Internet penetration in Kenya is higher than the African average, with 37 million Kenyans out of a population of 48 million being online.
With 77% of Kenyans currently online and this number set to grow, if you’re targeting the Kenyan market you need to have a good digital marketing strategy in place.
Here are three things you should know if you want to do digital marketing in Kenya.
Most Kenyans access the internet via a mobile phone rather than a computer. In fact, the average Kenyan owns 3 smartphones. With this in mind, if you are targeting Kenya, you should definitely consider creating a mobile app. Android apps are more popular than Apple apps in Kenya, because Android phones are more widespread than iPhones. Mobile app discovery is a common problem in Kenya, so make sure your app stands out from the crowd by making sure it is user-friendly and refined.
2. Social media
Social media apps are very popular in Kenya. In fact, the majority of informational content is consumed on social media, making it a vital channel for your digital marketing activities in the country. The most popular social networks in Kenya are Facebook, Twitter, LinkedIn, Instagram and Snapchat.
Recently, eBay signed a deal with Mall For Africa to make US eBay items available to Kenyan buyers. Kenya also recently agreed a deal with the Chinese ecommerce site, Amanbo. This deal aims to provide cheaper logistic costs to items exported and imported between the two countries, bringing the Chinese market – and ecommerce success – closer to merchants in Kenya. If you want to sell your items in Kenya, eBay and Amanbo are therefore the two platforms you should consider.
If you follow these three tips for targeting Kenya online, then you’re well on your way to successfully cracking the Kenyan market. For more in-depth information, download our free guide on digital marketing in Kenya.
Anna Giulia Novero
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