Digital marketing, put simply, entails the use of electronic platforms to promote and create awareness of brands and diverse products. When compared with traditional marketing, there are several differences and advantages. These factors help equip various organizations to canvass and comprehend campaigns on marketing to enable them to understand what is functional and obtainable as well as what isn’t. Several countries have taken advantage of this marketing scheme. Nigeria and the United Kingdom are both countries largely utilizing and benefiting from what is on offer. The use of digital marketing in the UK and Nigeria would be evaluated side by side.
The Use of Digital Marketing In Nigeria
Digital marketing is a multi-faceted space. It offers you a wide range of opportunities to sell your products through online mediums. Using what is obtainable in the typical Nigerian system as an example. Very few Nigerian businesses are open later than 10 PM, which does limit their trading capacity somewhat. But this is much less of an issue for companies operating online, and Digital Marketers are able to work 24 hours a day, 7 days a week. It’s a win-win for both customers and the business owners. The customers are able to get more reliable, flexible support and the organization owners are earning more money and working more flexible jobs.
Digital marketing has emerged as a way to cut costs for marketers and advertisers. Television advertising is, like in most countries, a very expensive medium to get build awareness. A prime-time advertisement on a big channel like Galaxy TV can cost millions of Naira, and a drawback of TV Advertising is that there is no way of measuring how successful the campaign is.
According to Internet World Stats, just over 50% of the Nigerian Population (around 100 Million People) has access to the internet, of which 17 Million are Facebook users. Facebook offers specific targeting of people based on their Age, Gender, Interests and Location and using the Facebook Pixel Tool, can be used to track exactly how many sale conversions are made, and a Facebook advert can be bought for as little as $3-4.
The Use of Digital Marketing In The UK
As a much more developed economy, where the internet has been a large part of UK Society for a considerably long time, Digital Marketing more advanced in the UK than most other places in the world. The place that the UK’s digital marketing industry finds itself in, is that it can capitalize on emerging marketing with its world renounced expertise in this field. Also, operating in new and emerging markets would be of a much lower cost.
TV viewership, print media circulation and other forms of traditional media are on a downward trend. They are not quite ‘dead’, so to speak, but they are part of a seemingly unstoppable mass migration from traditional to digital media. Services like Netflix and BBC iPlayer are more popular amongst younger people than broadcast TV. An increasingly popular profession and industry, especially in the UK, is Digital Analytics. This is the use of computers to track very minute details and see how these translate into trends in order to measure the success of a company’s online marketing tactics. Popular tools are Google Analytics, SEMRush and Hootsuite, these are different tools used for different tasks, but can give a company huge insight into how successful different things that they are doing online are.
To summarise, developing markets, such as Nigeria, are embracing Digital Marketing and the opportunities that it brings. They are seeing it as a viable alternative to what is offered when advertising the traditional marketing trends. As this trend grows, and more and more Nigerians adopt internet usage, it won’t be long until Digital and online are the primary medium of communication to reach customers.
By some measures, Digital Marketing is already the primary form of marketing in the UK. According to the Office of National Statistics, 17% of all sales now take place online, and this is a number that is growing every year.