This archive report was first published on 17 July 2019.
As consumers become more adept at ignoring traditional advertisements, marketers are forced to adapt and find new ways to reach their target audience. According to the Marketing Society of Kenya, a majority of interviewed advertisers (47%) surveyed in the Kenya Media Landscape Report rated social media as the most effective platform for reaching consumers.
Published on July 17, 2019, the report highlights the shift in advertising strategies, with social media taking the top spot, followed by traditional media (33%), below-the-line advertising (23%), and site engine optimisation (15%).
Advertisers ranked outdoor (8%), public relations (7%), and email campaigns (6%) as the least effective platforms for advertising.
With the rise of social media, marketers are now focusing on creating engaging content that resonates with their target audience, rather than relying on traditional advertising methods.
