MSK MARKETERS SUMMIT 2022-This summit theme - Future-nomics: Marketing in the new global economy examines the current state of the global economy, considering the political and economic changes, most recently due to the COVID-19 crisis, that have impacted individuals, business, and the ways in which we work. Egline Samoei Spoke on Focus on Digital Media: Digital Marketing Trends and Strategies

1. MSK 2022 MARKETERS SUMMIT
Session: Focus on Digital Media
Topic: Marketing & Digital Media Trends The Strategies Within Digital
Marketing
Presenter: Egline Samoei

2. 1. Introduction
Egline Samoei: LinkedIn, Twitter
CIM Digital Marketer, Trainer, consultant
8+ years experience
Co- founder, Brand Moran
Founder Samodigital Agency
Social media listening & monitoring platform

3. Marketing & Digital Media Trends And The
Strategies Within Digital Marketing
 Video content
 Short form video content
 Localized content, SEO ,
voice search
 Audio content, spaces,
podcasts
 Social commerce
 Focus on GenZ
 Social listening
 Influencers
 Cookies
 Social experiences
 Content Marketing (Meme
Marketing, Story Telling,
Trend jacking)

4. Source: Datareportal.com

5. 1. Short Form Video Content
Length:
15 sec-3min, 10min
Length:
15 sec 10Min
Length:
15-60 sec
Length:
15-90 sec
Length:
5-60 sec
85% of consumers want to see more videos from brands (Wyzowl).

6. Short Form Video Strategies
Behind the
Scenes Videos
Social Media
Video Ads
Explainer/
Educational
Videos
Product
Teasers
Brand
Challenges
Employee-
Generated
Companies
Culture
Product
Tutorial or
How-To

7. 2. Video Live Streaming
 Event Live streaming by brands and
personal brands (LinkedIn, Facebook,
Instagram, YouTube
 Live streaming industry is expected to be
valued at $184.3 billion by 2027 (Grand
View Research).
 80% of audiences would rather watch
live video from a brand than read a blog
(TechJury

8. Example of Brands using Social Media Live Streaming

9. 3. Social Audio Content
 Clubhouse
 Podcasts (Spotify, Apple, Google, Audible)
 Twitter Spaces
 Video Podcasts( YT Bien Sauti Sol, TMI,
Man Talk, Open Mic)
 Facebook Live Audio Room (Speakers limit
50, no limit on listeners)
 WhatsApp Group Voice call (32 Participant

10. 4. Content Marketing
 Content marketing is a marketing strategy used to attract, engage, and
retain an audience by creating and sharing relevant articles, videos,
podcasts, and other media- MailChimp
Empathetic
content
Hyper-
personalization
Video content
Virtual /
hybrid events
More focus on
visuals
(infographics)

11. Content Marketing Infographic Example
Source: The Star Kenya
Source: KeNHA
Source: The Star Kenya

12. i. Meme Marketing
 Meme marketing is the use of
memes to promote your brand
story.
 Example Mwango Capital firm on
Twitter, KRA, KCB etc.
 Relatable
 Memorable
 Easy to create
 Easily go viral

13. ii) Trendjacking
• Taking advantage of a social media trend which could an event, hashtag, topic or
meme an applying your brand content.
Source: Carrefour Source: Omega opticians FB
Source: KWS Twitter

14. 5. Localization and SEO
 Localization of content
(blogs, websites)
 Voice search
 Focus on user and search
intent
 Passage indexing
 Featured snippets
 Mobile friendly & fast
 Expertise, Authority, Trust
 Link building

15. Google PageRank
 Algorithm used by Google Search to rank web pages in their search engine
results. It is named after both the term "web page" and co-founder Larry Page

16. 6. Influencers, focus on Micro-Influencers
 Use of Nano and Micro-Influencers
 Computer Generated Influencers (Shudu,
Rozy, Lilmi Quela)
 Employees are becoming Influencers(e.g
NRG radio)
 Brands maintaining Long-Term
Relationships With Influencers (Kate
Actress+Harpic, Wabosha Maxine+Nivea)
 Creator economy
 Stricter Guidelines For Influencers

17. Stricter Guidelines For Influencers

18. 7. Social Commerce the New E-Commerce
Facebook
Marketplace
Instagram
Shops
Shoppable pins
-Live shopping
TikTok
shopping

19. Social commerce Strategy
 Identify the right social media platform
 Use quality and accurate images
 Provide clear descriptions
(measurements, colours, sizes etc)
 Include search tags
 Place the correct landing page links
 Embrace chatbots
 Consider promoting your listing
with Facebook/Instagram Ads
 Consider offering local delivery within a
manageable radius
 Don’t sell illegal products

20. 8. Cookie-less World & Privacy Issues
 Cookies are small pieces of text sent to your browser
by a website you visit. It helps websites to remember
you, your preferences, and your behaviour online
 Cookies are used to improve its products, such as by
personalizing content, tailoring and measuring ads,
providing a safer experience and analyzing use of
systems.
 In 2021, Apple introduced App Tracking Transparency
feature in iOS 14 that asks permissions if an app can
track users activities
 In Jan 2020, Google Chrome announced its intent to remove
support for third-party cookies by 2023
 Data Protection Act 2019, GDPR,

21. 9. Rise of Social Listening & Monitoring

22. The State of Social Listening in 2022

23. 10. Focus on GenZ
 Be inclusive, they embrace
inclusivity and are cautious about it
 Use videos in your messaging
 Engage them through social media.
They spend 7.6 hours on social
media per day.
 Use interactive content like polls,
contests, behind the scenes etc.
 Emphasize on your brands value
because they love brands that align
with their values.
 They are philanthropists by nature.

24. How GenZs are spending Time on Social Media
 Gen Z actively grooms social media
advertisements so that they see more
of what they like.
 2 in 3 Gen Z-ers are interested in
purchasing through social media
directly, brands should invest in
reaching them where they spend their
most time
 46% of college students purposefully
like, comment on, or share content to
“train the algorithms” to give them the
content that they’re after
Source: https://www.ravereviews.org/brands/how-gen-z-relates-to-brands/#generation-z-and-mobilefirst-marketing

25. 11. Social Media as Customer Service
 The use social tools to resolve customer
questions or concerns on Twitter,
Facebook, LinkedIn, Instagram
 Brands are creating dedicated social
media handles to provide customer on
Twitter
 According to a report from Conversocial,
37% of consumers who use social media
to register complaints with
businesses expect a response within 30
minutes
 24/7 Customer support

26. 12. Adoption of Chatbots and Conversational AI
Equity
Bank
Eva
Safaricom
Zuri
Absa Bank
Abby
UBA Bank
Leo
Optiven
Amani
KCB Bank
Kaycee

27. Other Emerging Digital Trends
Other
Emerging
Trends
Metaverse
Digital Avatars
NFTS
Gamevertising

28. THANK YOU
Name: Egline Samoei
Title: Digital Marketing Strategist, Trainer and Co-founder Brand Moran
Email: eguaregline@gmail.com
Mobile: 0718546835