DISRUPTION: The New Language for Brands


Everybody talks about the need for disruption and how brand owners are looking towards creating a whole new definition to brand preference. That being said, what really is disruption?

Simply put, this is the alteration of activities, processes or events.

Every brand manager has a history of researches carried out around his/her target audiences. What kind of platforms interest them? Are they predominantly male or female? Do they really have the purchasing power? etc… These are questions that shape your marketing ideas and campaigns. However, this is rapidly changing at an alarming rate. I mean, you are more likely to see someone who can barely afford to spend 5,000 naira every week, using an Iphone6s. This change is happening rapidly. It can be attributed to different factors:

Online Access to Information:  The internet contains the largest amount of information in the world. Online users are most sophisticated than ever. The social media has totally changed the way in which we consume information. So rather than go to search for information, we simply wait and information just come, hitting us straight in the face. This has changed behavioural patterns as people now believe they have the power to make a choice and make their voices heard.

Lower Attention Span: No one pays attention to a brand message anymore. Every online user understands that brand messages are just a waste of time and wouldn’t want to dwell on them. So, as a brand manager, if you constantly push out brand messages, don’t ask why the online space isn’t generating great returns on investments. You just haven’t been innovative in your approach.

Having mentioned these, your target audience of today was not the same target audience 5 years ago. They are not the same target audiences of 10 years ago. Technology and information has changed their behavior. Now understanding this, what is the current behavioral pattern of your target audience? Answer: There is no behavioral pattern. They are unusual. They are unpredictable. They are disruptive!

In order to get their attention, your brand has to be disruptive. Do unusual things to catch their attention. Perhaps developing a fashion campaign for an FMCG brand or a music concert for an oil and gas marketing firm. These may sound absurd, but they may capture your audiences faster than you think.

Monitor: Always make sure that you keep an eye on your ‘target audience’ daily. What do they like? What are their interests? How did they react to a certain story or content? Our monitoring service captures all these behavioural patterns effectively and in real time. Read more about our monitoring service here.

The bottom line is to be very fluid in your marketing campaigns. Status quo works but it isn’t as effective as before. Also, if you don’t try, you may never know.

LinkedIN – An Underrated Social Media Platform


Quite a number of us are on LinkedIn, but are we really making use of the platform? I have personally asked a couple of social media users if they are on LinkedIn and the responses I got weren’t particularly encouraging. While some said they were there but not active, some others didn’t even know what LinkedIn was.

For those who don’t know what LinkedIn is, it is the largest professional social website in the world. So rather than meet your friends and chat about informal stuff (Facebook), or follow brands, threads and celebrities (Twitter), you can meet with your friends who are professionals. By doing so, you can share business ideas, seal contracts and even get mouth-watering JOBS!

Having said all of that, it’s very strange that we currently have less than 5 million professionals on such an amazing platform while we have over 20 million users on Facebook. There are so many things we could do with social media.

The platform gives you access to top professionals currently in your field and other industries. This is easy to achieve by just making use of keyword searches on the platform. A very interesting  feature is their CV-like profiling. Your profile is structured like an actual CV for other professionals to look at. This gives recruiters the ability to search and make selections on competent and experienced professionals just by glancing at your profile. Amazing right? Read more

Lassa Fever – Online Stats (January 2016)

Apart from feuds between music celebrities and popular political rows, a major talking point for 2016 so far in Nigeria has been the case of the deadly disease – The Lassa Fever.

Lassa Fever (Lassa Hemorrhagic Fever) is an acute and often fatal viral disease, with fever. The Lassa Fever is usually acquired from infected rat. This has been spread to different parts of Nigeria with a couple of recorded deaths already. Unlike the case of the Ebola virus, no one knows how it spread into Nigeria and it has become imperative to keep surroundings clean and free from all types of rats.

As expected, the rate of purchase of rat gums and poisons have soared and hand sanitizers will also be in huge demand. However, a very surprising aspect is the conversation figures that Lassa Fever has generated online from the 1st of January till now. Putting into consideration, the fact that 2016 has been a busy year so far with different and twisted stories, Lassa Fever has topped the conversation.

Online Content Sources of Lassa Fever

A whooping 1.4 billion potential impressions have been generated with Twitter taking about 99% of the whole conversation. Of course, general conversation tone on Lassa fever has been quite negative. Popular music celebrity @IamDbanj has racked up over 140 retweets on his tweet on keeping environment clean – making him the second most influential Twitter author for the Lassa Fever in Nigeria after @adeyanjudeji. Read more

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