Navigating the Ever-So-Changing Marketing Industry in Kenya
Reflecting on the transformation of the Kenyan marketing industry, things have changed significantly since the days when the majority of advertisements captivated audiences and sparked lively conversations. Recently, Joe Otin, CEO of The Collective, shared his expertise during an interview with Fellaris Wambui and Ken Gichinga on Capital FM, shedding light on the evolving landscape.
With over 30 years of experience, Joe discussed the journey of Kenyan marketing, acknowledging both its progress and the challenges it faces. He emphasized that advertising plays a huge role in challenging established behaviors and shaping consumer perceptions.
Joe highlighted the “hierarchy of effects,” which outlines the steps from building brand awareness, to learning claims, accepting or rejecting the claims, leading to liking the brand, and eventually motivating brand intentions. Unfortunately, he observed that many brands today fail to interrupt established behavior because they do not move past the awareness stage.
A significant barrier, he noted, is the growing mistrust that the public has towards the government, which over time is affecting how they view business leaders. This cynicism hinders communication, as consumers often view businesses as agents of an administration that is not upholding the values that they promote.
During the interview, Fellaris pointed out the shift in marketing strategies over the years, particularly the declining reliance on traditional media. Joe countered this by stressing the importance of understanding your target audience and tailoring strategies to resonate with them. Today’s advertising must be data-informed and grounded in a penetrating insights. “An ad without an insight will sail like a ship in the night,” he quoted David Ogilvy, underscoring the necessity of a thorough approach to creative campaigns.
Today’s advertisements often lack the memorability of past campaigns due to a failure in strategic thinking. Business leaders who do not appreciate the value of creative advertising will fail to reach the full growth potential of their brands.
Looking into the future, value-driven marketing could leverage AI to tap into various subcultures—such as fashion, sports, motherhood, and health—allowing for hyper-personalization of advertisements. By embracing these opportunities, marketers can create more meaningful connections with consumers.
In conclusion, Joe Otin’s insights highlight the need for a strategic and creative resurgence in the Kenyan marketing industry. As the landscape evolves, adapting to consumer needs while building trust will be essential for brands aiming to leave a lasting impact.