Political marketing in Nigeria is experiencing a fundamental reset, driven by emerging innovations, data analytics, artificial intelligence, and digital platforms. According to Mike Dada, a lawyer and marketing and public relations expert with nearly three decades of experience, the industry has evolved from a rudimentary stage of "mere publicity" to a sophisticated era of strategic brand management. This transformation has enabled candidates to understand voters better, shape narratives, and compete for attention in a rapidly changing landscape.
The growth of the industry has been significant, with a shift from traditional media to a holistic ecosystem where brands are emotional, experiential, and digital. Dada notes that the industry has become a cornerstone of corporate governance and business sustainability in Nigeria and around the world. The evolution of marketing has birthed other disciplines and legs of communications, with attendant technological leveraging and impact. There is more precision and exactness in the industry today, driven by technology and science.
The impact of professionals in political campaigns has become more pronounced in recent years, with Dada and others emerging as key players in the political marketing scene. The 1993 "Hope '93" campaign was a masterclass in political communication, but for nearly two decades afterwards, political campaigns in Nigeria returned to largely "organic" or "thuggish" methods. The emergence of PRM Africa, Dada's organization, is a response to the evolving needs of voters and the need for professional political marketing strategy.
According to Dada, the voter has evolved and become more discerning and critical, requiring a new approach to political marketing. Politicians can no longer win solely by "stomach infrastructure" and/or deliberate voter suppression. Instead, they need a compelling, convincing, and distinct narrative to resonate with voters. PRM Africa provides solutions that treat the candidate as a "brand" that must promise and deliver enduring value.
Dada believes that the political environment in Nigeria is ripe for modern political marketing. After managing 16 elections end-to-end and winning all, he is convinced that political marketing and communications make a significant difference in determining who becomes victorious in a democratic election. The days of addressing the same crowd at different political rally locations are gone, and modern political marketing is now the only way to reach a fragmented and distracting audience.
The impact of political marketing is highly measurable, according to Dada. Through sentiment analysis, digital footprint tracking, evaluation, consistent control, and periodic polling, it is possible to measure the "conversion rate" of a campaign. This allows for adjustments to be made in real-time to optimize the campaign's effectiveness. Dada emphasizes that political marketing needs to be married with push strategy and on-the-ground work for success.
Dada cites a student union election story as a case study of effective political marketing. As a campaign manager with no professional training, he learned that communicating over the heads of the target audience can be detrimental. The campaign's expensive poster and overdressed candidate alienated the students, who sang a song criticizing the campaign's approach. This experience informed Dada's approach to political marketing, emphasizing the need to understand and connect with the target audience.
Key points
- The political marketing industry in Nigeria has evolved significantly, driven by emerging innovations, data analytics, artificial intelligence, and digital platforms.
- Professionals like Mike Dada are playing a key role in shaping the industry, with a focus on strategic brand management and measurable impact.
- Modern political marketing is now the only way to reach a fragmented and distracting audience in Nigeria's rapidly changing landscape.
