A new survey shows that a significant number of Kenyan firms are turning to social media marketing with the confidence that it is the most effective way to communicate directly with their customers.
Done by TIFA and Reelforge, the research shows that advertisers now prefer to leverage on social media platforms, the leading being Facebook, Twitter and Youtube.
According to the report, social media is the most successful channel to reach customers, followed closely by content marketing, while e-mail campaigns, public relations and outdoor advertising are the least successful channels.
The study highlights that Facebook and WhatsApp are the most used platforms in Kenya having more than 70% mentions in 2018 and 2019.
The report further states that the popularity of Facebook and WhatsApp would be attributed to the fact that both are offered for free by telecommunications providers.
On the other hand, betting sites including SportPesa, Betin and 1xbet were among the top 20 most visited websites in Kenya. Google topped that list.