Every established brand worth its salt in the world is upping its investment in Online Marketing strategies to expand market share and remain competitive.
While some notable brands in Nigeria are winning at digital marketing, you are about to see how some other prominent brands are losing out on internet marketing juice to drive growth and revenue, by rigidly sticking only to outdoor advertising i.e. billboards, handbills, radio, Television e.t.c
With the quantum growth of broadband and mobile penetration in Nigeria and Sub-Saharan region of Africa, these brands still don’t get it or see reason to leverage this emerging space to boost their growth and revenue.
Truth be told, more and more people will continue to get connected to the internet, they will continue to search Google and other search engines for products/services and its either they find a brand or they find its competitor.
Digital marketing in Nigeria is here to stay and the space will only get bigger. So far, Over 83 million people are already connecting to the internet from Nigeria and the numbers will surely go up. So either this brands up their investment in digital marketing or they play catch up.
In an Econsultancy Marketing Budgets 2015 report, which was published in association with Oracle Marketing Cloud, findings indicated that investments in digital marketing will continue to grow over the coming years, 77% of Marketers surveyed said their companies plan to increase their marketing spend in 2015.
This is a 13% increase since Econsultancy carried out this survey six years ago and an 8% increase from 2014.
You will notice that some of the big brands that are missing out on digital marketing juice in Nigeria either have a misconception that the internet is a playground where high school kids go to play or they simple don’t consider it as part of their overall growth strategy.
But coming to think of it, if the internet was a playground for kids then why are big brands in western countries paying Kim Kardashian an estimated $20,000 per promotional tweet because she has a large social media presence, this is according to a recent post by Mashable.
So the big question is why are these brands not getting it? Digital marketing in Nigeria has berthed. Consumers are getting more sophisticated. They want something, they simply “Google it”. If you don’t have web presence, you will not get seen and your competitor gets to smile to the bank.
They may not realize it but it is happening. I am sure they are very much aware of how the President of Nigeria rode on Digital Marketing to win the 2015 general elections. The then incumbent President and his campaign team didn’t see it coming. But it came.
The same Nigerians who got attracted to President Buhari’s 2015 Social Media “Change Mantra” are the same consumers whom these brands offer products and services and they may very well get attracted to brands that they see on the internet.
You will recall that when dealdey.com, jumia.com.ng and a host of the successful eCommerce stores started a few years ago, Brick and Mortar retailers didn’t mind or think they were competition but three years after the online stores are the big boys in town.
The eCommerce industry got a boost in 2012 when the then Federal Government of Nigeria announced a national broadband policy 2013-2018 which projected that 80% of Nigeria’s over 160 million residents will have access to mobile broadband and 20% to fixed lines.
According to findings by Thisday Newspaper, the Nigerian eCommerce industry grew from 1,000 orders per day with a market size of $35million to 15,000 orders per day with a market size of $550million within this period.
Yes! Internet boom right, Of course it is and its power is very evident.
But why wait to play catch up. As you read through this article, you may want to ensure that you don’t make the same mistakes that these firms are making. Get yourself a digital marketing plan that is crafted to drive profitable traffic to your website and boost your revenue.
You should also heed to the advice of one of the world’s leading digital marketing experts Neil Patel when he says:
Now let’s proceed and see which big brands are losing at Digital Marketing in Nigeria by evaluating the following for each of the brands:
3 Big brands that are losing at Digital Marketing in Nigeria
Glo is one of the leading Telecommunication firms in Africa with a subscriber base of over 29million in Nigeria, an $800 million high-capacity fibre-optic cable investment linking the United Kingdom to Nigeria, known as Glo-1 and operations in Republic of Benin and Ghana.
The company no doubt has quite a lot of presence in outdoor advertising with billboards across major cities in Nigeria. The brand strategists at Glo have come up with some laudable ideas in Television and Radio especially with the introduction of the Glo Ambassador initiative to have known celebrities as their advertising persona.
But compared to its competitor MTN who has a subscriber base of over 61 million, global website popularity of 63,505, and traffic rank in Nigeria of 546, you will be compelled to say that Glo is losing the online popularity contest to MTN, playing catch up and possibly losing online market share to its competition.
So let’s see how Glo is getting it wrong.
Call to Action – Glo’s Website
Glo’s website lacks an effective call to action above the fold to prompt visitors to carry out an action.
If you glance at the Glo’s website, you don’t feel compelled to carry out any action because there is no compelling request by them on the content above the fold asking you to carry out an action.
Yes the use of celebrities is good as it can invoke emotions but that isn’t the best way to connect with a web visitor and wont aid conversion rate. People will just glance at the website and close it because the website isn’t designed engage visitors.
Mobile Friendliness Glo’s Website
Glo’s website is responsive but some of the content above the fold isn’t legible when viewed on a mobile phone. This has the potential of increasing the bounce rate of mobile visitors as visitors are not able to read the content above the fold. With over 83 mobile subscribers in Nigeria this is a No! No.
Search Engine Optimization Glo’s Website
The website has almost everything about search engine optimization wrong. It has missing Meta Description, heading tags have inappropriate length, presence of dynamic URL’s, images without alt tags and with 202 existing internal links on the website, it exceeds best practice of 100 internal links.
Also, a review of the website using Quicksprout’s analysis tool, you will see that the website is doing fairly OK with back links but isn’t effectively using keywords.
Website Speed Glo’s Website
The website needs be optimized for speed. If you use Google’s PageSpeed Insights to do an analysis of Glo’s website you will see that there are quite a lot fixes needed to optimize for speed. The effect of speed cannot be over emphasized because it affects load time which may also affect the sites bounce rate.
To offer good user experience, it is advisable to aim for a speed score of 80 and above. But Glo’s speed score is below average for both mobile and desktop. See below:
Content Marketing – Glo’s Website
The website does not have a blog and is definitely missing out on internet marketing juice. Although it has a news section and with an author called Admin, obviously someone forgot that the author should have a name which shouldn’t be Admin but a real life person as the author.
The content there is not structured for content marketing. It is just news. In these days, asking why your business needs a blog is no doubt a cliche because it’s one of the key online marketing strategies needed to drive traffic to a website.
Social Engagement – Glo’s Website
This is the only area where you will notice that Glo upped its game and isn’t doing badly. They have 969,000 likes on their Facebook page, are followed by 179,000 fans on their Twitter handle, have 305, 658 followers and 14,976,727 views on their Google+ page, 20,633 followers on LinkedIn and 14,500 followers on Instagram.
3 Big brands that are losing at Digital Marketing in Nigeria
Vitafoam’s website is ranked as 1,008,356 most popular website in the world based on Alexa ranking which is quite poor for an ecommerce site.
It’s surprising that Vitafoam makes our list of big brands that are losing at digital marketing in Nigeria. The brand is so popular that I have two of its matrasses in my home now and I have always had one as far back as secondary school.
Vitafoam may have been the market leader in mattresses but they are creating room for competition by not leveraging online marketing to retain and expand market share.
Fair enough, Vitafoam being a Business to Consumer (B2C) firm has deployed on eCommerce platform to offer its products to consumers on the internet.
This is no doubt a step in the right direction but without a digital marketing plan It’s just a damn waste of time because no one maybe visiting the online store and It’s an online marketing mistake that you should avoid by thinking that having a website is all it takes to thrive on the internet.
So let’s go into their website and find out how they are losing at digital marketing in Nigeria.
Call to Action Vitafoam’s http://vitafoamng.com/store/
The website URL vitafoamng.com redirects to vitafoamng.com/store and does not have a call to action above the fold but has a newsletter signup form below the fold line of the landing page.
Mobile Friendliness – Vitafoam’s Website
You will be surprised to learn that vitafoam’s website has a design issue which is a threat to expanding its market share to consumers connecting to the internet from mobile devices. The website is not responsive but was designed to fit the desktop version to the screen of any device that it is viewed from.
As you can see in the image above, the website just fits to the screen of the mobile phone but the content isn’t legible. This will no doubt increase the bounce rate of the website and is one of the ways that vitafoam is losing out on digital marketing juice as its website isn’t mobile friendly.
Search Engine Optimization – Vitafoam’s Website
A bit of attention was given to search engine optimization, but it wasn’t professionally done. There exist heading tags that are either too long or too short, dynamic URL’s are present on the website, the Meta Description is too short and the website isn’t popular on social media for its niche.
Also, the backlinks count and number of indexed pages of the website is low. You will also notice that the website does not take advantage of keywords.
Website Speed – Vitafoam’s Website
Another area where the website is losing at digital marketing, a quick analysis of the website using Google PageSpeed Insights, you will notice that the website’s speed for desktop and mobile is below standard.
This is also another factor that can affect the bounce rate of the website.
Content Marketing – Vitafoam’s Website
The website doesn’t have a blog and is missing out on the digital marketing juice that comes with content marketing.
Social Engagement – Vitafoam’s Website
With 14,000 Facebook page likes, 967 followers on its Twitter handle, over 2,000 views on its YouTube Channel (the last video was posted two years ago); you will notice that the brand isn’t doing enough on social media.
The brand should be taking advantage of its outdoor presence to boost its social media reach.
3 Big brands that are losing at Digital Marketing in Nigeria
#3 Friesland Campina WAMCO
Having grown up in Jos, Plateau State Nigeria, you will understand that WAMCO is a brand that I am quite emotionally attached to because as a child I used to visit their animal farm a lot in Vom. So seeing them miss out on Digital Marketing in Nigeria is something that I am not too happy with.
Their peak milk product is by far the market leader when you talk about dairy products in Nigeria, but they have failed to utilize its popularity to retain and expand its market share to the growing online consumer market in Nigeria.
By not establishing their online presence, they are leaving room for their competition to gain market share.
Let do a review of their website to see how they are losing at digital marketing in Nigeria.
Friesland Campina WAMCO has a website (http://frieslandcampina.com.ng/) which the 1,088,019th most popular website in the world based on Alexa ranking and also has a separate product website for peak milk (http://peakmilk.ng/ ) which surprisingly has a global website popularity of 10,721,358.
Call to Action – Friesland Campina WAMCO’s Website
Friesland Campina WAMCO’s website does not have a call to action above the fold line to intimate visitors to perform an action.
Also, peak milks website has image pop ups on the landing page that should have calls to action but there is none.
Peak milks website design would have been nice if it incorporated Calls to Action. When you go to the site, nothing is asking you to click on the images and it doesn’t tell you what to expect. This doesn’t create customer engagement and leads to an increase in bounce rate.
Mobile Friendliness – Friesland Campina WAMCO’s Website
Friesland Campina WAMCO’s website is not responsive and not legible for users connecting to it over mobile devices. The lack of a responsive website for a Business to Consumer Company in an economy that has over 83 million users connecting to the internet is a key obstacle for marketing retention and expansion.
Now let’s go over to peak milks website and see if it is mobile friendly.
What a delight. Peak milks website is responsive and the user experience is very good.
Search Engine Optimization – Friesland Campina WAMCO’s Website
The Meta Description of Friesland Campina WAMCO’s Website is too short, it has images without alt tags, there are no heading tags, its backlinks and index pages count is low. The website doesn’t effectively use keywords.
As for peak milk website, you will notice the following for search engine optimization; the Meta Description is too short, there are images without alt tags, the website does not have heading tags and the title is too short. The website doesn’t have any back link and the indexed pages are low.
The websites keyword usages are very poor. The site is definitely losing out at digital marketing with all the SEO mistakes that you have seen.
Website Speed Friesland Campina WAMCO’s Website
Peak milk’s website speed is average but it’s nice to aim for the industry standard of 80 for both desktop and mobile.
Content Marketing – Friesland Campina WAMCO’s Website
Both website don’t have a blog and do not take advantage of the benefits and online marketing juice that content marketing provides.
Social Engagement – Friesland Campina WAMCO’s Website
The Social Icons on Friesland Campina WAMCO’s Website takes you to peak Social media pages. The Facebook page has over 354,000 likes and the Twitter handle has 7,312 followers. From both websites, you can assume that the company only has presence on the two social media platforms and may be missing out on the potentials offered by the others.
We all know that the internet space is expanding and more consumers will get connected to the internet over the coming years, so investing in the digital marketing space is no doubt a critical success factor for every brand that wants to remain competitive.
Of course, you won’t get instant results when you start implementing a digital marketing strategy but you are sure to succeed in boosting your online brand presence if you are consistent and persistent.
It usually takes 60-90 days for you to start seeing measurable results if you implement a good strategy and pour your heart into it.
So if you want to remain competitive, don’t make the mistakes that these brands are making by ignoring the online space and give your competition the upper hand because more and more consumers are looking to Google when they need something. If they don’t find you, they will find your competitor.
Start today by crafting a best practice digital marketing strategy that is tailored to drive traffic to your website and convert visitors into paying customers.
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