Nigerian Digital Marketing Trends To Watch in 2023

Nicholas Idoko 10 min read

Last Updated on July 12, 2023

Introduction

As we approach 2023, it’s crucial for Nigerian businesses to keep up with digital marketing trends. With over 200 million internet users in Nigeria, it’s no surprise that digital marketing is quickly becoming the most effective way to reach your target audience.

The world of digital marketing is constantly evolving, and it’s important to stay up-to-date with the latest trends to remain competitive and relevant.

In this fast-paced industry, what worked yesterday might not work tomorrow, and that’s why it’s important to keep a finger on the pulse of the latest trends.

Staying on top of digital marketing trends provides several benefits for businesses. For starters, it allows you to stay ahead of the curve and anticipate changes in your industry.

You’ll be able to stay ahead of your competition by being one step ahead.

Additionally, staying up-to-date with digital marketing trends helps improve the effectiveness of your campaigns.

It allows you to reach your target audience in the most effective way, increase brand awareness, engage with potential customers, and ultimately drive more conversions.

In the following section, we’ll explore some of the top Nigerian digital marketing trends to watch for in 2023 to help you stay ahead of the competition and reach your business goals.

Read: E-commerce Start-ups in Nigeria: The Success Stories

Current State of Digital Marketing in Nigeria

Digital marketing has come a long way in Nigeria over the past few years.

With the rising use of smartphones and accessibility of the internet, businesses have had to adapt and follow the trend to stay relevant. Let’s discuss the current state of digital marketing in Nigeria.

Industries Thriving in Digital Marketing Space

E-commerce: The e-commerce sector has been one of the biggest beneficiaries of digital marketing in Nigeria. Brands like Jumia and Konga have leveraged social media and other digital channels to reach millions of Nigerians and generate billions of naira in revenue.

E-commerce: The e-commerce sector has been one of the biggest beneficiaries of digital marketing in Nigeria. Brands like Jumia and Konga have leveraged social media and other digital channels to reach millions of Nigerians and generate billions of naira in revenue.
Banking: Nigerian banks have been at the forefront of using digital marketing techniques to attract customers. They have created responsive websites, mobile apps, and social media pages to drive brand awareness and customer engagement.
Telecommunications: Telcos in Nigeria have been quick to grasp the potential of digital marketing to reach a wider audience. They have launched targeted campaigns on social media, email, and mobile advertising to increase their customer base and retain existing ones.
Consumer goods: FMCG companies in Nigeria have embraced digital marketing techniques such as influencer marketing and social media advertising to raise awareness of their products and gain a competitive edge in the market.
Hospitality: The hospitality industry has also benefitted from digital marketing in Nigeria. Hotels and resorts use social media to connect with customers and offer special deals and discounts to attract bookings.

Statistics and Data to Support the Current State of Digital Marketing in Nigeria

Here are some statistics and data that highlight the current state of digital marketing in Nigeria:

The number of internet users in Nigeria grew by 20 million between 2019 and 2021, reaching 126 million in 2021. – Nigerian Communications Commission (NCC)
Social media penetration in Nigeria was 27% in 2019 and is projected to reach 43.2% by 2025. – Statista
Nigeria is the largest mobile market in Africa with a mobile penetration rate of 84% in 2020. – GSMA
Nigeria’s e-commerce revenue is expected to reach $27 billion by 2025. – Statista
The digital advertising spend in Nigeria is projected to reach $478 million in 2021. – eMarketer

In general, the current state of digital marketing in Nigeria is promising, and businesses are increasingly embracing digital marketing to grow their brand and reach a wider audience.

With the projected growth in the number of internet users and social media penetration, the future of digital marketing in Nigeria is even brighter.

Read: Challenges & Solutions in Nigeria’s E-commerce Sector

Nigerian Digital Marketing Trends to Watch

In recent years, Nigeria has experienced significant growth in the digital marketing industry.

As the world becomes increasingly digital, it’s more important than ever for Nigerian businesses to stay up-to-date with the latest trends and technologies.

Let’s explore five of the top Nigerian digital marketing trends to watch in 2023.

Augmented Reality

Augmented reality (AR) is a technology that overlays virtual content onto the real world through a digital device such as a smartphone or tablet.

AR is becoming increasingly relevant to digital marketing because it allows businesses to offer immersive experiences that engage customers in new and exciting ways.

Currently, several companies in Nigeria are utilizing AR in their marketing, including MTN Nigeria, which launched an AR-powered app in 2018 that allowed users to explore and purchase products in a virtual store.

As AR technology continues to improve, we can expect to see even more Nigerian businesses leveraging it to create innovative marketing campaigns.

Voice Search Optimization

Optimizing a website or app for voice-based search queries is Voice Search Optimization (VSO). People increasingly use voice assistants like Siri and Alexa, making VSO crucial in digital marketing.

Nigerian businesses, including Jumia, already use VSO, enabling customers to find products through voice search. As voice search grows, more Nigerian companies will invest in VSO to enhance search visibility.

Chatbots

Chatbots are AI-powered computer programs that can simulate human conversations. They’re becoming increasingly relevant to digital marketing because they can help businesses provide fast and personalized customer service around the clock.

Several Nigerian companies are already utilizing chatbots in their marketing, including Diamond Bank Nigeria, which launched a chatbot in 2018 that allows customers to perform banking transactions through Facebook Messenger.

As chatbot technology continues to advance, we can expect to see more Nigerian businesses using them to improve customer engagement.

Influencer Marketing

Influencer marketing involves partnering with social media influencers to promote a product or service. In Nigeria, influencer marketing is already a popular tactic among businesses and is expected to grow even more in the coming years.

Several Nigerian companies, including Pepsi Nigeria and Access Bank, have already used influencer marketing to drive sales and build brand awareness.

As more Nigerian businesses recognize the power of influencer marketing, we can expect to see even more partnerships between brands and social media influencers.

Video Marketing

Video marketing involves creating and sharing videos that promote a product or service. It’s becoming increasingly important to digital marketing because it allows businesses to convey complex information quickly and effectively.

Nigeria’s diversified economy, including agriculture, telecommunications, and manufacturing, influences digital marketing with growth potential despite the pandemic.

Entrepreneurs and small business owners adopt digital strategies to reach customers, while cashless payments drive its expansion. Changing consumer behavior, technology, and economic factors shape Nigeria’s digital marketing future, demanding businesses to stay competitive.

Read: The Impact of Social Media on Nigerian E-commerce

Factors That Will Influence Digital Marketing in Nigeria

Changing Consumer Behavior

The advancement of technology has significantly influenced consumer behavior in Nigeria, with more Nigerians now relying on digital channels for their purchases.

This trend has largely been driven by the increased availability of smartphones and affordable data rates in the country. As a result, businesses in Nigeria are now inclined to leverage digital marketing platforms to reach their target audience.

Going forward, the increasing popularity of e-commerce and the convenience it offers will continue to shape consumer behavior.

As consumers increasingly depend on digital channels to meet their needs, businesses that fail to adopt digital marketing strategies risk losing out on significant market share.

Technological Advancements

Nigeria is experiencing significant technological advancements, fueling the growth of digital marketing in the country.

The telecommunications industry, in particular, has witnessed considerable growth in recent years, with the proliferation of 4G and 5G networks.

This development has resulted in faster data speeds, making digital marketing more accessible and effective for businesses in Nigeria.

These technologies allow businesses to gain better insights into consumer behavior, create more personalized marketing campaigns and improve customer experience.

Economic Factors

Nigeria’s diversified economy, including agriculture, telecommunications, and manufacturing, influences digital marketing with growth potential despite the pandemic.

Entrepreneurs and small business owners adopt digital strategies to reach customers, while cashless payments drive its expansion.

Changing consumer behavior, technology, and economic factors shape Nigeria’s digital marketing future, demanding businesses to stay competitive.

Read: E-commerce Professions in Nigeria: Unveiling the Opportunities

Conclusion

To recap, the Nigerian digital marketing landscape is rapidly evolving and certain trends are emerging as game changers.

It’s crucial for companies to pay attention to these trends and adapt their strategies accordingly. Failing to do so risks falling behind competitors and missing out on potential customers.

We encourage Nigerian businesses to stay proactive in their approach to digital marketing. Continuously educate yourselves on emerging trends and experiment with new tactics.