How Costly is Being Invisible?

In Kenya's current economic climate—marked by cautious approach, fiscal tightening, and shifting consumer behaviours—marketing is often viewed as an expendable cost. However, this perspective overlooks the strategic role marketing plays in sustaining and growing businesses, especially during downturns. As advertising expert Rory Sutherland emphasises, viewing marketing merely as a cost is a perilous misconception.

The Two Biggest Marketing Misconceptions Holding Kenyan Businesses Back

1. “Marketing is a Cost”

In 2025, Kenya's economy is navigating through challenges such as high taxation, limited access to capital, and policy uncertainties, leading to reduced business confidence and consumer spending. Consequently, advertising budgets have been slashed, reflecting a broader hesitancy in the private sector. (Business Insider Africa, Tuko.co ke - Kenya news.)

However, cutting marketing expenditures can lead to decreased visibility and relevance, allowing competitors to capture market share. In a market where consumer loyalty is fragile, maintaining a strong brand presence is crucial for long-term resilience.

2. “Only Do What’s Measurable”

The fixation on immediate, quantifiable returns can stifle creativity and long-term brand building. While metrics like website traffic and sales conversions are important, they don't capture the full value of brand storytelling, emotional connections, and community engagement. These elements, though harder to measure, are vital for fostering customer loyalty and differentiating your brand in a crowded marketplace.

How to Market Successfully in Kenya’s 2025 Economy

Invest in Brand Building, Not Just Sales

With 75% of Kenyans under 35 and mobile penetration exceeding 90%, leveraging digital platforms for storytelling and emotional engagement is more effective than ever. Brands that maintain visibility and connect with consumers on a personal level are better positioned to recover and grow post-crisis.(LinkedIn)

Embrace Creativity Over Cash

Budget constraints can spur innovation. Utilise guerrilla marketing, viral social campaigns, or strategic partnerships to maximise impact with minimal spend. For instance, some Kenyan firms have attributed recent upticks in new orders to effective marketing campaigns and innovative product offerings. (Nairobi Business Monthly)

Double Down on Existing Customers

Retaining existing customers is more cost-effective than acquiring new ones. Personalise outreach, implement loyalty programs, or offer flexible payment terms to strengthen these relationships. In a time of economic uncertainty, demonstrating value and reliability can foster trust and long-term loyalty.

Optimise, Don’t Slash

Rather than eliminating marketing efforts, focus on optimising them. Allocate resources to high-performing channels, test messaging that resonates with current consumer concerns (such as value and reliability), and continuously refine your strategies through A/B testing.

Accept Imperfect Metrics

While it's important to measure what you can—like engagement rates and customer sentiment—don't disregard initiatives like public relations or community events simply because they lack immediate, quantifiable ROI. These efforts contribute to brand equity and long-term success.

The Bottom Line

In challenging economic times, marketing should be viewed not as a dispensable cost but as a strategic investment in your business's resilience and growth. By maintaining a strong brand presence, embracing creativity, and focusing on customer relationships, Kenyan businesses can navigate the current economic landscape more effectively.

As Rory Sutherland aptly puts it: “Marketing is a way of avoiding opportunity cost.” The real risk lies not in spending too much on marketing, but in allowing fear to silence your brand's voice.

Before you consider cutting your marketing budget, ask yourself: What’s the cost of disappearing? Then, rethink your strategy, retool your approach, and re-engage with your audience. Your future customers are watching.

Inspired by Rory Sutherland’s insights.