MARKETING COMMUNICATION DIGEST

If you ask anyone “do you want to be successful?”, most of us would say yes (of course!). Wanting success and working to achieve it are two different things. The real question is, do we want it enough to work for it? Do we want it enough to stay home and work while our friends are going out? There are three things we tell ourselves that prevent us from getting to the next level. Read more: buff.ly/2p8uSR2 

Globacom, Nigeria’s second largest telecoms operator, is a wholly-owned Nigerian company belonging to the massive business empire of Mike Adenuga, Nigeria’s second richest person, with 100% of its shares held locally. It is an international brand with about 35 million subscribers, 24% share of the Nigerian telecoms market, and majority of Nigeria’s internet users. This is one brand that is very strong, now even beyond the south-west of Nigeria and prides itself as the king of data, evidently. And it has made a lot of things easy and possible in Nigeria. It charged the least for SIMs; and Glo it was that paved the way for per-second billing in Nigeria after MTN and Econet had made it seem impossible. However, in marketing the Globacom brand, or Glo Mobile, if you like, it embarked on a gargantuan Brand Ambassadorship programme, more than any other brand in Nigeria, or in Nigeria’s history. It is Glo that has spent money the most on non-glowing brand ambassadors. The strateg...

Oba Otudeko, Chairman, FBN Holdings Nigerian giants of industry, Dangote Cement, FBN Holdings, and Nigerian Breweries, among others, are declaring after-tax losses, relatively from last year's. Reports from the websites of the companies quoted by Financial Nigeria , show that although they are making appreciable volume growth, they are grossly falling short on after-tax margins. Dangote Cement Dangote Cement reported that its gross revenue for the nine months period ended on September 30, 2016 rose by 21 per cent to N442.09 billion. The company’s top line growth was driven by record sales in Nigeria and increased production in other countries. However, the company said after-tax profit fell by 15 per cent to N133.52 billion compared to N157.99 billion posted in a similar period last year due to the impact of lower cement prices in Nigeria and higher import costs caused by the devaluation of the naira. For the period under review, basic earnings per share fell by 17...

Since last week’s article on Conversational Marketing was published, I’ve had requests from people wanting to know how they could best use this marketing communication tool. Today, we discuss more on one app that is making waves facilitating engagement with consumers. More than 1.4 billion people used a chat app in 2015, according to eMarketer . By 2020, according to the Ericsson Mobility Report, there'll be 6 billion smartphone users in the world. These are huge numbers, and the smart brands, marketers and advertisers don’t want to be left out of the party. The Internet is changing, and chat is at the centre of it. Chat apps like Kik offer brands and developers the opportunity to reach consumers in a more intimate and direct environment, where consumers choose who they want to engage with. Kik has more than 300 million registered users. On top of a chat experience that has seen young consumers spending average 35 minutes every session in the app. Kik now hosts bots...