Beauty of marketing,PR strategies tailored at niche interest – Tokunboh George Taylor
The Nigerian marketing communications industry in 2024 demonstrated remarkable resilience and innovation, in navigating through a challenging economic landscape.
Amid inflation, reduced consumer spending and operational pressures, brands and agencies had adapted strategies to sustain visibility and relevance.
Marketing and strategic communications played pivotal roles in driving brand awareness, fostering trust, and supporting economic activities across sectors.
As brands rethink budget allocations while maximising impact, including localised campaigns that resonated with specific demographics through trusted media channels and micro-influencers in particular.
Shifts in consumer behaviour, driven by reduced purchasing power and a demand for transparency, compelled brands to craft more authentic and value-driven narratives.
While television and radio maintained their influence particularly in rural areas, digital platforms with tailored algorithms like Instagram, and TikTok gained prominence.
As brands sought to quickly reach their audiences more accurately, short-form video contents and interactive ads became indispensable tools for engaging Nigeria’s tech-savvy and younger audience.
However, to properly navigate the environment, there was a need for a balance between localised media partnerships and digital engagements to enhance brand connections’ visibility.
Programmatic advertising further refined audience targeting and optimising media spend despite the economic constraints.
More than ever, PR became a tool for Nigerian companies to address societal issues, navigate crises and reinforce trust. This came to the fore with campaigns like the Hyde Energy’s Mechanics Champions League, an eight-week football tournament campaign focused on youth empowerment.
The campaign celebrated Lagos mechanics by giving them a platform to showcase their skills and win prizes while at it.
Through community-driven approaches later, the brand was positioned as a socially conscious leader not only to highlight Hyde Energy’s commitment to inclusion and professional development.
It was also to demonstrate the power of innovative approaches to drive impactful changes, such initiatives, being known to be shaping the future of industries, providing spaces for diverse voices and fostering positive social transformation.
The efforts have underscored PR’s evolving role as a bridge between brands and communities at times of uncertainty in particular.
In digital advertising, data-driven campaigns take centre stage, with brands seeking cost effective ways to understand the market, insights from AI and machine learning fueling strategies and executions.
The rise of artificial intelligence, however, also drove the need for authentic connections from brand ambassadors, influencers and spokespersons through digital engagements.
Even when products are being sold to them, consumers seek personalised communication. Social commerce became a key revenue driver, underscoring a growing convergence between engagement and commerce, which in turn redefined the digital landscape.
Understanding these trends, the marketing and PR industry celebrated significant milestones with award-winning campaigns like Netflix’s campaign Home is Where it Happens that won the2023 Pitcher Award, which reflected its commitment to inclusion and cultural representation.
Netflix’s continued success in campaigns that elevate underrepresented narratives underscores the power of creativity to drive meaningful change, setting benchmarks in PR, media and entertainment across the African continent to create industry-first innovations and collaborations between agencies and brands, setting benchmarks.
Similarly, the Lagos Leather Fair underscored the industry’s capacity to drive impact amidst the evolving landscape.
The 2024 edition saw groundbreaking achievements, showcasing innovative sustainability strategies that celebrated African craftsmanship.
With over 3,500 attendees, it provided a platform for local artisans to engage global audiences while addressing challenges in the leather supply chain.
This is affirming the transformative potential of effective marketing and PR strategies when tailored to niche interests as happened here for professionals to witness remarkable and measurable results, affirming the industry’s capacity to drive impact even amid adversity.
2024 has been a year of both challenges and breakthroughs for Nigeria’s marketing communications industry. The ability to adapt, innovate, and connect has solidified the communication industry as an indispensable part of Nigeria’s economic narrative, paving the way for a vibrant and dynamic future.
As the year comes to an end, the industry stands as a testament to the power of creativity and strategic resilience in driving exceptional results.
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