2019 is a year of strategic changes, new challenges and promising opportunities for commerce and digital marketing.
Here you will see five key areas of change for e-Commerce and digital marketing in Kenya in 2019 that we must focus on to take advantage of them.
What are the real success opportunities that arise for e-commerce and digital marketing in 2019, and how far are they?
While there have been many dramatic-and even disruptive-changes in the worldwide data market over the past year, we certainly must celebrate them, because they have fostered the innovation that allows the industry today to be strengthened more than ever.
New and amazing technological resources are now within reach, like never before.
The advances only in the last year have been remarkable, and the digital tools that we have expected so much are now available to anyone.
If you are prepared to use them, the potential to increase the profits of your company will be enormous.
Let’s look at the five key areas of change and challenge for e-commerce and digital marketing in 2019 that Kenyans must focus on to take advantage of them:
1. Spending for video ads is skyrocketing, propelled by private markets
The private marketplaces – virtual spaces in which the purchase and sale of online advertising is negotiated, making it easier for advertisers and publishers to make private auctions and establish one-to-one agreements – are encouraging an ever-increasing investment in video advertisements through advertising channels programmatic Marketing specialists are eager to offer premium video ads on high-quality sites, with an emphasis on in-app advertising .
In Kenya, for example, spending on digital advertising on mobile devices increased by 17% in the second quarter of 2017 and 46% in the second quarter of 2018.
And the demand for advertising on video platforms OTT – Over The Top, or “Smart TV” – is also growing significantly.
2. Brands and retailers are teaming up to better capitalize omnichannel data
Brands and retailers are looking for opportunities beyond the technological giants, betting to a greater extent on data-driven marketing.
Many of them are developing their omnichannel capacities through collaboration and the exchange of information.
For example, Kenyan retailers can share inventory data and points of sale in real-time with brands, and both can rely on their analysis to plan efficient promotions.
For brands, consumer information is essential to make the right investment decisions, and technological giants offer very little in this regard.
Instead, the partnership with retailers is helping them access large-scale consumer information.
The result is a fruitful exchange, which benefits everyone equally.
3. The adoption of artificial intelligence in digital marketing continues to expand
Artificial intelligence (AI) and machine learning are facilitating marketing professionals with a better understanding of their recipients, which increases their ability to deliver personalized and highly relevant messages directly to consumers.
The AI provides a powerful and detailed view of the client’s behavior, resulting in efficient audience segmentation and highly accurate campaign planning, thereby optimizing spending for media advertising.
Those who have computer advertising skills will be successful, so it’s time to make sure that your own efforts in the field of machine learning are well channelled.
4. Digital ad operations are shifting from external advertising agencies to in-house management.
Cloud-based and AI-based solutions are allowing brands to increasingly migrate their digital advertising purchase operations from agencies to the company itself ( in-house ).
The regulations on the use of consumer data are accelerating this trend, as brands and retailers want more control over their user data. In addition, managing in-house advertising operations generates significant cost savings and a faster response time.
If you consider the classic times of feedback from external advertising agencies, not to mention their fees (which are usually very high), there is no doubt that you should start adopting this alternative modality to promote yourself.
5. Voice and visual technologies are being imposed on digital marketing
The use of “sensory” technology (visual and voice) in digital marketing is becoming much more evident in 2019.
According to the Gartner consultancy, brands that redesign their websites and facilitate visual and voice searches, offering user experiences more interactive and attractive, they will experience a 30% increase in their digital commerce revenue by 2021.
Brands and retailers that take the initiative to optimize their websites with sensory technology will capture shoppers looking for instant information on the go, making sure thus higher conversion rates.
When you can provide your users with the information they are looking for in real-time, the result will be extremely valuable to both parties. Remember that a committed user is a profitable consumer.
For all seen, in 2019 the triumph of your digital marketing strategy will depend largely on how effective you are at the time of optimizing your data strategy to strengthen alliances with your customers.
And if you partner with a professional data provider, who has established active working relationships with numerous advertisers and publishers, your success will be assured.