Companies in Botswana have been urged to embrace digital marketing, to ensure sustainability in the digital powered business world and maintain legacy.

Cliff Madamombe, managing director at Brand Centric said companies in the southern African nation need to utilise digital marketing and move away from the traditional advertising mediums.

“Digital is changing the advertising game, other people have moved on already, and companies need to change before finding themselves out of step. The rate of development of online media, social media is doubling and tripling so fast, it’s now a race,” said Madamombe.

According Madamombe Botswana broke the yoke from traditional advertising into the digital marketing frenzy in 2010, with rapid use of social media marketing being realised during 2012 and 2013 after local companies started opening Facebook pages.

However, he says the country’s business community still needs to pick up speed and fully embrace digital marketing.

“Everybody knows that this is what exactly needs to happen. In other words, it’s inevitable. This is the direction all marketing will eventually go,” said Madamombe.

“The question is when, when do we know that we have turned the corner, when do we know that now is the time, the implementation ought to start,” he said.

Madamombe noted that embracing digital marketing in Botswana has reached mature momentum due to several factors such the 110% mobile penetration rate allowing easy access to digital media platforms, affordability of smartphone and the accelerated social media hype.

He points to decision-making red tape as crippling and driving digital marketing at a snail’s pace. Madamombe said business weigh the benefits and possible disadvantages of digital marketing based on those factors.

“Business ought not to be afraid to engage with public on social media. Social media allows them to reach a broader spectrum of consumers,” said Madamombe