This archive report was first published on 3 July 2021.
As the COVID-19 pandemic continues to affect businesses globally, Kenya's small and medium enterprises (SMEs) have found innovative ways to adapt and thrive. According to a recent report, SMEs in Kenya have turned to digital marketing to penetrate the difficult market and boost their sales.
Published on July 3, 2021, the report highlights the importance of digital skills in Kenya's business sector. The country ranked highest in Sub-Saharan Africa in digital skills such as computer literacy, basic coding, and digital reading, with a median score of 4.2 in 2019, compared to the global average of 3.7.
Kenya's digital-led economy has seen significant investments in equipping the labor force with digital skills. The government has launched initiatives such as the Ajira Digital Skills program, which has provided training, mentorship, and online work placements to thousands of young entrepreneurs.
Business owners in Kenya are leveraging social media platforms to find new customers and markets. According to the report, 23% of the 500 businesses surveyed cited the cost of internet usage and mobile data as the limiting factor to digital marketing, while 16% stated that mistrust for the platforms was a hindrance.
The report recommends policy interventions by the government to assist in bringing down the cost of digital tools, including low or zero-rated taxes on internet usage and mobile data, as well as incentives for companies putting up digital infrastructure in rural areas.
As Kenya continues to navigate the challenges of the pandemic, its SMEs are demonstrating resilience and adaptability in the face of adversity. By leveraging digital skills and marketing, they are able to reach new customers and markets, and contribute to the country's economic growth.
