NAIROBI, Kenya, Sept 11 – The Marketing Society of Kenya (MSK) has called on marketers to play a bigger role in driving Kenya’s economic growth by focusing on customers, technology and measurable business results.
Speaking during the MSK Marketers Conference 2026 in Mombasa, MSK Chairperson Zuhura Odhiambo said marketers should look beyond advertising and help businesses understand their customers and identify new opportunities.
The two-day conference, held at PrideInn Paradise Beach Resort on September 10 and 11, brought together marketing professionals, business leaders and technology experts under the theme, “Growth by Design: Marketing for a Changing Economy.”
Odhiambo said businesses can no longer assume that growth will come automatically as consumers become more informed and competition increases.
“Growth cannot be assumed. It has to be designed around a deeper understanding of the customer, a clear value proposition and the ability to connect creativity, technology and commercial outcomes,” she said.
Technopolis Development Authority CEO John Paul Okwiri said increased competition and changing consumer behaviour require businesses to use data to make better decisions.
He said businesses should focus their resources on activities that directly support their growth.Kenya Tourism Board CEO June Chepkemei said companies should focus on the entire customer experience rather than advertising alone.
“Growth by design is the opposite of growth by luck. The society needs marketers who think like designers of growth, not just communicators of products,” she said.
The conference also discussed the growing use of artificial intelligence (AI) in business and marketing.Nendo founder Mark Kaigwa said AI can help marketers with research, writing, analysis, video and developing new ideas more quickly.
However, he cautioned that technology cannot replace human judgement and an understanding of local consumers.
He said marketers still need to consider factors such as affordability, language, culture and people’s experiences when using AI.
JaaSify Technology PLC founder Joe Kanyua said businesses can also use technology and customer data to provide more personalised services.
He said companies are moving from targeting large groups of customers to offering products and services that are more suited to individual needs.
The conference further called on marketers to measure their work based on actual business results rather than activities such as social media followers and visibility.
The Micro and Small Enterprises Authority said marketing should help businesses increase enquiries, sales, customer retention and repeat purchases.
Okwiri urged marketers to focus on results while also considering long-term business needs.
“Don’t just design campaigns. Design growth. Design with evidence but leave room for imagination. Design for attention but build for trust. Design for today’s results but never lose sight of tomorrow’s value,” he said.
