Experts share strategies for converting online audiences into digital revenue
By Seun Johnson
The Nigerian digital market has witnessed significant growth over the last decade with online audiences growing exponentially, a growth driven by increased internet penetration and smartphone usage.
For many marketers, transforming audience’s digital engagement into meaningful revenue remains a major challenge. However, digital experts and brand strategists believe this hurdle can be overcome with a deep understanding of consumer behavior.
Not only that, using the right tools and adopting a strategic approach to content marketing are indispensable factors, especially at a time when digital interaction is at an all-time high and businesses are presented with unprecedented opportunities.
Unlike traditional buyers, online consumers expect personalized and seamless experiences across all touchpoints. From social media platforms to websites, consumers today have access to an overwhelming amount of information and choices.
While sharing his professional views on the subject with MARKETING EDGE, digital professionals outlined strategies marketers can leverage to convert online clicks into digital revenue and build long-term customer relationships.
In his perspective, Associate Consultant at the Audio-Visual Unit, Chain Reactions Africa, Adebisi Peters opined that digital platforms have evolved and will continue to evolve, noting that the strategies used to catch audiences should be flexible and open to evolving.
According to the brand strategist, Marketers should think outside the box in crafting comprehensive approach that will not only attract but nurture and retain the online audience so that they can get revenue.
In his words, “As a strategist, employing the race model even for online integration to digital platforms can be effective using the reach ad converter model. I feel marketers and strategists can leverage online marketing with a well-rounded approach, using the reach and getting the keyword of what they are interested in, that is, through SEO and crafting your marketing campaign around what interest the target audience of that brand.
“You can do this by using paid platform like Facebook, promotion on Instagram, Google ads, and the likes. It can also be done through influencer marketing, that is, influencers that attract the target audience. The only thing that will make this approach to work is for marketers to understand the target audience for that brand.”
Continuing, the digital expert explained that unlike the traditional platforms, one advantage of online space is that it allows brands to nurture and retain those target audience for a very long time depending on how the campaign is being done.
According to him, this can be done through creating online community, having lead market, engagement tools and online activities that can lead to offline engagement as well. He believes that brands or strategists can leverage digital platforms that allow them to run ads or campaign and yet give room for the audience to interact directly to have a clear cut to action with the brand, saying that It allows for more nurturing and engagement.
“They can integrate e-commerce into their campaign be it something that has to do with commerce and in turn, create revenue overtime. All of these nurturing can be done through community building, customer support, online chat box and loyalty programme.
“By aligning with strategies or the race models earlier stated, marketers or strategists can effectively reach their target audience, engage them through valuable interactions, media campaign and convert them into paying customers and build long time relationship that will in turn drive digital revenue.
“So combining that digital marketing tactics with data driven insights with creative approach and engaging content will help maximise revenue potential from these online audiences,” Peters concluded.
Also on his part, Tobi Olumuyiwa, Digital Lead, Starcom Media Perspectives stated that marketers can achieve digital revenue through online audience by leveraging platforms where their target audience are. He said, “all they need do is to locate where their audiences are and place ad on it. This will enable them create massive awareness and achieve whatever they want as their goals.”
By continually adapting to shifting consumer behaviors and technological advancements, brands and businesses can maintain a steady flow of digital revenue and ensure long-term growth and success.
And with the right approach, marketers can transform online engagement into a lasting and profitable relationship that benefits both the brand and its customers.
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