According to the Nigerian Communications Commission (NCC), Nigeria’s internet usage in 2018 hit 93.3 million users. In a country of over 190 million people with a median age of 18 years, this is a mixed blessing.
It is the case of the cup being half full and half empty at the same time. The half empty view highlights the majority population of youths and sees them as a huge challenge to meet their internet needs such as video streaming, downloads, social media, and email communication among others. These needs will require an urgent and massive commitment in infrastructure investment.
On the other hand, the half-full scenario represents an opportunity to meet the needs of the huge youth population by stepping in to provide the solution. According to the Global Broadband Speed League, Singapore has the highest internet speed in the world while the countries with the slowest internet speeds are in Africa. Nigeria is rated at a low 114 Mbps.
This affects the digital economy of the continent as most Western economies have been reaping the benefits of seamless internet connectivity.
In Africa, few companies have robust customer software and rich data analytics capabilities; none have innovated with the African mobile user in mind. Terragon Group, a Nigerian data analytics and marketing technology company, is the rare exception.
With its proprietary technology, Terragon provides custom integration on both the demand and supply side of the mobile marketing technology value chain to multinational and local brands in Africa. Founded in Lagos, the company has a strong international team of over 90 experts with offices in Lagos, Nairobi, Accra, Johannesburg and Bangalore. It supports over 50 enterprise customers in Africa. The company has evolved from a digital marketing company to a data & marketing technology company
Some of the benefits of using Terragon’s Data & Martech services are access to large data sets, audience buckets which gives insights on consumers, conversion of leads to clients, tracks user journey, measures success rate and outcomes, Private CDP (Customer Data Platform) which allows brands and businesses gain relevant insights on their customers, enabling them to stack up and grow the profile of their customers.
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Its proprietary marketing technology, Adrenaline, also unlocks value for businesses using insights to reach Africa’s mobile users. Adrenaline can reach over 80 million Nigerians through online and offline channels to drive targeted awareness, promote engagement and increase conversion and retention rate. Adrenaline is currently the only technology that has the capability of tracking users from online to offline in Africa.
Terragon is committed to achieving its strategic objectives of using data to drive outcomes in Africa. In 2018, it acquired an Asian marketing technology firm, Bizense, which consolidated its position as one of the leading global digital companies.
Brands and businesses, which need access to large data sets of mobile users for superior performance for awareness, engagement, conversion, and retention with guaranteed outcomes really need to switch and work with the latest technology Terragon offers Africa.
Anthony Ifeanyi
Ifeanyi is a marketing technology expert based in Lagos
