Dentsu Kenya, a renowned advertising and marketing agency is taking the industry to another level.
The organization has, on Thursday, March 23, 2023, launched a new data-centric approach dubbed Dentsu M1 that is geared towards giving more sense to data.
“They say the ‘proof is in the pudding’. In advertising and marketing, especially in the digital age, this
has never been true.
The pudding of course is the customer, and the proof is the data. But to date, data in the advertising industry in Kenya has largely been quantitative, with attention mainly on core demographics, or datasets focused on only some aspects of consumers’ lifestyles,” the firm asserted during the launch.
Dentsu believes that marketers need to consider not only the age, location, affluence and gender of consumers, but also how they make decisions, their attitudes towards various lifestyle and shopping habits and what drives their behaviour and media consumption.
This, according to the agency, will aid in developing relevant, holistic strategies.
“We, Dentsu Kenya, closed these gaps through our bespoke Centralised Consumer Study (CCS) in
2018.
“It answered questions around Kenyans’ psychographics, behaviour, decision making and lifestyles. We interviewed over 3,000 Kenyans in key cities across the country and collected information about their households, shopping habits, usage of products across various industries, and their reactions and attitudes to advertisements across 60 media touchpoints.
“With this data, we refined and redefined how consumers can be targeted more efficiently.
However, the landscape has since changed, with shifts brought about by Covid-19, the growth of new
media platforms such as TikTok, and more attention to sustainability development by both brands
and consumers,” it said.
Adding;
“This called for the need to refresh our data and capture these new trends to ensure we keep ahead of the curve.
“We went back to the field and interviewed 3,500 Kenyans as we did in 2018, with a wider spread to
include those in rural areas and included questions around the effects Covid-19 had on their
lifestyles, their usage of new media platforms, their attitudes to sustainability topics and included
more local brands in our category questions.”
The CCS study is a game changer, and will enable Dentsu to pinpoint precisely how consumers behave; what they need, how they think, how they make decisions, and their attitudes to various forms of advertising.
According to its officials, having such qualitative data allows it to market more effectively, targeting the right audiences at the right place at right time using the right content on the right channels.
