Naturally, our gist had revolved around present events and trends in the Nigerian media and advertising market, particularly given the country’s poor representation at the recently concluded 57th Cannes Lions International Advertising Festival.
He revealed how his agency was still attempting to come to terms with successfully integrating digital offerings in their brand proposals to clients. Marketers had been not purchasing these ‘digital recommendations’, and had told the agency to stick to what they knew finest – strategic implementation that was focused on the utilization of traditional media channels – Tv, print, radio, and in-store media. 1 client in particular, had explained their position was borne out of a study they had conducted lately to gauge the impact of digital advertising on buyers, and that only a fraction of the target market in the investigation poll had reacted to on the internet advertising. Fewer still had gone on to purchase a product or recommend it based on some digital influences.
I had probed further to understand what the problems had been, and was shocked to discover out that in this time and age of prosumers, conversations, engagement, social interactivism, and digital ecosystems, some agencies and customers still don’t get it. The blame went to the agency due to the fact they were supposed to act as alter agents for marketers, customers, and the market, and yet, they were proffering outdated digital models, and exporting platforms and concepts that were not resonating with customers in the Nigerian marketplace.