What Marketing Firms can look forward to in 2020

January 2020 has come and gone and with the new year, new ideas and fresh impetus by professionals to do things differently and to reevaluate their performances is guaranteed. 2020 is an opportunity for agencies to realign their commercial strategies in seeking new business opportunities despite the economic slowdown.

Most firms are now relying on short term projects to stay afloat as brands opt to engage agencies on a short term basis as opposed to the retainers which have been the staple for a long time. The trend is like to continue in this year as companies seek innovative and cost effective ways to market their products and services to a population that is currently feeling the pinch in their wallets. Sectors that are bound to experience a surge in commercial activity include hospitality, technology and public service.

In hospitality, several global hotel chains are expected to open facilities in Kenya, a testament to unshakable confidence in our tourism industry which saw over two million visitors arrive on our shores in 2018. Accor, City Blue and Swiss International have announced plans to open establishments while Radisson, Hilton and Marriot are boosting their presence. We also have several local establishments like PrideInn, Hemmingways Collection and Tamarind that already have solid global reputations.

Devolution has also sparked development in hotels and resorts at the county level with regions like Nyanza, Rift Valley, Coast and Central province witnessing an upsurge in new establishments. Additionally, Kenya is regarded as East Africa’s technology hub which makes it attractive to global technology companies and startups. Startups in particular have found our country as a great place to test out their new products due to our vibrant tech eco-system, vast internet connectivity and high mobile penetration rate.

E-Commerce platforms like Jumia and Kilimall continue to rely on marketing communications to boost their sales as more Kenyans shift online to make purchases. Public Service is also set to experience heightened activity as the Kenya Government speeds up the establishment of its Big Four Agenda, the cornerstone of its socio-economic development program. This policy is expected to drive interest in both local and foreign investors particularly in the industrial and agricultural sectors which are the backbone of our economy. Renault Trucks and Volkswagen are some of the industrial giants who have opened assembly lines in Thika. Earlier this year we saw the revival of the Rivatex Textile factory in Eldoret. For a project like Big Four to succeed, it will rely on innovative and precise communication strategies in order to be embraced by the public and to attract more investment especially from the private sector.

Opportunities for new business are aplenty in the coming year especially with digital now becoming the preferred medium to reach audiences. It calls for marketing agencies to think outside the box in regard to new business targets and which areas to focus on in 2020.