The Marketers Zone - MarTech Edition

We’re thrilled to have you join us once again as we share the latest updates, insights, and stories that matter most to marketers. In this edition, we’ve packed even more valuable content to keep you informed, inspired, and engaged.

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Let's get MARTECH

In this feature, we sit down with Shanna Mahihu , a marketer with a passion for MarTech.

Victor M. : Could you tell us about your professional journey? How has it been so far?

Shanna Mahihu : My career began in banking at the then Commercial Bank of Africa (now NCBA) and Chase Bank (now SBM Bank), where I worked in treasury and later transitioned to relationship management. I also established Chase Bank’s marketing department, sparking my passion for marketing. This journey led me to MCL Saatchi & Saatchi, where I executed traditional advertising campaigns, and then to PMS Group, a BTL agency, where I gained expertise in promotions, event management, and merchandising. My diverse experience in social media, media management, and PR enabled me to develop 360-degree communication and marketing strategies, culminating in my role as Group MD at PMS Group, where I took on strategic leadership.

I later headed marketing for Sarova Hotels and moved into tech at Ponea Health as Head of B2B Market Development and Partner Acquisition, where I saw how technology transforms customer engagement. This inspired my shift to MarTech, blending data, technology, and marketing to drive growth. As Country Director at Terragon Group and now Chief Growth Officer at One Smart Star Kenya, I’ve championed solutions like Customer Data Platforms (CDPs) to enable data-driven marketing. I’m currently leading the launch of a unifying marketing platform to enhance customer communication.

Additionally, I’ve served on the Advertising Standards Committee, contributing to the development of an updated Advertising Code of Practice for Kenya, an initiative by the Marketing Society of Kenya (MSK) and the Association of Practitioners in Advertising (APA).

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Capital One Group

In today’s fast-evolving marketing and communication landscape, businesses need innovative strategies to stay ahead. At Capital One Group, we specialize in delivering quality, affordable, and customizable marketing communication solutions tailored to the unique needs of large and small organizations. Our expertise ensures that your communication strategies are effective and aligned with your business goals.

We offer integrated PR, marketing, and communication solutions, providing valuable insights, strategic counsel, and execution services to elevate your brand. As a boutique consultancy agency, our team of passionate professionals is committed to excellence, innovation and results-driven execution.

Our Core Services:

? Brand Building & Brand Positioning

? Corporate & Consumer Communications

? Strategic Communications Advisory & Counsel

? Crisis Communications & Reputation Management

? Public, Stakeholder & Media Relations

? Training & Development

? Creative Design, Videography & Photography

With strategy at the core and creativity in execution, we are here to transform your brand’s communication for lasting success. For more information contact +256 393 225 932 or +254 702 931932

Victor M. : Considering the different marketing options, what inspired you to get into martech? ?

Shanna Mahihu : The convergence of marketing and technology is fascinating to me because it opens up so many possibilities for innovation and precision. It is very exciting when one thinks of technology as a way to improve marketing's effectiveness, personalisation, and measurability. The opportunity to combine creative and data-driven insights with tools that automate and streamline processes drew my interest.

MarTech allows for constant learning, adapting to new technologies, and solving complex problems. It allows marketers to impact customer experience through targeted campaigns and personalized interactions—coupled with the data to understand their effectiveness—this is both empowering and fascinating.

What really sets MarTech apart is its power to transform marketing from something based on broad guesses and assumptions into a more informed, targeted, and results-driven discipline. The ability to track, measure, and optimize campaigns in real-time is an incredibly powerful tool for marketers.

It’s a field that offers both the technical and creative satisfaction of solving real-world business challenges. In essence, the combination of creativity, technology, data, and the constant evolution of the field is what inspired me to dive into MarTech!

MarTech offers an interesting and dynamic environment for people who are passionate about being on the cutting edge of marketing trends and technology, and that’s where I want to be!

Victor M. : How has the Martech Landscape evolved in the last five years in the Eastern Africa region?

Shanna Mahihu : Over the past five years, the marketing technology (MarTech) scene in Eastern Africa has seen tremendous change, with a notable surge in digital adoption, the rise of mobile-first initiatives, and increased innovation in customer engagement.

As businesses seek to better understand and engage consumers, the MarTech ecosystem in the region has been influenced through key trends and shifts:

Mobile-first marketing in Eastern Africa has witnessed exponential growth. With the increase in the use of mobile phones, especially smartphones, businesses are increasingly making mobile-friendly websites, apps, and messaging platforms first priority, which has resulted in a significant increase in mobile-first marketing strategies. The region's mobile money platforms, such as M-Pesa in Kenya and mobile banking, have created new opportunities for brands to engage consumers directly through SMS, in-app promotions, and mobile-based loyalty programs. MarTech tools allow businesses to engage with customers on mobile at scale.

MarTech solutions allow us to be more targeted, which could not be more important, especially as digital marketing platforms are rapidly becoming the standard. Social media has been adopted by many companies for e-commerce, brand marketing, and consumer contact. In tow, digital advertising solutions are essential for reaching a wide audience in the varied marketplaces of Eastern Africa.

E-commerce has grown dramatically in Africa in recent years; by the end of 2023, Kenya's e-commerce market penetration?had reached?a 40.3% market share, this is expected to increase to 53.6% by 2025. Therefore, to stay abreast of the market, companies have had to incorporate MarTech solutions such as customer journey tracking, personalised recommendations, and automated email advertising. In addition, to improve online retail experiences and increase sales, businesses are increasingly utilising MarTech solutions for inventory management, product recommendations, and customer insights.?

Without question, my favourite trend in the MarTech industry is data analytics and customer insights. I was so inspired by it that last year I decided to pursue an MBA in Data & Business Analytics. It has never been more crucial to improve data-driven decision making and to have a more comprehensive and intricate view?of your customers. Tools like CRM systems, customer data platforms (CDPs), and Google Analytics aid in gaining a deeper understanding of customer behaviour. Client engagement has increased dramatically as a result of these technologies, which combine AI and machine learning (ML) to automate procedures, optimise marketing efforts, and predict customer behaviour.

As we recognise the significance of cultural and language diversity in East Africa, this has resulted in the expansion of localised content and personalised message?delivery. In order to serve the varied customer bases in a market, marketers can use tools such as content management systems (CMS) to provide dynamic content, while ensuring customers are receiving tailored offers and relevant content based on their behaviours and preferences.

Content localisation has also sparked innovation in regional MarTech companies, contributing to the booming tech startup scene in East Africa. These firms, which provide services like marketing automation, client data management, and tailored messaging, typically focus on mobile, social media, and fintech solutions. Traditional industries like banking, telecom, and agriculture have benefited the most from the growing integration of MarTech solutions to digitise operations and interact with tech-savvy consumers. For instance, banks use chatbots for customer support, and agribusinesses use mobile-based marketing platforms to connect with farmers.

The way businesses interact with customers in the region has changed as a result of the growing use of mobile, data-driven marketing, e-commerce, and cloud-based solutions. The MarTech industry in the region will undoubtedly witness much more innovation and expansion as technology develops.

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Kenya Generational Marketing

Marketers in Kenya, it’s time for a wake-up call. The generational labels we’ve borrowed from Western playbooks—‘Gen Z,’ ‘Millennials,’ ‘Boomers’—are often meaningless in our local context. Are we ready to rethink how we define—and truly understand—Kenyan audiences?

Ngaruiya Githegi - Gen Z Marketing Africa breaks them down

Liberators

Born Before 1952, Age 70+

This generation came of age during the post-emergency colonial period and experienced the "golden period" of independence between 1965 and 1975. Characterized by their resilience and adaptability, Liberators value tradition, community, and social responsibility. Marketers targeting this generation should emphasize respect, nostalgia, and simplicity in their messaging.

Uhuruzens

Born 1962-1972, Age 50-60

As the Kenyan Baby Boomers, Uhuruzens grew up with a sense of hope and optimism for Africa's future. They balance traditional values with modernity and have a strong affinity for nostalgic brands and music. To effectively target this generation, marketers should focus on storytelling, heritage, and authenticity.

Nyayo Babies

Born 1972-1982, Age 40-50

Growing up during the Cold War era and under the influence of African strongmen, Nyayo Babies tend to trust and fear authority. They're drawn to big-name brands and heritage labels, which evoke a sense of security and stability. Marketers should emphasize credibility, quality, and prestige when targeting this generation.

Haki Yetu Gen (HY Gen)

Born 1982-2002, Age 20-40

This generation is defined by their fight for multi-party democracy and the subsequent transition to a more open society. HY Gen values choice, questions authority, and seeks authenticity. Marketers should focus on empowerment, diversity, and inclusivity when targeting this generation, using messaging that resonates with their desire for freedom and self-expression.

Madigitali

Born after 2000, Age 15-20+

As the first truly global generation, Madigitali are characterized by their fast access to information, connectivity with peers worldwide, and a strong online presence. They're confident, outspoken, and expect brands to be transparent and responsive. Marketers targeting this generation should prioritize digital engagement, social responsibility, and interactive experiences that reflect their values and preferences.

Follow UthOLOGY to get insights that help brands connect with youth, from Gen Alpha to Z

Revolutionizing Professional Training Across Africa

Simon Page College of Marketing stands as the home of professional qualifications, delivering cutting-edge professional qualifications and training programs tailored to empower individuals and organizations alike across Africa. From its headquarters in Nairobi, Kenya, Simon Page has its footprint across the continent, impacting lives and careers in Ghana, Nigeria, and beyond through both physical and virtual learning channels.

With its core mission to be the most respected private provider of professional development solutions in Africa, Simon Page is recognized as an Accredited Teaching Centre for globally renowned qualifications, including:

i) CIM (UK) Levels 3 to 7 qualifications in professional and digital marketing

ii) CIM (UK) Level 7 Marketing Leadership Programme

iii) Diploma in Digital Marketing from DMI (Ireland)

iv) PMP? from PMI (USA)

v) OTHM Level 7 Diploma in Strategic Management and Leadership + UK MBA

The college has now partnered with Lincoln University College in Malaysia to offer undergraduate programs in Kenya, a testament to its commitment to delivering world-class education.

Since its establishment, Simon Page has achieved remarkable milestones, growing from an initial cohort of 43 students in 2008 to training over 7,000 professionals across diverse industries such as FMCG, banking, technology, healthcare, and aviation. In Kenya, the college will be marking its 10th anniversary in 2025.

With a robust blend of quality education, international accreditations, and a commitment to societal impact, Simon Page is not just educating; it is inspiring a generation of leaders who will shape the future of Africa and beyond.

For more information email [email protected]

Launch of the Top Marketers Club WhatsApp Channel

The club launched the Top Marketers Club WhatsApp Channel and it has since grown to 700+ members. Follow the channel for marketing JOBS and EVENT updates: https://bit.ly/TMC_Channel

Year in Review | Club Events and Initiatives of 2024

The club hosted a series of educational and social events in 2024.

The Marketers Hikes

We proudly hosted three invigorating hikes, providing participants with opportunities to connect with nature, build community, and enjoy the outdoors. Each hike offered a unique experience, fostering camaraderie and memorable moments along the trails.

The Marketers Meetup - April 2024

The first meetup of the year was themed Marketing that Works in 2024 and provided invaluable insights for marketing professionals. The event focused on equipping marketers with the knowledge and tools to leverage AI, digital strategies, and influencer marketing effectively. The presenters included Klaire Muriithi - The Brand Titan , Chris Bitti , Francis Karugah and Rahel Musyoki (Moderator)

6th Women in Marketing Meetup - September 2024

Women make up more than half of the workforce in the marketing industry. In September, we were thrilled to host an inspiring and educational 6th Women in Marketing Meetup spotlighting the experiences of professional women pursuing careers in marketing. The panelists included Susan Nderitu - Senteu , Mwihaki Wachira , Jackie Tonui Beatrice Njiraini and Victoria Wangeci (Moderator)

Top Marketers for Kenyans Initiative - October 2024

Marketers came together to restore the dignity of fellow citizens whose lives had been disrupted by devastating floods. Through a collective effort, they provided both monetary and in-kind donations to support those in need. The contributions included essential items such as clothes, shoes, and books, offering immediate relief to the affected communities.

7th African Marketers Conference & Awards - December 2024

We closed off the year with the 7th African Marketers Conference & Awards. This marked the culmination of numerous marketing hangouts and meetups, which offered sales and marketing professionals valuable opportunities to learn, share insights, and network with their peers. The conference was themed, Marketing: What's Next. If you missed it, get the recording here: https://bit.ly/MarCon_Rec

Rising Stars in Marketing 2024

The Rising Stars in Marketing Award celebrates young marketers who have showcased exceptional creativity, innovation, or talent in the field of marketing. This award highlights individuals who demonstrate significant potential and promise for a successful future in the industry. Recipients are typically honored during the annual marketers' conference, providing a platform to recognize their achievements and inspire others in the profession. The awardees included

1. Shanniq Monicah - Digital Marketing Manager, Fairmont Hotels & Resorts
2. William Abagi - Senior Marketing & Partnerships Manager, Mdundo
3. Peter Owino - Art Lead, Belva Digital Kenya

Why you shouldn't Miss the 8th African Marketers Conference

Loice Shiguri- BA, Post Grad-CIM shares her experience of attending the 7th African Marketers Conference & Awards