Kenyan brand marketers, especially in the FMCG arena, have resorted to various tactics to retain and hopefully grow their current customer base which has slashed their spending because of the weak shilling.

Road shows, raffles, discounts and associations with issues such as personal hygiene are some of the tools brands are utilising to maintain space in consumers’ memories and wallets.

A sector that has witnessed an increase in numbers is Internet subscriptions. According to the latest quarterly sector statistics report released by the Communications Commission of Kenya, there were 12.5 million Internet users by June 2011, compared to 11 million in March 2011. In December 2010, they were 8.6 million.

What do these numbers mean to marketers and businesses?

These numbers should spur brand marketers to conceptualise Internet marketing ideas for long-term brand health. As more and more people are spending their time online, traditional advertising models should be married to Internet marketing strategies to increase a brand’s reach.

Instead of paying high advertising rates to run campaigns on traditional advertising to do a promotion, for example, they can direct people to their websites or social media network pages where customers can learn, register or participate in the promotion. Not only will brands reduce their campaign costs, they will also stand a good chance of their promotions going viral if they excite customers’ attention. It’s much easier for online communities to share online communications than say, ‘Have you seen the ABC contest billboard on Mombasa Road?’

As we wind down the year, brand marketers can use this numbers to seek more monies for their marketing activities in the coming year as they will be able to persuade accountants to budget for Internet marketing. Previously, the stock answer from the latter was, ‘Show me numbers?’

Additionally, Internet marketing efforts are measurable, thanks to tools such as Google Analytics.

Yes, Kenyan brand marketers should view the 12.5 million Internet users as a minefield for their products, but it doesn’t mean that basic tenets such as excellent customer service and privacy with customers’ data should be ignored. Otherwise, you might have 12.5 million problems on your hands.