Bulawayo youth curves a niche in digital marketing

WHEN Marshall Malaba opened Facebook and Twitter accounts a few years ago, he had little understanding of how these platforms would shape his professional destiny.

With the increase in social media subscriptions in Zimbabwe and the world over, Malaba, 28, says he has spotted a grand business opportunity as a digital media marketing consultant.

Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach customers and retain them.

The key objective is to promote brands, build preference, and engage with customers and increase sales.

"It all started after finishing my Advanced level when I was involved in laptop and accessories selling and repairs business in Bulawayo," Malaba says.

"I got this skill from YouTube tutorials where I would download learning material and practise what I learnt. I realised that it worked."

The Bulawayo born youth says he did digital tutorials on information technology for one and a half years after which he sought to do real practice.

At this time, he says he was also studying for a marketing degree with the University of South Africa through distance learning, using funding from the laptop business.

"In 2010 I decided to set up a digital media company, but didn't have resources," Malaba recalls. "I sought a cheap way of doing it and started using Facebook and Twitter.

"My turning point came when I attended a digital marketing workshop by Connect Centre, which was conducted by veteran consultant Mike Tashaya. I struggled to raise $100 to attend this crucial workshop," he says.

"The workshop opened my horizons. I realised that what I wanted was possible after seeing someone doing it. From there I started teaching others about the merits of digital marketing in different platforms."

Realising progress, Malaba says he formally registered his digital marketing firm, Zim Market Guru in 2013, before recruiting one Information Communication Technology graduate for assistance.

His company specialises in growing businesses through online marketing efforts, mainly social media. It offers advertising and branding services that seek to help established businesses and entrepreneurs discover the benefits of using social media platforms to connect with customers and increase sales.

"Since we were not known, we approached a few companies and offered free service to pilot our project," he recalls.

"From there we got an opportunity to practice and got exposure to new clients."

However, registering the young company was not easy for the youthful entrepreneur.

"The money that was needed for me to register the company was more than what I could generate. I was asked to pay $250, which I didn't have anywhere.

"I didn't have advertising power, no offices to rent and no access to the internet. It was a struggle," says Malaba.

He says the situation forced him to borrow his father's laptop and those of friends to use in the meantime until he bought his own equipment.

As a speaker and consultant in social media marketing, Malaba also trains business people and manages various business online marketing efforts, providing social media solutions.

Going forward, Malaba plans to grow his business through managing social media accounts for different companies in Bulawayo and the country at large.

"I'm planning to organise a digital marketing conference to educate businesses. I also want to do training that will offer certification on this field," he said.

To Malaba, social media has become a modern platform for public interaction and sharing of knowledge on different issues.

As such, he says businesses that do not invest in digital media solutions are bound to lose a large market share.

"Digital media marketing is fast in terms of speed and specific compared to billboards and fliers. It is also cheaper in terms of cost than traditional marketing approaches.

"Businesses can easily access the global market through social media," says Malaba.