This is a Digital Marketing Strategy for Mpesa, the main product for Safaricom. It stipulates what Mpesa needs to work on based on their digital and content marketing as well as their social media platforms.

1. Mpesa Digital Strategy
Margaret Githua

2. Objectives
● Broadening inbound and content marketing
● Financial inclusion
● Website and store traffic
● Revenue increment
● Social media engagement
● Conversation rate
● Measuring the sales
KPI’s

3. Target Audience
● Low income earners
● Low education level
● Rural and urban slum population

4. Social Media
● Short media messages (sms)
● Sponsored ads and events
● Consistency of content
Suggestions
● #MpesaNasi
● #MpesaYainua

5. Inbound and Content Marketing
● Promotional offers
● Email marketing
● Blog posts
❏ #MpesaOkoaMaisha
❏ Colour theme; Kenyan flag
❏ Document success stories
❏ Consistency of information

6. #MpesaYainua
● Yainua is a Swahili word meaning empower
● Mpesa users should share posts on social media with the hashtag
● Budget allocation of the campaign video
● Timeline is 3 months
● Measure the before and after campaigns to know the impact

7. Advantages of #MpesaYainua
● It is an empowerment project
● Consumers win when they share their posts on social media
● Increase awareness of the brand

8. Other factors to consider
● Investing on sms
● Adding Instagram and SnapChat on their social media platforms
● Work to increase their reviews and ratings

9. Budget

10. Conclusion
● Financial inclusion
● Consistency in content on social media and sms
● Social media marketing campaigns to boost Mpesa;
#MpesaNasi, #MpesaYainua
● Increase advertising budget