career in marketing consultancy, Uncategorized

Inbound marketing ,The new trend in Kenya

marketing as we know it has changed. Going through the marketing schools, we were taught about the contemporary marketing and promotional techniques. Sales promotion, advertising ,personal selling and public relations have dominated the promotional aspect of the 4 ps of marketing. They still do ,but the delivery process has changed. Whereas we do acknowledge that marketing is all about identifying and satisfying customer needs profitably,there is a different approach to delivering this objective.

The old

Traditionally,to win over customers and increase sales and profitability, companies would develop carefully crafted messages and send them out to customers through mass media, hence the word outbound marketing. This was mostly done through advertising on billboards, television,radio stations amongst other channels. Companies actively went out to seek customers for their products and hoped to find as many as possible. Whereas this method of marketing still exists and is still effective, the media of communication and delivery channels are usually one way(Barry 2015).

The changing consumer

Todays consumers are actively seeking information about products and they rarely make purchase based on the promise offered by advertisers. Consumers go all-out to seek approval from their reference groups, actively listen to word of mouth and e-WOM ,make comparisons between products and eventually make an independent and informed decision. The consumer is well informed thanks to the internet and social media.

The new

Organizations have now realized the complexity of the present day consumer and have been forced to return to the drawing board in as far as marketing is concerned. Social media sites such as Facebook, LinkedIn, twitter,Google +,instagram amongst many other have become essential tools for communicating with the market. Companies have been forced to come up with innovative mays to win the trust of consumers and lure them to our products. Consumers have found out a way of building trust and confidence in our products without depending on our information or our word. They actively seek this information from other neutral or third party sources, analyze our behavior and decide to engage us on their own volition. Companies have to earn the attention of customers and make their products,brand or companies easier to find by use of online platforms.This has led to a new form of marketing called in-bound marketing.

The Kenyan story

Many organizations in Kenya have caught up with this new trend with media houses being on the forefront of this new phenomenon. Institutions such as the Nation media, Standard media, Royal media and amongst others are very active online with inventive ways of gaining online presence and appear more credible and accessible to the current day consumer.

Organizations are now becoming inventive in ensuring they are found by using both generic SEO and PPC. in the online world.

Bloggers who have large following are also being paid to mention or develop viral threads about a company with the aim of creating awareness through third party endorsement.Organisations in Kenya are now competing  to get found using  google and social media platforms. Institutions are also using webinars to get found  online besides content based web page development  and optimization.Marketers are now getting judged through their expertise in search and social media marketing.


The local scene is not any different from what is happening globally. The future of marketing lies in online marketing and social media marketing. Local organizations are fast learning this and are quick to adopt this method. Institutions that have already embraced this technology have overtaken already established institutions. Organizations such as, Jumia, Olx Kenya amongst others have grown in leaps and bounds out of nowhere due to inbound marketing and buzz  marketing. Institutions that haven’t embraced this form of marketing does so at their own peril.



How my time at salford business school prepares me for a career in marketing consultancy

George kiruki

Enrolling in salford business school has been the best decision I ever made career wise. Marketing has always been my career choice. My time at salford business school has been an eye opener for my marketing consultancy aspirations. The material delivery strategy in salford business school has prepared me to be a better marketing researcher. Assignments have been based on extensive individual research combined with lecturer’s guided process that ensures that one achieved the research objectives within the set time limit. Marketing consultancy requires similar design and delivery process as my studies in salford business school.

I feel well confident that any marketing related task shall be well within my scope of ability due to the salford business school experience.

The lecturers at salford business school themselves have been the best consultants in my marketing studies. Their articulation of marketing principles and guidance has equipped me with the necessary skills…

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Welcome to my marketing blog

Dear Friends

I set up this site to be able to share with all of you my passion.Marketing is a very interesting field ,one that i love.I am hoping to share my experience with other marketing enthusiasts and with individuals interested to learn more about marketing.Like any story,all our professional life are full of unique experiences.As businesses and as individuals in business,we need to know how to apply marketing skills to our advantage and to eventually turn this marketing skills to a quantifiable investment in our businesses.

You do reckon there are many changes taking place in businesses today with technology disruptions,ethical concerns, increased customer awareness and ,globalization and cut throat competition.It is therefore imperative to learn how to apply marketing skills  that are relevant,effective and superior to always remain successful and competitive.

Welcome and hopefully we can ride this journey together and share our experiences.