This document discusses marketing in the new economy. It begins by defining traditional marketing strategies like print, radio, and television advertising. It then explains that the new economy began in the late 1990s as the internet and computers became more widespread. Key aspects of the new economy include the growth of internet users, increased speed and adoption of social media, lower connectivity costs, and the proliferation of internet-enabled devices. The document provides examples of companies that have successfully used online marketing strategies and social media. It encourages marketers to utilize low-cost online tools like websites, classifieds sites, directories, and social media to promote their business and take advantage of opportunities in the new digital landscape.

1. +
Marketing in the New
Economy
Francis Ebuehi

2. +
Introduction
n Online Marketplace Manager
(SSA) for MIH/Naspers – 5th
largest media entity globally
n Worked in Dealfish,
Chamsswitch, Oceanic Bank,
Accenture
n B.Eng (Civil Eng.), MSc, MBA,
PMP
n Married with 3 children
n www.innovation-village.com
n @ebufra; @innovationville

3. +
Marketing
….is essentially anything you do
to promote and grow your
business, including advertising,
publicity, sales, merchandising
and distribution.

4. +
Traditional Marketing
…utilizes strategies like direct sales, TV,
radio, mail, print advertising (like
magazines, billboards..etc.) and printed
promotional materials like catalogs or
brochures.

5. +
New Economy
….is commonly believed to have
started in the late 1990s, as high tech
tools, such as the internet, and
increasingly powerful
computers, began penetrating the
consumer and business marketplace.

6. +
New Economy
n The widespread access to, sharing of, and use of
information (knowledge) in economic activities
through technology
n It is greatly facilitated by the “Internet”
n The communication and distribution of
information is no longer limited by space and
time
n Information is available in real time and at low
marginal cost
Source: Lawrence J Lau, Stanford University

7. +
What does the New economy all
about?

8. +
The New World Order - I
The size and growth of the internet
2.2 bn (today)  3.5 bn (2020)
Number of Internet Users
$8 trillion*
contribution to the global economy
* Mckinsey report 2011

9. +

10. +

11. + Nigeria Statistics
• 160 million people
• 44 million Internet Subscribers
• 15% Internet Penetration
• 95.2 million mobile SIMs
• 5.8 million Nigerians on
Facebook (June 2012)
• 3rd most active African country
by volume of geo-located tweets
(Q4 2011 – 1.6million)

12. +
The New World Order - II
The increasing speed and
scale of adoption of the social
technologies

13. +

14. +

15. + Global Statistics
> 1.5 billion
Number of social networking users
globally
80%
Proportion of total online users who interact
with social networks regularly
70%
Proportion of companies
using social technologies

16. +
The New World Order - III
The creation of the enabling
environment

17. + Reduction in bandwidth cost as Africa is
getting cabled….

18. + A plethora of providers
…….. lower internet access costs

19. +
Proliferation of Internet devices

20. + The New World Order - IV
The change in advertising

21. +
In Nigeria……

22. +
Dealfish billboards feb2011 paths.indd 4 2011/02/22 11:38 PM

23. +
The Dealfish Example

24. +
The Dealfish Example

25. +
The Dealfish Example

26. +
But Globally…..
Source: Chetan Sharma January 2011 & Mary Meeker

27. + But Globally…
Source: Mary Meeker

28. + But Globally…
Source: Mary Meeker

29. + So how will you promote yourself
and your business?

30. +
Examples…
GNBO
n http://www.youtube.com/watch?
feature=endscreen&v=L9BhgNvEYvk&NR=1
MercyLink “BabyM”
n http://www.youtube.com/watch?v=LLiKbKq2y1M

31. + Examples
Without
n ….Justin
Bieber may
never have been
discovered.
n Was
discovered by
Scooter Braun, former
exec of So So Def, who
clicked on one of
Justin’s YouTube videos
by accident

32. + Examples
Without
• ….Jason Njoku would not
have founded iroko
Partners.
• largest digital distributors of
Nigerian music and movies,
with a library of ~1600
licensed movies online
• Secured $8million early this
year from Tiger Global

33. +
So Go Online!!!
n It is cheap, affordable
n It is measurable….Analytics
n You can start without any major cost outlay
n Accessible to any size business

34. +
So Go Online!!!
n Possible
to accomplish some of the Internet
marketing strategies on your own
n You
can build direct relationships with your
customers via social media and
communities.
n You
have the ability to make marketing
message changes on the fly.

35. +
Go Online!!!
Create informative websites
for your business

36. +
Go Online!!!
Use Classifieds sites to sell
your products and businesses

37. + The Online Marketplace - Classifieds
OLX (formerly known as Dealfish)

38. + The Online Marketplace - Classifieds

39. + The Online Marketplace - Classifieds

40. +
Go Online!!!
Use of Online directory
services to advertise your
business and services

41. +
Marketing your business - Mocality

42. + Marketing your business - Vconnect

43. +
Go Online!!!
Online advertising of products
and services

44. +
Facebook Ads

45. +
Google Adwords

46. +
Inmobi – Mobile Advertising

47. +
TwinPine – Mobile Advertising

48. +
In Conclusion – Take Home
n Join the Online Community
n Create a free website today
n Take advantage of the opportunities inherent in
marketing online
Thank You
@ebufra
@innovationville
www.innovation-village.com