2021: Practical Marketing and Advertising Foresight of What Nigerians Are Searching on the Internet

2021: Practical Marketing and Advertising Foresight of What Nigerians Are Searching on the Internet

As people, businesses and governments spend minutes, hours, days and weeks in 2021, the use of the Internet for various purposes is on the increase. From January 1 to January 17, different categories of information have been searched and read. In the previous analysis, our analyst reported that people in Nigeria searched sports, and life and style related information or news more than other categories, which included education, health, business, crime and politics, between January 4 and January 8, 2021.

These results suggest that people searched and read what appealed to them during the period of analysis based on their needs. For instance, within sports category, people searched and read foreign football matches and players than local ones. Foreign musicians and artistes occupied people’s mind when they sought information or read the news within the life and style category.

Outcomes of the current analysis are not quite different from what was discovered in the earlier analysis. From January 9 to January 17, 2020, Nigerians’ interest in sports, especially football, and life and style were higher than the interest in other categories [see earlier notes]. Further exploration of the interest in varied information or news indicates that the volume of consuming [through searches] was relatively high for sports, life and style, and politics [see Exhibit 1]. In terms of search volume [number of times people searched a particular information/news category], sports, life and style, and politics led other categories. People consistently searched these categories within 2,000+ and 3000,000+ thresholds [see Exhibit 2] during the analysis period.

The dominant search volume categories were 5,000+, 10,000+ and 20,000+ thresholds. In the next 14 days [starting from January 18, 2021 to January 31, 2021], our analysis suggests same thresholds of search volume. Our analysis further reveals that information/news within the sports category were searched 21,943 times per day during the period of analysis [14 days]. Life and style category [20,696 times], education [13,875 times], health [11,666 times] and politics [11,000 times] followed the sports category.

Exhibit: 1 Percent in Rankings of Search Volume of Category of Information/News Consumed

Source: Google Trends, 2021; Infoprations Analysis, 2021

Exhibit 2: Search Volume of Category of Information/News Consumed

Source: Google Trends, 2021; Infoprations Analysis, 2021

Exhibit 3: Average Search Volume of Category Per Day [14 Days]

Source: Google Trends, 2021; Infoprations Analysis, 2021

Exhibit 4: Last and Next Days Projection

Source: Google, 2021; Infoprations Analysis, 2021

Implications

These insights have practical implications for marketing and advertising of products and services in Nigeria in the next days [the details of dominant information/news that will be searched and read is available on request]. Researches have shown that effective digital marketing, especially positive outcomes of Search Engine Optimization usage, depends on the extent to which digital marketers publish or disseminate messages to targeted audience using tailored approach.

A recent research reveals that organic search remains the largest driver of traffic to websites across the Internet because it accounts for 53% of organic traffic to websites across the Internet. It has also been established that 93% of online experiences begin with a search engine. For the next days, digital marketers, most importantly, those promoting products and services that fall within the dominant information or news read in the last 14 days and next 14 days [available on request], need to develop Real Time Strategic Digital Marketing Plan with measurable goals and objectives.

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