Gartner reports that five years from now, the organization marketing officer will have a bigger piece of the IT budget than the CIO. This particular officer will market the organization's brand portfolio and services strongly on an online portal.

Peter Ndiang'ui, OLX Country Manager, is one of them, he has steered his organization towards using the digital market arena to tremendously drive and manage the business growth. The online platform has become a fundamental driver on his engagement by connecting Kenyan buyers and sellers who deal in second hand utilities among other unused house hold items.

In Kenya, OLX, a web based portal has fuelled the race of buyers and sellers who want to dispose or purchase second hand stuff; it has provided a venue which didn't exist before by fully exploiting the benefits a solid marketing and technology relationship.

Initially the problem was a venue for buyers and sellers to meet, Olx.co.ke portal offered the opportunity in a cost effective and easy way, the online space provided the technology and systems to deliver OLX marketing initiatives.

By joining forces, marketing and technology can gain strength, present a clearer vision of what is achievable and produce a road map that an organization will readily follow.

Olx.co.ke has a listing of products from different users looking to sell their old items. The website is targeting consumers as well contains listing of products sold by businesses both SME's and large enterprises.

"We would like to encourage Kenyans to dispose of items they no longer require and are in a good condition in an organized manner. Consumers can make money selling items they no longer need," says Ndiang'ui.

The high and growing uptake of Internet as well as increased popularity of smartphones and tablet computers is expected to significantly change the way of life among many Kenyans. Traders and consumer engagements patterns are expected to change in the current digital age since organizations are investing more on marketing and technology relationships for better business results.

Peter Nalika

Peter generates technical content for CIO East Africa and the International Data Group News Service, he also contributes to PC World and Computer World. Peter is classically trained in computing and information management. Follow Peter on twitter @peternalika