Winning in a fragmented online marketing space


The global COVID-19 pandemic has changed our way of life, from how we interact with our friends and family to how businesses serve their customers. Now more than before, businesses of all sizes are looking for affordable and effective ways to keep their doors open to the new virtual customer; from social media marketing, process automation through the web, app, USSD, IVR, SMS and other technologies to new ways generating leads and fulfilling orders with options like door-to-door delivery among others. The tide is shifting towards digital transformation so businesses of all sizes cannot afford to ignore this shift.

New media presents exciting opportunities for all businesses. From social media to microsites, mobile apps and visual IVR, the possibilities are endless!

With the same, however, comes the need for constant research for any business to stay ahead of the game. New updates and trends emerge overnight with very substantial effects on the digital approach of any brand; ignoring them could see a solid digital plan plunge into very dark moments.

With over 60% of online traffic in Uganda coming from mobile devices, today’s strategists need to identify the micro-moments for their consumers’ journey for brand visibility.

Micro-moments are critical touchpoints within today’s consumer journey which, when added together, ultimately determine how that journey ends. They take on the full spectrum of any customer lifecycle journey, a business needs to do the following to win:


Let’s face it, potential clients are distracted by several interactions online. Even the best mobile user interface will flop if the pages load at a snail’s pace. Remove any hoops on your site, create visible calls to action, opt for drop-down options other than typing, analyze previous interactions with your site and anticipate needs in every decision you take, both design and functionality. The key is to stay fast.


According to Google data, 1 in 3 smartphone users has purchased from a company or brand other than the one they intended to because of information provided at the moment they needed it. The choice of keywords for your business can make or break your online strategy.

Sometimes the answers to those seemingly complex keyword questions are right at your fingertips. Try to search for your business online using the business name and most-searched-for topics for your business and see if you can find yourself.

If not, it is time to invest some time in keyword research. There are many tools, both paid for and free, that are available online. Talk to your web developer about implementing useful keywords- rather than generic keywords, opt for specific ones. You can also opt to aggregate all your channels in one easy to find and use 


Just like real-life situations, first impressions are lasting ones on the web. If the consumer moves on the first time, they might not return, ever.

Research by Google shows that 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. Do you respond to that need? Some businesses today are obsessed with pushing a sale with every marketing communication; sales on their website, sales with every social media update and as a result, customers feel ambushed.

It pays a great deal for a business to have some functional content in their digital plan. Create how-to videos, reassure consumers that you’re nearby when they perform a local search and display your inventory and completed projects.


It helps current and future digital efforts knowing what is working and what needs to be tweaked or abandoned. Measurement provides actionable insights about your digital strategy, demographics, the share of voice, earned vs paid media, location data, and interests of consumers. So many free tools are available for measurement, as well as SWOT analysis with competitors. A well-implemented plan can support conventional marketing efforts or stand on its own.