The emergence of social media has brought about a shift from the traditional way of doing marketing to digital marketing. Digital tools provide more profound engagement with the target audience. Its biggest benefit is the two-way dialog and the opportunity to get instant feedback on brand decisions. marketingspace.com.ng had a chat with Mr. Yomi Olaniwun, Managing Director, BB Buzz, one of the digital marketing strategists providing digital marketing solutions for brands in the country. Excerpts…
What is the idea behind BB Buzz?
BB Buzz is a digital marketing agency. The idea behind BB Buzz was to help brands communicate to consumers that are not easily available with the platforms that the traditional media provides. So, we are like internet town criers, we basically help all our clients communicate and interact with their target audience on all digital platforms so as to birth a relationship that can lead to a business transaction between our clients and their audience. How digital marketing plans for brands are mind blowing.
What is the impact of digital marketing in brand building?
Digital tools allow for a more profound engagement at the more personal level with the target audience. It also makes it easier and more cost effective to communicate the brand message versus traditional communication tools such as TV and print. The biggest benefit is the two-way dialog and the opportunity to get instant feedback on brand decisions. Since social media is highly traceable, the 2-way feedback allows Brand Managers to quickly make the necessary corrections to the brand message.
Digital marketing allows brand to engage with consumers in a way that a reputation can be easily built. If carefully and truthfully done, it can enhance the building of a sustainable brand.
The new communication tools such as blogs, Facebook, Instagram, Linkedin and Twitter allow for creating brand visibility and awareness much faster and cost-effectively than before.
This particular service is our strength. We are regarded as the ‘King of Social Media’
What is the level of digital marketing acceptance in Nigeria?
The acceptance is high but accessibility to internet still hinders the scale that digital marketing can deliver. Digital marketing runs strictly on modern technology. The internet brought an alternative route of reaching an existing audience. In the age where the consumer is very knowledgeable, technology has made brands step up their games.
Is there any correlation between digital marketing and experiential marketing?
If the product is an ‘IT enhanced’ one then there can be a correlation between digital marketing and experiential marketing. Digital Marketing allows consumers respond to a brand’s communications material directly while experiential marketing allows the consumer to experience the ‘product’ directly.
Where do you see digital marketing in Nigeria in the next five years?
Digital Marketing will be big in Nigeria in the next five years but sadly, that state will still be considered poor in comparism to what is obtainable in the developed countries.
We learnt your background is creative advertising, why digital marketing?
Digital Marketing is the future of Marketing Communications, so who else should be the frontier of that movement if not the guys in advertising. You can barely create an effective social media plan if you do not have a creative background. It’s only a creative mind that can give you what is fresh, different and interesting.
What is your projection for BB Buzz in the next ten year?
In the next ten years, with God directing our path, we will be the most sought after digital marketing agency in Africa based on our reputation as ‘effective solution provider’. But most importantly, we will have a TV station.
Do you have anybody as a role model in the Nigerian Integrated Marketing Communication environment?
Biodun Shobanjo is my role model. How a man in his seventies can stay relevant in a profession that is reputed to be for youngsters beats my imagination.
