An Assessment Of Twitter Ban On Digital Marketing

An Assessment Of Twitter Ban On Digital Marketing

First Part

Introduction

1.1 Context Of The Study

The evolution of digital marketing is inextricable from the evolution of technology. In 1971, Ray Tomlinson sent the first email, and his technology paved the way for people to send and receive files through various machines (Nielsen, 2016). This was one of the earliest significant events. 1990, when the Archie search engine was created as an index of FTP sites, is the period most commonly associated with the beginning of digital marketing. In the 1980s, computer storage capacities were large enough to store vast quantities of consumer data. Instead of using a limited list broker, businesses began utilizing online strategies, such as database marketing.These types of databases enabled businesses to monitor customer information more effectively, thereby transforming the buyer-seller relationship. Digital marketing is the marketing component that uses internet and online-based digital technologies to promote products and services (Techopedia, 2018). The development of this technology in the 1990s and 2000s altered how brands and businesses use technology for marketing. As digital platforms became more integrated into marketing plans and daily life, and as more people use digital devices instead of visiting physical stores, digital marketing campaigns have become commonplace, combining search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, and social m

When the Federal Government of Nigeria announced on June 5 that Twitter would no longer operate in Nigeria, the majority of businesses that use digital marketing to operate on social networks faced uncertainty. Twitter is an American microblogging and social networking service where users publish and interact with “tweets” Unregistered users can only read tweets. registered users can post, like, and retweet tweets. Users can access Twitter via its website interface or its application software for mobile devices. Suffice it to say that Digital Marketing is augmented by social networks, so there is no doubt that this prohibition will have a negative impact on the profitability of brands and businesses whose Twitter handles are used for digital marketing. This research will examine the implications of Twitter’s ban on digital marketing based on this premise.

1.2 DESCRIPTION OF THE PROBLEM

Brand awareness, the degree to which consumers and the general public are familiar with and recognize a particular brand, is one of the primary objectives of contemporary digital marketing. Brand awareness is essential in digital marketing and marketing in general due to its influence on brand perception and consumer choice. It is essential to note, however, that many businesses and brands rely on digital marketing to promote their products on social media platforms such as Instagram, Facebook, Twitter, YouTube, and others. Thus, for a company that has spent years cultivating an online presence and reputation, the inability to access any of their media accounts indicates that they are on the precipice of losing the niche they have cultivated.Due to the federal government’s judgment on one of the sociabrands l networking sites, such as Twitter, this was the uncertainty that struck the majority of businesses.

On 4 June 2021, the Nigerian government imposed an indefinite ban on Twitter, preventing it from operating in Nigeria, after the social media platform deleted tweets from Nigerian President Muhammadu Buhari warning the Igbo-dominated south east of Nigeria of a potential repeat of the 1967 Biafran Civil War (CNN, 2021).The Nigerian government claimed that the deletion of the President’s tweets influenced their decision, but it was ultimately based on “a litany of problems with the social media platform in Nigeria, where the spread of misinformation and fake news has had violent consequences in the real world.” Although the ban was condemned by Amnesty International, British and Canadian missions, and the Swedish Embassy in Nigeria, as well as domestic organizations such as – the Socio-Economic Rights and Accountability Project (SERAP), the implications of this ban are likely to have a negative impact on brands and businesses operating via digital marketing, negatively impacting customer engagement, brand awareness, and the profitability of such brands, while a new startup may benefit from the ban. In light of this context, the purpose of this study is to examine the implications of Twitter’s restriction on digital marketing.

1.3 PURPOSE OF THE STUDY

This study’s primary objective is to investigate the impact of Twitter’s suspension on digital marketing. Specifically, the research aims to

Determine the nature of the Twitter ban’s impact on brands and businesses using digital marketing in Nigeria.

2. Determine the extent to which brand products were sold via digital marketing on their Twitter handle before Twitter was banned in Nigeria.

Determine the extent to which brand awareness and brand niche were created through digital marketing on their Twitter account prior to Twitter’s suspension in Nigeria.

Examine whether the revenue and profitability of digital marketing in Nigeria will also be impacted by Twitter’s recent ban.

1.4 Research Questions

The investigation is directed by the following questions:

What kind of impact does Twitter’s ban have on Nigerian brands and enterprises that use digital marketing?

What percentage of brand products were sold through digital marketing on their Twitter handle before Twitter was banned in Nigeria?

3. To what extent were brand awareness and brand niche developed through digital marketing on their Twitter handle before Twitter was banned in Nigeria?

How will the recent Twitter prohibition affect the revenue and profitability of digital marketing and brand awareness in Nigeria?

1.5 Importance of the Research

Given that this study describes the nature of the Twitter ban’s impact on digital marketing, as well as the significant roles played by this sector, it is crucial to note that the findings and theoretical aspect of this work will be applicable to the major business brands and businesses that operate online through digital marketing. In addition, the study will be beneficial to students, researchers, and other individuals who may be interested in collecting data or conducting research on the topic under investigation.

1.6 Radius Of Study

The scope of the investigation into the Twitter moratorium on digital marketing. Therefore, the research is restricted to GoTV Lagos.

1.7 Limitation Of The Study

Among the limitations of this investigation are:

Finances: Due to the researcher’s economic difficulties, the possibility of a larger sample size, which would have allowed the study to reach a larger region, has become untenable; therefore, this work is restricted to Lagos state-based GoTV centres.

It was unsurprising that the researcher was constrained by time, as it posed a direct obstacle to the comprehensive coverage intended for this report. It was the intention of the researcher to conduct interviews with all of the employees of the selected GoTV outlets; however, due to the researcher’s extensive academic, professional, and social obligations, it was deemed impractical to do so. Consequently, only the digital marketing department was enrolled as a participant in the study.

Attitude of respondents: The majority of employees do not collect the questionnaires, and of those who do, only a few pay the necessary urgency in completing and returning them. Others did not return theirs at all. Others were less cooperative and may have provided unreliable information out of fear of being exposed, despite the researcher’s assurances that all information would be kept strictly confidential and used solely for educational purposes.

1.8 DEFINITION OF TERMS

Twitter is an American microblogging and social networking service where users publish and respond to messages known as “tweets.” Unregistered users can only view tweets. Registered users can post, like, and retweet tweets.

This is the official halt to the operation of Twitter, as mandated by the Federal government of Nigeria on June 5, 2021, until the owners of the social network satisfy the newly imposed requirement from the government of Nigeria.

Digital marketing is the aspect of marketing that uses internet and online-based digital technologies to promote products and services, such as desktop computers, mobile phones, and other digital media and platforms.

Brand Awareness is a marketing term that defines the extent to which consumers recognize a product by its brand name. Creating brand awareness is a crucial stage in promoting a new product or revitalizing an existing brand. Ideally, brand awareness would include the characteristics that set the product apart from the competition.