The purpose of this article is to point out the problems of marketing in Nigeria. Nigeria is a country with a population of over 200 million people. It is the most populous country in Africa and one of the most populous countries in the world.
The problems of marketing in Nigeria can be further compounded by the lack of a skilled workforce. Nigeria has a large population but a relatively low level of various emerging marketing trends education. This can limit the growth of businesses.
In this article, the major problems of marketing in Nigeria will be mentioned and possible solutions will be listed. These problems make it difficult for businesses to operate in the country and limit the growth of the economy.
What is Marketing Like in Nigeria?
The marketing landscape in Nigeria is very diverse, with a wide range of marketing activities taking place across the country. The most common form of marketing is through the use of traditional media such as radio, television, and print media.
Another reason why marketing in Nigeria is so difficult is the fact that the population is extremely diverse. This means that there are many different cultures and languages that need to be taken into account when marketing products or services.
However, with the increasing popularity of the internet and social media, more and more businesses are using these platforms to reach their target audiences. There is a growing trend of businesses using digital marketing techniques such as search engine optimization (SEO) and social media marketing (SMM) to reach a wider audience and promote their products and services.
Marketing Problems in Nigeria
The marketing landscape in Nigeria is constantly evolving, making it a challenge for businesses to keep up with the latest trends. In this rapidly changing environment, businesses need to be aware of the 20 most common problems they face when marketing in Nigeria.
1. Lack of understanding of the Nigerian market
Many businesses are not familiar with the Nigerian market, which can lead to inefficient marketing strategies. As a new business, you will need to research the local market and understand the needs of your target customers.
To understand the Nigerian marketing environment, businesses need to consider various factors such as demographics, consumer behavior, competition, and regulations.
The Nigerian market can be difficult to understand due to its vast size and population. However, there are a few key things to keep in mind when trying to understand the Nigerian market.
First, Nigeria is a very populous country with over 190 million people. This means that the potential customer base is very large.
Secondly, Nigeria is a very diverse country with over 250 ethnic groups. This diversity can be both a strength and a challenge when trying to understand the Nigerian market.
Finally, Nigeria is a relatively young country with a median age of just over 18 years old. This means that the majority of the population is relatively inexperienced with purchasing products and services.
2. Lack of customer insight
Businesses need to have a deep understanding of their target customers in order to develop effective marketing strategies. However, many businesses in Nigeria lack this essential customer insight. This is often due to a lack of data and customer research.
A lack of customer insight is one of the main causes of company failure. If you don't understand who your target market is, what they want, and how they behave, your business is doomed to fail.
The best way to gain customer insights is to read reviews.
When you read reviews, you can get an idea of what customers think about your business. This can help you make changes to improve your business. It can also help you see what you are doing well.
You can read reviews on your own website, on social media, or on review sites.
Here are some tips for getting the most out of customer reviews:
Read all of the reviews: Don’t just read the positive reviews. It is important to read the negative reviews as well. These can help you improve your business.
Look for patterns in the reviews: If you see the same issue mentioned in several reviews, you should take action to fix the problem.
Respond to the reviews: When you respond to reviews, you show that you care about your customers. This can help improve your reputation.
Thank the customers for their feedbackand act on it: Even if the review is negative, thank the customer for their feedback. This shows that you are willing to listen to criticism and make changes.
Lastly, fix the problems that are mentioned in the reviews. If you see issues that are affecting your customers, take action to fix them. This can improve your business and make your customers happy.
3. Lack of market research
Market research is essential for businesses to understand the Nigerian market and develop effective marketing strategies. However, many businesses in Nigeria do not invest enough in market research.
It provides a detailed analysis of target consumers, the competition, the current market trends and potential growth opportunities.
It helps businesses develop products and services that are in line with the needs and wants of the target market. However, many small businesses in Nigeria do not conduct market research before starting their operations.
This limits their understanding of the market and prevents them from developing effective marketing strategies. As a result, they are unable to gain a competitive edge and grow their businesses.
To conduct market research for your business marketing plan, you can use surveys, interviews, focus groups, and field tests.
Surveys: You can use surveys to collect data about your target market's demographics, product or service preferences, and purchasing habits. To create a survey, you can use online survey tools like SurveyMonkey or Google Forms.
Interviews: You can use interviews to collect qualitative data about your target market's needs, wants, and perceptions. To conduct interviews, you can reach out to your target market via email, social media, or in person.
Focus groups: You can use focus groups to collect qualitative data about your target market's needs, wants, and perceptions. To conduct a focus group, you can reach out to your target market via email, social media, or in person.
Field tests: You can use field tests to collect data about your target market's product or service preferences. To conduct a field test, you can reach out to your target market via email, social media, or in person.
4. Poor marketing mix
The marketing mix is the combination of marketing activities that a business uses to achieve its marketing objectives. Many businesses in Nigeria have a poor marketing mix, which leads to ineffective marketing.
Different businesses have different marketing mix strategies. There is no one marketing mix that is right for each business. Each business needs to develop its own marketing mix strategy, tailored to its own specific products and services and its own specific target market.
The most important elements of the marketing mix are:
Product: The first element of the marketing mix is product. A company must decide what products or services to provide to its customers. It must also determine the features, packaging, and branding of its products.
Place: The second element of the marketing mix is place. This refers to the distribution channels that a company uses to get its products to its customers. A company must decide which channels to use and how to reach its target market.
Price: The third element of the marketing mix is price. A company must determine how to price its products or services to its customers. It must also consider discounts and promotions.
Promotion: The fourth element of the marketing mix is promotion. This refers to the marketing and advertising campaigns that a company uses to promote its products or services.
There are many other elements of the marketing mix, but these are the most important.
5. Ineffective marketing communication
Marketing communication is the process of creating and delivering messages that promote a business’s products or services. Many businesses in Nigeria have ineffective marketing communication, which leads to poor brand awareness and sales.
Lack of effective communication between the brand and its target audience often results in low brand awareness and sales.
To improve marketing communication, businesses should analyze their target audience and use feedback to assess the results of their campaigns. Additionally, they can consider using various marketing channels, such as social media, email, and events, to reach a wider audience.
6. Poor brand positioning
Brand positioning is the process of creating a unique and differentiated identity for a brand in the minds of consumers. Many businesses in Nigeria have poor brand positioning, which makes it difficult for them to compete in the market.
A brand’s positioning must be carefully crafted and communicated to the target audience to create a strong and distinct brand identity.
A strong brand positioning will:
Create a clear and unique identity for the brand
Differentiate the brand from its competitors
Connect with the target audience on an emotional level
Generate customer loyalty
However, if a brand’s positioning is weak or poorly communicated, it can result in confusion and disengagement from the target audience.
The following are some common mistakes that can lead to weak brand positioning:
Failing to understand the target audience: A brand must have a clear understanding of its target audience in order to connect with them on a deeper level. Failing to properly research and understand the needs, wants, and values of the target audience can result in a brand positioning that misses the mark.
Failing to differentiate from competitors: A brand must find a way to differentiate itself from its competitors in order to stand out in the marketplace. Failing to properly identify the unique selling points of the brand can result in a positioning that is too similar to that of its competitors.
Focusing on features instead of benefits: A brand’s positioning should focus on the benefits that the target audience will experience by using the product or service. Focusing on features instead of benefits can result in a positioning that is unappealing to the target audience.
Creating a positioning that is too broad: A brand’s positioning should be specific enough to be memorable and differentiated, but not so specific that it limits the brand’s growth potential. Creating a positioning that is too broad can result in a positioning that is difficult to communicate and understand.
Failing to communicate the positioning: A brand’s positioning must be communicated effectively to the target audience through marketing and advertising. Failing to properly communicate the positioning can result in confusion and disengagement from the target audience.
Weak brand positioning can lead to confusion and disengagement from the target audience.
A brand must have a clear and differentiated identity to connect with its target audience on a deeper level. Failing to properly position the brand can result in confusion and disengagement from the target audience.
7. Poor product development
Product development is the process of creating new products or improving existing products to meet the needs of consumers. Many businesses in Nigeria have poor product development.
Unfortunately, some companies do not put enough effort into developing their products, resulting in products that are not up to par with the competition. This can lead to lost sales and, ultimately, the failure of the company.
To tackle poor product development processes:
It is important to understand their root cause. Processes can be improved by getting rid of unnecessary steps and automating repetitive tasks. Development teams also need to have access to the right tools that can help them work smarter and faster.
Additionally, it is important to give employees the freedom to experiment and fail. Development teams need to feel comfortable trying new things, as this is the only way to find the best solutions.
Finally, it is important to encourage collaboration between different departments. Development teams need to be able to communicate freely with other teams in order to find the best solutions.
8. Poor pricing strategy
Pricing is one of the most important aspects of marketing, as it affects a business’s ability to generate sales and profits. Many businesses in Nigeria have poor pricing strategies, which lead to low sales and profits.
A business that does not charge enough for its products or services will not make a profit, and a business that charges too much may find it difficult to generate sales.
As a result, it is important to choose a pricing strategy that is appropriate for the product or service being sold, the market conditions, and the business’s objectives.
How to put up a good pricing strategy:
Do your research. Find out what your competitors are charging for similar products or services. This will give you a good starting point for pricing your own products or services.
Consider your costs. Be sure to factor in all of your costs, including materials, labor, shipping, and any other expenses. This will help you determine what you need to charge to make a profit.
Think about your target market. Who are you trying to reach with your products or services? What can they afford to pay? Be sure to consider your target market when setting your prices.
Choose a pricing strategy. There are a few different pricing strategies you can choose from. Cost-plus pricing, for example, involves setting your prices based on your costs plus a fixed markup. Value-based pricing, on the other hand, involves setting your prices based on the perceived value of your products or services.
Test your prices. Once you've chosen a pricing strategy, it's important to test your prices to see how they impact demand. You can do this by offering discounts or promotions at different price points.
Be Flexible. Remember that your prices are not set in stone. You can always adjust them based on customer feedback or changes in the marketplace.
9. Ineffective distribution strategy
Distribution is the process of making a product available to consumers. Many businesses in Nigeria have ineffective distribution strategies, which lead to low product availability and poor sales. An ineffective distribution strategy can keep a product from reaching its potential audience.
It’s important to have an effective distribution strategy to ensure your product is easily accessible to consumers. A company might have difficulty getting its product into stores or might not have a plan for reaching online customers. A lack of distribution can also hamper a product’s growth potential.
An effective distribution strategy includes:
1. Determining the channels that are most likely to reach your target market
2. Having a plan for how you will use each channel
3. Ensuring that your product is available through the channels you have chosen
4. Promoting your product through the channels you have chosen
5. Monitoring your sales to see how effective your distribution strategy is
10. Poor customer service
Customer service is the process of providing assistance and support to customers. If a product isn’t meeting customer expectations, it’s likely because of customer service issues.
A company might not have enough customer service representatives to handle customer inquiries or might not have a system in place to handle returns and exchanges. Customer service issues can also arise from a lack of training or a lack of knowledge about the product.
Many businesses in Nigeria have poor customer service, which leads to dissatisfied customers and low sales.
How to solve a poor customer service problem:
Look for the root cause of the problem.
Identify the steps that need to be taken to improve the situation.
Implement the changes necessary to improve customer service.
Evaluate the results of the changes and make necessary adjustments.
11. Lack of online presence
In today’s digital world, it is essential for businesses to have an online presence. However, many businesses in Nigeria do not have a strong online presence. Therefore, this makes it difficult for customers to find them online.
Why businesses needsonline presence?
There are many reasons businesses need an online presence. Some of these reasons include:
Customers expect it. In today's day and age, customers expect businesses to have an online presence. If a business does not have a website, potential customers may go to a competitor's website instead.
It allows businesses to reach a wider audience. An online presence allows businesses to reach a larger audience than they would if they only had a brick-and-mortar location.
It is a cost-effective way to market a business. Marketing a business online is often more cost-effective than traditional marketing methods, such as print or television advertising.
It provides a way for customers to contact the business. An online presence provides customers with a way to contact the business, whether it be via email, online chat, or a contact form on a website.
It allows businesses to showcase their products and services. An online presence allows businesses to showcase their products and services to potential customers in a way that is easy and convenient for them.
12. Poor social media marketing
Social media marketing is the process of using social media platforms to promote a business’s products or services. Many businesses in Nigeria have poor social media marketing.
As a business social marketing strategy, social media marketing can help build brand awareness and create an audience for promoting your products or services.
Unfortunately, if not done correctly, social media marketing can do more harm than good. In fact, poor social media marketing can actually damage your brand’s reputation.
Here are some of the ways poor social media marketing can damage your brand:
Posting too much
When it comes to social media marketing, less is more. Posting too much on social media platforms can actually turn people off from your brand.
People are more likely to engage with brands that post quality content rather than quantity. In fact, studies have shown that people are more likely to unfollow a brand on social media if they feel like they are being bombarded with too much content.
Posting irrelevant content
Another way poor social media marketing can damage your brand is by posting irrelevant content. Irrelevant content is any content that is not related to your brand or what your target audience is interested in.
Publishing irrelevant content on social media can cause people to lose interest in your brand. It can also make people question your brand’s relevancy.
Posting negative content
Another way poor social media marketing can damage your brand is by posting negative content. Negative content is any content that paints your brand in a negative light.
Negative content can include anything from negative customer reviews to negative news articles about your brand. Posting negative content on social media can damage your brand’s reputation and make people less likely to do business with you.
Not responding to negative comments
When people post negative comments about your brand on social media, it’s important to respond in a positive and professional manner. Ignoring negative comments or responding in a negative way can damage your brand’s reputation.
Posting too much self-promotional content
Self-promotional content is any content that promotes your brand without providing value to your audience. Self-promotional content can include anything from promotional sales and discounts to blog posts and articles about your brand.
Not monitoring your social media activity
It’s important to monitor your social media activity to make sure you are not causing any damage to your brand. Not monitoring your social media activity can lead to negative consequences, such as posting negative content or not responding to negative comments.
Hints for effective social media marketing:
Use social media to create a strong relationship with your customers. Make sure you are responsive to comments and questions. Show that you care about your customers and their experience with your brand.
Use social media to share your brand’s story. Your customers want to know who you are, what you stand for, and what makes you different. Share your story on social media, and make sure it is consistent with the story you tell on your website and other marketing materials.
Use social media to drive traffic to your website. Make sure your website is optimized for SEO and that your social media links lead to your website. Use effective calls to action on your social media posts to encourage your customers to visit your website.
Use social media to create valuable content. Your customers will appreciate valuable content that is relevant to their interests. Share blog posts, infographics, images, and other types of content that will help your customers learn more about your brand and what you have to offer.
13. Lack of mobile marketing
Mobile marketing is the process of using mobile devices to promote a business’s products or services. Many businesses in Nigeria do not use mobile marketing. It is an essential part of any digital marketing strategy, but some businesses are still not using it effectively.
One of the main reasons why businesses are not using mobile marketing is because they are not aware of its potential. Mobile devices are becoming increasingly popular, and they offer a unique way to reach and engage with customers.
Another reason why businesses are not using mobile marketing is that they think it is too expensive. However, there are many affordable ways to use mobile devices to market your business, such as creating a mobile app or using bulk mobile message services.
Finally, some businesses are not using mobile marketing because they are not sure how to get started. If you are not sure where to begin, there are plenty of resources and guides available online.
Hint for mobile marketing:
To start mobile marketing, businesses should build a strong database of customers who have opted-in to receive mobile messages. Businesses should then develop targeted campaigns for these customers, building on existing customer relationships.
14. Ineffective direct marketing
Direct marketing is the process of marketing directly to consumers through channels such as mail, email, or text message.
It is a type of marketing that is intended to lead to a direct response from the consumer, such as making a purchase or requesting more information.
However, direct marketing can be ineffective if it is not properly planned and executed. It is important to consider the target audience, the message, and the channels that will be used to reach the consumers. Without a well-thought-out plan, direct marketing can be a wasted investment.
Hints for effective direct marketing:
1. Keep your messages clear and concise.
2. Make sure your contact information is up to date and accurate.
3. Personalize your messages as much as possible.
4. Be persistent but not annoying.
5. Be creative and stand out from the crowd.
6. Evaluate your results regularly and adjust your approach as needed.
15. Poor public relations
Public relations is the process of managing the relationships between a business and the public. Many businesses in Nigeria have poor public relations.
This has made it difficult for them to build relationships with their customers and members of the public. This has led to poor customer service and poor communication with the public. This has made it difficult for businesses to build a positive reputation. Many businesses need to improve their public relations in order to build better relationships with the public.
How poor public relations can affect marketing:
If a company has poor public relations, it can affect marketing negatively in a number of ways. For one, potential customers may view the company in a negative light and may be less likely to do business with them.
Additionally, poor public relations can lead to negative press coverage, which can further damage the company's reputation. Finally, if a company's public relations are poor, it may have difficulty attracting and retaining customers, as well as employees.
16. Lack of sponsorship
Sponsorship is a form of marketing where a business provides financial support to an event or activity in exchange for brand exposure and many businesses in Nigeria do not use sponsorship.
A lack of diversity among sponsors to sponsors could also lead to lack of trust among Nigerian entrepreneurs and investors.
Lack of sponsorship marketing can affect performance negatively or positively depending on the level of corporate branding or “global advertising”. The ability to leverage a strong global brand can significantly facilitate or hinder marketing efforts.
Effect and advantage of sponsorship:
Can improve performance by increasing positive exposure and awareness.
Can build confidence and improve motivation by showing that an external company is willing to invest in the individual or team.
17. Ineffective trade marketing
Trade marketing is the process of promoting a business’s products or services to retailers and distributors. Many businesses in Nigeria have ineffective trade marketing.
It plays a vital role in the marketing of a business and can be the difference between success and failure.
Unfortunately, many businesses don’t understand the importance of trade marketing and as a result, don’t invest enough in it. This can lead to ineffective trade marketing and ultimately, poor sales.
To avoid this, businesses need to ensure they have a clear trade marketing strategy in place. This should include a budget for trade marketing activities, as well as objectives and targets. Without a clear strategy, businesses will struggle to make the most of their trade marketing activities.
There are a few key ways to effect trade marketing:
Increase visibility of products through point of purchase (POP) displays and other in-store marketing tools.
Create loyalty programs and other incentives to encourage customers to purchase more products.
Educate customers about the benefits of the products through product demonstrations and other marketing collateral.
Increase product awareness through trade shows, Events, and other promotional activities.
18. Poor event marketing
Event marketing is the process of using events to promote a business’s products or services and many businesses in Nigeria have poor event marketing. One factor that contributes to this is poor planning and lack of proper strategies.
So, if you are planning an event to promote your business’s products or services, be sure to have a good plan and put in place strategies that can successfully achieve your desired results.
Poor event marketing
To tackle poor event marketing, there are several things you can do:
Promote your event on multiple channels
Make sure you’re promoting your next event on multiple channels, including your website, social media, and email. You should also consider creating a landing page specifically for your event to make it easy for people to find information and register.
Use targeted content and advertising
When you’re creating content and advertising for your event, make sure it’s targeted to your audience. This means creating content that appeals to their interests and needs. You can also use targeted advertising on social media and Google to reach people who are more likely to be interested in your event.
Make it easy to register
When you’re promoting your event, make sure it’s easy for people to register. This means having a clear call-to-action and providing all the information they need to know up front. You can also offer early bird discounts or other incentives to encourage people to sign up.
Follow up with attendees
After your event, make sure to follow up with attendees. This can be done through email, social media, or even a phone call. Thank them for coming and ask for feedback on what they thought of the event. This will help you improve your events in the future.
19. Ineffective guerilla marketing
Guerilla marketing is a type of marketing that uses unconventional and innovative techniques to promote a product or service. Many businesses in Nigeria have ineffective guerilla marketing, which leads to low brand awareness.
It has a massive potential to generate awareness and create a buzz around a brand or product, but only if it is done correctly.
However, many businesses make the mistake of thinking that any type of guerilla marketing will be effective. This is not the case. In order for guerilla marketing to be effective, it needs to be well-planned and executed. Otherwise, it can actually do more harm than good.
Some common mistakes that businesses make with guerilla marketing include:
Not doing enough research: Guerilla marketing requires a lot of creativity, but it also requires a lot of research. You need to know your target audience inside out and understand what will resonate with them. Without this knowledge, your guerilla marketing campaigns are likely to fall flat.
Guerilla marketing requires a lot of creativity, but it also requires a lot of research. You need to know your target audience inside out and understand what will resonate with them. Without this knowledge, your guerilla marketing campaigns are likely to fall flat.
Not having a clear goal: Every marketing campaign should have a clear goal, and guerilla marketing is no different. Without a goal, it’s impossible to measure the success of your campaign and adjust your approach accordingly.
Every marketing campaign should have a clear goal, and guerilla marketing is no different. Without a goal, it’s impossible to measure the success of your campaign and adjust your approach accordingly.
Not being creative enough: Guerilla marketing is all about being creative and thinking outside the box. If your campaigns are too similar to what everyone else is doing, they’re not going to have the desired effect.
Guerilla marketing is all about being creative and thinking outside the box. If your campaigns are too similar to what everyone else is doing, they’re not going to have the desired effect.
Being too aggressive: It’s important to remember that not everyone will respond positively to your guerilla marketing campaigns. Some people may find them intrusive or even offensive. As such, it’s important to tread carefully and make sure that your campaigns are not too aggressive.
It’s important to remember that not everyone will respond positively to your guerilla marketing campaigns. Some people may find them intrusive or even offensive. As such, it’s important to tread carefully and make sure that your campaigns are not too aggressive.
Not following up: Guerilla marketing is a great way to generate awareness and create a buzz, but it’s not a magic bullet. In order for it to be truly effective, you need to follow up with your target audience and turn that buzz into something more concrete, such as sales or leads.
Not all guerilla marketing campaigns will be successful, but if you avoid these common mistakes, you’ll be in a much better position to create ones that are.
20. Lack of measurement
Marketing measurement is the process of tracking and assessing the performance of marketing campaigns. Many businesses in Nigeria do not measure their marketing performance, which makes it difficult to improve and optimize marketing strategies.
Without measuring performance, businesses will not know which marketing strategies are working and which are not. Also, businesses cannot calculate their return on investment (ROI) without measuring performance.
Here are few tips to effectively measure, track, and assess the performance of marketing campaigns:
Define your goals along with specific and measurable Key Performance Indicators (KPIs) for the success of your campaigns.
Identify the touchpoints of your customer journey and integrate analytics across all of the channels to gain a complete understanding of your audience’s interactions with your brand at different points of the customer journey.
Gain access to the right marketing tools and employ advanced tracking methods to gather data that can help you assess the success of your campaigns.
Use marketing attribution to consistently and accurately onboard data collected from various marketing platforms.
How to Overcome These Marketing Challenges
There are a number of ways businesses in Nigeria can overcome these 5 marketing challenges.
1. Conduct customer research
The first step for businesses is to conduct customer research in order to gain a deep understanding of their target customers. This can be done through surveys, interviews, focus groups, and other research methods.
2. Develop a strong brand
Businesses need to develop a strong brand that differentiated them from their competitors. This can be done through branding and marketing strategies such as developing a strong brand identity, creating a brand strategy and creating brand guidelines.
3. Use digital marketing
Digital marketing is a very effective way to reach businesses' target customers. This can be done through a variety of digital marketing channels such as social media, email marketing, search engine optimization, and pay-per-click advertising.
4. Use social media
Social media is a very effective way to reach businesses target customers. This can be done through creating social media accounts on popular platforms such as Facebook, Twitter, LinkedIn, Instagram and Snapchat.
5. Hire a marketing agency
If businesses are finding it difficult to overcome these marketing challenges, it may be beneficial to hire a marketing agency. A marketing agency can help businesses to develop an effective marketing strategy, conduct customer research, develop a strong brand, and use digital marketing and social media effectively.
By understanding the root causes of these issues, businesses can develop strategies to overcome them. With a strong understanding of the Nigerian market and a willingness to adapt to the ever-changing landscape, businesses can find success in this challenging environment.
Lastly, with the above 20 problems and how you can tackle each of them, we hope this article has been helpful in directing your marketing efforts in Nigeria. Remember to always keep your marketing mix fresh and up-to-date so you can stay ahead of the competition and continue to grow your business.
About us and this blog
We are a lead generation company with a focus on helping our customers achieve great results across several key areas.