4 importance of Digital Marketing in Nigeria

When you're a little baby, or whether you're like them(baby boomers).

Any of either choice, you've once stuck to the horns of this I want to tell you.

This thing, of course, is digital marketing. It's the reason why technology changes.

With the prediction of Nigerians mobile phone users to grow to more than 140 million by 2025.

This means businesses need to adapt and adopt more of technology, in fact, some companies are into these changes already, and if you're not adopting any of these changes, you can't compete.

That's just it.

More of the reason you can only compete(growing your sales), it's when you only do well with technology.

If not, you'll get tanked with sales and your competitors won't.

It's just simple.

But, why digital marketing?

Let me take you to the old way people communicate, more often this - Traditional marketing.

Why this old traditional marketing?

Traditional marketing has been around for a century now and it doesn't look like it's ending yet, it's an old format of receiving information.

With nearly 4o% of Nigerians consume their information on radio, other marketing channels can't compete.

Image credit: Medium

Guess what?

Do you remember the last time you sit with your father or papa listening to a football match played on the radio? it was just electronic switches that make it happen.

Image credit: businesstown

Just to recap you more, it shows radio doesn't just happen to be a medium for information, back then other funs still continues.

But, do you know people never realize this at some point?

....Why they can use it for marketing?

Not until, in the year 1959, television broadcasting started in Nigeria with the establishment of Western Nigeria Television(WNTV).


Even with people spending more time on the radio, however, the radio wasn't the first for marketing.

Can you guess what traditional channel wins it?

For this, the first advertisement was created on the Tv set, it was then the marketing tactic change in Nigeria.

Image credit: marketingspace

And, yes, marketing begins to sell out.

Over time, we started experiencing drastic changes in many ways businesses advertise and reach out to their audience.

The unique truth is that marketing on the radio hasn't changed with the way it was before now.
See some facts.

• About half the age group in Nigeria listening to internet radio twice a month.
• Millennials in Nigeria have taken over the population share to nearly 50%, other age groups can't compete.
• Radio still reaches 70% of the Nigerian population every week.
• Nigeria's listeners listen, on average, 1:30 hrs.

Traditional marketing like Radio isn't dead, just that chances are that you see consumers engaging more with businesses.

Why? because digital marketing has taken over, you can't compete anymore relying on the radio.

That's because, on average, consumers who listening to your advert still can't stop there, they'll go ahead looking for your business on the internet.

And if you don't exist, they'll find someone else.

Do you know what that means?

It means you ain't going to compete with leads, not even enriching your sales funnel.

It's just simple, you won't have leads and sales.

That's the reason that radio marketing isn't sufficient enough growing leads.

Have you wondered how advertisers influence the buyer's intent on the radio set?

Wait for a second, do you think for a 10 mins advert is enough doing well to convert consumers for sales intent?

But, for the few minutes advert is on the neck of every advertiser, is that critically enough to turn consumers to qualified leads?

You can go ahead dropping your business phone number on the radio set, sometimes, people will call just to ask a few questions for the way you educate them.

But they still need you more, they want to find your business and interact well with your product.

I doubt if marketing on the radio set can give you that.

I'm not discouraging you, marketing on the radio set isn't dead, it still converts, and some businesses in Nigeria have experienced a big success, but be sure it is more on brand awareness, not just for the purpose of driving leads.

If you know what takes to convert for a single lead, by then you'll know it might take you around 6-7 touches to generate one single qualified lead.

So, have you wondered how much you've to spend and invest in content marketing before acquiring such lead?

Do you still think traditional marketing still has some chances?

Not sure, digital marketing has taken over, businesses need to adapt and keep with those changes in order to compete in every level of marketing.

Image credit: Nairametrics


People are using mobile phones on a go, people are also searching for things to buy, these same people expect your business to be optimized for mobile buyers.

You can make your business flourish for the same needs, just that you need to involve technology, technology is the reason that these changes occur.

Technology is the reason that you can make a purchase and your order is being received in your home front door, it's also the reason teenagers in Nigeria can make 1 million nairas just by reading articles and playing games online.

This technology, of course, is digital marketing.

So, how will your business strive with it?

Some fact:

Digital marketing in Nigeria should be done with the mindset of gaining influence to drive more in sales and turn prospects into qualified fans.

Today, I've got you the 4 importance of digital marketing in Nigeria

See what.

The importance of digital marketing for students or businesses is to adopt some new techniques of growing their brand based on customer's needs.

Now, the benefits and importance of digital marketing in Nigeria

1. It helps to build brand trust
2. It nurtures leads into qualified fans
3. It helps discover new benchmarks
4. It helps boosts sales

1. It helps to build brand trust

If your business isn't anywhere near technology, it going to be hard building trust from your audience.

For example, if your business sells pizza, people that like pizza will want to find you, and they are more likely to start with a search.

People like this, will Google pizza, and about 30% of the population in Nigeria will search for pizza near me.

If your business isn't optimized for these broad and local buyers, the bad result is that they won't want to build your business for trust and credibility.

That's the reason you need to involve digital marketing in order to change your marketing strategy for your prospects.

Take a look at this below:

To see changes in digital marketing, you can invest more in these categories to grow your business.

• Content marketing
• Copywriting
• Blogging
• Video marketing
• Search engine optimization
• Search engine marketing
• Social media marketing
• Email marketing

2. It nurtures leads into qualified fans

Wait.

Do you know that a customer who isn't your fan isn't your customer?

And, yes, spending on billboard advert, likewise won't build fans for your business.

But, one thing for sure will, and that's digital marketing.

You can use email marketing to nurture fans for your business.

Are you asking me how to go about that?

Think of it this way?

People now spend time looking at their email inbox, on average, Nigerian millennials look at their email inbox twice for, every week.

And why does this matter for your business?

It's just simple, you can use it to build qualified fans, people who not only just want to buy, but also who have the intention of dying out for what you do.

Not as usual, but to get them dying for what you do, you can start to show your business in person, like building human connection and staying relevant with some purpose.

When using email marketing, be sure you don't make it look artificial in the conversation or in the delivering message, show more of human conversation.

Make sure you educate, inspire, and delight their journey often more, be cautious of not showing your intention of making them buy from your business.

Buyers are becoming more educated, they know if you have the purpose of buying them in mind.
So, it's not right using this strategy but be sure you do more of showing them more reason to buy.

3. it helps discover new benchmarks 

Doing just social media marketing, it's so good to generate more traffic to your business.

But, can you compare it when using it for retargeting?

That's a big No.

That's the reason you need to involve social listening to your marketing tips, it helps you to receive some headline taught and shaped nurturing leads for conversion(digital marketing tips).

Tell me, the last time you run Facebook ads, did you just leave it without you going ahead optimizing for your ad campaigns?

For this reason, you use a custom campaign to target your pre-qualified audience in Nigeria to get a higher click-through-rate.

Right?

That's the same way social listening sounds, you use it to discover new benchmarks and KPIs for your marketing campaign.

4. It help boosts Sales

If businesses in Nigeria want to survive and make sales, they've to leverage digital marketing.

No doubt it's the best marketing channel that can boost your business for sales.

If your business isn't using digital marketing to fuel their marketing campaign or announcement of new products.

What that means is you ain't going to see consumers convert for your offers.

That's because your business isn't just visible to them and if it's not, you'll have struggled to make more in sales.

That's more reason you need digital marketing.

Do you know that running ads help you to market your campaign based on the ideal customer profile?

But, using traditional marketing can't stay near.

So in order to boost sales, using digital marketing can help you gain more in authority and influence your ideal audience into making a purchase decision.

Conclusion

Now you have a brief intro of digital marketing in Nigeria.

There're also some benefits of digital marketing, so as a business you can quickly use that to improve your conversion overnight.

Just don't stay and think the same as others, it might backfire you someday if you don't realize quickly of the danger.

That's why you have this guide about how digital marketing is changing in Nigeria, so leverage it and use that to boosts conversion.

Also, you may like how you can use fandom to improve your employee's work rate and make them become fans of your business.

So, over to you, what are the benefits and importance of digital marketing to you and your business in Nigeria?

I'm Destined boy, a certified digital and inbound marketer.

Follow @Blogdestined