What are your digital marketing challenges? As you think of the many challenges, do you foresee opportunities now or in the future as you take an informed look at the digital marketing landscape of Nigeria?
In this article, I will address the major challenges that digital marketing agencies and freelancers in Lagos face.
Additionally, I will discuss the awesome opportunities of digital marketing in Nigeria. Let’s get started.
What is digital marketing?
Wikipedia defines digital marketing as:
“The marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.”
Ouch!
Here’s a pretty easy one to remember:
Digital marketing is the marketing of products or services using electronic devices.
The fact that digital marketing involves electronic devices is the reason why it has been around for a long time.
In fact, digital marketing strategies are both online and offline.
For example, the advertising mediums that companies use may be part of a digital marketing strategy that includes online PR, social media marketing, bulk SMS marketing, digital billboards, television and radio.
Additionally, digital marketing tactics include search engine optimisation (SEO), search engine marketing (SEM), content marketing, and influencer marketing.
It also includes content automation, campaign marketing, e-commerce marketing, social media marketing, social media optimisation, e-mail marketing, and display advertising.
In fact, the list would not be complete without letting you know that it includes e-books, optical disks, games, and any other form of digital media.
And for a solid and well-rounded digital marketing strategy, you need both offline and online strategies.
5 Digital marketing challenges in Nigeria
- Internet Connectivity problems – think phone and data.
- Business executives who don’t appreciate the value of digital marketing.
- A much diverse audience with different cultures and needs.
- Not-so-easy availability of hard currency through most of your ‘friendly’ banks.
Let’s dive in.
#1. Digital Marketing Challenge – Electricity
Photo credit: Pixabay
Nigeria has been ranked as the second worst nation in power supply as power drops to 3,851 megawatts (MW).
As of 2017, out of the 137 countries examined in a report, Yemen ranked as the worst electricity supply nation in 2017, followed by Nigeria, Haiti, Lebanon, and Malawi.
Is that report shocking?
Well, that’s the reality on the ground, backed by statistics.
Since digital marketing is the marketing of any form of products or services that involve electronic devices, you can appreciate why digital marketing agencies are hard hit with unreliable electricity.
Access to reliable power makes it easy to market offline and online. It also increases the number and variety of business and job opportunities available.
#2. Internet Connectivity Challenges in Nigeria
The erratic supply of electricity in Nigeria also affects the quality of services delivered by the telecom companies.In fact, the majority of businesses now need a reliable, fast internet connection.
Slow internet speeds impact the productivity of your employees but also the quality of customer service you provide through your website.
You would agree that today the internet is vital for the day-to-day operations of your business such as accessing emails and file transfers.
And if you make a living as a digital marketer whether using offline or online marketing strategies, you would agree that unreliable internet connectivity is not funny.
#3. Business executives who do not appreciate the value of digital marketing
Photo credit: Unsplash
Many business executives who market to consumers spend a major percentage of their marketing budget on traditional marketing, despite the fact that digital marketing is incredibly effective, and so deserves a bigger slice of the marketing budget pie.
When decision makers understand how digital marketing impacts positively on their bottom line, they are eager to pay the agency or freelancer what their service is worth.
#4. A much diverse audience with different cultures and needs
If you are using digital marketing to sell your goods or services in Nigeria, you would have to create diverse personas with varying needs.
There is no doubt that global online marketing has massive potential and is a rapidly developing industry.
For you to make the leap to the global market, you will need a team of specialised digital marketing experts who can adapt products and services to your global audience for specific languages and regions.
#5. Hard currency is not readily available
Photo credit: Dreamstime
If you are a digital marketer, you would understand why you would need hard currency for the smooth running of your agency or freelance business.
Google AdWords or Bing ads are all done in the dollar.
If you don’t have dollar accounts with your local friendly bank, it becomes exceedingly difficult to pay for your campaigns.
Additionally, the social media management apps that you would use to manage your accounts and those of your clients are paid for in dollars.
Very few banks in Nigeria are equipped to open and provide dollars for their customers.
To be continued….
Wison Moore
Moore is Director of Marketing
Anaconda Marketing Ltd, a Lagos-based Digital Marketing Agency
+234 080 579 37786
http://anacondamarketing.com.ng
