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E-commerce and Marketing Challenges for New Emerging Economies - #11 Industry Sessions by EDIT. | Digital Marketing

As particularidades destes mercados são um enorme desafio para quem nele trabalha. Dar resposta ao rápido crescimento e às suas exigências, na maioria dos casos com limitações aos mais diversos níveis, impõe-nos metodologias de trabalho e estratégias muito distantes das que nos são comuns. Com esta talk gostava de partilhar convosco o perfil destes mercados e experiências a nível do e-commerce e do marketing online, particularmente, no mercado nigeriano.

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E-commerce and Marketing Challenges for New Emerging Economies - #11 Industry Sessions by EDIT. | Digital Marketing

  1. 1. E—commerce and Marketing Challenges for New Emerging Economies Sofia Santos June 2015
  2. 2. Sofia Santos Job Title i 1 I 4 . Online Marketing Professional ' Company LookAtitude Main Client Africa Courier Express
  3. 3. Common Challenges found in working with New Emerging Economies
  4. 4. Common Challenges found in working with Companies from New Emerging Economies Political and Social instability Corporate Instability Discrepancies between Professionals in terms of Professional and Academic Preparation Woman in decision making roles is a very recent phenomenon and only available to a few Communication Problems Logistic Problems
  5. 5. eCommerce Market & Consumer Peculiarities Trust & Security Issues Very Specific Logistic Requirements Demanding User Experience Mandatory Integrated Campaigns and Structures (Offline/ Online) Need to integrate National Pride and Identity in all platforms and communication Our absolute audience that is bigger then most of the European Markets but a very small percentage of the population of this countries Opportunities and Deals Driven Market
  6. 6. Common Challenges found in working with New Emerging Economies as an Online Marketeer Most Common Reasons to have a Campaign to be Cancelled or Go Wrong 0 Stock was not Dimensioned for the Campaign or we ran out of stock and no one informed you - Costumer Service/ Operations was not briefed about the Campaign and did not inform the clients properly - Social Instability does not allow you to operate on the specific day of the campaign - The agreement made with the client was changed the night before - Lack of Human Resources
  7. 7. The Greatest Things of Working with New Emerging Economies as a Marketeer Aggressive Attitude and Will to succeed from all parts Thirst for Knowledge, Opportunity and Innovation A Great New Perspective in Priorities Rapid Pace to meet results Open Mind to New Approaches Great Recognition of Quality Work
  8. 8. Audience Profiling for the Nigerian Market
  9. 9. POPULATION PROFILE i Po ulation “'1 Estimated Number of _ ' 9 [Ii p ’ Households ’ Male/ Female m U Average Persons per Ratio: ‘N household Population _ -': '. 'T];4I at-in-i-i : l.'1I'. : Growth Rate _ - lzw‘-vl _ Education Level Urban: Semi- ,3" iv 2': In, -ii-mr. urban/ Rura| ” ° 'lIll'l: lt:1l' -r—-«:4-=4-. POPULATION Y sr I : r. c .9 5 Anambra Borno Akwa Ibom Ogun Sokoto Ondo Osun Kogi Zamfara Enugu Kebbi Edo Plateau Adamawa Cross River Abra Ekitl Kmra Gombe Yobe Taraba Ebony: Nasarawa FCT Bayelsa
  10. 10. Official languages Major languages Other Ianguageslil Ethnic groups (2014191) English Hausa - lgbo - Yoruba List h do Edo - Elk - Fulani ldoma - liaw - Kanuri ltsekiri - Urhobo-lsoko lgala - lgbira - Nupe lbibio - Gwari -Tiv Brrom ~ Margi ~ Jukun Katab 21% Yoruba 21% Hausa 18% lgbo 11% Fulani 7% Elik-Ibibio 4% Kanun 3% Edo 29/D 2% liaw 2% Nope 1% Bura 8% others Religion in Nigeria (2011)“5Oi [: ] Islam (50.4%) D Christianity (48.2%) E] Animist and Others (1.4%) Source: wikipedia
  11. 11. 100% - - i I . '-. 75“ 50% 59% 25% 0% Pan Nigeria Christianity Islam ‘ 1 '! :1iL , 97% 97% 70% 70% 42% Lagos South South South North South East West 52% 21% North North East Central West - 59% of the total population are Christians, 40% muslims and 1% Traditional. - Lagos and Southwest are predominantly Christians (70%) but have a significantly large Muslim segment which account for 29% of the population - The SS and SC have 97% Christians. - NE and NW are predominantly Muslim; however, NC has 52% Christians. Source: AMPS 2013
  12. 12. E, 15% ‘‘ C1.14% D. 379’- C2, 25% - Over 50% of the total population fall within the DE social economic class - 39% fall within the middle class with only 14% in the upper middle class (SEC C1) - Only 23% fall within SEC A ‘U-‘1 I 61 it 50- 6-iyrs, 4% 6Syrso, 39-; < l6yrs, ' 17% 35- d9yrs, 19% 16 - Nyrs, 25 - Jdyrs, . 269; 32% - 75% of Nigeria's population are under the age of 35yrs - Only 3% above the age of 65yrs Source: AMPS 2013
  13. 13. Country or area Ch ml Un ind Slaima inc‘. J, ip. .n ; Uni]! . — Ru“. (1 1 Cu rrrmy Nxqr n v :3 I: Un tr 5 Knvmcm HE irmcv M«»xu: o = . E319‘- : .) South Komx Vi~'U'1.1FT indor. nut T’ PI": ppm-A . Twkrwy my . — s; .,, ,n 4 v Internet ‘ use”; .v: . . v 618,110,314 266,441,302 184,340,354 109.7()5,777 103.720.9052 87,495,296 68,131,244 65,675,054 56,954,584 54,027,428 51,638,402 42,271,899 41.499326 40,597,779 39,733,532 39,116,638 37,321,199 35,942,120 33,903,997 Rank _. 5'o¢~40u-a-um 4 . . . - N) . - In) . . b . . U’! . a 0'1 -e ‘J . a O . . <0 4 v Penetration’ 3‘ 45 80% 54,209: 15 10% 66 21>‘: 51 GO‘: - 614% 63 96' : - 38 0" 9 89 8-1‘ 3 81 92% 43 46‘ a 49 56‘ -1 84 77% 43 90‘: 15 82‘ : - 37 00% 46 25"‘: 56 46‘: 71 57‘: 4 v Rank : 100 22 158 18 B7 67 23 116 14 27 106 92 21 104 154 121 97 75 46 Source Wnkipedua
  14. 14. NET INDEX - INTERNET CONNECTION COUNTRY PROFILE htt : ex | orer. netindex. com ma s
  15. 15. What does the Nigerian Audience Demand?
  16. 16. Top Sites in Nigeria in » Alexa I Googlecom 0060' zmuesunnmseuu-meuonaxumvuuumma-¢nop. n¢eumgu. amvueosonux. uom w i 2 Goo(io. ¢om. n; WCMOOOVV Aapendmunlsuonwmakevuwofltstvvbrniniuluvinvsfixeonlleuiauufidmfloro 3 Feabookmm A! o¢| I|RNIymfl¢Ul| Om9O09H. lDIlO909@Mfi| fl$9bIdD'%l. VW0IlEUfl. .MGO ‘ P 4 vonooxom Anuiornenu(pwuluIduMuwuaeromrvunuvinaAsmswuuuocamv1mL. Mon Noedenhrt? Got duct man to web 5 Vomubtmm Vowuoeisuaeywgttyoumdconottupeoplewhonunutoyou. Up| oed. u¢ena| henyow-. IAon mu united globaliy And by country WIN Alon‘; top Silt! $!7i| (l, Loom Men 5 | “"“‘~°°"‘~N ]umioisNprie‘sNo.1endnIoavune¢onInnhoppvg¢onimnonpnIiet| honInotMva¢n_Ion 7 Iloupouorn 8 Konyuom KolUl. wmBNIIM3LN[C£Ot'WIMfl. Wfl| unr1W. flDfio6uCBlfl0Ir| ¢I&IK¢fi. _Ihl 9 Lindaikqibiagpetoom
  17. 17. The following examples include: Local and Idiomatic Expressions Strong Cultural identity Direct & Humorous approach to issues the consumer can relate to Polemic Social and Political Opinion
  18. 18. Working with “THE MAFIA DISRUPTING THE AFRICAN LOGISTICS MARKET" , I C r ‘ . , N I ‘ T I . I 1 , ‘ ‘, I A‘ I . I A F R I C A C O U R I E R E X P R E SS
  19. 19. What does ACE do? “ACE is an indigenous African enterprise, delivering world- class logistics solutions to both businesses and consumers. Founded in 2013, Africa Courier Express (ACE) is currently in 5 cities in Nigeria and expanding rapidly. ”
  20. 20. What does ACE actually do? Handles the most vital stage of eCommerce in this Markets Shares with it's clients an image that communicates Trust and Efficiency Provides online tools that allow both merchants and final consumers to track in real—time the order delivery process Responds to the market needs and adapts all services to that ( delivery methods, delivery times, contact methods, payment methods, security procedures, etc) Provides Complete Solutions to allow clients to go from the Offline to the Online
  21. 21. Examples of ACE ongoing projects
  22. 22. Thank you! Sofia Santos pt. Iinkedincomzinzsofiasantospt

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  • debalexa

    Jun. 21, 2015
  • RahulBorse12

    Apr. 8, 2020

As particularidades destes mercados são um enorme desafio para quem nele trabalha. Dar resposta ao rápido crescimento e às suas exigências, na maioria dos casos com limitações aos mais diversos níveis, impõe-nos metodologias de trabalho e estratégias muito distantes das que nos são comuns. Com esta talk gostava de partilhar convosco o perfil destes mercados e experiências a nível do e-commerce e do marketing online, particularmente, no mercado nigeriano.

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