The Place of

Digital Marketing
In Nigerian Economy

Presented by
Mr. Adiela I. Ahiakwo
 Digital Marketing in Nigerian Economy

Learning Key Points:

1 What is Digital Marketing?

2 Digital Marketing Goals

3 Digital Marketing Techniques

4
Benefits & Limitations of Digital
Marketing
5 Digital Marketing in Nigerian Economy

6 Conclusion
 Digital Marketing in Nigerian Economy
|1 What is Digital Marketing?
Digital Marketing, also called internet or online marketing, is the set of techniques and
technologies used to promote brands, products and services over a range of online channels, to
generate sales by attracting potential customers, and retain them as consumers. Booking
Holidays

People are spending more and more time online

carrying out a various of tasks.
Weather
Forecast
This means that people are spending less time
using traditional media, such as newspapers and
radio stations.

Taxi Services
Businesses therefore need to go online to reach
both their existing and potential customers. They
can do this using digital marketing techniques
Posting on Social Messaging &
and technologies Media Chatting
 Digital Marketing in Nigerian Economy
|2 Digital Marketing Goals
As with any marketing activity, it is important to start by establishing the goals you want to achieve
with digital marketing. Some typical goals might include:
Keeping customers up-to-
date by sharing news and
special offers with your
Increasing brand Increasing the
awareness target audience.
among current number of visitors to
and potential your website.
customers

1 2 3 4 5
Product Sale Customer Service Traffic
Generating sales of your Strengthen customers
products or services relationship by improving
service and assistance
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques
There are many digital marketing techniques and tools available to businesses to help them market
online, such as:
| Search engine marketing (SEM)
Online Advertising:| Google Display advertising (Network)
| Social media advertising
.

E-mail Marketing

Mobile Marketing

Social Media Marketing (SMM)

Search Engine Optimization (SEO)

 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
a. Online Marketing -> Search Engine Marketing
Search Engine Marketing (SEM) includes ads that appear in search engine results pages. This is
known as Pay-Per-Click advertising (PPC), as you only pay when someone clicks your ad. Search engine
advertising enables you to reach customers at the exact time that they are
searching for your product or service.

SEM platforms allow you to create advertising campaigns to target

your audience when they are searching online. The two most
common SEM platforms for search engine advertising are:

• Google AdWords (https://www.google.com/adwords/)

N
• Bing ads (https://bingads.microsoft.com/)
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
a. Online Marketing -> Google Display Network
There are many online advertising platforms but the biggest is the Google Display
Network (https://www.google.com/ads/displaynetwork/).

The Google Display Network includes sites, blogs, videos or apps that
belong to Google, or are in the Google network. This includes sites that
sell advertising space using Google AdSense.

Other examples include the Yahoo!, Bing Network and YouTube ads
(part of the Google Display network).

There are a variety of ad formats and types to choose from

depending on what is suitable for your product or service,
and marketing goals :

Text ads, Image ads, Video ads,

Floating ads, Pop-up ads, Banner ads
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
a. Online Marketing -> Social Media Advertising
Social media advertising involves creating content on social media platforms based on the profile data of
users, engaging with followers, and delivering advertisement directly to individual users.
Why use social media advertising?
1. It allows brands to leverage real word of mouth and recommendations between
friends, by targeting ads to friends of a brand’s followers.
2. The levels of engagement (or lack of) are clear on social media ads, so
you get useful feedback on your message or offer immediately.

3. The turn-around time for producing and getting ads live on

social media is also attractive. A limited time offer, such as
a flash sale, can be promoted very quickly and heavily,
and stopped just as quickly.

4. Clicks on social media ads are often more cost-effective

than other ad platforms.
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
b. Email Marketing
E-Mail marketing involves reaching consumers directly via e-mail. E-mail marketing is cost effective,
can reach large numbers of recipients with little effort, and is relatively easy to implement.
Marketing e-mails can be promotional, emphasizing special offers or sales. They can also be
used to update and engage customers as newsletter e-mails with blog posts embedded. E-
mails can take the format of text and rich media.

There are many e-mail marketing platforms but two

widely used options are:

• MailChimp ( www.mailchimp.com)

• Constant Contact (www.constantcontact.com)

Both offer free and paid options

 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
c. Mobile Marketing
Mobile marketing is the use of marketing techniques to reach people directly on devices,
including smart phones, tablets and smart watches.
Since the launch of the iPhone in 2007, mobile devices have evolved to
be a central part of modern life. Consumers can use mobile devices to
text, send e-mail, browse the web, post on social media, shop online,
etc. A large majority of mobile users keep their device within arm’s
reach 24 hours a day, making audiences more reachable than ever.

Reaching people through these devices represents a huge marketing

opportunity for organizations

Mobile Marketing is achieved through Mobile Apps. Apps can be used by

organizations for promoting their business and services. You can send
advertisement directly to people who have downloaded your app,
known as push notifications.
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
d. Social Media Marketing
Social media is a powerful marketing tool as
it can effectively leverage word of mouth
Influencers are social media power
Twitter
and recommendations. Research shows that Reviews
A referral is are an evaluation
a website of a has
visitor that
Pinterest
users who have built up a large
recommendations from family, friends and product
come to or yourservice by a clicking
site from customer or a
a link
number of followers and are highly
peers, influence purchasing decisions more third-party.
on Online
another site. reviews
Social mediacan affect
sites are
respected by their followers. Their Instagram
than anything else. a business’s
an importantreputation, their search
source of referring links
actions and endorsements can
likeengine ranking, and
this, sometimes influence
referred to as
influence their followers’ actions,
conversions.
social referrals.
Influencers: behaviours Facebook
or opinion.

Reviews:

Referrals:
 Digital Marketing in Nigerian Economy
|3 Digital Marketing Techniques:
e. Search Engine Optimization
For website owners, traffic from search engines is a very important source for visitors.
By actively searching for a product or service online, these users demonstrate strong
interest and purchase intent.
Search Engine Optimization (SEO) is the technique of
increasing the visibility of a website in the organic (unpaid)
results of a Search Engine Result Page (SERP). The order of
organic results is not determined manually: instead it uses a
mathematical equation known as an algorithm. SEO uses
keywords for optimum results.
What are keywords?
Keywords are descriptive and information-rich words
or phrases used in web page content and often the key items
in a search query. For example the keywords in the search ‘Is
a maxi-dress considered office wear?’ are maxi dress
& office wear.
 Digital Marketing in Nigerian Economy
|4 Benefits & Limitations of Digital Marketing:
Digital marketing offers lots of benefits, however it also has limitations:
• Lack of face-to-face • Uncertainty
SWOT interaction • Staying updated
• Protruding Ads • Difficulty reaching aged people
ANALYSIS • Constant monitoring
WEAKNESSES THREATS

S W O T
STRENGTHS OPPORTUNITIES

• More cost effective • New product introduction

• Easily track & measure progress • Promotes brand awareness
• Larger demographic reach • Business diversification
• Higher customer engagement • Partnership with online businesses
 Digital Marketing in Nigerian Economy
|5 Digital Marketing in Nigerian Economy
In Nigeria, marketing in a digital economy has been transformed to include new processes and
strategies that align with the emergence of the Internet and other related technologies.

Tel Com
Nigeria has all the infrastructure that supports digital
marketing. As at 2018, Nigerian mobile penetration
was put at 84% with an estimated population of 161
Internet E-Bank
million Nigerians using mobile phones, while internet
penetration was placed at 49% which is 94.8 million Bitcoin
(The CIA World Factbook 2019 - 2020).

This shows that the marketing terrain is not what it

was decades ago when most of the marketing HD-TV 5G
concepts were developed.
 Digital Marketing in Nigerian Economy
|5 Digital Marketing in Nigerian Economy
The COVID-19 era which began late 2019 has dramatically enhanced the digital era of
marketing in Nigeria, due to the boost in work from home concept, online meetings and
collaborations, and the need to reduce operational and
marketing costs owing to modifying business models.
E - Learning
Most marketing firms and companies are now Work from
looking at ways to digitalize operations from Home
meetings, to processes, and even certain
aspects of their product and services. Online
Meetings
This means businesses must consider how digital
marketing affects their SWORT analysis. Shop online

Digital marketing has now become crucial to business

survival and profitability.
 Digital Marketing
Conclusion
Digital Marketing is an essential tool for any
business to connect with their existing and
potential customers. This awareness lecture
has revealed that in order to utilize digital
marketing in an effective way, businesses are
required to design effective online marketing
strategies and customer driven platforms.

So get connected… get found… reach out and

offer your products and services using Digital
Marketing Techniques. Techniques & Technologies
Thank You
Digital Marketing
in Nigerian Economy:
Presenter:
Mr. Adiela I. Ahiakwo