Embrace digital marketing, Tanzanian SMEs challenged 

15Mar 2019
Felix Andrew
The Guardian
Embrace digital marketing, Tanzanian SMEs challenged 

SMALL and Medium Entrepreneurs (SMEs) have been urged to cling to digital marketing in their businesses in order to increase their incomes and state coffers.

Speaking in Dar es Salaam yesterday, January Melkiado, a business development consultant from Clear Vision Tanzania, said that digital marketing is not yet embraced by many Tanzanians, including SMEs.


He said there is enough room for the SMEs to use it in promoting of their products or brands.


He said methods of digital marketing include website, social media networks, email marketing and online advertising.


Melkiado lists some advantages of the platform as it can  reach targeted audience more effectively, delivers immediate results, allows direct response from intended audience and it  is more  cost effective


However he cautioned that it can be harmful if not done professionally.


Explaining further , he said website is important  because it can help to gain business credibility,  saves money & time,  It will enable  to keep their customers informed.

 A website makes it possible to target a wider market, it provides a medium on which to showcase your products and company values.

On social media, he said it is called so because users engage with (and around) it in a social context, which can include conversations, commentary, and other interactions.

Social media platforms are booming in Tanzania. There is 4.5 million per month active users on Facebook alone.

Other growing social media platforms are Instagram, Twitter and Youtube

He said email marketing is directly sending a commercial message, typically to a group of people, using email.

Send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

With the purpose of enhancing the relationship of a merchant with its current or previous customers and       to encourage customer loyalty and repeat business acquiring new customers or convincing current customers to purchase something immediately.

Adding advertisements to email messages sent by other companies to their customers

He concluded that online advertising is a marketing strategy that involves the use of the Internet as a medium to deliver marketing messages to the right customers


Online ads have become a daily part of internet life. For new marketers, it can be confusing getting a grasp on the scope and variety of online ads available.





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