Social media can effectively be used to build brands especially with the growing mobile penetration, mobile consumer devices are on the evolutionary course to bring user experience and leverage the services and functions of every industry. 

With today’s ever-changing message consumption habits due to the explosive growth of the digital curve, brands have been forced to re-evaluate their communication strategies to their target audiences as traditional media continue to lack the flexibility and hyper-personalisation that digital media can deliver.

According to a recent report by the Communications Authority of Kenya (CA), Kenya is primed to produce over nine million new mobile subscribers in the next five years. This is expected to become a disruptor when it comes to brands communicating to their clients and internal teams effectively.

Kenya has been considered as a leading country in terms of smartphone use and penetration. In this, Internet usage has surpassed 91 per cent of mobile subscriptions compared to Africa’s 80 per cent, with social media dominating with over 8.3 million Kenyans being active.  

Digital media has dramatically expanded the platforms for creating, distributing and sharing branded content at any time something that was limited before. Every brand charged with moving a product or service will need to know how best to reach their consumers.

For instance, with information consumption undergoing great changes due to the advancement of digitisation, brands need to ascertain the changes in readers’ consumption habits measuring the scope, age and effects of digital convergence and the outlook for the future. Ultimately, they need creative content to influence purchase decisions and win when it comes to brand loyalty.  Which means they need to have the ability to measure, track and analyse interactions resulting from the published content. 

Putting this information on consideration, brands need to start creating entertaining and easily accessible materials sharable through the social media forgetting the use of posters and fliers that consume time and resources compared to production of digital content.

The emergence of these individuals who at times are known as ‘onliners’ described as people who use the internet more than four times a day to pursue digital activities like search, looking up directions or watching online videos, and catching up with the current trend of memes has created a demand for digital content. And because search, maps and video are mobile-centric platforms, onliners are very likely to access them via mobile phone rather than computer or a paper.

To stay ahead, it’s now time for brands to explore how these new opportunities can support consumers and business goals alike. Most brands currently are still behind with the new trend thus not making the best outcome from there businesses.

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