Digital Marketing In Kenya: Beginner’s Guide In 2023

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Digital marketing in Kenya is growing fast just like it is around the world. Therefore, in this blog, we share information that will help you understand what digital marketing is and how you can successfully do it for your business. A properly executed digital marketing plan for your business will result in an increase in awareness of your business that will convert to people considering buying from your business and later they will convert to paying clients.

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Here is the list of the topics we will explain in this blog:

  1. What is digital marketing?
  2. Types of digital marketing
  3. Digital marketing media
  4. How to get started with digital marketing

What is digital marketing?

Digital marketing, also referred to as online marketing, is the use of any digital media platform to promote a product or service for purchase or consumption. This will therefore require that the business or an individual promoting any product or service has already worked on the product they want to promote, its price, and how the buyer will buy and experience the product or the service being promoted.

Types of digital marketing

There are various ways to promote a product or service through digital media. The type of digital marketing you are going to implement to promote your product or service will depend on a number of factors. We will cover more of that later in this blog. For now, let us look at the various types of digital marketing employed by businesses. Here is a list of the key types of digital marketing:

  1. Social media marketing
  2. Paid advertising (Pay-Per-Click)
  3. Email marketing 
  4. Content marketing 
  5. Influencer marketing
  6. Search Engine Optimization (SEO)
  7. Affiliate marketing 

These different types of digital marketing are generally implemented differently. They may have some similarities, however, what makes each of them unique is their different approaches and strengths. Therefore, depending on the size of your business, capacity, or industry you might find one or two of them to be useful compared to the rest. 

Digital marketing media

The various types of digital marketing can be broadly grouped into 4 main digital media. The digital media are:

  • Earned media: these are media platforms that are owned by other organizations or businesses. When they cover a story about your business or product on their platform, we call that earned media. A god example is positive mentions of by a news media.
  • Owned media: these refer to media platforms that you own Examples are, your website, email subscribers, podcast channel, 
  • Paid media: these refer to platforms that allow you to pay to be covered or for your product or service to be mentioned. Examples are influencer marketing and display advertisement.
  • Shared media: these refer to coverage of other people about your products or services such as user-generated content (UGC).

How to get started with digital marketing

Now that you know what is digital marketing, the next question will be how to get started in implementing it. 

1.) Who is your ideal customer?

The key question you need to ask yourself before deciding on the digital marketing strategy is “Who is your ideal customer?” Your ideal customer is also referred to as your target audience. 

Your ideal customers have specific characteristics that make them unique and possible buyers of your products and services. These characteristics are called consumer characteristics. They are four categories of consumer characteristics: 

  1. Demographics characteristics
  2. Psychographic characteristics
  3. Behavioral characteristics
  4. Geographical characteristics.

These four consumer characteristics will help you ask and answer some of the following questions to understand your potential customers very well:

  • Where do they work?
  • Where do they live?
  • Which social class do they belong to?
  • How do they spend their free time?
  • What do they read?
  • Where do they hang out online?
  • How do they shop for products and services?
  • What is their disposal income range?

Understand more about customer characteristics in this blog that discusses customer analysis in detail.

2.) Which digital marketing media to use?

Once you are very clear on your target audience, the next step will be determining which digital marketing media is the best way to reach them with your product or service that helps them solve a problem or make them feel good.

For example, if your ideal customers are young ladies between the ages of 20-35 years old and they like locally made fashion clothes, you will be better off using Instagram and TikTok to promote your products to them.

3.) What is your marketing budget?

When you are starting your business you should definitely have factored the budget to ensure the whole business operation is running. In the same way, you budget for your human resource and product and service production and delivery respectively, you should also budget for your marketing.


In conclusion, digital marketing is the way to go for your business. Whether you have just started or you have been in the industry for over 50 years, it still does not change the fact that digital marketing is the best way you can reach your target audience. No matter your business and your target audience, there is over 90% likelihood that your ideal audience is currently online looking for products and solutions that your business is providing.

Start your digital marketing today and see your business reach audiences you could never reach in person to pitch your product, you’ll find markets that have been waiting for your product as the answer to their problems and challenges. We wish you all the best as you get started.

If you have found this blog useful, please leave a comment and share it with your contacts or social network so they can benefit too.

If you are a business owner and you would like to achieve business growth through digital marketing? Get in touch with us today by scheduling a free call. You will get a special service.

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