Is Online a “Brouhaha”?

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Since the Internet debuted in 1984, our world has never been the same again! Everything as we know it has evolved in dramatic ways. The ways we shop, how we’re entertained, communicated to, and how we gather information and news.

It’s been suggested that Marketeers especially those residing in emerging markets, find it difficult to ascertain the impact of online communication (advertising, marketing, PR, etc.) on their businesses and Brands driven by lack of sufficient data to measure business impact.

This is the reason (some) school of thought argued that online marketing (especially in emerging markets) is probably a “Brouhaha”; that is many people think it is really important, however, it’s actually not important at all (within the communication mix). The strongest support for this argument is around reached on one hand and the quality of the online exposure to the target audience on the other.

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For example:

161m Nigerians use mobile phones, (Jumia), 50% have access to the internet and 17m (9%) are actual active mobile social media users one can suggest online does not reach the target market traditional media finds hard to reach.

Some more facts!

1. 2018 population estimated at 198,254,687 (world population review)

2. Age structure:

  • 0-14 years: 42.54%
  • 15-24 years: 19.61%
  • 25-54 years: 30.74%
  • 55-64 years: 3.97%
  • 65 years and over: 3.13%
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3. Internet users in Nigeria are dispersed across only a few states ( Lagos, Ogun, Oyo, Kano, Rivers and FCT)

For discourse:

If online is not necessarily and strategically skewed towards reaching ma ass audience – TV viewers and radio listener, how can Brand Managers convince Management to harness the opportunities of being online?

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About the Author:

Dolapo Otegbayi, an accomplished and seasoned Senior Marketing Professional with over 15 years’ experience in all aspects of Commercial Business; encompassing Consumer and Shopper Marketing. She is one of the top 50 Marketing Communication Professional in West Africa (7th MWA 2017).



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