Political marketing in Nigeria is undergoing a significant transformation, driven by advances in data analytics, artificial intelligence, and digital platforms. According to Mike Dada, a seasoned marketing and public relations expert, this shift goes beyond the adoption of technology. With nearly three decades of experience in strategic public relations, advertising, and political campaigns, Dada believes that the change is fundamental to how candidates understand voters, shape narratives, and compete for attention.
Dada, who is the CEO and Managing Director of PRM Africa Marketing and Communications Ltd, has witnessed the growth of the industry from a rudimentary stage of "mere publicity" to a sophisticated era of strategic brand management. He notes that the industry has evolved from a reactive to a proactive, data-driven discipline, leveraging traditional media and digital platforms to create emotional, experiential, and engaging brand experiences. This transformation has made marketing a cornerstone of corporate governance and business sustainability in Nigeria and globally.
The marketing and public relations expert highlights that the industry has become more precise and exact, thanks to technological advancements and scientific methods. Dada's own career has transitioned from traditional brand building to the high-stakes arena of political marketing, where he has observed a profound transformation in how value is communicated, whether for a product or a presidential candidate. His organization, PRM Africa, has emerged as a key player in the political marketing scene, driven by the realization that voters have become more discerning and critical.
According to Dada, the 1993 "Hope '93" campaign, led by Abiola, was a masterclass in political communication for its time. However, for nearly two decades afterwards, political campaigns in Nigeria reverted to largely "organic" or "thuggish" methods, sidelining professional political marketing strategy. Many political candidates still rely on crude and unstructured push strategies, using fellow politicians and volunteered relatives as campaign committee members to communicate their intentions and manifestoes to potential electorates.
Dada attributes the emergence of PRM Africa and the current professionalization of political marketing to the evolving needs of voters. He believes that voters can no longer be won over using traditional methods and that a more sophisticated approach is required. The organization's approach focuses on understanding the voter's needs, preferences, and behaviors, using data analytics and digital platforms to create targeted and engaging campaigns.
The political marketing expert emphasizes that digital technology is crucial for effective political marketing in Nigeria. He argues that political marketing must be digitally driven to resonate with people, particularly the younger generation. Dada's views are shaped by his extensive experience in marketing and public relations, as well as his observations of the evolving needs of voters and the impact of technology on the industry.
As the industry continues to evolve, Dada believes that political marketing will become increasingly data-driven, precise, and targeted. He expects to see more emphasis on digital platforms, social media, and data analytics in political campaigns, enabling candidates to better understand voters and communicate their value proposition effectively. Ultimately, Dada's goal is to professionalize political marketing in Nigeria, making it more effective and responsive to the needs of voters.
Key points
- Political marketing in Nigeria must be digitally driven to resonate with people.
- The industry has evolved from a reactive to a proactive, data-driven discipline.
- Voters have become more discerning and critical, requiring a more sophisticated approach to political marketing.
