Generally perception is critical when attempting to convince a brand to venture into previously uncharted territory like digital. For some, “digital” is everywhere but not really here, and for others, it’s in their pockets but not their budgets.
So what should you know about digital?
It is different from traditional media, and this has informed the apples and oranges analogy.
While TV is the undisputed king of reach and awareness even with the evolving media landscape in Nigeria, questions need to be asked on the best way to maximize TV budgets based on changing consumer behavior. As it stands today, digital is not a substitute for TV globally let alone in Nigeria. However, it can extend the reach of your commercial using rich media formats by running the TVC within the ad format. This has had tremendous success especially for FMCG brands globally and even locally.
Don’t expect what works in press to work online as is: all platforms should be viewed from the consumers’ point of view; especially digital. How do they consume the medium, what conversations are they already having, how can I (brand) be relevant within the confines of my brand guidelines, how can I co-create content with them, what passion point or emotion am I trying to connect with or evoke? A true understanding of how your TG uses the platform is critical to success. So no, we can’t just smack your press ad on Facebook!
“Above the line” placements traditionally have been one-way messages, which meant that brands talked to consumers without necessarily getting a response at least not immediately. That in itself isn’t a bad thing as long as that was the objective. Phenomenal ads like the infamous VW Beetle press ad and Levi Laundry man TVC earned their stripes through TV and press creating awareness for these brands but more importantly, they created a “talkability” around these particular brands in a time when others maintained status quo. This is the essence of digital platforms.
The ability to creatively transpose the consumer into our marketing world, to initiate or spark new and evolving conversations interesting enough for some to become brand advocates on and offline. Everything survives on the strength of the idea, even online!
Looking at the numbers, online penetration in Nigeria is around 30% – 43.9m Nigerians. This will increase or reduce based on the demographic profile of the specific audience. Mobile browsing accounts for 56% of all browsing from Nigeria while PC browsing now accounts for 44%. This has been the trend for about 3 months. If projected based on the impending growth of mobile access, lower cost of smart phones and the size of our rural and semi urban population, we can expect internet penetration to grow to about 50% in the next 2-3 years. This is an audience we cannot afford to ignore but more importantly, one that we must get to know and understand.