Digital marketing

Digital Marketing: The Future of Business

The ‘dot com’ era (technological period) continues to take over almost every aspect of life, from education, health, industry, and entertainment to business. Digital marketing is one of those new prospects brought about by the ‘dot com’ era. Like any other business, schools have taken advantage of digital marketing to thrive in their dealings. The critical importance of digital marketing is to raise brand awareness. Usually, this is achieved through online videos, blogging (websites), search engine optimization (SEO), and social media posts.

In an era where people take to the internet to search (or google) about every product or service, businesses must establish their brand online through digital marketing.

The Rise of Digital Marketing in Uganda

Although the idea of digital marketing started way back in the 1990s to 2000s, like all other technologies, it took time to reach Africa, Uganda in particular. The technological divide is no longer as wide as back in the day. This explains why nowadays, the world is referred to as a ‘global village.’

So, the increased access to the internet and the digital space made digital marketing rise steadily. By 2018, digital marketing was a foreign concept known by few. Those who were able to access and understand how digital platforms can be used for more than just chatting and blogging but business.

Another aspect that contributed to the rise of Digital Marketing in Uganda is the COVID-19 pandemic that broke out in 2020. Several businesses were crippled, and workers were laid off. This left the internet as the only way to cope with the new trend.

Data reportal indicates that the number of social media users in Uganda increased by 900 thousand (+36%) between 2020 and 2021. This was the period when COVID-19 brought about government-imposed lockdowns; consumers and businesses had to turn to the internet to have more meaningful interactions without physically meeting.

The emergence of ‘influencers’, These are described as persons who can steer audience conversation, opinion and eventually decision-making towards a specific direction by their authenticity or reach. They have a massive following on their blogs and social media platforms such as Twitter, Facebook, Instagram and LinkedIn. Influencers have been used in many instances to handle Digital Marketing campaigns for businesses and even the government. They use their digital presence online to bring about awareness about certain topics, products or brands.


The 21st Century is a fast-paced race of those with Technological know-how. This explains why several businesses are investing heavily in Digital Marketing consultants to build their brands online. The ‘internet of things ‘ is here, and one of the ways to be part of this is to use Digital Marketing as efficiently as possible.


Israel Mayende Collins


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