Direct Marketing in Nigeria

A Hot Tip about Reaching the Consumer in Nigeria

Last updated: 13 Mar 2011

Direct marketing is not yet a popular concept or method of international business expansion in Nigeria because the country lacks appropriate infrastructure such as efficient and effective transportation service, logistics and trade-facilitation services, including delivery and tracking means for secondary and tertiary markets where much of the populace resides.


However, direct marketing will become a significant marketing tool as the country’s information and communications infrastructure improves and as road networks are constructed across the country, especially in rural communities and semi-urban areas. Additionally, as Nigeria advances in its efforts to improve urban and regional planning, local and foreign firms interested in trade facilitation and logistics will establish appropriate infrastructure to support national and international trade, including direct marketing.



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Posted: 10 May 2010, last updated 13 March 2011