Mark Kaigwa, MD of Nendo, highlights challenges in digital marketing measurement, where it’s easy to obsess over meaningless metrics.
As Kenya continues to lead the way in innovation and technology on the African continent, it’s no surprise that the country is also shaping the digital marketing landscape in unique ways. One of the most significant digital marketing trends in Kenya is the role of social media, particularly Twitter, which has played a critical role during times of crisis. The Westgate tragedy in 2013 is just one example of this, where Kenyans turned to Twitter to share news updates, and offer support. Kenyan citizens also went to Twitter to help raise millions of dollars for national drought relief efforts.
As Mark Kaigwa, the founder and MD of Nendo, notes, Twitter has become Kenya’s most important and influential social network.
In their 2023 Trend Report, Nendo makes some predictions about the future of Twitter under the leadership of Elon Musk, offering insights into how the platform may evolve in the coming years.
Mark Kaigwa also highlights the challenges of measuring success in the digital world, where it’s easy to become obsessed with measuring things that are meaningless and giving them too much significance. He also shares some common mistakes that multinational and global brands make when entering the African market and how to avoid them.
The Kenyan perspective on digital marketing trends provides valuable insights for marketers and businesses alike. As the digital landscape continues to evolve, it’s crucial to stay ahead of the curve and embrace the opportunities presented by digital marketing.
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