Is There a Digital Marketing Skills Gap in Kenya?

Kenya is a country with a rapidly growing digital economy. In 2022, the internet penetration rate was 84%, and the country is home to many businesses that rely on digital marketing to reach their customers. However, there is a significant digital marketing skills gap.

Digital marketing is one of the fastest-growing and most in-demand fields today. It encompasses many skills and competencies, including social media marketing, content creation, search engine optimization, email marketing, web analytics, and more.

According to a study by the International Labor Organization, Kenya has a 1.5 million shortage of digital marketing professionals. This means that many businesses struggle to find qualified digital marketing professionals to help them reach their target audiences. This gap also means there are not enough qualified professionals to meet the needs of the growing digital economy. This gap will widen to 2.1 million by 2024 if no action is taken.

The report also reveals that Kenya has a low digital skills intensity, which measures the percentage of workers who use digital tools in their jobs. Only 6% of Kenyan workers have high digital skills intensity, compared to 18% in South Africa and 21% in Nigeria. This means that many Kenyan workers lack the necessary skills to thrive in the digital era.

“A skill gap is the difference between the skills required to complete a task and the actual skills an employee possesses.”

Several factors have contributed to the digital marketing skills gap in Kenya.

One factor is the rapid pace of change in the digital marketing landscape. New technologies and marketing strategies are constantly emerging, meaning that professionals need to learn and upskill to constantly stay ahead of the curve.

Another factor contributing to the digital marketing skills gap is Kenya’s lack of formal education and training programs.

A limited number of universities and colleges offer courses in digital marketing, and the quality of these courses can vary.

Therefore, the digital marketing skills gap is significantly impacting businesses in Kenya. Companies that cannot find qualified digital marketing professionals are disadvantaged in the competitive marketplace. They may be unable to reach their target audiences and miss out on opportunities to grow their businesses.

Other studies have also shown that more than 75% of small businesses in Kenya lack sufficient knowledge of digital marketing techniques, making it difficult for them to reach their target audience effectively. This is especially concerning, as the country has seen a rapid expansion of the online marketplace in recent years. In fact, Kenya is now a regional leader in digital innovation, with e-commerce, a booming technology start-up scene, and digital payments taking off.

The increasing demand for digital marketing services in Kenya has also led to a spike in freelance and consulting opportunities. However, these services remain expensive, making it difficult for small businesses to afford them. In addition, most digital marketing professionals in the country are outsourced from abroad, making it challenging for local talent to get their foot in the door.

Moreover, digital marketing knowledge is often limited to a handful of professionals without specialized training courses. To make matters worse, most universities in the country do not offer digital marketing-related degree programs, forcing many businesses to rely on outdated methods and technologies.

However, not all countries have the same digital marketing talent and expertise level. There is a significant gap between the demand and supply of digital marketing skills in many regions, especially Africa.

The digital skills gap in Kenya has several implications for the country’s economic and social development.

• First, it limits the potential of Kenyan businesses to leverage digital technologies and platforms to reach new markets, increase efficiency, and innovate.
• Second, it hinders the creation of new jobs and opportunities for young people, who comprise more than 70% of the population.
• Third, it reduces the competitiveness of Kenya in the global digital landscape, which is increasingly dominated by countries with advanced digital capabilities.

So, what can be done to address this gap and foster a culture of digital marketing excellence in Kenya?

Here are some possible solutions:

• Investing in digital education and training: There is a need to increase the availability and accessibility of quality digital education and training programs for students and professionals. This can be done by integrating digital skills into the formal education curriculum, supporting online learning platforms and courses, and partnering with private sector players to provide mentorship and certification opportunities.
• Promoting digital entrepreneurship and innovation: There is a need to encourage and support aspiring and existing digital entrepreneurs and innovators in Kenya. This can be done by creating an enabling environment for digital businesses, providing access to funding and resources, and facilitating networking and collaboration among stakeholders.
• Raising awareness and advocacy: There is a need to raise awareness and advocacy about the importance and benefits of digital marketing for both individuals and organizations. This can be done by showcasing successful case studies and best practices, organizing events and campaigns, and engaging with policymakers and influencers.
• Another thing that is needed is more government support for initiatives that are aimed at bridging the digital marketing skills gap. The government can provide financial support for training programs, and it can also help to create awareness about the importance of digital marketing skills.

The digital marketing skills gap in Kenya is a serious challenge that requires urgent attention and action.

However, it also presents an opportunity for Kenya to harness its potential as a regional leader and global player in the digital economy.

By investing in digital education and training, promoting digital entrepreneurship and innovation, and raising awareness and advocacy, Kenya can close the digital skills gap and help businesses to thrive in the digital economy.