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The growth of digital and online marketing in Africa3 minutes read

Is Digital Marketing for Africa? How have businesses gained by marketing online?

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Growth of digital marketing

Innovative changes have over the years, proven to be a constant. Ways of doing things are changing globally at a rather fast pace; things that affect the way we live, the way we travel, study, do business, run homes and families, interact with others etc.

The influence of innovation is simply overwhelming! One sector that has been touched by the transformative wind of innovation is the business sector. In this article, we are going to evaluate the growth of digital marketing in Africa. Before we dissect the topic, let us first look at the meaning of digital marketing.

What is digital marketing? 

Wikipedia defines digital marketing as the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium. From the definition provided by Wikipedia, one may sum up the meaning of digital marketing as the use of technologies in marketing as opposed to the traditional ways of marketing we all know.

Before the digital era, marketing and advertisements were only done using traditional methods such as public announcements, newspaper, radio, television, billboards, posters and flyers. Digital marketing on the other hand employ methods such as social media marketing, search engine optimization (SEO), search engine marketing (SEM), e-Commerce marketing, content marketing among other methods.

Advertising has been taken to a whole new level through the help of online marketing. Business owners, especially startups in Africa now save millions hitherto used in running newspaper advertisements and paying for sessions on television channels that expire after a short time. They now spend less than half of that amount to advertise on various digital platforms, which enjoy more audience than the traditional means, including television and newspapers. 

The state of online marketing in South Africa

 In South Africa, a study by World Wide Worx in collaboration with Cisco Internet Business Solutions Group found that as at the year 2010 the number of South African internet users have grown beyond 5 million. Ever since figures continued to advance upwardly.

By 2016 the number of internet users stood a little below 29 million. That was more than half of South Africa’s 52 million population. With that number of internet users, digital marketing will continue to grow in leaps and bound in South Africa.

Kenya and Digital Marketing

In Kenya, the story is pretty much the same as in South Africa. If you are familiar with Kenya’s marketing terrain, you will understand how big it has grown in a very short period.  Just a couple of years ago, expensive traditional methods of marketing still thrived in the country but today the story has changed as around 22% of all media consumption in Kenya is digital.

What is more, this number is growing fast! The German online portal, Statista reported that Internet advertising spending in Kenya is expected to grow from US$72 million in 2015 to US$151 million in 2020.

Digital marketing in Nigeria

Digital Marketing started to gather momentum in Nigeria around 2012 with the entry of e-commerce platforms such as Jumia and Konga in the country. The period between 2015 to 2019 saw a massive increase of Small & Medium Enterprises in the country with a population of 190 million people.

According to Statista, Nigeria had 92.3 million internet users in 2018 and it is projected to grow to 187.8 million internet users in 2023. This was 47.1 per cent of the population in 2018. It is expected to climb to 84.5 per cent in 2023. With 92.3 million people using the internet, the place of digital marketing in Nigeria’s business space has been secured. The prospect for the growth of digital marketing in Nigeria seems pretty good.

From the situation reports in South Africa, Kenya and Nigeria – three of the largest economies in Africa, digital marketing is growing really fast in the continent. The future of Businesses in Africa can now be viewed better through the lens of the digital.

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Uganda approves return of over 2,500 nationals stranded abroad

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Over 2,500 Ugandan nationals stranded abroad amid the Covid-19 pandemic can now return home as approved by the Ugandan cabinet.

The cabinet on Monday, agreed that Ugandan nationals trapped in 66 countries can return home at their own cost.

The government is making arrangements with the UN World Food Program (WFP) to fly the stranded citizens home, Judith Nabakooba, the country’s minister for information, communication technology and national guidance says, adding that all the returning citizens will have to undergo a 14-day mandatory institutional quarantine. 

President Yoweri Museveni last month, directed Prime Minister Ruhakana Rugunda to study the possibility of evacuating dozens of citizens stranded abroad amid Covid-19 pandemic travel restrictions. 

To contain the spread of Covid-19, the country on March 22 suspended all incoming flights, except cargo flights. 

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Border closure hurts Tanzania’s horticultural exports

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A border closure between Tanzania and Kenya has hit Dar es Salaam’s horticulture sector due to long delays at the crossing for fresh produce truckers, resulting in a disruption of the supply chain.

Horticulture is one of Tanzania’s economic pillars.

This past week, Tanzania Horticulture Association (TAHA) Chief Executive, Jacqueline Mkindi asked the governments of Tanzania and Kenya to resolve the border issue for the sake of an already struggling exports industry.

Most of Tanzania’s horticulture produce is exported through Kenya’s Jomo Kenyatta International Airport (JKIA). “If this tug of war continues, we’ll be the first to suffer as we still rely on JKIA and the port in Mombasa to export crops whose routes are not open from Tanzania,” Mkindi adds. “Our government has all along been considerate to horticulture. We advise it to embark on economic negotiations with Kenya to allow cargo to continue crossing borders smoothly.”

After an international aviation halt, the TAHA signed a deal with Ethiopian Airlines.

Despite the deal with Ethiopian Airlines to ferry fresh vegetables, fruits, herbs and flowers to global markets from Kilimanjaro International Airport, the airline has still not been granted long-term landing permits.

Currently, TAHA has to apply for a landing warrant for every incoming flight at routine airport charges and has to attach backup documents each time.

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Ethiopia to divest 40% of Ethio Telecom

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The Ethiopian government is finalizing plans to sell a 40 percent stake in Ethio Telecom- the country’s sole telecommunication provider . The plan was announced by Ethiopia’s State Minister of Finance, Eyob Tekalign Tolina.

Ethiopia’s telecommunication industry is considered one of the last closed markets. It has been one of the government’s plans to liberalize the country’s economy launched by Prime Minister Abiy Ahmed. Ethio Telecom has a large market serving a population of around 110 million.

The government will retain ownership of the remaining 60 percent.

Foreign firms in the telecom sector will be invited to bid and a percentage of the minority stake will be sold to Ethiopian citizens. South Africa’s MTN and Kenya’s Safaricom have shown interest in expanding into Ethiopia in the past.

Ethiopia’s communications regulator says the country would proceed with the privatisation of the telecommunications sector despite the novel coronavirus outbreak.

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