In an era of information overload, consumers have learnt to overlook most advertisements. It’s common for people to flip channels to skip a commercial, or use ad blockers on their browsers.
Given the changes in the way potential clients interact with ads, marketers not only have to become more creative, but must also find the most effective platforms for reach.
According to the Kenya Media Landscape Report, a majority of interviewed advertisers (47 per cent) surveyed by the Marketing Society of Kenya rated social media as the most effective platform for reaching consumers. This was followed by traditional media (33 per cent), below-the-line advertising (23 per cent) and site engine optimisation (15 per cent). Advertisers ranked outdoor (8 per cent), public relations (7 per cent), and email campaigns (6 per cent) as the least effective platforms for advertising.