2019: 5 Digital Marketing Questions Answered.

2019: 5 Digital Marketing Questions Answered.

2019: 5 Digital Marketing Questions Answered.

2018 was an all round, amazing year for the world of digital media and marketing.

Instagram crossed the 1 Billion user mark, Alexa, siri  and Google Assistant became household names, with children and adults asking voices in their phone to do favors for them. 

Podcasts have fully reemerged and Netflix is fast becoming our primary platform for consuming Movies and TV series – Remember Bird Box?

As consumers, We have a new year ahead of us complete with a laundry list of  income targets, fitness goals, family resolutions and career aspirations. 

I decided to add this to your list as you plan  your brand’s marketing goals and activities for the year –  a list of trends in the world of digital marketing. 

I wondered what the best way to showcase these trends, and after a couple of days, I thought I’d adopt a ‘frequently asked questions’ approach about digital marketing, leading into 2019.

Hope you like it:

1. Whats the Deal With Facebook Sef? Are people still there?

Absolutely! Don’t even think about skipping Facebook!

Regardless of the PR issues that Mark Zuckerberg and Facebook suffered In 2018, all around the world, brands plan on stepping up their advertising efforts on the platform, spending more resources than they did last year. Why? because it works. simple. You might have read that people around you are deleting their accounts, but let’s be honest —

It’s all wash. They didn’t.

The General Data Protection Regulation (GDPR) may have forced Facebook to modify some of it’s targeting capabilities and bolstered its security policies, but it is still, by a long shot, one of the most advanced, easiest to use and  most powerful advertising platform available to marketers today, especially in the small and mid sized business segments.

In the world of e-commerce clickthrough rates have tripled in the last two years, and Facebook posts account for 19% of consumer purchase decisions, making it the most influential social platform, and the 3rd most influential digital platform overall (After email and search). That number was less than 10% 2 years ago.

So should you delete Facebook? Yup. While doing that, why don’t you delete your business as well?

2. Does LinkedIn work? What’s the deal with LinkedIn?

Firstly, thats two questions, not one.

Over the last 12 months, the once – overrated professional networking website got a top – down, content driven  makeover that has tens of millions of users flocking to the platform everyday to expand their digital reach, sharing their ideas and opinions to like minded professionals.

LinkedIn adopted a Facebook-like newsfeed approach, complete with the looks, engagement and even ads (remember sponsored posts?) In fact, recent research shows that LinkedIn is responsible for driving as much as 50% of all social traffic to B2B websites and blogs.

If you are in B2B, building a personal brand and not doing it on LinkedIn, you’re doing something wrong. from our experience, the organic reach from poster still strong, and the algorithm is in in the writer’s favour. you can still gain massive reach with text-based posts, and right now the benchmark for quality content isn’t astronomically high. It should change soon though.

Despite still having some user-experience flaws and a couple of very spammy Inbox messages,, LinkedIn is a very cool place to start, or continue, building your b2b, employer brand or personal brand regardless of the industry you’re in. 

Video ads (Sponsored posts) have been quite the format for us,allowing us to target, but still engage natively. It is super expensive though, and should not be used without establishing a possibility for ROI, based on the cost.

LinkedIn is the the best kept secret for forward thinking B2B brands. The issue is how to use it effectively.

3. Is Influencer marketing still a valid digital channel? How best can I leverage Influencers?

Is Influencer marketing still a valid digital channel?

A recent study by collective bias established that 70% of millennials said that they are influenced by the recommendations of their peers in buying decisions. In the same study, it was observed that 49% of consumers rely on product recommendations by influencers.

Yes, we believe that influencer marketing is something that should not be ignored in 2019, but your approach needs to change.

Time to go to tier 3. Let me explain:

In our agency, we classify influencers in general into 3 categories:

Tier 1 – Celebrities and really famous people . When Don Jazzy endorses a product, millions of people notice the product. However, very few people believe that he truly stands by it. When messi drinks Pepsi, everyone knows he’s paid to do so. right?

Tier 2 – Influential people on social media, but not famous by any means. Think of your average social media influencer with between 200k – 2m Fans/followers. They have been the mainstay of most marketers influencer marketing efforts. However, they are beginning to lose advocacy with their followers.

Tier 3 – Your average super social friend or colleague. Think of that ‘friend’ that has 500 – 10k followers. Not an influencer, but certainly the most influential of the lot. They might have limited reach, but they are very believable. When they recommend a product or service, people believe.

This (Tier 3 Influencers) is the new sweet spot for marketers in 2019, in our opinion. 

This year, consider using a dozen micro or nano influencers (5-50K followers) instead of putting all your eggs in a macro influencer’s (500K+ followers) basket. In our experience of vetting hundreds of influencers, those considered as micro or nano have the depth in their engagement that brands seek to create measurable results.

 In Influencer marketing, the smaller the audience size, the better.

4. Should I spend on search engine marketing? Is it still effective?

According to Internet Live Stats,  3.5 billion+ searches are made on Google.

Every. Single. Day.

This direction finding, name looking-up, problem-solving, dinner-table reserving, trivia validating site is still a staple in our day to day lives. It is almost impossible to access information on the internet without using a search instrument, and we expect to do more searches, not less in the years ahead.

Here are a couple of search scenarios that is music to our ears as marketers

1. Yetunde sees your Facebook ad for ‘Agbo’ 17 times, but can’t remember your name. Then a scenario comes up where they need the product. They go to Google and type in keywords they remember about your ad. 

What happens when your competitor shows up?

2. John has a problem that your product or service solves. he sees your ads on TV or print and he is super interested in your solution. What do you think he does next to find out more? Where does he go to learn more about solving his problem?

You may have noticed that as users, we don’t even want to remember brand URLs. Just the name will do. we don’t even visit google anymore. we just type it in the browser address bar, and it returns Google search pages right?

3. You just applied for a job, and the recruiter  wants to know more about you. He proceeds to Google your name. What do you want them to see? (You can also replace recruiter with your latest Tinder match)

Google owns 71% of the search market share in the world, and is still an incredible way to market and advertise for your brand. On average, businesses investing in Google Ads enjoy a 200% return on their investment. 

So yeah, Google is definitely still effective, and I will certainly add that in my digital marketing mix in 2019. However, think always-on, not campaigns with search.

5. What’s the deal with Podcasts? Should I start one?

Podcast is the new radio. It has re-emerged in the last 18 months, and we believe it is here to stay.

Does that mean you should start a podcast?

Why the hell not?

They’re relatively easy to start, and in our own opinion, it’s been the easiest, most sustainable and most fun way to create content.

Keep in mind that it’s still early days for podcasting, and it can be quite difficult to get accurate data on the growth of your podcast, but if you play your cards correctly it can be an incredible personal branding tool.

If starting a podcast isn’t your thing, you could consider searching for podcasts within your niche. With over 500,000 podcasts on iTunes, there’s bound to be one.

You can then contact the host to be a guest on their show.

With the massive growth of  podcasting, you want to make sure your message gets heard. Think about podcasting this year.

PS: We might all have to learn about voice enabled searches.  Voice – search optimization is going to be skill that is needed in the years to come. Whether its 2019, we don’t know, but it is exciting to see what the future will bring.

2019. It is the best of times, it is the worst of times. It’s all perspective.

Hope this helps. Have an amazing year!

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A Marketer's Guide:

The Nigerian Digital Landscape Report 2019.

A concise collation of research, learnings and actionable insights, available for you to download.