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wasting money on online marketing - wow effect communication

How Nigerian Companies Are Wasting Money On Online Marketing

By MarketingNo Comments

Nigerian companies are finally embracing online marketing. As someone who has been at the forefront of advocating this paradigm shift, this development should make me happy. Unfortunately, this is not so.
My unhappiness with the Nigeria companies’ new found love for digital marketing stems from the level of mediocrity I see being exhibited by new digital marketers.
This post will dwell on what is wrong with the approach of most Nigeria companies to online marketing and how they can jettison mediocrity and start deploying ROI focused digital marketing programs.

How Nigeria Companies Market Online

Banner Ads
To most Nigerian companies, digital marketing starts and ends with banner ads. Well, to start with, banner ads are the least effective marketing channel.  See some statistics about banner ads:

  • An estimated 31 percent of ad impressions can’t be viewed by users. (Comscore)
  • Of those banners that are in view, a Nielsen eye-tracking study shows that 92 percent are simply not noticed.
  • A recent study by OnScroll in the U.K. estimates that a whopping $11.7 billion was wasted on display ads in 2012 alone.
  • 8 percent of Internet users account for 85 percent of clicks. (ComScore)
  • About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
  • You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)

Now, when you juxtapose the stats above with the ever-worsening case of banner ads fatigue, you will begin to understand what I am talking about.
While it is true that the quoted stats are not Nigeria centric, the true stats for Nigeria will probably be worse(You don’t believe me? just head to bellanaija.com, lindaikeji.blogspot.com, stelladimokokorkus.com, ynaija.com, naij.com and other popular Nigeria sites and you will see how inundated you are with banner ads)
So, for a brand to build its whole online marketing strategy on banner ads is preposterous, to say the least.

Social Media
Another big online marketing lie that Nigeria companies have bought into is that social media is the marketing panacea. So many “marketing experts” have touted social media as a magic bullet, promising it will change the very fabric of how we market online. And it seems Nigeria companies have bought this hype hook, line and sinker.
Sorry sir, The truth is, social media is not the marketing panacea it has been sold to you as. In fact, countless studies have shown that social media is the second least effective marketing channel after banner ads!

SOLUTION
Does the above mean companies should not utilize banner ads and social media marketing channels? Not exactly. The point I am trying to make is that “banners ads or social media are only a small part of the creative offering – if used well they can perform equally as well as other channels for both branding and DR. The real insight comes when a company looks beyond each silo and start to measure the cross-channel value of a campaign, optimizing based on what works and equally what does not.

In other words, you need to take a strategic approach to digital marketing. This means asking questions like “where is the company today and where does it want to get to?” then applying those answers to the selection of marketing opportunities. And of course, employing the best practices for the selected channels to get the best from them

Social Media Marketing in Nigeria

Comprehensive Guide to Social Media Marketing in Nigeria

By Marketing, Social MediaNo Comments

It is doubtful if there is any serious marketing executive or business owner who has not heard of the enormous business building opportunity presented by the advent of social media. From blogs to agencies meeting rooms, one of the staples of marketing prescription for business promotion and building in Nigeria is Social Media. The buzz about social media marketing in Nigeria notwithstanding, is it suitable for your business? and if yes, how can you leverage it to achieve your business goals?
In this post, we aim to equip you with step by step process for developing, building and executing a purposeful and result-oriented social media marketing program for your business. The post will cover both the strategic and the tactical aspects.

What is Social Media Marketing?
First, let us try and understand what the term “social media” means. Social media is media (words, photos, videos, etc.) that is spread through social interaction chiefly using individual communication networks. Popular web-based social media platforms include Facebook, Twitter, and LinkedIn, Google +, Instagram etc. Unlike the traditional advertising paradigm that spreads information from one source to many, social media promotes peer-to-peer communication and gives individuals the choice to opt in, or out, of virtual conversations. With social media, consumers of media turn into producers of media—through photo and video sharing, blog posting, or other forms of content dissemination.
So, social media marketing means actively starting conversations, pushing content, asking questions, driving traffic and expanding visibility through social media platforms (Facebook, Twitter, LinkedIn, Nairaland etc).

Social Media In Nigeria
It is estimated that there are over ten million active social media users in Nigerian. According to Internet World Statistics, Facebook alone has 6,630,200 users in Nigeria as at Dec 31/12. In fact, according to Alexa, five of the top ten most visited websites in Nigeria are social media sites.

How Social Media Can Benefit Your Business
By implementing a thoughtful social media campaign you can:
Create Buzz
Buzz is all about riding the current wave of media—and creating buzz means adopting the latest media
to promote your message. Today this means leveraging social media. Building a
legitimate social media voice and developing influence within your community will create buzz for your business.

Generate Traffic
Having a well structured social media program will increase the probability that people will pass along your message, product or website through online social networks. This opens the chance of your message being disseminated to new and diverse crowds and thereby help generate new visitors to you.

Generate Leads
It is customary that in every sector of the economy, there are people at the center of the conversation – the agenda setters or influencers. Social media gives you the opportunity to win over your industry’s influencers by engaging and building a relationship with them. Build and nurture a direct relationship with them and if you are successful in winning them over, these influencers will pitch your company and products online on your behalf in subtle and not so subtle ways. With their blessing, qualified leads will start to come your way.

Instagram - Social Media Marketing In Nigeria

Join the Conversation
A well designed social media program will include social listening and with this, you can identify social networks where consumers are already talking about your brand and engage in the conversation to learn how your brand is perceived and accepted. And if you discover that no one is talking about your business, take this as an opportunity to research and test which channels respond best to your product or business; which will invariably help you in focusing your effort on those channels that are most effective for you.

Customer relations
Whether you like it or not, your customers are already online. So, it is only logical that you are active in the same community so that you can relate to them better.

Competitive Advantage
It is very likely that most of your competitors are doing a very bad job with social media ( In reality most companies are), which gives you the chance to stand out. And the flip side is that, if you avoid social media, you leave a big opening that allows your competitors to capture your audience.

Building a Social Media Strategy
The way to marketing success starts with a plan. This means before going into tactics, it is important that you devise a strategy for your marketing. Same applies to social media marketing. All successful programs are built on a deliberate and well-defined strategy.
The following are the strategic questions you need to answer before you get started:

Goals
What are your goals? Are you trying to build awareness for your product or brand, drive traffic to your site, attain leads, or convert leads to customers? It is even possible that you have multiple goals that are not mutually exclusive. Even so, decide which one is your primary goal. This will frame your focus and will drive all other planning decisions.

Target Audience
Who do you aim to reach? Potential customers, current customers, influencers? Before you decide on channels or create content, it is important that you define whom you will be marketing to.

Choose your social media marketing channels
Will your campaign be a comprehensive one focusing on multiple social media sites or will you devote your activities to one channel such as Twitter, Facebook, LinkedIn, YouTube, etc.? You need to decide on which channels will work best you. Of course, this will depend on a properly defined target audience. For instance, if your target audience is undergraduates in Nigeria universities, Twitter and Facebook will probably be ideal for you than say LinkedIn.

Engagement
What type of engagement will you do? What is the crux of your message? Is it a hook, an offer, a direct product placement, or perhaps a thought leadership lure? What format will your engagement be: blog posts, photos, graphics, and videos? Are you going to be promoting other brands or only your own? These are all things you need to decide upfront and these should tie back to the goals that you’ve got.
Define a project timeline
Does your plan cover a week, a month or a year? This will surely affect the frequency and types of messages you plan to deliver.

Metrics
After defining the goals, you need to find a metric that aligns with your goals and set an ambitious target. Metrics that you can use include: number of impressions, visits, leads, tweets, likes, retweets, etc.

Track and Monitor
Once a campaign is up and running, determining a return on time and money invested in the obvious next step for any social media marketing effort.

It’s critical to find out just what kind of results your online efforts are having. Has traffic grown with the volume of Twitter feeds? Has the new corporate Facebook fan page expanded the conversion rate and generated leads overnight or taken two months? Social media monitoring answers these questions.

Useful Tips For Effective Social Media Engagement
– Monitor the web for conversations about your industry, product and brand. Do so via RSS feeds, Twitter, Google alerts, and other social media tools.
– Join the conversation–don’t be promotional, be helpful—and earn trust.
– Make a personal connection–become a face, not just a name. Use the same name (use it always), post a good picture, be as transparent as possible, and always be honest.
– Offer help.
– Be Clear: Draft, edit, share internally and revise your content for best result
– Expand your network, including fans, followers, and subscribers. Make it easy for people to find you and to join your network.
– Create relevant and targeted content. Create the right content based on what you are hearing, and be generous with your content and links.
– Be patient
– Use Imagery: You have heard that a good picture is worth a thousand words. Well, it is probably worth more on social media. Use images, videos, and illustrations to make any piece more digestible.

 

Nigerian company and digital marketing - Wow effect communication

Nigerian Companies And Digital Marketing

By Advertising, Marketing, Social MediaNo Comments

How Nigeria companies market online

Banner Ads

To most Nigerian companies, digital marketing starts and ends with banner ads. Well, to start with, banner ads are the least effective marketing channel . See some statistics about banner ads:

  • An estimated 31 percent of ad impressions can’t be viewed by users. (Comscore).
  • Of those banners that are in view, a Nielsen eye-tracking study shows that 92 percent are simply not noticed.
  • A recent study by OnScroll in the U.K. estimates that a whopping $11.7 billion was wasted on display ads in 2012 alone.
  • 8 percent of Internet users account for 85 percent of clicks. (ComScore)
  • About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media)
  • You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)

Now, when you juxtapose the stats above with the ever worsening case of banner ads fatigue, you will begin to understand what I am talking about.

While it is true that the quoted stats are not Nigeria centric, the true stats for Nigeria will probably be worse(You don’t believe me? just head to lindaikeji.blogspot.com, stelladimokokorkus.com, ynaija.com, naij.com and other popular Nigeria sites and you will see how inundated you are with banner ads)

So, for a brand to build its whole online marketing strategy on banner ads is preposterous to say the least

Social Media

Another big online marketing lie that Nigeria companies have bought into is that social media is the marketing panacea. So many “marketing experts” have touted social media as a magic bullet, promising it will change the very fabric of how we market online. And it seems Nigeria companies have bought this hype hook, line and sinker.
And to make matter worse, social media is now largely pay-to-play. It’s getting harder to achieve the same results posting for free on social networks.

  • “Organic reach” of content from brands and small businesses has fallen to less than 2 percent of all fans. (Inc.)
  • In December of 2013, Facebook changed the algorithm that determines who sees what content, resulting in business pages losing 40-80% viewership of their posts. (Modern Connection)
  • Company Facebook pages reach as little as 2.6% of their followers. (Adweek)
  • Of the 2.6% of users pages reached with their posts, 11.8% engaged with those posts, on average. (Adweek)
  • Pages with more than 1 million Likes saw link posts perform the best, at 3.78% reach. For those with fewer than 1,000 Likes, video posts perform best with reach up to 30.0%. (Adweek)
  • Average organic likes growth was 0.53%, and pages with fewer than 1,000 Likes saw that figure rise to 1.62%.(Adweek)

Sorry sir, the truth is, social media is not the marketing panacea it has been sold to you as (at least organically).

THE SOLUTION

Does the above mean companies should not utilize banner ads and social media marketing channels? Not exactly. The point I am trying to make is that:

Banner ads or social media are only a small part of digital marketing – if used well they can perform equally as well as other channels for both branding and direct response- sales. The real insight comes when a company looks beyond each silo and start to measure the cross-channel value of a campaign, optimizing based on what works and equally what does not.

In other words you need to take a strategic approach to digital marketing. This means asking questions like “where is the company today and where does it want to get to?” then applying those answers to the selection of digital marketing opportunities. And of course, employing the best practices for the selected channels to get the best from them

must have skills in any modern marketing team

4 Must Have Skills In Any Modern Marketing Team

By MarketingNo Comments

“The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations” – Philip Kotler

The world is changing. To remain relevant and thriving in a time like this, you need to be abreast of the changes shaping the world around you and adapt to it. Else, you become obsolete.

If you are a Business owner, CEO or CMO, you need to ask yourself this important question: Does my marketing team have the requite skills to be relevant in the contemporary time. To be successful today, your marketing team needs all the traditional marketing skills and, a whole lot more.

Sam Davies puts it best when he said: “To make sure the people in your marketing team can stay ahead in the modern world of marketing, they need to develop new skills, be more innovative than ever, and take complete advantage of the fact that we are living through a revolution and there are no rules”.

Below are the four must have skills in any effective modern marketing team

1. A Solid Understanding Of Marketing Fundamentals

The first thing your team must have is a thorough understanding of marketing fundamentals. This is so important that without it, all your marketing initiatives are doomed to failure.

This is common sense right?

Unfortunately, it seems common sense is not common. Just last week, I was in a meeting with a prospective client where their in-house marketing manager displayed an utter lack of understanding of marketing fundamentals. Asked to provide a summary of their marketing strategy, he kept rambling about their “rebranded logo” “advertising on radio and newspaper!

Your marketing team must be grounded in such marketing fundamentals as the four Ps of marketing and, STP. Yes, all marketing is built on STP-Segmentation, Targeting and Positioning.

2. An Understanding Of Human Psychology

One essential component you need in your marketing team today is someone (or people) with a deep understanding of how and why other people think and act the way they do.

It will be practically impossible to create compelling marketing communication if you don’t know why it would be compelling to your audience in the first place.

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

  • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products)
  • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
  • The behaviour of consumers while shopping or making other marketing decisions
  • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
  • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues will help your team adapt their strategies by taking the consumer into consideration thereby achieving better marketing returns.


3. Storytelling Skills

Susan Gunelius of Forbes puts it best when she said “Brand storytelling isn’t a new concept, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority”.

Today’s effective marketing team must include a competent storyteller (Brand Creative Content Executive if you like). This individual will focus on increasing consumer emotional involvement in the brand through social media and content marketing stories as well as on weaving the brand storyline into offline brand experiences and marketing initiatives.


4. Data maven and Marketing Analytics Ninja

Marketing analytics comprises the processes and technologies that enable marketers to evaluate the success of their marketing initiatives by measuring performance using important business metrics, such as ROI, marketing attribution and overall marketing effectiveness. In other words, it tells you the effectiveness of all your marketing initiatives.

As your market becomes increasingly competitive, there is no question that the collection, analysis and extraction of insights from data are becoming probably the biggest differentiator for commercial success.

“Data can be the catalyst which, when leveraged correctly, allows a business to outperform the competition. The key is not just collection, but leverage. Size doesn’t matter, insight matters”.

I am sure you now know why you need a data analytics ninja in your team.

Lastly….

The first thing for you to do is to audit your current marketing team to see if they have the requisite skills. If no, well, do the needful and if yes, congratulations. In which case, you need to make sure you have some great processes in place to make the most of them

the impending death of Nigerian traditional media house

The Impending Death Of Nigeria Traditional Media Houses

By MarketingNo Comments

This post was written in 2014

Last week, an internal report on the digital health of the New York Times was leaked. The report generated huge interest and comments online with Joshua Benton, editor of the Nieman Journalism Lab at Harvard, calling it “one of the most remarkable documents I’ve seen” in his years running the Lab.

I think the document is a must read for every business development and marketing personnel.

The document made me reflect on the digital strategies (or lack of it) of Nigeria media houses and I am unhappy to say: the prognosis is not good for them. In other words, all Nigeria media houses are on a destructive trajectory. That is, if they do not change course.

Darwinism And The Inevitable Death Of Nigeria Traditional Media Houses

Darwinism focuses on the evolution of species as caused by natural selection. It’s the idea that nature favours individuals of species that have certain traits which give them an advantage and helps them live better and longer in their environment/habitat. The other, less fortunate individuals have a harder time competing for resources and are therefore more likely to die off. In short, it’s the “survival of the fittest”.

Darwinism makes us understand that it’s not necessarily the strongest or the first to arrive who are most likely to survive; it’s the most adaptable who wins in the end.

The same is true in business. In an era of Digital Darwinism, no business is too big to fail or too small to succeed. And in media business, the existential threat is “adaptability to the digital age”

Below is an excerpt from an article I wrote on a similar theme four years ago Titled The Solution To The Dwindling Newspaper Circulation In Nigeria:

“……Such powerhouse newspapers as The New York Times, Washington Post, and Chicago Tribune are also facing the same challenge of plummeting circulation figures. The difference is just that they are confronting the issue holistically rather than self deceive themselves that all is well.

What brought this social state? Mainly, the internet. Yes the internet. Most of the newly empowered middle class have access to the internet and seriously, why should I buy a newspaper for information when the same is available on my blackberry free of charge? Moreover the internet gives me access to different sources for the same information—all for free.

When I finished NYSC in 2005, my main source of information on job vacancies was Tuesday Guardian newspaper. And it wasn’t only me. All my freshly minted B.sc. friends consulted Tuesday Guardian for employment opportunities. Fast forward five years to 2010 and what do you see? Nairaland, naijahotjobs, NBF social website, careers Nigeria, kerewa.com etc. These are free job listing websites where a job seeker will not only find vacancies, but also tips on writing CV, interview tips………..”

If anything, the situation is graver (than it was four years ago) for Nigeria media houses:

More of the traditional media audience have moved (and are moving) online: With the proliferation of smart phones and the relatively wider reach and affordability of broadband internet access, more people (especially the young) are shifting their media consumption online
Emergence of new and agile web only media outfits: Three of the top five local media sites in Nigeria (Nairaland, Linda Ikeji and Naij.com) are new digital only outfits according to Alexa
An exploding population of digital native

How Nigeria Media Are Currently Adapting

It is obvious that Nigeria traditional media houses are aware of some of these challenges and are taking actions to adapt to the reality:
1. They have built websites and are publishing digital versions of their content online.
2. Some more sophisticated ones have even gone ahead to build apps and toolbars which they actively promote

Unfortunately, they are tackling the issue in a wrong way and if they continue this way, their extinction will be inevitable. This is because the approach they have taken is at best cosmetic.

STRATEGIC APPROACH TO DIGITALIZING OF NIGERIA TRADITIONAL MEDIA

The first and most vital task before Nigeria traditional media houses is to evolve a digital strategy. That is the truly hard work. It starts by asking the bigger questions about your present and your future: What should you become; How must you change to achieve this goal of transformation.

For a newspaper like The Guardian for example, The big question will be: How can The Guardian become more digital while still maintaining a print presence and, what has to change? That means aggressively questioning many of your print-based traditions and their demands on your time, and determining which can be abandoned to free up resources for digital work.

Without a strategic framework, digital success will be impossible. Actualizing this will be very difficult because it is almost certain that the only way to guarantee a long term success is to have paradigm shift in strategy to “digital first” . And this will have a whole lot of implications from hiring to resource allocation.

Some Salient Tips
After designing a well thought out strategy, below are some of the tactics Nigeria traditional media houses can employ to get to their publishing nirvana. Borrowing from the leaked Times Document, I will divide my recommendations into two broad parts: Audience Development and Newsroom Strengthening. The first is a core part of the newsroom team (journalists), while the other is a more broad effort that includes imperatives for business units and the newsroom alike.

Audience Development

1. Use big data to personalize: Data is king. Know as much about your audience as possible. This will aid personalization. For a start, you can start asking readers whether they would be willing to be contacted by reporters or if they are willing to share some basic information about their interest, alma mater and industry so you can send them content about those topics

On a more advanced level, you could create a section of the homepage that uses reader patterns to customize a list of content that readers missed but would most likely want to see. This means that though all readers would see the same top news stories, the other articles you show them would be customized to reflect what they haven’t seen (and would likely want to see based on the footprint they left earlier)

2. Content discovery and distribution is key: This is one area all Nigeria media houses fail woefully. In the digital age, it is not enough to have quality content, your content must be discoverable by its intended audience. This is a broad area that I cannot possibly cover in this post. But my suggestion will be that you must master two key areas:

(i) Content promotion via social media

(ii) SEO. Technical SEO hack like structured data/schema, site map, canonicalization etc can have a profound impact on your website discoverability

3. Motivate content engagement: There are so many ways to do this. All that is needed is creativity. For example, Linda Ikeji executed one of the most effective audience development campaigns I have seen out of Nigeria last December when she gave out one hundred thousand naira each to ten of the most consistent commenter. The result on her blog is phenomenal

Newsroom Strengthening

1. You need new talents: You needs a broader array of digital talent, not just reporters and editors, but “technologists, user experience designers, product managers, data analysts, digital content strategists, and content creators–all working under people who have coherent goals

2. Leverage your biggest asset – content: In the digital space, content is king. The NYT document puts this best when it states “You have a huge advantage. You have a tremendous amount of high quality content that you have a perpetual license to.”
While the focus of the newsroom may be on current events and stories, sometimes it’s important to provide context to what’s happening. And evergreen content can help do just that. So, resurfacing archival content will be great

3. Experiment more with the way you present content: You just must be willing to experiment more in terms of how you present your content: “We must push back against our perfectionist impulses. Though our journalism always needs to be polished, our other efforts can have some rough edges as we look for new ways to reach our readers”

DIGITAL MARKETING IN NIGERIA - Wow effect communication

Succeeding With Digital Marketing In Nigeria

By MarketingNo Comments

As noted in an earlier post, Nigerian companies have started embracing digital marketing. But from interactions with senior management of some of these companies, it seems the results of their romance with digital marketing have been underwhelming to put it mildly.

 

This should not be the case. From years of managing marketing campaigns, first in in-house roles and then later as an agency account manager, I have seen Nigeria companies get incredibly awesome results from digital marketing. So, why are some companies succeeding with digital marketing while others are not? This post will provide some of the answers.

Back To Marketing Fundamentals

The foundation of successful digital marketing is…..well, marketing! In other words, marketing is marketing irrespective of the channel. This means that the same fundamental rules of marketing applies whether you are marketing on digital or traditional channels. And what are these fundamental marketing rules?

All marketing is built on STP—Segmentation, Targeting, and Positioning. Philip Kotler explains this best when he said: An organization discovers different needs and groups in the market place, targets those it can satisfy in a superior way, and then positions its offerings so the target market recognizes the company’s distinctive offering and image. And of course STP is built on accurate and deep knowledge of the market.

Your digital marketing won’t succeed without a proper strategy (built on STP of course). I addressed this in an earlier post where I explained that ” Of late, I have been having series of meetings with prospective clients and one of the first questions I ask at the discovery stage is: “what internet marketing strategy do you have in place”? The commonest answers are “we advertise on Facebook”, “we have employed somebody to manage our Twitter and Facebook account”, “We have banner ads on XYZ sites”…….Little wonder virtually all of these companies are reporting little or no ROI from their online marketing activities.

 

There are several internet marketing channels that you can utilize to market your business online but, selecting the right one(s) “depends”. Depends on what? That question can only be tackled on the strategic level…….”

Promotion Is One Leg…So Is CRO

One major problem I think is responsible for the poor result a lot of Nigeria companies are getting from digital marketing is the fact that all their energy is being channeled towards promotion and little or nothing being done on conversion optimization.

You are obviously not advertising your brand online for the sake of making Google richer. So, you apparently have an objective you want to achieve with digital marketing. Promoting your offering to your target audience is the first step; while making the target audience take the desired action (conversion) is the ultimate goal.

After your target has seen/clicked on your message, what happens? All the traffic and brand impressions in this world does not mean anything if it does not convert. That is where conversion optimization comes in. Conversion Rate Optimization is simply the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers

It’s about connecting with the viewer and communicating value as quickly as possible. It also means identifying why people are not converting and of course, fixing it. Without an effective conversion optimization, you’ll end up throwing away money & get frustrated with digital marketing. Which leads to the third point:

Leverage Digital Marketing Unique Capabilities..Big Data, A/B Testing, Personilization

This is a time when migrating away from the traditional large demographic approaches toward more granular, data-driven, highly targeted campaigns becomes a matter of survival, not a matter of choice–IBM

The key The main advantages of digital marketing over traditional marketing is the data driven nature of the former. And as it has been established in several studies, data and algorithms have a tendency to outperform human intuition in a wide variety of circumstances. Unfortunately, most of the Nigeria companies are not leveraging this unique capabilities of in their campaigns.

Today’s customers have instant access to comprehensive information on product, price and quality comparisons from a steadily expanding range of channels. Thus, your success will depend on your ability to use insights derived from big data analytics to drive marketing decisions that will ensure you are accurately delivering the right message to the right person at the right time for the right price.

Successful digital marketing is built on analytics and experiments. The former provides data on what is happening in a business, the latter actively tests out different approaches with different consumer or employee segments and measures the difference in response

Unfortunately, analytics and experiments are two areas where Nigeria marketers are lacking (with notable exceptions of the ecommerce folks i.e Jumia and Konga) .

For your business to succeed in digital marketing, you must “get” analytics and experiment.