When you have a product or a service the only way you create awareness is to advertise. As a businessman (or woman) you could go about this two ways. One way to do this is to use one of the oldest form of advertising – outdoor advertising.
So what is outdoor advertising? In many ways it’s like the matrix. To quote Morpheus, “It is everywhere. It is all around us, even now in this very room. You can see it when you look out your window or when you turn on your television. You can feel it when you go to work, when you go to church, when you pay your taxes.”
Of course the only difference between outdoor advertising and the matrix is that outdoor advertising is actually very real.
So while outdoor advertising has proven to be effective for businesses in the past, how relevant and effective is it to today’s consumer? We will find out in a bit.
The other way you could go about advertising is to use a new form of advertising – Online marketing.
Now I want you to listen very carefully. There’s this thing called – the internet. Oh, so you’ve heard about it, then very good.
Internet access was estimated to have grown by 1,810% in Nigeria between 2000 and 2009. As of 2014, Nigeria had an internet penetration of 37.59%. Nigerians contribute to 2% of connected internet users in the world!
What this means is that over 60 million Nigerians are connected to the internet. Dwell on those numbers for a while.
There are more internet users in Nigeria than the entire populations of Ghana and Cameroon combined.
The potential for businesses to connect with these internet users is enormous.
The fastest and most effective way for businesses to reach these internet users is through social media.
With those compelling statistics, digital marketing can no longer be ignored, even by the big companies in Nigeria.
So why should more companies adopt digital marketing into their marketing strategies? Lets find out together.
The dominant form of outdoor advertising is billboards so it is limiting considering the near limitless ways you can advertise on the internet.
This is where you really start to see the advantages of digital marketing. Online marketing can be targeted to a much more specific customer base. Appealing to a targeted group will bring in more customers because they will feel like they’re being spoken to directly.
Retargeting is a great tool that is exclusive to digital marketing. This ensures that specific ads follow customers and re-appear on the different websites they visit. You can find a very detailed guide on retargeting by Neil Patel here.
An advert that isn’t targeted like billboards quickly becomes an afterthought as you focus your attention on the road and drive off.
Digital marketing lasts. Online marketing is almost always available. Blog posts can remain posted, your Facebook and Twitter pages will have archived posts and your e-mail can stand the test of time.
Billboards on the other hand are only up for a set period of time before they are taken down again. Possibly replaced by you competitor.
Billboards are static. They can’t change once they’re up there. If and when you realize that your billboard has had no impact it’s gonna stay up there only to remind you why you should’ve gone online in the first place.
Billboard exposure is also restricted. It will only be visible to who are in that particular area.
Don’t get me started on flyers. Because of their simple nature, most of the time, they are either glanced at briefly and quickly forgotten, tucked away in your glove compartment or tossed out the window.
Hardly the marketing tool for long term impacts on consumers.
I’m not saying outdoor marketing is completely ineffective. It is in a company’s best interest to utilize digital marketing in their marketing strategy if they want to reach the most people.
The success of social media marketing may not translate directly into sales but rather quality engagement. Building trust is important for businesses and their customers because it brings loyalty to your brand. It will keep your customers coming back for more.
There are over 11 million Nigerians on Facebook and counting.
So the real question isn’t if Nigerians are ready to engage with companies but if companies are willing to engage with Nigerians.
Do you have any more reasons why you think companies should implement digital marketing strategies? Let me know in the comments below!