Y
|
ou may toy with the
idea of giving out free spaces on your website and once you have marshalled
requisite bargaining hits and numbers, devise an advertising fee guideline that
will target your former freeloaders and future partners.
By MUSYOKA NGUI
 |
| Digital advertising is reliant on gadgets like laptops/Internet Sources |
Kenya is a
top technology savvy country in the region and beyond. Over the last few years
the number of internet and mobile phone users has surged.
The Communications Authority of Kenya places the penetration of Information
Communication Technology (ICT) at 78.2 per cent.
Various traditional media like television, radio and newspapers are converging
online. People do online shopping conveniently from their mobile devices, smartphones,
tablets or laptops.
Kenya boasts of 23.2 million internet users, majority whom are the
youth. 97 per cent of the users access the internet via their mobile phones.
This is good news for mobile phone manufacturers and associated service
providers.
Nearly 30 per cent of Kenyans own and use smartphones meaning that
they can access the internet via dedicated 3G internet. This is faster and more
reliable than 2G. 4G technology is also coming up and with leading telcos like
Safaricom championing for its adoptions, the future is bright. Safaricom has
just launched digital television box called Big Box set top box that will enable
users to enjoy irresistible data offers and incredible streaming services on YouTube
and international television channels. They will also enjoy free to air
channels.
Digital advertising is cheaper for agencies since one only requires a
computer and not a physical office to set up their operations. Of note is the
growing number of tailored services for different market niches that the
customers are set to enjoy. For example, the real estate sector is booming and
potential home owners and tenants are taking to the internet to look for
convenient services which will not waste their time. Agencies are taking and
posting photos of houses for clients to sample. It is that simple. That is the technology
employed by Online Exchange(OLX) which has cracked the beauty of digital
advertising.
Most of those who shop for houses online are the young people. The
internet is a powerful tool that new age advertisers can tap into. At first clients
may be skeptical whether your platform really works but push on. Grow your audience.
Advertise on the social media and have as many followers, likers and
commentators as possible. Encourage interaction and criticism.
Social media consultancy and blogging are likely to make you a focal
point of online brand endorsement and this means good money from revenue
streams gotten from advertising.
Once you grab a market niche go ahead and list as many clients as you
can and encourage friends to visits your website. Remember you need numbers to
negotiate your rate card charges. The higher the traffic the more you are
likely to earn from advertising online.
It is unlikely for those over 50 years and above to use the internet
to search for property but the youth. Google analytics place the youth as the
highest number of internet users. 49 per cent of internet surfers are aged
between 25 and 35 while 34 per cent lie between the age bracket of 35 and 40.
Only 17 per cent of internet users are aged between 45 and 54 years. Only 11
per cent of those aged between 55 and 64 years are active online enough to look
for property to own.
It cannot hurt to include value added services in your marketing deal
just to make it sweeter. These include cleaning and construction services.
Companies which perform moving errands and designing interior spaces too need
you to market their services.
In a nutshell belowis the distribution of Kenyan internet users:
Mobile
Phone- 97 %
Smartphones-
27 %
Desktops/
laptops/PCs- 8 %
Tablets- 1
%
While you may want to be everywhere online, it is safer to target the
mobile phone niche first as you diversify to the rest of gadgets with time. You
may need an app at some point.
Employ working strategies while pitching your ads online. It is believed
that putting the ad on the top of the web page boosts its visibility by 10 per
cent compared to other positions. This means that it will be the premium point
to start and attracts the highest rates.
Another strategic placement is the right hand side of the web page so
you will reserve it for the premium clients and those who demand the highest
quality of services.
While at it throw in creative offers from
your clients that are geared towards saving on the pockets of your followers.
Be kind enough to share information that will not necessarily compromise on the
nature of service offered but is affordable and reasonable.
As a beginner, you may toy with the idea of giving out free spaces on
your website and once you have marshalled requisite bargaining hits and
numbers, devise an advertising fee guideline that will target your former
freeloaders and future partners.
Another way of pitching for adverts is shifting the base from your
own website and planting it directly on Facebook and YouTube where there is
more traffic to tap. Currently there are over 4.2 million Kenyans who are
active Facebook users and they spent about 6.2 million hours each month on YouTube.
Thisis a great market to sell to your client. Keep your video clips and
pictures high definition for successful and happy clients to come back for more
tenders as well as second you to their friends and colleagues which means
increased client base and thus more profits.
Musyoka is a writer, blogger and journalist
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