 My name is Peter Kamure as I've been introduced. In my presentation I'll cover five things. One we look at some of the statistics on digital marketing. Then we look at digital and traditional marketing. What has changed, what was not there years ago and what is there right now and what are some of the improvements that are there. Then we look at how to come up with a digital marketing plan. Then we look at converge to media. Then lastly we look at myths that are associated with digital marketing today. So what do you understand by the term digital marketing? When you hear digital marketing, what comes into your mind? I know of late this word has been thrown here and there by many people including those who tell you to make three or five thousand a day in digital marketing and you think maybe it's a con. In the course of the presentation we'll see whether that truly can happen or it's just a con. So someone can help me answer what comes to your mind when you hear digital marketing. It's the use of internet to sell products and services. Use of internet to sell products and services. Nice trial. What's your name? Walter, thank you. Jumia uses SEO, that is one. If you sometimes Google Killing Mall on Google, you'll find Jumia around number two, number three or maybe sometimes even number one. Or maybe you're Googling something like maybe fonts in Kenya or maybe Infinix, for example, in Kenya. You likely find an online shop like Jumia, then when you click on it, it will take you to their website. So that's a CEO leading you to their now here, it's website, not a blog. Then sometimes they use PPC, PPC stands for pay-per-click where you see pop-up ads almost websites. Then when you click on it, it will take you now to this website. Then sometimes they use content, sometimes they use, they will send you promotional emails. Then they bring it here. Then when you come here now, I know they sell now the product. It's like they converge all of you. Those who have clicked on the SEO, those who are from PPC, those who clicked on the email, then you are brought to the website. Then now you are prompted now to buy maybe their product or service. Another good example is sort of something like this event. This event was on the website. I think it was 2018.wordcamp.com, I guess. So what used to happen is someone will send you a link maybe probably through WhatsApp or maybe through Facebook or maybe you'll have a Facebook event that is now a wordcamp mobasa. Then when you click on it, it will take you to now the website where now you can buy the ticket. So this was also some sort of digital marketing where you use different media platforms to bring people to sell your product or your service. How you get the email is for example, if you are buying something maybe on Jumia, most probably you leave them with your mobile number and probably your email. So next time they will use the same email to send you promotional products or promotional emails for other products that maybe will be there in the future. So for them having your email in their email list is sort of like a naset or maybe another advantage to them such that they can use the same to send you promotional emails or maybe for numbers to send you maybe text on maybe future promotions. Then I will look at some facts about digital marketing or about the use of technology. Then 4 billion people in the world use internet. I think currently the population, I think the last population, it should be around 8-9 billion. So having half of those people using internet, it tells you that if you put your product or service online, you will have at least a percentage that will see it and probably maybe convert and buy it. How you scroll on your laptop or your phone in Ania, it will equal to 118.25 km. I think it's even more than you would walk in Ania actually. So that will tell you that there are very many people who access the internet especially Facebook, Twitter and all these other social media platforms that are available. So realizing this, it actually calls for you to, if you are creating content, create content that when a person is scrolling, no matter how fast they are scrolling, they will at least see your content and probably buy into it. The last one is 75% of Kenyans bought something because they saw it on social media. I think this was last year. This just shows you the power of social media. 75% of people bought something because they saw it. So it tells you that if you post something on social media, even if a person wants to buy it right away, at least it creates, with time they will remember that brand, it creates familiarity in terms such that in future they will probably buy it or maybe buy it immediately. So a product not converting right away does not mean that it won't convert later on. So one of course should not be discouraged by doing that. Next we look at the digital versus traditional marketing. Who will give us some examples of, when we look at digital marketing, who will give us some examples of traditional marketing that was before the internet and technology came. Who will give us some examples of traditional marketing? You could advertise in magazines, on TV, in newspapers. Then there was wall branding. Yeah wall branding. So just imagine how much effort you will put on traditional marketing to reach let's say 5000 people on maybe a campaign or maybe a service that you are offering. You are reaching, you want to reach 2000 people or 2000 people. On traditional you will have to use broadcast, you will have to use newspaper, you will have to use magazine, you will have to use direct mail, because for example like if you are using brochures you will have to print 2000 brochures for each person to see. Assume that you are giving each person one brochure. If it's newspapers you will have to find 2000 people to give them each a newspaper to read so that they can see your ad assuming that they are not sharing. And so looking at the cost, how much you will incur on traditional marketing, it becomes very expensive. But imagine if you have 5000 or rather 2000 followers or people who have liked your page or maybe your group on Facebook or Instagram just posting that, are not there, they will see without you without you incurring anything. And so that's the power of digital marketing. Just posting, maybe let's say you have like 10,000 people who follow you or maybe who see your post. If you post it, you will find maybe like 2000 or 3000 people viewing it without even you incurring anything because of course you never paid to have the platform the social media platform. And so this just shows the power of digital marketing versus the traditional marketing. And so it's upon us to use digital platforms effectively so that they can serve the purpose that we want. Next we look at, not that you've seen about digital marketing and maybe probably we are somehow convinced that maybe it's the way to go. So where would you start if maybe you are to, maybe you have something like a new product that you have or maybe a new service or maybe a new business that you're starting and you want to make it visible online. Where would you start? How would you make people who are online, well they're called the online community, how would you make them to view your product or your service? So that will lead us to a digital marketing plan. And a digital marketing plan is very vital in coming up with any digital marketing strategy because it helps you to not go online blindly because sometimes people think that just posting just something on Facebook today maybe tomorrow you are busy, the following day you post, maybe after a week you forgot, I would make your product sell. I may be told but not as effective as if you have sat down and come up with a digital marketing plan or other digital marketing strategy. I want us to go through this a bit quickly. So or rather maybe it's not, maybe you have been called to a company and they tell you to handle their digital marketing or maybe to be in charge of the digital marketing department. What would you do? Actually last week I had, I was telling a friend here, last week I had the opportunity of being called by a certain company that does to us and travel and they asked me if I could handle the digital marketing and it was very timely because it's when I was preparing actually this presentation and so me presenting this is actually part of what I've been doing for the last one or two weeks. So first what you'll do, you'll do a situation analysis especially when you're starting a situation analysis it helps you to sort of lay the background of everything that you'll be doing online. E.g. what's the mission and vision of your company? What are you in the market to do? Is it to offer quality services? Is it to make your brand known? Is it to offer quality healthcare? Such that you'll know when you're doing all this digital marketing or when you're posting stuff online you'll have at least an objective that at least works and that is in line with the whole other processes of a company because what we forget is that as much as you're doing digital marketing the company also does other marketing the company also does the normal sales marketing the normal going to customers and convincing them to buy a brand and so digital marketing should always be in line with the normal kind of marketing such that what you're presenting online your vision and mission online should always be the same with what the other people who are going to offices or maybe to homes selling the service that you're at least at par. Then after that you'll do a sort of analysis what are your strengths as a company what are your weaknesses what are the opportunities that are there and of course what are the threats that will make your digital marketing hard maybe for example one of the threats maybe you have another competitor the company that called me it was a tourism travel one of our threats is a company called Bountiful Safari and Bountiful Adventures because such companies if you look at the social media pages they are very active they use a lot of resources to boost their post they use a lot of paid ads and so for us the challenge is now to know how to place ourselves such that will probably overcome that threat then what is the current online presence especially for a product that has been there what currently are there such that if you are going into it what can you improve then lastly you should always define your target market who are you reaching the target market actually will help you to know is our target market on Instagram is our target market on Twitter is our target market on Facebook where are they actually such that you wouldn't be posting all this stuff on this platform maybe there are no potential customers there and the problem with not having a target market or rather a market with a wrong target market is you end up setting yourself up for disappointment you end up getting disappointed maybe you post something and maybe it's like 2 or 3 weeks and there's no any like there may be like 5 views and maybe no comment and then you probably think that this thing does not work then of course it should be measurable as I've said of course if it's likes, if it's followers, if it's tweets engagements you should be able to measure it and the beauty of it is that these days on Facebook you can find a lot of analytics they actually break down for you even Twitter it does a lot of breaking down of numbers you can actually generate your analytics either on daily or weekly or fortnightly or even monthly or yearly so having measurable goals is something that should be in your digital marketing plan of course assignable something that you can assign to a person something that you can actually attain something that want to be you just state a number to please to please people in the office that oh by the end of the month they should have maybe like 500 followers and you end up failing to tweet there so they should be attainable and of course realistic and time bound you should have a timeframe maybe after one week after three days, after five days or five weeks you should have achieved this and this and this and this then media selection no this media selection goes hand in hand of course with the target market how is your target market then of course you'll be able to find them fair so also you'll know what is supposed to use and even not only social media you can it can go past social media you can even do emails email marketing is part of digital marketing part of the broad digital marketing you can of course have a mailing list and probably maybe segment it maybe on gender if maybe your products are if for example maybe you your company does for example maybe like what are they called maybe like beauty products or maybe hair products of course you can't you need market to mail to mail people well you can but most of course you should focus on female then your main actions your main actions here is is what what will you be doing on daily basis these main actions includes coming up with something called a posting schedule like for example what I want to do well personally is probably on Sundays I come up with a schedule for the week that on Monday we posting this and this and this on this platform on Tuesday it will be about this and this and this on Wednesday it may be a quote on Friday maybe it will be a video on this platform maybe on Friday it will be it will be an article on LinkedIn so having the main action having a schedule such that you know on Monday I'm expected to do this such that by evening you'll know I've done this, I've accomplished this I've not accomplished this and this and this and this then of course plan the strategies and actions this of course a link to it with the main action plan strategy then finally do the actions and control this probably monitoring after if you do it maybe weekly or what nightly you will sit down and see what we planned our goals have we been able to achieve them what have we achieved what has been had what can we correct then of course if it does not work of course you come back to the strategy if it works of course you will see if it was worked what can we borrow what can we improve next time then of course it moves another day if you do this this so well of course it will have it will have an effect in