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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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South African Airways bailout talks stall

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In light of a poor financial outlook at South African Airways (SAA), including lack of cash for flight operations, the airline has addressed reports of impending bankruptcy, assuring customers and stakeholders that its flights are continuing to operate as normal.

“The airline is aware of media reports suggesting that it will cease operations. SAA is always committed to transparently communicate with all stakeholders, including customers, about any material or significant operational changes that may have an impact on flight schedules,” the airline issued an official press release on January 20, 2020.

In order for the airline to avoid collapse and ensure connectivity, the South African government placed the carrier under bankruptcy protection in December 2019, including a $272 million bailout to keep flights running. With not a single profitable year since 2011 and a bailout sum that amounts to $2 billion through the years, the airline was looking for a strategic partner to help it navigate through tough weather.

The airline’s business rescue practitioners held talks with the government at the weekend to try to find a solution on the funding gap but as of Sunday evening, no solution had been found.

Last week, a senior trade union official said SAA could have to suspend some flights and delay salary payments if the government doesn’t come up with a plan to provide the funds soon.

On Sunday, the public enterprises ministry said it was talking with the National Treasury to raise funds for SAA.

The airline is one of several South African state entities, including power company Eskom, mired in financial crisis after nearly a decade of mismanagement.

Recent reports reveal that at least, a dozen flights to and from the SAA hub in Johannesburg have been grounded.

The cancelled departures include the Monday evening flight to Munich. The loss of this flight will trigger payments of €600 to each passenger under European air passengers’ rights rules.

Ten flights to and from Durban and six links with Cape Town have been axed. In addition, some SA Express services have been grounded. These have SAA flight numbers but are operated by a separate carrier.

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Tanzania to accelerate industrialization with access to more gas supply

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Tanzania is on the verge of being connected with more gas supplies regions. This plan to boost electricity generation was announced by the country’s Deputy Minister for Energy, Subaira Mgalu. The regions involved include Arusha, Dodoma, Tanga, Kilimanjaro and Morogoro.

According to Mgalu, the Tanzania Petroleum Development Corporation (TPDC) has already embarked on a grand infrastructural project to connect natural gas for domestic and industrial use in the Dar es Salaam, Coast, Lindi and Mtwara regions.

“The plan is to reduce dependence of electricity as the only source of power for production by the industries,” he says.

Tanzania is in the process of implementing a mega hydropower at Stiegler’s Gorge along the Rufiji River in the Selous Game Reserve that will produce 2,100 megawatts

The country, with a population of approximately 55 million, has just 1,500MW of installed grid capacity.

Earlier, the Tanzanian President John Magufuli, promised to turn the country into a middle income industrial economy by 2025.

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Kenya seeks $1 billion World Bank loan

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In a bid to cut debt from overseas capital markets after a borrowing binge in recent years,Kenya is in advanced talks with the World Bank for “a fairly priced” loan of up to 100 billion shillings ($991.57 million), nearly half of its required external funding this fiscal year.

The World Bank, which has multiple development funding programmes with Kenya worth billions of dollars, is seen as one of the viable alternatives to commercial debt.

The Washington D.C.-based financier lent money to the Kenyan ministry of finance for the first time last year, changing past practice where it channelled cash straight to the projects, bypassing the Treasury.

The loan size will be determined by how much its funders can put together, says Julius Muia, principal secretary in the Kenyan Finance ministry.

“We are thinking something between 50-100 billion (shillings) depending on what kind of interest there will be”. The loan will be cheaper than commercial debt, in line with the government’s policy of cutting its funding costs, Muia adds.

Kenya became a middle-income country in 2014 after it rebased the economy, meaning it cannot secure funds from the World Bank at the concessional rates offered to low-income states.

The finance ministry has set a budget deficit of 6.3% of GDP for this financial year to the end of June with about 213 billion shillings expected from external sources.

The balance will be raised through Kenya’s first sovereign green bond, with the country taking advantage of next week’s UK-Africa investment summit in London to gauge investor demand for the potential issue.

“It is taking shape as we go,” Muia says.

The Treasury projects that the budget deficit will shrink to 5.7% of GDP in 2020/21. The gap, which peaked at 9.1% of GDP in 2016/17 financial year, is expected to narrow further to the desired level of 3.3% in 2023/24

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