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Why Brands Should Take Media Monitoring Seriously in 2023

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Why Brands should take Media Monitoring seriously in 2023

By Queen Nwabueze

Please allow. Let’s start this article by drawing the conclusion: Only Media Monitoring and Intelligence Services were able to foresee the level of uncertainty that 2023 would bring for businesses. Therefore, if you are not involved in the Nigerian Media Monitoring Industry, you must agree that trying to predict what the election year will bring is utterly absurd.

We all love data as business organizations, but it’s time to stop assessing and analyzing the effectiveness of our media and public relations strategy using unhelpful data, or we’ll miss the purpose.

What KPIs and metrics are you using for measurement? Equivalence in Advertising Value? Sorry, but AVE is considered to be a vanity metric, given its age.

Using a relatable analogy: Using vanity metrics to gauge the success of your marketing campaign is like using an Instagram filter to cover up all of your imperfections. You look fantastic, but that isn’t a true reflection of who you are.

Vanity metrics give the impression that your public relations and media campaign are successful. There isn’t really any value in the numerous newspaper references, the cover pages featuring your CEO, or the hundreds of connections to your website that you have. Why? Since they are also susceptible to manipulation, they won’t provide you with any ACCURATE information about your company or the behaviour of your supporters.

But! Today, it’s not about AVE and other meaningless numbers. Let’s discuss the elections in 2023.

What stage of election preparation are you at as a brand? Do you intend to keep tracking and assessing your exposure and reputation quotient in the same manner and hope for a different favourable outcome? No way!

Every new administration in Nigeria takes office with its own set of guidelines and regulations that frequently burn corporate organizations. The truth is that these gods just use their own method of rolling the dice, and someone very low on the corporate ladder loses something important. Numerous companies have had to close their stores as a result of inconsistent policies that the government of the time truly believed to be harmless.

Do we still punish this sleeping dog, though? Lay it off!

Change the baton yourself by going ahead. Start accepting accountability. How? The first step in getting anything in-depth for you is to work with Media Monitoring and Intelligence agencies who have received AMEC certification. AMEC? You ponder, “But why AMEC?”

A comprehensive, genuinely data-driven method of assessing and auditing communications became essential as PR evolved through time and PR professionals began working across all media. The International Association for Measurement and Evaluation of Communication (AMEC) now steps in to help with this. For measuring each PR effort for any significant brand, the Barcelona Principles and AMEC’s integrated evaluation methodology are the de facto gold standard.

As an AMEC member, P+ Measurement Services’ top piece of advice for companies in 2023 is to focus on holding yourself accountable rather than the unstable political landscape and the new administration. Ask your clients if they want to diversify their board, which used to be made up entirely of non-politicians. Additionally, look within. Are you noticing that you continually use the same spokespeople to target more conventional publications? Shake things up. Give everyone in the C-suite a chance to shine. Accept new publications that appeal to a wide readership! Simply change a few things up and watch how well you do. These days, the brands that deviate from the usual are the ones that succeed!

What about the incoming administration? Yes, you have developed a solid public affairs and government relations plan. But do they actually function? how did you find out? The Nigerian Institute of Public Relations (NIPR) is another matter. The Lagos section? any further industry regulators? What problems exist? What new regulations are there? How precisely do they impact the existence and activities of the brand? Are you certain?

Did you even realize that there were policy updates and other modifications that you might not have been aware of because you were preoccupied with ensuring the delight of your customers? Have you ever considered that 2023 may establish and bury policies and concerns in the media that you missed because you were only looking out for mentions of your brand and competitions? You are too busy for any REAL Media Monitoring job, regardless of how you try to justify it. So just hire independent experts to handle that crucial aspect of your corporate existence. Your brand needs pro-data, media performance analysis, and public relations evaluation, which Media Intelligence Services provide, to start and at every stage until 2023. QED!

It’s fascinating that P+ Measurement Services is one of, if not the only, Nigerian Media Monitoring and Intelligence Agency to be a part of the esteemed international organization AMEC here in Nigeria. AMEC is the perfect fit!

P+, a well-known national and international provider of Media Intelligence Services, has never shied away from the lauded Barcelona Principles. Say there is too much jargon. The Barcelona Principles are as follows: Focus on the outcome of your campaigns rather than just the output; abandon metrics that are equivalent to AD value; and acknowledge the PR worth of outcome evaluation and performance audit. Simple!

Indeed, given the transformation of the media landscape, why not think outside the box when it comes to earned media placements. You assumed you knew this, but you’re about to learn that you don’t: your target audience is already focusing on other media and content consumption. There are many options to spread your content right now, from building your own blog, podcast, or vlog to investing in a breezier social media campaign. But to avoid wasting money, let the data guide your choice.

Please don’t just go into this deep ocean called 2023 without robust media intelligence as the driver, again from P+ Measurement Services.

In truth, the same PPlus had always been in the lead, pushing for the establishment of the Nigerian Media Monitoring and Measurement Association as the industry’s governing organization (NIMMA). Award-winning P+ has been pushing for the establishment of the Nigerian Media Monitoring body for nearly ten years, even going so far as to publish details of how it operates so that everyone may plainly and unambiguously see that NIMMA is OUR VERY OWN!

You see? No need for alarm. As a corporate brand or HNI, you already have a highly qualified Media Monitoring and Intelligence Service in P+ that can handle and give you specific information about what the election year of 2023 has in store for your brand and your particular industry.

Click to get started https://www.pplusmeasurement.com.ng/demo

Brands/Products

How SMEs Can Take Advantage of Social Media Advertising for Scalability

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Social media advertising

By Otori Emmanuel

For every company out there, there is an in-depth goal to increase its market share in both the local and global market space. The profit margin of a company is largely dependent on the audience at its disposal.

Before now, companies have used various forms of advertising to promote their product in order to reach their target audience, including traditional forms like newspaper publications and radio broadcasts. These ad methods delivered effective results until the masses moved to social media.

Currently, with over 3.7 billion people on different social media platforms engaging their times in ways that make them happy, every business should definitely have a cut of this mass audience as their potential customers.

With people of different demography, gender, age and behaviours all in the social media space, there is absolutely a guarantee that every company’s audience is represented in this space.

Amongst the various forms of advertising, social media ads have recently dominated the advertising sector. Companies have multiple options in the form of platforms which deliver massive results through the audience at their disposal, with Facebook alone having 2.9 billion active users on monthly intervals.

Also, there are over 10 social media platforms for individuals and organisations to choose from, including Facebook, Instagram, Twitter, Pinterest, etc, when choosing to promote their brands.

Social media advertising is very effective because of its conversion rate. On average, over 28% of users on the internet have agreed to make choices of brands and products when they see them as ads on the internet.

Over 80% of the United States population is using one or more social media platforms. This has worked for both sellers and buyers. For the buyer, it has created awareness of new products to choose from and updates on existing ones. The promoter or organisation gets the most out of it, as they get to increase sales conversion, grow audience reach, help to understudy competitors and boost brand image. However, this result is tied to how engaging the content is, using the right keywords for written content and clarity for video ads.

Also, deciding the type of content type to create for your ads is a key factor to be considered. Different ad types work differently for different niches and purposes. You could either use ad copy (written text) or use visual content.

Here are a few tips to consider when deciding which content type to go for: Consider what you’re trying to promote and then determine where on which platform your audience is more likely to be represented; What is the conversion rate of such a platform and then decide which content type would work better there between visuals and ad copy.

How to increase your conversion rate, consider these factors:

  • Study and categorize your audience based on their demographics, age, location and psychological factors influencing their behaviours towards brands.

  • Decide the type of ads that would deliver the result you seek.

  • Create compelling content that targets your desired audience using keywords that users can relate to. Place your ads in positions where they’re seen clearly.

  •  Create an appealing landing page with a brief description and a call to action icon to help your visitors make quick decisions. Link this landing page to your ad, and once people visit, swiftly collect their data and follow them as they are your prospective customers.

In conclusion, the result from an ad may not deliver the desired outcome the first time. But certainly, it will leave you with clues to help you improve on subsequent ones. Always track your ad performance and measure conversion rate by dividing conversion by the number of impressions and then multiplying it by 100. The formula is = Conversion/no of Impression * 100. This will help you know the ad or platform that delivered the most results.

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Brands/Products

Jumia’s Awodu, Others for P+ Measurement’s 2022 AMEC Measurement Month

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AMEC Measurement Month 2022

By Modupe Gbadeyanka

The Head of Public Relations and Communication at Jumia Nigeria, Mr Robert Awodu, will join other experts for the International Association for the Measurement and Evaluation of Communication (AMEC) Measurement Month in Nigeria, slated for Friday, November 25, 2022, from 12 pm to 1:30 pm.

This event is organised by the leading intelligence agency in Nigeria, P+ Measurement Services, in collaboration with AMEC.

A statement from P+ Measurement disclosed the theme of this highly-anticipated programme is Measurement and Evaluation: Why It Matters in today’s PR World.

Other panellists for this edition include Francois van Dyk, Head of Operations at Ornico in South Africa; Okusaga Mobolaji, Managing Consultant at Precise Platform in Nigeria; Thomas Stoeckle, Self-employed Consultant, and Educator; Lecturer at PR Academy UK, Bournemouth University UK and Quadriga University Berlin; and Consultant at communication agency Dot I/O Health.

The annual AMEC Measurement Month (#AMECMM) aims to enlighten PR and communications experts and professionals in Nigeria.

It was stated that the event, which will be held virtually on the Google Meet platform, is to inform Public Relations and Communication professionals about the significance of measurement and evaluation in the PR and media space, with industry experts analysing and offering insightful answers to the many unanswered questions in the industry.

AMEC Measurement Month is a free event that includes webinars, CEO conversations, workshops, and a lot more. It focuses on assisting PR and communications professionals in comprehending the value and significance of PR measurement.

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Brands/Products

SweepSouth Exits Nigeria Over Unfavourable Environment

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SweepSouth

By Adedapo Adesanya

After about five months of its operations, SweepSouth Nigeria has announced plans to suspend its operations in the country from Friday, November 25, 2022.

In a notice seen by Business Post, the South African home cleaning service startup said the unfavourable macroeconomic environment has hit its business hard and has forced its hand to halt services.

“Due to the unfavourable global macroeconomic environment, the home service industry continues to be hit hard. This has meant that our business cannot sustainably operate due to the economic pressures being faced at the moment.”

It noted that the “difficult decision” would impact its loyal customers but noted that all services within the next three days would be handled while those after the set deadline would be cancelled with customers.

“This has been a difficult decision to make considering our passion to serve the Nigerian market. We know this decision will negatively impact our SweepSouth community and Sweepstars. Therefore, we ask for your support and understanding as we navigate this time.

“All bookings scheduled to take place between now and November 25th will remain in place. We will be cancelling all bookings scheduled to take place after November 25th, 2022 – customers will receive full refunds for any bookings that have been paid for in advance, and full refunds for Sweepcred loaded in customers’ accounts,” it added.

Despite its exit from the Nigerian market, the company said it would continue to provide its service in South Africa and Egypt, adding that it will continue to study the market for a possible re-entry in the future.

“While we will no longer be operating in Nigeria, we will continue to keep abreast of activities in the Nigerian market and work towards a potential re-entry into the market at a later date.”

The Johannesburg startup entered Nigeria in June 2022 to allow people to book home cleaning services at affordable prices and connects them with cleaners they call SweepStars, who are carefully vetted and are professionals with extensive experience in home cleaning.

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