The relevance of digital marketing in Nigeria has witnessed a surge in demand in recent times. Many business owners who had heretofore doubtful about the of digital tools for the promotion of their business are gradually realizing that digital marketing increases sales. However, others still persist that traditional methods of marketing is the best. While we I do not want to go into a debate about that, we want to answer this simple question that begs for answer: What is the relevance of digital marketing in Nigeria today?
Digital marketing is the use of online platforms and channels to promote products, services, or brands to potential customers. It involves creating and distributing relevant, engaging, and valuable content that attracts and retains the target audience. Digital marketing can include various strategies such as search engine optimization (SEO), social media marketing (SMM), email marketing, content marketing, video marketing, influencer marketing, and more.
The relevance of digital marketing in Nigeria is discussed in the following points below:
Reaches a Large and Diverse Market
First, it can help businesses reach a large and diverse market that is increasingly online and mobile. According to the Nigerian Communications Commission (NCC), the number of internet subscribers in Nigeria reached 154.3 million as of January 2021, representing a penetration rate of 80.2%. Moreover, the number of active social media users in Nigeria was 33 million as of January 2021, according to Statista. These figures indicate that there is a huge potential for businesses to connect with their customers and prospects through digital platforms.
Better Competitive Edge
Second, digital marketing can help businesses gain a competitive edge and stand out in a crowded and dynamic market. Nigeria is one of the largest and fastest-growing economies in Africa, with a gross domestic product (GDP) of $442.98 billion in 2020, according to the World Bank. However, it also faces many challenges such as inflation, unemployment, poverty, insecurity, and corruption. Therefore, businesses need to be innovative and adaptive to survive and thrive in this environment. Digital marketing can help businesses differentiate themselves from their competitors by creating a unique brand identity, offering value-added solutions, and building customer trust and loyalty.
Greater Return on Investment
Third, digital marketing in Nigeria can help businesses measure and optimize their performance and return on investment (ROI). Unlike traditional marketing methods that are often costly and difficult to track, digital marketing allows businesses to monitor and analyze various metrics such as website traffic, conversion rates, click-through rates (CTR), engagement rates, customer satisfaction, and more. These data can help businesses better understand their customer’s behavior, preferences, and needs and adjust their strategies accordingly. Digital marketing also enables businesses to test different campaigns and platforms and find out what works best for them.
Conclusion
In conclusion, digital marketing is relevant in Nigeria today because it can help businesses reach a large and diverse audience, gain a competitive edge, stand out in the market, and measure and optimize their performance and ROI. Businesses that want to succeed in the Nigerian market should embrace digital marketing as a key tool for their growth and development.
