+

Marketing in the New Economy Francis Ebuehi

+ Introduction

n  Online Marketplace Manager (SSA) for MIH/Naspers – 5th largest media entity globally

n  Worked in Dealfish, Chamsswitch, Oceanic Bank, Accenture

n  B.Eng (Civil Eng.), MSc, MBA, PMP

n  Married with 3 children

n  www.innovation-village.com

n  @ebufra; @innovationville

+

….is essentially anything you do to promote and grow your business, including advertising, publicity, sales, merchandising and distribution.

Marketing

+

…utilizes strategies like direct sales, TV, radio, mail, print advertising (like magazines, billboards..etc.) and printed promotional materials like catalogs or brochures.

Traditional Marketing

+

….is commonly believed to have started in the late 1990s, as high tech tools, such as the internet, and increasingly powerful computers, began penetrating the consumer and business marketplace.

New Economy

+

n The widespread access to, sharing of, and use of information (knowledge) in economic activities through technology

n It is greatly facilitated by the “Internet” n The communication and distribution of

information is no longer limited by space and time

n Information is available in real time and at low marginal cost

Source: Lawrence J Lau, Stanford University

New Economy

+ What does the New economy all about?

+

The size and growth of the internet

2.2 bn (today) 3.5 bn (2020) Number of Internet Users

$8 trillion* contribution to the global economy

The New World Order - I

* Mckinsey report 2011

+

+

+

•  160 million people •  44 million Internet Subscribers •  15% Internet Penetration •  95.2 million mobile SIMs •  5.8 million Nigerians on

Facebook (June 2012) •  3rd most active African country

by volume of geo-located tweets (Q4 2011 – 1.6million)

Nigeria Statistics

+

The increasing speed and scale of adoption of the social technologies

The New World Order - II

+

+

+

> 1.5 billion Number of social networking users globally

80% Proportion of total online users who interact with social networks regularly

70% Proportion of companies using social technologies

Global Statistics

+

The creation of the enabling environment

The New World Order - III

+Reduction in bandwidth cost as Africa is getting cabled….

+ A plethora of providers …….. lower internet access costs

+ Proliferation of Internet devices

+

The change in advertising

The New World Order - IV

+ In Nigeria……

+

Dealfish billboards feb2011 paths.indd 4 2011/02/22 11:38 PM

+ The Dealfish Example

+ The Dealfish Example

+ The Dealfish Example

+

Source: Chetan Sharma January 2011 & Mary Meeker

But Globally…..

+

Source: Mary Meeker

But Globally…

+

Source: Mary Meeker

But Globally…

+ So how will you promote yourself and your business?

+

GNBO

n  http://www.youtube.com/watch?feature=endscreen&v=L9BhgNvEYvk&NR=1

MercyLink “BabyM”

n  http://www.youtube.com/watch?v=LLiKbKq2y1M

Examples…

+

n ….Justin Bieber may never have been discovered.

n Was discovered by Scooter Braun, former exec of So So Def, who clicked on one of Justin’s YouTube videos by accident

Without

Examples

+

•  ….Jason Njoku would not have founded iroko Partners.

•  largest digital distributors of Nigerian music and movies, with a library of ~1600 licensed movies online

•  Secured $8million early this year from Tiger Global

Without

Examples

+

n It is cheap, affordable

n It is measurable….Analytics

n You can start without any major cost outlay

n Accessible to any size business

So Go Online!!!

+

n Possible to accomplish some of the Internet marketing strategies on your own

n You can build direct relationships with your customers via social media and communities.

n You have the ability to make marketing message changes on the fly.

So Go Online!!!

+

Create informative websites for your business

Go Online!!!

+

Use Classifieds sites to sell your products and businesses

Go Online!!!

+ The Online Marketplace - Classifieds

OLX (formerly known as Dealfish)

Dealfish_com_ng billboard 4x3 feb2011 paths_new.indd 1 2011/03/11 2:27 PM

+ The Online Marketplace - Classifieds

+ The Online Marketplace - Classifieds

+

Use of Online directory services to advertise your

business and services

Go Online!!!

+ Marketing your business - Mocality

+ Marketing your business - Vconnect

+

Online advertising of products and services

Go Online!!!

+ Facebook Ads

+ Google Adwords

+ Inmobi – Mobile Advertising

+ TwinPine – Mobile Advertising

+ In Conclusion – Take Home

n  Join the Online Community

n  Create a free website today

n  Take advantage of the opportunities inherent in marketing online

Thank You @ebufra @innovationville www.innovation-village.com