The Complete Guide to Digital Marketing in Zambia 2024
- 03 Mar, 2024
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Did you know that over 70% of Zambians are actively using the internet? This number continues to grow each year, prompting businesses of all sizes to shift towards digital marketing to reach their target audiences.
The digital market in Zambia has experienced a big jump in revenue reaching $83.19m in 2024 and is expected to continue growing at a rate of 9.46% between 2024 and 2027 which will result in a market volume of $109.10m in 2027.
What is digital marketing, and why it’s important in Zambia
Digital Marketing is the promotion of things, businesses or services using the internet and digital technologies like computers, phones, websites and social media.
Because Zambians spend twice as much time online, having an active online presence is crucial for a profitable business. Digital marketing in Zambia offers both existing and potential clients the chance to connect.
The top effective digital marketing strategies to use in Zambia
The most important part of digital marketing is having a real-time view of what’s effective and what’s not and that’s only possible with a marketing strategy. A strategy helps marketers see how their content is received, gathering statistical data that is valuable for driving growth.
Here are the top marketing strategies in Zambia.
- Email marketing
- Social Media Marketing
- Influencer Marketing
- Search Engine Optimization
- Content Marketing
- Paid advertising
- Video Marketing
Understanding the 4Ps of digital marketing in Zambia
The 4Ps of marketing, product, place, price and promotion are the foundation of any successful marketing strategy. Focusing on consumer behaviours, and how a business or brand delivers a message and communicates to the audience in the ever-evolving marketing technology is key.
Product
A product is a good or service being offered to consumers by a business or brand. Any product should meet the consumer demands, solve a problem or provide benefits that consumers didn’t even know they needed.
Place
A business must decide where to sell its products and the channels through which they can be distributed and delivered to consumers. Place can be a retail or wholesale store, a pickup point or an online store.
Price
The price is the amount that a business charges for its product or service and is linked to the value of a product. For instance, when a luxurious product is priced too low to attract customers, it may make the product seem less luxurious.
Promotion
Promotion is specifically aimed at explaining to consumers why a brand’s product is valuable and why consumers should be interested in it to be willing to purchase it.
How to use Segmentation, Targeting, and Positioning (STP) to develop marketing strategies
The STP model concept refers to the methods used by businesses to fully understand their customer diversity and then tailor their marketing efforts to them. Let’s look down at each stage briefly.
Digital Marketing Segmentation
This involves breaking a larger audience into smaller defined groups based on shared characteristics or needs such as demographics, geographic location, purchasing habits or values. Segmentation helps to increase customer satisfaction by catering to specific niches.
Digital Marketing Targeting
This is when a marketer decides which segments created in segmentation are worth pursuing and focuses their marketing efforts and resources on. This could be based on the segment with potential customers, those that are accessible to sales and marketing teams or those with the highest profitability levels.
Digital Marketing Positioning
This is the last step of the STP model and involves creating a compelling brand image in the minds of consumers. It establishes a strong brand perception by defining key benefits and values that the brand offers to the target consumers.
The STP model is an effective marketing approach that every marketer needs to understand for successful and remarkable results. Here is a top online platform that offers digital marketing courses.
StudySail
StudySail offers in-depth Digital Marketing courses designed to equip you with the knowledge and expertise necessary for a successful marketing career.
Our Digital Marketing certification will give you a competitive edge in the job market and open doors to exciting careers. Contact us to learn more about our Digital Marketing course.
