PHD Ghana and Nicola Mendelsohn, Facebook’s vice-president for Europe, the Middle East and Africa (EMEA), have held discussions on the challenges and opportunities for digital marketing in Ghana.
During a special luncheon at the Movenpick Ambassador Hotel in Accra for players in the digital market industry recently, Nicola Mendelsohn said the use of Facebook was growing rapidly in Africa.
She said the social media platform that is connecting people all over the world had now reached about 1.5 billion users and had over 120 million monthly users in Africa alone.
She also said the messaging app, WhatsApp, could boast of over one billion active users globally.
Nicola Mendelsohn also updated on Facebook’s roundtable with small and medium sized enterprises from Ghana earlier in the day as part of its efforts to support entrepreneurship in West Africa, and indicated it was clear that small businesses in Ghana are really keen on optimizing reach of the right customers for less money invested, having exhibited interest and capabilities in social media based marketing that exceeded her expectations.
Bright Ladzekpo, Managing Director of PHD Ghana who was one of the guests invited by Facebook Africa to connect with Nicola Mendelsohn, said the role of social media especially Facebook in redefining development cannot be undermined.
He challenged Facebook to “do more to help media agencies, clients and media owners or publishers to ensure there is optimal mutual benefits for their efforts at growing the fan base of their brands and media assets via their Facebook pages, communications and ad placements”.
“In the digital era, the consumer is in control and not the marketer, and thus the need for CMOs or marketing directors to move away from long-held myths and rethink budget allocation for campaigns by using the zero-based budgeting approach and embracing micro moment marketing to ensure effective targeting of the rather elusive audiences at the right time and place” he added.
Nunu Ntshingila, Facebook’s Africa Regional Director who led a market visit to Ghana, said Facebook was committed to using its platform to support countries to develop.
Global agencies such as Ogilvy, Publicis, and DentsuAegis as well as marketing and communications directors from Vodafone, Samsung and Nestle among others also benefitted from Facebook’s outreach programme.
PHD is one of the world’s fastest growing and most awarded media and communication agencies, with over 3,000 staff working in over 80 offices worldwide.
PHD was named ‘Media Network of the Year 2015’ by Campaign. In Africa, the PHD has three offices in South Africa and one each in Nigeria, Kenya and in Ghana where its major clients include SC Johnson, Tigo, Accra Brewery and Voltic.