Digital strategy – Why your efforts are not paying off

digital devices

22 Mar Digital strategy – Why your efforts are not paying off

New media presents exciting opportunities for marketers to tell brand stories. From social media, micro sites, mobile apps and rich multimedia content, the possibilities are endless, free to a certain extent, and very measurable with the right digital strategy.

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

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

Search engine giant Google defines micro-moments as critical touch points within today’s consumer journey which, when added together, ultimately determine how that journey ends.


I-want-to-know moments:

Research indicates that 66% of smartphone users turn to their phones to look up something they saw in a TV commercial. 65% of online consumers look up more information online now versus a few years ago.

I-want-to-go moment:

82% of smartphone users use a search engine when looking for a local business.

I-want-to-do moments:

91% of smartphone users turn to their phones for ideas while doing a task

100m+ hours of “how-to” content have been watched on YouTube globally in this year alone

I-want-to-buy moments:

82% of smartphone users consult their phones while in a store deciding what to buy

There is a 29% increase in mobile conversion rates in the past year.

*The research is global, but paints a picture of the current trends in markets like Uganda. Here is the penetration for Uganda:

Uganda's digital statistical indicators

Uganda’s digital statistical indicators




Let’s face it, your potential clients are distracted by so many interactions online. Even the best mobile user interface will flop if the pages load at a snail’s pace. Remove any kind of 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 have purchased from a company or brand other than the one they intended to because of information provided in 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 finger tips. 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.


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 to know what is working and that which needs to be tweaked, or totally abandoned. Measurement provides actionable insights about your digital strategy, demographics, share of voice, earned vs paid media, location data, and interests of consumers among others. 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.


In the next blog post, we shall explore planning and measurement tools, both free and paid options.

By John Ssenkeezi