Data; the New Trend

THE QUEST TO ACQUIRE DATA AND OBTAIN INSIGHTS IS OVERWHELMING BUSINESSES TODAY

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Do you know why we believe that the early men were bent over, covered with fur, carried a huge club, couldn’t utter a single word of English; instead they mumbled sounds together in order to communicate and lived in caves (heck they were called cavemen)? It’s because some men came and sold us a bunch of data they dug up from the earth. They told us the data they dug up were light years old and it couldn’t have been done by any other creature, but by one who could have evolved to become today’s man. My point is, data makes you believe.

For marketers and business owners, when salesmen come to you with their grand pitch you tend to look out for that data (information) they have dug up from conducting a ton of research to inform whatever it is they came to sell to you. Data is the reason we believe a country is doing well or is plunging itself into recession, data is the reason your sales pitch will win over someone else’s, data is the lifeblood of any system.

Very recently, the Marketing Association of South Africa (Masa) and the Marketing Research Foundation (MRF) announced that Maps, the products and brands replacement survey for Amps, will officially start collecting consumer insights from July 2019.

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What does this mean?

AMPS is currently being used as the go-to resource tool for many media buying companies.

This dive into the collection of consumer insights would make it more relevant in today’s business world.

As everyone is adopting the design thinking strategy to future proof their businesses by ensuring consumer centricity, it is only logical that we have a number of intelligence gathering sources in the mix. Many companies have been doing it for years and the business world is extremely grateful, hopefully, MAPS would bring deeper and strategic information to planning.

You’ve Got Your Own Chauffeur

WITH THE INCLUSION OF DOOH TO THE MARKETING MIX, ADS WILL FOLLOW YOU EVERYWHERE YOU GO

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The OOH space in Africa has largely been a source of concern for both agency and clients over the years owing to the fact that they have been puzzled with finding ways to track the efficiency of OOH – we want to know when the TA is being reached, how many has been reached, which board had the most eyeballs, what to keep doing, what to quit doing, and more. Although there has never been doubts about the effectiveness of OOH on delivering ROI but everyone just needs to see the numbers at some point. This concern therefore gave birth to DOOH – Digital Out Of Home advertising. With this innovation tracking the metrics isn’t just possible but easy.

OOH in Nigeria has come a long way since the days of traders painting rocks and walls on routes leading to trade centers. These days, we see about 11,443 standing billboard structures in the country, with 4% of our sites as Digital Out of Home (DOOH).

This reflects a whopping growth of over 600% in DOOH penetration in the last decade, commanding about 50% of the total Nigerian OOH media spend. Lagos, the nation’s nerve commercial center, boasts more than 60% of Nigeria’s entire spend in OOH (Dentsu aegis).

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The growth of DOOH in the country can be attributed to:

The need to measure growth: as stated before, agencies and clients needed to find a more effective way of measuring KPIs that are OOH specific. Since the traditional OOH boards wasn’t delivering this necessary report it was only a matter of time for digital to take over that space.

Urbanization: Nigeria in the last decade has seen what we currently describe as a technological boom. As result there’s been an upscale of the number of shopping malls, leisure parks, and more. These provide more consumer touch points which amplifies the reach of the digital out of home ads.

They are more interactive: the purpose of advertising is to get the consumer to interact with the brand, also note that the media consumption pattern of Nigerians have evolved as they are drawn to rich communication materials. As a result, the DOOH platforms provides a more intriguing and interactive mode of communicating to the desired TA. It is captivating and compelling.

With the inclusion of DOOH in marketing mix, the ads you may only see while on your phone, laptop, or other devices will be waiting for you outside your home. You won’t miss anything.

In the end, innovation is the lifeblood of business.

A Journey Along the Line

OVER THE YEARS THE MARKETING COMMUNICATIONS SPACE HAS BEEN SEPARATED BY LINES BUT THESE DAYS, THOSE LINES ARE BLURRING OUT.

Source: Unsplash

Source: Unsplash

If you are familiar with the marketing communications space, you certainly will be familiar with the terms below the line, through the line, and above the lines. Marketings communications specialists have also had a hard time over the years trying to define this line, so if you seem not to fully understand it, it’s ok, there are professionals who don’t either.

However, this article is neither planned to define the line nor delve into deciphering those three main lines mentioned above but one thing it will do is to bring to your knowledge the new trend in the marketing space that’s blurring this line more than ever.

So, I and a colleague decided to go to various agencies to see if they could define the line by describing to us what they do. What we found out spurred me to write this piece.

We went to an agency who said they are a below the agency and found out that they also claim to have extensive expertise in all other forms of advertising. This wasn’t peculiar to them as the agencies that claimed aficionado in through the line and above the line marketing were doing the same. Right now, every marketing communications company is practicing something a few have begun to call integrated marketing communications as they have realized that they can no longer live independent of one another.

Source: Unsplash

Source: Unsplash

To run a successful marketing campaign you would certainly need to properly execute strategies on any sides of the line. This way you are surely going to achieve top of mind awareness (TOMA). Agencies who have a hard transitioning have their businesses struggle or worse – die.

Before now it all seemed like everyone knew their place on the line until something called digital started, now there has to be a digital strategy otherwise marketing communications may not be as effective as intended. As a result, the competition is no longer about the medium a client chooses to advertise but about the value the marketing strategy or communication seeks to deliver to both the client and the end user.

In my opinion, marketing communication is no longer through, above, or below the line, it has unequivocally become a journey along the line. Advertising ultimately seeks to deliver a new experience to its end user every other time, create awareness, and persuade them to take action.