LESSON 2: DIGITAL MARKETING VS. TRADITIONAL MARKETING

Imagine the bustling marketplaces, such as the famous Balogun Market in Lagos or the Kurmi Market in Kano. In this marketplace, vendors use various techniques to attract customers to their stalls and sell their products. The utilization of traditional marketing and digital marketing requiring the use of different tools and channels will prove to be very interesting for these vendors. Let’s briefly see how this will apply to this vendors.

Traditional Market Vendor (Traditional Marketing)

1. Physical Stall: The vendor sets up a physical stall with colorful decorations to attract passersby.
2. Word of Mouth: The vendor relies on word-of-mouth from satisfied customers to spread the news about their products.
3. Flyers and Posters: The vendor uses flyers and posters around the market to advertise special deals and new products.
4. Megaphone Announcements: The vendor uses a megaphone to announce promotions and attract a crowd.

Digital Marketplace Vendor (Digital Marketing)

1. Online Store: Instead of a physical stall, the vendor sets up an online store or website, accessible to anyone with internet access.
2. Social Media: The vendor uses social media platforms like Facebook, Instagram, and Twitter to showcase products, engage with customers, and run targeted ads.
3. Email Newsletters: The vendor sends out email newsletters to keep customers informed about new products, special promotions, and upcoming sales.
4. Search Engine Optimization (SEO): The vendor optimizes their online store so that it appears at the top of search engine results when potential customers search for related products.
5. Pay-Per-Click (PPC) Advertising: The vendor invests in PPC advertising to appear at the top of search engine results or on social media feeds, paying only when someone clicks on the ad.
6. Content Marketing: The vendor creates blog posts, videos, and other content to provide valuable information, attract potential customers, and build trust.
7. Mobile Marketing: The vendor ensures their online store is mobile-friendly and uses SMS marketing to reach customers directly on their mobile phones.
8. Influencer Partnerships: The vendor collaborates with popular Nigerian influencers to promote products to their large and engaged audiences.

Benefits of the Digital Marketplace Vendor in Nigeria

1. Wider Reach: The digital vendor can reach customers not only in Lagos or Kano but across the entire country and even internationally.
2. Cost-Effective: Running an online store and digital campaigns can be more cost-effective compared to the expenses of a physical stall and traditional advertising.
3. Targeted Marketing: The digital vendor can target specific demographics, such as young professionals in Abuja or students in Ibadan, ensuring the marketing message reaches the right audience.
4. Measurable Results: The digital vendor can track how many people visit the online store, how many make purchases, and which marketing efforts are most effective.
5. Customer Engagement: Through social media and email, the digital vendor can interact directly with customers, answer questions, and build a loyal community.
6. Adaptability: The digital vendor can quickly adjust marketing strategies based on data and feedback, optimizing campaigns for better results.
7. 24/7 Availability: The online store is open 24/7, allowing customers to shop at their convenience, regardless of time or location.

Finally, just as a traditional market vendor uses various techniques to attract and engage customers in a Nigerian marketplace, a digital marketer uses online tools and strategies to reach and interact with a broader audience. Digital marketing allows businesses in Nigeria to expand their reach, engage with customers in meaningful ways, and achieve better results through targeted and measurable campaigns.