Digital online medium is getting more attention from brand marketers in the country, although most of this is going to social media, invariably Facebook.
What has been a growing trend abroad in developed markets, is increasingly catching on locally. Digital online and social media are beginning to enjoy a significant share of advertising budgets of many consumers brands in the country.
The roll call appears to include all the big names in FMCGs in the country. Unilever, PZCussons, UAC, John Holt, Promasidor, Friesland CampinaWAMCO, Cadbury/Kraft. Even automobile brands are not left out as Coscharis Motors has used FB to push the Landrover brand, BriscoeFord has used FB to promote several Ford sedans.
Several of the prominent consumer brands leveraging on social media include Peak milk, Unilever’s Close up, Guinness/Diageo’s Smirnoff Ice ,and BriscoeFord’s Ford Focus.
Nowadays, it would not be a surprise to find big consumer brand names on Facebook trying to strike a conversation with a large Nigerian audience, believed to be over 20 million and growing. Some of the early starters were global consumer brand names such as Samsung and LG.
But several others have followed their lead.
