kenya, DSTV, Sports Stadia Management, Xpose, and OLX Kenya

Last year’s event had more than 25 exhibitors drawn from East Africa who included Safaricom _ Business  solutions, Scarlet Digital _digital PR, Ma3Route, M-Farm, Google - Beba pay, Nailab- all start ups and WASP Africa- SMS solutions and gadgets. The Fair received over one thousand visitors.  

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- MyNews24

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