Digital marketing involves promoting products online, mainly using the internet and social media. In Nigeria, over 74 million people are active online users and 30 million visit social media platforms monthly. Social media marketing allows cost-effective promotion to a large audience and can increase sales through social influences. It provides advantages over traditional marketing like lower costs, multi-directional communication, and user-generated content. A survey found that Nigerians commonly respond to online ads, access social media through mobile phones, and have sufficient income to purchase promoted products. Using both traditional and social media marketing allows companies to better promote their brand, get customer feedback, and increase awareness and sales.

1. WHY DIGITAL (ONLINE)
MARKETING?
By Imaobong Essien
Media Strategist
Strategy and Execution Officer
World PR Media

2. UNDERSTANDING DIGITAL/ONLINE MARKETING

3. WHAT IS DIGITAL MARKETING?
In the simplest terms, digital
marketing is the promotion of
products via one or more forms of
electronic media.
It mainly uses the internet as the
core promotional medium, in
addition to mobile and traditional
TV ,Radio, Print and Billboard
advertisement.
My main focus in digital marketing is
Social Media Marketing and I will be
explaining the big role Social Media
Marketing is playing in the Nigerian
market.

4. SOCIAL MEDIA MARKETING: How it works
Social media marketing is the process of gaining website traffic or
attention through social media sites.
In Nigeria alone, we have over 74 million active online users and over
30 million visiting various social media platforms monthly.
Social media has become the fastest way of diffusing information .
No other existing media is capable of diffusing information like the
social media . Social media has created a shift in how people read,
and share news, media and content.
It is not enough for any company to have an online presence such as
a Facebook page or a website, with the large number of online users
on various social media platforms, you will agree that is now
therefore mandatory to recognize and maximize the marketing
potentials on these platforms, especially when it saves cost!

5. ADVANTAGES OF SOCIAL MEDIA MARKETING
 Cost effective
 Ad is on 24 hours a day, 7 days a week until life of campaign expires
 Easy to send updates, communications to prospects in real time
 Allows for text, image and videos to be effectively and engagingly utilized
 Compliments traditional media and expands the brand story
 Can target geographic regions, demographics and physiography
 Ability to be spread virally
 Ability to be endorsed by third parties
 Increases Search Engine Optimization(SEO)
 Medium has the ability to be interactive – Socially engaging
 Device accessibility

6. SOCIAL MEDIA MARKETING VS TRADITIONAL MARKETING
Social Media Marketing
 Multi-way (brand < ---->customer,
Customer <-----> Customer)
 Participatory
 User generated
 Cheaper to implement
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Traditional Marketing
 One way (brand to customer)
 Higher cost
 Brand generated

7. SOCIAL MEDIA INFLUENCES CUSTOMER BUYING
BEHAVIOR
Social media in Nigeria influences customer buying
behaviour. In other words, Social media increases
sales.
As a result of the growing embrace of the online
culture by Nigerians, the e-business and online
marketplace has experienced a boom. Social media
has become a marketing function that allows
businesses target customers with personalized
offers and deals.
According to Kaymu’s PR Manager Tomiwa
Oladele, social media has inspired many purchases
as many online users and buyers are influenced by
social media trends, ads and engagements.
In recent times, many business savvy brands like
Kaymu, Samsung, LG, Thermocool have engaged
the use of social media platforms like Facebook,
Instagram, Google +, Youtube, blogs etc as online
marketing channels.

8. NIGERIAN STATISTICS FOR SOCIAL MEDIA
According to a 2012 survey carried out nationally by Kayode Olakunle for the
Advertising Practitioners of Nigeria (APCON), the following statistics were
derived. Respondents were between the age of 18 and 65.
o 90% of the respondents said they found online adverts useful.
(46%) very useful, (45%) somewhat useful, (6%) somewhat annoying, (1%)annoying and 2% love it
Pie Chart Showing how respondents feel about online advertising

9. NIGERIAN STATISTICS FOR SOCIAL MEDIA continued
o 73% of respondents said they have responded to online
adverts
(73%) have responded to online adverts, (24%) have not responded and (3%) cannot
remember
Pie Chart showing response to online adverts

10. NIGERIAN STATISTICS FOR SOCIAL MEDIA continued
o One of the advantages of social media marketing and advertising is
device accessibility. Any one with a smart device within your ad’s
geographic region can view your ads.
This survey shows that a total 78% of the respondents access social media
networking platforms through their mobile phones.
(78%)mobile phones and other devices (45%) mobile phones alone, (23%) desktop and mobile
phones, (63%) Laptops and mobile phones (15%)Tablets ,(1% ) Cyber cafes
Pie Chart showing how social media platforms are accessed

11. NIGERIAN STATISTICS FOR SOCIAL MEDIA continued
o Bar chat showing income range of respondents annually. This is important
for you to help you determine if your products can be afforded by them. In
my opinion, they definitely can.
Bar Chart showing income of respondents

12. CONCLUSION
In times past, companies had monologue relationships with its customers.
They put out just TV commercials, printed ads or Bill Boards and waited to
see how it affects sales to determine success rates but with the use of social
media, companies have a dialogue with customers and gain valuable
feedback and input as it creates messages.
Companies can reach a very large audience in the shortest possible time.
Hence this has led me to the conclusion that with a combined effort of both
Traditional and Social Media marketing, companies will create more
awareness, have better supervision of its products, have better relationships
with its customers as well as an increase in sales.

13. ABOUT ME
I am a passionate multi-sector creative strategist . I love
problem solving and critical thinking.
My skills include Marketing and PR strategy creation,
Effective Marketing budget creation, Media buying,
Project and Client Management, Digital marketing
strategy creation and lots more.
I still have a lot to discover and learn but I am focused and
I believe I have a lot to offer the world.
Contact me via email imaessien11@gmail.com
Or call +234 8087871182

14. THANK YOU !