Tuesday, October 16, 2012

Modern Advertising Methods in Nigeria

"Advertising is on its deathbed and it will not survive long, having contracted a fatal case of new technology."
Roland T. Rust and Richard W. Oliver

False alert. The days when Advertising was limited to television and newspaper impressions are long gone. As it is, new and more innovative methods of advertising goods and services have sprung up, and no human advancement has helped this upward surge more than technology. People are now looking for new types of advertising appeals that they can target. Many of these new-age advertising methods are a result of the advent of the Internet, while some of the trends are just novel ideas that have transformed mundane advertising media into brilliant and witty methods! Here are some modern advertising methods that are being used to advance brands the world over and with much success:

Web Banner Advertising
If billboard advertising is used on roads, then a similar type called banner advertising is used on the web. Have you noticed the horizontal advertisement strips that are seen at the top of almost every web page? These are web banners. Web banners are usually constructed using images, or JavaScript, or any other multimedia objects and animation. Web banners are usually linked to web pages that are related to the content on the existing website.

Bandwagon Advertising
This is nothing but a propaganda advertising technique, which aims at convincing the user that everyone else is using the products or everyone in the customer base, is in favor of the brand and so he must do so too. This compels the consumer to at least think about buying that product and check what everyone else is raving about and in turn 'jump on the bandwagon'. Bandwagon advertising is a strategy that is based on consumer psychology and hence, is an effective technique which can be used via any media be it print, electronic or broadcast. GTB has somehow been most successful in this regard in my opinion; with almost everyone you meet sold on the feeling that it is “The Bank”.

Promotional Advertising
Promotional advertising involves the use of promotional give-away items or promotional media events, which help to garner public attention and are an effective way of advertising. Handing out promotional freebies is a modern advertising technique that is innovative and very effective as well. A lot of brands utilize this a lot in Nigeria, and it works! People love free stuff, and they will always remember where they got it from.

Testimonials and Endorsements
A lot of people are of the opinion that using popular local actors, musicians and celebrities helped the GLO brand to carve a niche for itself as “the only Nigerian GSM company”. An endorsement from a celebrity or a public figure is reason enough for a large number of Nigerian customers to try a particular product or brand. Such testimonials or endorsements are a great way to advertise particular products and services. Another evolved version of this being a new type called covert advertising, involves the use of brand names or actual products in movies or television shows in an indirect form of advertising.

Contextual Advertising
Do you notice how Google generates ads that are relevant to your search query? Or more recently, have you noticed the Google ads that show up next to your emails in the Google mail service? Well, if you are one of those people who still haven't noticed this, then you need to wake up and smell the coffee. Google Adsense was the first contextual advertising venture. Contextual advertising is a very specifically targeted form of Internet marketing in which the advertisements are selected by automated systems based on the content being viewed by a particular user. The automated system scans the text of a website for keywords and sends advertisements that match the content which the user is viewing. Many search engines also make use of contextual advertising for displaying ads on the search result pages, such that the ads match the things that the user is looking up on the web. After Google started this trend, there were many others like Yahoo! and Microsoft who followed suit.

Keyword Advertising
Commonly, keyword advertising is also known as pay per click advertising or cost per action advertising. Although Yahoo was the first company to venture into keyword advertising, it is Google Adwords program which is now most popular for its keyword advertising. Some of the popular search engines, which are into keyword advertising, include Yahoo! Search Marketing, Microsoft adCenter, Facebook etc.

Blog Advertising
So you thought that a blog was nothing but an online journal of an amateur writer, photographer or gossip columnist? Well that’s not true in the least bit. Owing to the tremendous popularity of blogs, advertisers have wisely started using blogs as effective advertising and marketing tools. Bellanaija, Lindaikeji and so many others are some of the more popular blogs that brands and companies are using to spread the word about them in Nigeria. Also corporate blogs such as Ndani Tv run by GTB are an excellent way for companies to reach out to their customer base on the Internet. 

Mobile Advertising
Yes, as annoying as it might be for you to receive advertisements on your cell phone, it is now a fact that mobile advertising or cell phone advertising is one of the most effective ways of advertising. Statistics show that a vast majority of web users in Nigeria, access the web via smart phones and other types of cellphones.

A sub-category of this is SMS Advertising where advertisers build (or often times buy) a database of mobile numbers of existing customers as well as a list of phone numbers of people who might be potential customers. A message on the mobile phone rarely goes unnoticed and hence, qualifies as an effective marketing or advertising tool!

Public Relations Advertising
Maintaining and developing good public relations has been a marketing tool for companies to maintain goodwill amongst employees as well as clients since time immemorial. It is not only a way to be in the public eye, but also a great way to build and maintain a particular brand image and identity. Public Relations as such, is a great advertising tool which is used by companies to reach out to their investors, employees and of course, their existing and potential customer base.

As is evident from these methods highlighted, the field of advertising has, and continues to evolve; reaching the masses in ways that were perceived to be unimaginable a decade ago. All thanks to huge developments and innovations in the field of technology, advertising is now present almost everywhere we go, in almost every form we can imagine. You still doubt this? Well just look around you! 

If you are thinking of using any of the above advertising strategy to promote your product and services in Nigeria, we can help you identify your market and reach them. We apply both BTL and ATL strategies to project our clients’ brands to the right audience. We can do same for you at very affordable price. Contact us today for your advertising campaign using BTL, good luck in your advertising campaign.

Edward Israel-Ayide
Business Development Manager
PoiseMedia Communications Ltd

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