Experts reel out optimistic projections for second half of 2022
By Zion Rufus
Following a turbulent first half plagued by inflation, rising operational costs, and troubling projections for the second half, digital experts in the Nigerian marketing communications industry have submitted some optimistic projections, expectations, as well as changes they expect to see.
Brand communications specialist, Franklin Ozekhome shared: “My expectations for H2 2022 and the rest of year is to strengthen collaborative ties with future thinking organisations, CMOs and brand custodians, so that together, we can explore new spaces, markets and categories that drive commercial growth for clients, as well as embrace innovation principles that will marshal in the design and development of new products, new services, new experiences, new programs, and new platforms.”
On his part, digital marketing professional and Marketing manager at Eskimi, Tobi Adekunle expects to see growth in client portfolio and increase in market share in the midst of economic instability and low purchasing power.
In the same vein, senior Vice President, products at Terragon Group, Oti Ukubeyinje expects to see increased efforts for brands to retain their existing customers as the recession forces consumers to make tough economic decisions and cut away luxury.
In addition, Oti revealed his optimism about brands doubling down on ROI focused marketing to reduce waste.
Agency partner at Meta, Stanislaus Martins shares the optimism of brand custodians adopting meaningful measurement mindsets and “testing everything”.
He said: “As a Marketing Director or Brand Manager, when I launch a new product or a new awareness campaign on digital, I want to measure reach, absolutely yes, but I want so much more. I also want to go a step deeper to measure lift in awareness for my brand, product, service as a result of running that campaign. This is one of the advantages you get with digital campaigns. You can finish your campaign today and see the level of lift recorded for that campaign almost immediately. This kind of feedback is great for the entire team as you know what worked and what didn’t. You can roll-out your next campaign using learnings you got from the first campaign.”
According to Martins, you can only do this if you adopt a measurement mindset to running digital campaigns.
He continued: “Rockstar Marketing Directors should mandate their teams to go beyond digital metrics. Ensure they are attaching measurement studies to your big awareness campaigns and product launches in H2 to measure the impact on brand KPIs and not just those ones I call vanity KPIs. Rolling out a new campaign and what to see if the message landed well with the audience? Test the message. Rolling out a new product and want to know if people are aware of the new product? Test it. Want to see if your campaign will drive purchase intent? Test it. In H2, 2022 be the rockstar brand custodian, adopt a measurement mindset and test everything.”
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