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2020 digital trends and outlook for 2021 (Nigeria)

2020 digital trends and outlook for 2021 (Nigeria)

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2020 Digital Trends and Outlook for 2021 takes a close look at how digital as a channel for finding, attracting, converting and engaging customers has skyrocketed in the last one year.

It also shares insights into how Nigerian businesses and others across the world can leverage on digital channels to better grow reach and sales in 2021.

2020 Digital Trends and Outlook for 2021 takes a close look at how digital as a channel for finding, attracting, converting and engaging customers has skyrocketed in the last one year.

It also shares insights into how Nigerian businesses and others across the world can leverage on digital channels to better grow reach and sales in 2021.

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2020 digital trends and outlook for 2021 (Nigeria)

  1. 1. want 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021
  2. 2. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 2 OUTLINE  Overview of Global Digital Space in 2020  Overview of Nigerian Digital Space in 2020  Global Digital Trends & Outlook for 2021  Martech Tools for Business Growth in 2021  Thank You and See You in 2021
  3. 3. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 3 Overview of Global Digital Space in 2020
  4. 4. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 4 WORLD DEMOGRAPHY More than two-thirds of the world now uses a mobile phone (67%), while almost 60% now uses the internet. More than 9 in 10 internet users globally connect via mobile devices, but two-thirds connect via computers. TIPS In all you do in 2021, think mobile first. In your content for social, email, apps, ads and campaigns, optimize for mobile. Be careful with content or ads that have heavy file size. This will take lots of data and memory space from users, not all phones and Internet connections perform optimally with this. Heavy content also takes time to load on mobile phones, you don’t want people dropping off your site or pages in their first 5 seconds, right? Think mobile first.
  5. 5. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 5 GLOBAL DIGITAL GROWTH Analysis by Kepios shows that more than 450 million people started using social media over the past 12 months, equating to annual growth of more than 12%. Much of this year’s growth in social media use is the direct result of the new habits that people adopted during COVID-19 lockdowns. TIPS Because people are to stay indoors more to avoid COVID-19 infection, they spend more time online. This is an opportunity to reach and engage more audience. What new digital channels are you planning to explore and what new content type are you serving in 2021? Rumours have it that Pinterest is ‘beginning to choke’. Oh well, find out yourself!
  6. 6. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 6 AVERAGE SCREEN TIME The world now spends more than 10 billion hours per day using social media, which equates to more than 1 million years of human existence. Social media accounts for more than one- third of our connected time, with people now spending an average of almost 2½ hours per day on social platforms. The world’s internet users now watch a combined average of 3½ hours of TV content per day across broadcast stations, cable channels, and internet-powered streaming platforms. TIPS It is a big fat lie that people's attention span online has reduced. What has actually reduced is their tolerance level for boring, flat and predictable content pieces. For short, bite-sized content pieces, keep it simple and straightforward (KISS). If you must create long-form content, make the introduction engaging, catchy and garnish it with insightful data.
  7. 7. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 7 MOST VISITED WEBSITES Google, YouTube and Facebook are the world's top 3 most visited websites. 3 out of 20 most visited websites globally in 2020 are adult (porn) sites. 3 out of 20 most visited websites globally in 2020 are social networking sites. TIPS To get more traffic and sales from Google Search, double down on SEO. YouTube videos work for all stages of consumer journey, it's time to create more videos. If your product or service type does not conflict with adult content, you may consider banner ad placement to drive traffic to your website.
  8. 8. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 8 TOP SOCIAL PLATFORMS Instagram’s advertising audience has grown by more than 76 million over the past three months, reaching a total of 1.16 billion people by the start of October 2020. The addition of 36 million new users between July and September takes Snapchat’s global advertising audience to 433 million, which is 20% larger than the audience the company’s tools were reporting this time last year. TIPS Facebook, YouTube and WhatsApp remain key parts of the smart marketing mix for 2021. What should you do? Facebook and YouTube thrive on video content. Make great videos and ensure your first 15 seconds can hold viewers till the end. WhatsApp is great for engaging people who are interested in buying. To increase engagement and sales with it, you may need Chabot to assist customers in making decisions faster without stress.
  9. 9. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 9 DIGITAL IN WORKPLACE Roughly 9 in 10 Gen Z respondents say that they use messaging platforms like WhatsApp and Slack to communicate with their colleagues each week, but barely half of respondents aged 55 to 64 have integrated these platforms into their regular repertoires. More than 4 in 5 workers aged 16 to 24 say that they connect with colleagues via social media platforms each week, but that figure drops to less than 1 in 3 amongst Baby Boomers. TIPS One of the most interesting trends in 2020 is that age plays a critical role in determining how people like to communicate in the workplace. Depending on the age distribution of your team, consider balancing out internal communication tools to ensure the recent 'forceful' adoption of digital tools and processes do not hinder full participation and productivity.
  10. 10. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 10 Overview of Nigerian Digital Space in 2020
  11. 11. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 11 MOST VISITED WEBSITES Google, Bet9ja and YouTube are the 3 most visited websites in Nigeria as of November, according to Alexa ranking. Zoom is the most used video conferencing platform and GTBank is the most used bank online. TIPS Same content that performs well on Instagram and Facebook may not necessarily deliver on Twitter. Know what works where and iterate in 2021. Nairaland, Legit.ng and Punchng are the most visited news sites in Nigeria. Wondering where to place PR articles, sponsored posts and interviews? They seem to be the surest plugs for now! Jumia and Amazon are the most used shopping platforms in Nigeria. If you are considering new channels to expand your sales touchpoints, these two may be good options.
  12. 12. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 12 INTERNET USAGE GROWTH There were 85.49 million internet users in Nigeria as at January 2020. The number of internet users in Nigeria increased by 2.2 million (+2.6%) between 2019 and 2020. TIPS With 2.6% increase pre-COVID-19, you can be sure Nigerians with access to the Internet come 2021 will be well around 100 million. That tells you that digital is no longer a minor marketing channel for forward-thinking Nigerian businesses. Don't be left behind.
  13. 13. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 13 DEVICE USAGE GROWTH 86% of Nigerian population use mobile phones, while 83% are smartphone users. 2.8% of Nigerians use online TV streaming devices, while 1.3% use VR devices.. TIPS Gone are the days when the majority of Nigerian Internet users were 'team chinko' (feature phones). You can consider marketing technology platforms (like Opera, Terragon and DoChase) that have deeper reach and targeting than Facebook and Google's standard inventories for more personalized marketing in 2021.
  14. 14. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 14 TRAFFIC BY DEVICE 72.8% of Nigerians access the Internet via mobile devices. The number of mobile connections increased by 12 million (+7.7%) between January 2019 and January 2020. TIPS The number of mobile connections in Nigeria in January 2020 was equivalent to 83% of the total population. You may not necessarily need to develop a mobile app to market your offerings or cause engagement in 2021. But you should plan to use in-app ads to drive top of the mind awareness and conversions.
  15. 15. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 15 APP USAGE CATEGORY 98% of Nigerians use chat and social networking apps. 79% use entertainment/video apps, 61% use game apps while 46% use shopping apps. TIPS When in dire need of engagement ideas for social, email or other campaigns, remember that most Nigerians spend time on mobile devices chatting, watching entertainment videos and playing games.
  16. 16. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 16 NEW BRAND DISCOVERY 60% of Nigerians find new brands via social media ads. 47% on TV while 45% on mobile apps. 48% discover new brands on retail websites while 47% on digital publishing platforms. TIPS Social media ads, retail websites and digital publishing platforms make the top 3 channels you can prioritize in your plan for paid media in 2021.
  17. 17. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 17 DIGITAL ADVERTISING MARKET Total digital ad spends in 2019 was $1.17 Billion. Total spend on search ads in 2019 was $412million. Total spend on social media ads in 2019 was $516million. TIPS This is pre-COVID19 figure, more would have been spent by businesses jostling for attention of customers within the Nigerian digital space in the past 12 months. Time to jerk up the marketing budget for digital, right? We think so too.
  18. 18. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 18 Global Digital Trends & Outlook for 2021
  19. 19. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 19 Buying Decisions Increasingly Depend on Searches & Reviews. More than two-thirds of the world’s internet users already go beyond search engines when they’re researching products and services to buy. But expect voice search, image search, and social search to play an even more important role over the coming months. TIPS If your business requires driving footfall, take local SEO seriously in 2021. Even if it does not, ensure you can be found in top ranking results for relevant keywords.
  20. 20. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 20 Online Audience Demography Rapidly Balancing Out. With COVID-19 acting as a catalyst to bringing many elderly people online, businesses can now use digital channels to reach a wider variety of audiences than ever before. This represents a clear and immediate opportunity for marketers, especially e-commerce related business. Worthy of note is that broadening of online audience demography also creates opportunities for a new wave of digital platforms, services, apps and devices for the older population. TIPS It's time to erase the mindset that the most active Nigerians online are 18 - 24. We have older Nigerians actively engaging online now, no thanks to COVID-19. So make plans for them in your content and campaigns.
  21. 21. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 21 China Is Emerging Ecommerce Favourite across the World. Increasing online shopping behaviour, across the world including Africa, tilts towards China due to affordability of products in high volume and international shipping services which is highly subsidized by the Chinese government. However, scale may be in favour of China, uniqueness or exclusivity of offerings and shopping experiences is in favour of Amazon and other Western shopping platforms.. TIPS Ecommerce business can only get bigger. If you are not selling online yet, time to reconsider.
  22. 22. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 22 Augmented Reality (AR) on the Rise Globally. AR has been bubbling in the background for many years now. But with the introduction of AR- powered innovations to product development, use and marketing by global brands including Nike, Adidas, IKEA and Estee Lauder, it is a major force to look out for in 2021. Also, with iPhone 12 coming with interesting AR features and tools, it promises to be an interesting trend. TIPS Using tech innovations to create brand experience cannot go wrong in this age. It will bring customers close to your brand, try it!
  23. 23. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 23 Potential Market Disruptors to Look Out for. For over a decade now, social media and smartphones have wielded major disruptions with regards to changing how businesses relate with people and sell to them. Some of the potential disruptive innovations currently being used include smart glasses, decentralized finance (cryptocurrencies and blockchain solutions), wearable and smart home devices.. TIPS There are many potential market disruptors in 2021, stay on the lookout.
  24. 24. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 24 Marketing Technology Tools for Business Growth in 2021
  25. 25. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 25 TERRAGON
  26. 26. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 26 OPERA
  27. 27. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 27 DOCHASE
  28. 28. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 28 Meet Your Growth Partner for 2021!
  29. 29. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 29 CONTENT KRUSH We help businesses get found and sell more online. We have worked with businesses across Tech, IT Consulting, Cloud Computing, Human Resources, Food & Beverages, Education, Medicine and Media Sectors to increase online visibility, attract more leads, grow sales. Our solutions cut across Strategy, Data Visualization & Analytics, Search Engine Optimization, Media Buying, Search & Social Advertising, Web & App Development. Whatever your business and marketing objectives for 2021 are, we have data-driven solutions for you. LEAD GENERATION We develop an effective consumer journey, lead magnet and fill your sales pipeline with quality leads who are ready to pay you. ONLINE SALES We use our proven sales development strategy and conversion campaigns to grow sales for your business both online and offline. DATA ANALYTICS Our Data Analytics solutions will move you from mere excel sheet figures to innovations capable of disrupting your market.
  30. 30. 2020 DIGITAL TRENDS AND OUTLOOK FOR 2021 PAGE 30 Thank You! Adeyemi Olanrewaju adeyemi@contentkrush.com (234) 805 392 0829 Let's Connect Now: LinkedIn | Twitter | Blog

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