Digital marketing in Africa: Challenges and prospects in Nigeria

Abstract Digital commerce and marketing have become an economic mainstay and indispensable tool for socio-economic development in this era of Information and Communication Technologies and globalization. Nigeria and most African countries have embraced digital marketing and commerce because they offer businesses unique opportunities to reach a firm’s target audiences, improve customer relationships, and build brand loyalty. This study used development communications as its theoretical anchor and desktop research as the methodology to explore the role of information and communication technologies in the socioeconomic development of Nigeria with an emphasis on development, marketing, reliance, and the impact of new media on business and commerce. Findings outlined the structural and non-structural challenges affecting digital commerce and marketing in Nigeria and other African countries. The study also identified digital marketing prospects and offered solutions to help the governments of Nigeria, other African countries, and their private sectors take steps to overcome the challenges and enhance digital commerce and marketing to attain their full potential in the continent. Key Words: Digitalization, Marketing, Advertising, Promotional Communication, Development Communication, Information and Communication Technology. About the Author * Emmanuel C. Alozie, Ph.D. is a Professor of Media Communications at the College of Arts, Governors State University, One University Parkway, University Park, Illinois, U.S.A. JCMR Journal of Communication and Media Research, Vol. 16, No. 2, October 2024, pp. 63-80 © Association of Media and Communication Researchers of Nigeria (AMCRON). Article Citation Alozie, E. C. (2024). Digital marketing in Africa: Challenges and prospects in Nigeria. Journal of Communication and Media Research, 16 (2): 63-80. Full Article Words: 10,608 Pages: 18 To access full article, click on download.