[Interview] Eunice Nyandat, CEO, MBM MyBizMarketer, Kenya
We are a data-driven digital marketing advertising and analytics company with a team of 11 with the executive team female, and the staff almost all women.
Marketing and advertising have become a complicated space for today businesses requiring even further specialisation. Today’s Marketer is challenged by the depth and scope of knowledge in getting out products/services in front of customers. MBM helps bridge the gaps in skills in a brands marketing team and/or plays the role of a marketing team thus saving a business time, money and gets them executing effectively and efficiently.
What would you say gives your company a competitive edge in the digital marketing space?
Our competitive edge is our years of experience, incorporating technology in unique and creative ways and partnerships with key players in the marketplace which we leverage on behalf of our clients.
Who are some of the clients you target with your services?
Startups, SMEs and major brands, a good 90% have a solution that technology centred or technology-enabled. So Financial, Agriculture, Real Estate, Healthcare, E-commerce, Technology, Transportation and Creatives.
What are the ambitions of the company going forward?
We are watching keenly on AI Marketing and Big Data and working on developing a solution that would assist our customers to do more. It’s early days - We want to grow the Product Dev and management arm of the business. It will help startups in East Africa develop a product the right way and improve their odds in the marketplace. We would like to expand our services to the East African community in the next 24 months.
How has the market responded to your services? Why do you think that is so?
In the last 18 months since entering in late 2017, our growth has been slow but steady.
We continue to improve our offering to suit the Kenyan Market. The adoption of digital marketing and advertising is growing. The hurdles being the understanding of the capabilities of the solution by the business owners and brands. It is still not widely adopted.
Why is it so important for businesses to invest in digital marketing in 2019?
AI Marketing will aid businesses in the discovery of new audiences, customer segmentation and campaign optimizations. Embracing chatbot to deliver customer service, improve engagement, collect data and sales to name a few.
Moving to omnichannel marketing provides a better experience for your potential customers, it's a seamless and consistent communication process to prospects and customers across all channels.
A lot of companies do not value digital marketing to generate leads. Why is this the case?
It is the lack of understanding of digital marketing and the processes, remember to these “companies” that is data, and there may be a lack of understanding of what can be done with it. How to convert those leads to paying customers is new. You may have a company newsletter with 1000 subscribers, those are leads, what needs to be done next is segmentation and targeted campaigns to these audiences and in fact, a conversion of 10% from this list is nothing to sneeze at.
What is the recommended approach for developing a digital strategy?
The approach is very simple. Begin with:
- Defie Your Goals
- Understanding your customer buyer persona
- Defining the Customer Journey
- Know Your Key Channels
- Develop a Digital Strategy.
- Monitor and Measure.
Despite the rise of digital media, and therefore digital advertising, its complexity has led to a sense of paralysis and confusion for some marketers. How best can this be addressed?
This area is growing rapidly and is unlikely to stop any time soon. The platforms, the technology and the way we market continue to evolve. Keeping up with the skill- sets required for marketers will be a challenge and thus we specialize - Pick one strength and run with it.
Companies now are experiencing a difficult time when hiring marketers, hiring a generalist may not get them where they need to be and thus will require a team with diverse skills. MBM helps fill the skills gap for startups and SME’s.
The way to go for marketers is to specialize, in the following:
- Content Marketers,
- Digital Ad Techs,
- Media Planning,
- AI, Big Data and many more.
What are some of the benefits of using your services?
The benefit for SME's and startups is we have the resources and experience in house to manage their marketing. We provide instant access to a team and speed to execution. The cost or time of hiring a team that will execute effectively can be prohibitive to certain businesses.
For example, an e-commerce merchant with inventory is a cost to them. There is no time for a marketer to be fumbling around trying to figure out how to move the products. A startup with a new innovation needs a team with the understanding of how to go to market effectively
What is the latest news from your company?
Look for us at Nairobi Innovation Week and MEST Africa Summit where we are strategic partners.
Happening on June 7th -9th, the second StartUp Weekend Women Edition 3 day boot camp and hackathon on the big four agenda. Website will be live in a week www.swwekenya.com @swwenairobi held at iHub in Nairobi.
Africa Business Communities is conducting a series of interviews with CEOs & Business Founders in Africa.
Do you fit the profile? Great! Send an e-mail to email@example.com.