TECHNOLOGY
A vibrant market for ICT solutions in Kenya is anticipated. Photo/FREDRICK ONYANGO
By JOE MUCHERUPosted Monday, January 3 2011 at 18:00
IN SUMMARY
· Among other areas, advertisers will take advantage of direct link between offline events and subsequent surge in online search
In light of the mushrooming ICT evolution and innovation experienced in Kenya over the past two years, as the New Year rolls on, it is clear that 12 months of great possibility and opportunity lie ahead of us. Instead of trying to make precise predictions about our incredibly dynamic industry, I’ve listed my top 10 trends to watch during this year.
1. Betting on online
Kenya is picking up pace in terms of individuals and businesses moving online. The rate of adoption has increased in the last few years but 2011 is going to see the barriers falling away and many more Kenyans go online. As this consumer shift happens, more businesses will look to retain their previously offline customers and reach this bigger market. Businesses both large and small will turn to search marketing to drive new traffic to their websites, as online advertising becomes the lifeblood of those trying to get ahead.
2. Offline events will drive online search
Advertisers will take advantage of the direct link between offline events and the subsequent surge in online search. People immediately search the internet for news, insights and videos relating to major offline events.
From sports to politics and natural disasters, offline events provide savvy and fast-acting advertisers a chance to make the most out of rising online search on each event. The reverse is also true: If customers can’t find you online to make an evaluation then you’re missing a substantial portion of the market straight away.
3. Data beats opinion
Every day, hundreds of millions of people search on Google - we are able to see trends emerge in real time. Access to search trend data is available to everyone. This year we expect to see an increase in the use of search trend data in structuring online marketing campaigns.
This new level of insight will empower advertisers to move away from relative guesswork and work from an informed point of reference. Marketing and brand managers are also able to make comparisons with their competitors using Google Insights for Search
4. Websites get better and better
More web users are starting to make use of the readily available free and easy-to-use tools to improve the usability and functionality of their websites. You can use advanced tools to turn your website into a more effective sales tool by understanding how visitors use it.
For example, Google Analytics allows you to track user browsing behaviour on your site (which pages they visit, what point they leave the site, how much time they spend) and Google Website Optimizer can suggest ways to improve the layout and format of your website to make it more user friendly.
5. Video will take centre stage
Online video viewing is becoming increasingly popular. Last year more than 13 million hours of video (approximately 1,500 years) were uploaded to YouTube globally.
In Kenya, Makmende, a fictional Kenyan superhero character has enjoyed a popular resurgence after an adaptation by Kenya’s musical group Jus- A-Band in the music video for their song Ha-He.
The video became the first viral internet sensation originating from Kenya. While online video’s growth last year was astronomical, 2011 will see not only a continued growth, but an explosion in innovative uses of video within marketing campaigns.
6. Going mobile, going big
More than 80 per cent of Google’s mobile search queries come from outside the US with Kenya showing a dramatic growth in mobile search traffic. More people do business on their mobile phones than on their laptops because mobile search gives users instant, contextually relevant access to information anytime, anywhere.
Kenya’s mobile penetration massively exceeds the broadband penetration, and even with the expected rise in broadband access in 2011, it isn’t going to catch mobile just yet. So, it is important for Kenya’s advertisers to think mobile.
7. The world will be watching
Last year may have been the year of the World Cup, but 2009 is the year when the world did its research and planning. We saw an increase in the number of searches for and about Africa from around the globe. The volume of search queries grew exponentially as the world geared up for our sporting spectacle.
Millions of international consumers were searching for information on South Africa, and local businesses were taking advantage of the online opportunities available to market their products and services.
Savvy companies which were already up to speed on the opportunity presented by the World Cup were not alone for long as more and more companies and industries move in the same direction.
8. The internet is social
The social media landscape will continue to evolve at a break-neck pace and many companies will launch marketing campaigns within the social media space to take advantage of the massive power of social networks.
From the video of an aspiring rock band on YouTube, to on-the-ground footage of the turmoil in Kenya; from one person’s political Twitter stream, to a sophisticated multi-party political blog portal, the internet is providing greater transparency into what is happening in the world, and in the process widening our perspective.
9. Cloud computing is in your future
Cloud computing moves all of our computer-based activities - searching, emailing, watching videos, creating documents, and more - to a virtual space referred to as ‘the cloud’.
By keeping and accessing the information that’s important to us online, or in the cloud, we’re bringing an unprecedented level of flexibility and accessibility to our lives. Infrastructure investments will increase the availability of access; thereby driving mobile web adoption, new cloud computing services, and in turn, demands for media and advertising.
10. High-tech cross-cultural communication
Developments in translation, voice search and text-to-speech technology will empower people to more easily communicate across languages; thereby breaking down cultural barriers and increasing cross-continental trade.
Mr Joe Mucheru works for Google in sub-Saharan Africa
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