WHY DIGITAL (ONLINE) MARKETING?

By Imaobong Essien

Media Strategist

Strategy and Execution Officer

World PR Media

UNDERSTANDING DIGITAL/ONLINE MARKETING

WHAT IS DIGITAL MARKETING?

In the simplest terms, digital marketing is the promotion of products via one or more forms of electronic media. It mainly uses the internet as the core promotional medium, in addition to mobile and traditional TV ,Radio, Print and Billboard advertisement.

My main focus in digital marketing is Social Media Marketing and I will be explaining the big role Social Media Marketing is playing in the Nigerian market.

SOCIAL MEDIA MARKETING: How it works

Social media marketing is the process of gaining website traffic or attention through social media sites. In Nigeria alone, we have over 74 million active online users and over 30 million visiting various social media platforms monthly. Social media has become the fastest way of diffusing information . No other existing media is capable of diffusing information like the social media . Social media has created a shift in how people read, and share news, media and content. It is not enough for any company to have an online presence such as a Facebook page or a website, with the large number of online users on various social media platforms, you will agree that is now therefore mandatory to recognize and maximize the marketing potentials on these platforms, especially when it saves cost!

ADVANTAGES OF SOCIAL MEDIA MARKETING

Cost effective

Ad is on 24 hours a day, 7 days a week until life of campaign expires

Easy to send updates, communications to prospects in real time

Allows for text, image and videos to be effectively and engagingly utilized

Compliments traditional media and expands the brand story

Can target geographic regions, demographics and physiography

Ability to be spread virally

Ability to be endorsed by third parties

Increases Search Engine Optimization(SEO)

Medium has the ability to be interactive – Socially engaging

Device accessibility

SOCIAL MEDIA MARKETING VS TRADITIONAL MARKETING

Social Media Marketing Multi-way (brand < ---->customer,

Customer <-----> Customer)

Participatory

User generated

Cheaper to implement

--------------------------------------------------------------------------

Traditional Marketing One way (brand to customer)

Higher cost

Brand generated

SOCIAL MEDIA INFLUENCES CUSTOMER BUYING BEHAVIOR

Social media in Nigeria influences customer buying behaviour. In other words, Social media increases sales. As a result of the growing embrace of the online culture by Nigerians, the e-business and online marketplace has experienced a boom. Social media has become a marketing function that allows businesses target customers with personalized offers and deals. According to Kaymu’s PR Manager Tomiwa Oladele, social media has inspired many purchases as many online users and buyers are influenced by social media trends, ads and engagements. In recent times, many business savvy brands like Kaymu, Samsung, LG, Thermocool have engaged the use of social media platforms like Facebook, Instagram, Google +, Youtube, blogs etc as online marketing channels.

NIGERIAN STATISTICS FOR SOCIAL MEDIA

According to a 2012 survey carried out nationally by Kayode Olakunle for the Advertising Practitioners of Nigeria (APCON), the following statistics were derived. Respondents were between the age of 18 and 65.

o 90% of the respondents said they found online adverts useful. (46%) very useful, (45%) somewhat useful, (6%) somewhat annoying, (1%)annoying and 2% love it

Pie Chart Showing how respondents feel about online advertising

NIGERIAN STATISTICS FOR SOCIAL MEDIA continued

o 73% of respondents said they have responded to online adverts

(73%) have responded to online adverts, (24%) have not responded and (3%) cannot remember

Pie Chart showing response to online adverts

NIGERIAN STATISTICS FOR SOCIAL MEDIA continued

o One of the advantages of social media marketing and advertising is device accessibility. Any one with a smart device within your ad’s geographic region can view your ads.

This survey shows that a total 78% of the respondents access social media networking platforms through their mobile phones. (78%)mobile phones and other devices (45%) mobile phones alone, (23%) desktop and mobile phones, (63%) Laptops and mobile phones (15%)Tablets ,(1% ) Cyber cafes

Pie Chart showing how social media platforms are accessed

NIGERIAN STATISTICS FOR SOCIAL MEDIA continued

o Bar chat showing income range of respondents annually. This is important for you to help you determine if your products can be afforded by them. In my opinion, they definitely can.

Bar Chart showing income of respondents

CONCLUSION In times past, companies had monologue relationships with its customers. They put out just TV commercials, printed ads or Bill Boards and waited to see how it affects sales to determine success rates but with the use of social media, companies have a dialogue with customers and gain valuable feedback and input as it creates messages.

Companies can reach a very large audience in the shortest possible time. Hence this has led me to the conclusion that with a combined effort of both Traditional and Social Media marketing, companies will create more awareness, have better supervision of its products, have better relationships with its customers as well as an increase in sales.

ABOUT ME

I am a passionate multi-sector creative strategist . I love problem solving and critical thinking.

My skills include Marketing and PR strategy creation, Effective Marketing budget creation, Media buying, Project and Client Management, Digital marketing strategy creation and lots more.

I still have a lot to discover and learn but I am focused and I believe I have a lot to offer the world.

Contact me via email imaessien11@gmail.com

Or call +234 8087871182

THANK YOU !