Digital marketing in Nigeria has seen significant growth in recent years, driven by increasing internet penetration, mobile phone usage, and a youthful, tech-savvy population. Here, Favour Nmesoma Uchechukwu, a digital marketing expert, in this interview with ANTHONY NLEBEM, spoke on the projection for media marketing in Nigeria’s landscape, challenges and solutions. Excerpts:
What is your projection for media marketing in Nigeria, say ten years from now?
In the next ten years, the Nigerian media landscape will undergo a profound transformation. Driven by rapid digital adoption, marketers will increasingly rely on data-driven strategies to reach a sophisticated and discerning audience. Video content will reign supreme, with short-form platforms driving engagement. Influencer marketing will evolve, with micro-influencers and authentic partnerships becoming the norm. AI and automation will optimise campaigns, freeing marketers to focus on creativity and storytelling.
However, the Nigerian market is diverse, and marketers must tailor their strategies to regional nuances. Local content will flourish, resonating with audiences on a deeper level. As the country progresses, media marketing will play a pivotal role in driving financial inclusion and sustainable development. Emerging technologies like the metaverse and Web3 will present new opportunities and challenges. Marketers who prioritise data privacy, ethics, and sustainability will gain a competitive edge. The future of media marketing in Nigeria is bright, promising innovation, growth, and impact.
What specific media marketing campaigns have you worked on, and what were the outcomes?
My experience spans various industries, each contributing to my skill set and providing valuable insights.
At Heels and Tech, an EdTech company, I spearheaded a Facebook advertising campaign aimed at new and stay-at-home mothers, with the goal of helping women, especially mums with no tech background, transition into non-code tech roles. By conducting in-depth audience research and creating highly targeted ad creatives, I successfully increased conversions and click-through rates (CTR). A retargeting campaign complemented this effort, yielding impressive results with higher click-through rates and lower costs per click.
Currently, at Prospa Technology, I’m leading performance marketing initiatives. A key accomplishment was boosting app installs by an impressive 1100% within a month through rigorous A/B testing and funnel optimisation. Additionally, I’ve implemented new email marketing tools to nurture partnerships and expand our member base. By consistently monitoring performance metrics and staying updated on industry trends, I contribute to data-driven decision-making and overall campaign success.
How do you stay updated with the latest trends and changes in media marketing?
To stay at the forefront of media marketing, I employ a multifaceted approach. I consistently monitor industry trends through a combination of platforms and strategies. This includes following influential thought leaders on social media, attending industry conferences and webinars, and subscribing to relevant publications.
Moreover, I actively participate in online communities and forums to engage with colleagues and exchange knowledge. By conducting regular competitive analysis, I identify emerging opportunities and potential threats. My aspiration to assume a CMO role in a global company fuels my relentless pursuit of knowledge. I believe that by not only staying updated but also proactively shaping industry trends, I can position myself as a strategic leader.
What can you say about the growth of the media marketing landscape in Nigeria?
The media marketing landscape in Nigeria is experiencing rapid growth, fueled by increasing digital adoption and a growing middle class. There’s a rising demand for data-driven strategies and content marketing. However, challenges such as limited digital infrastructure and measurement limitations persist. To fully capitalize on the growth potential, there’s a need for investment in digital skills and infrastructure.
Any challenges and solutions to drive the growth of media marketing in Nigeria?
Key challenges include limited digital literacy, measurement challenges, and a fragmented media landscape. To drive growth, we need to invest in digital education and training, develop robust measurement frameworks, and foster collaboration among industry stakeholders. Additionally, supporting local content creation and promoting digital advertising will contribute to the overall ecosystem’s development.
Is the media marketing business well-regulated in Nigeria?
While there are some regulations in place, the media marketing industry in Nigeria is still evolving. Self-regulation and industry standards play a crucial role in maintaining ethical practices. There’s an opportunity to develop a more comprehensive regulatory framework to protect consumers and ensure fair competition.
How do you determine the target audience?
Determining the target audience involves a combination of market research, customer segmentation, and data analysis. I use demographic, psychographic, and behavioral data to create detailed audience profiles. Understanding their needs, preferences, and online behavior is essential for developing effective media strategies.
How will media marketing help boost brand penetration and awareness?
Media marketing plays a vital role in building brand awareness and penetration by increasing visibility, reaching target audiences effectively, and creating compelling brand stories. Through strategic media planning and execution, we can generate buzz, drive engagement, and ultimately build a strong brand presence.
What are some common challenges you face in media marketing, and how do you overcome them?
Common challenges include budget constraints, ad fraud, and measuring ROI. To overcome these, I focus on optimizing media spend through data analysis, implementing fraud prevention measures, and setting clear KPIs. Collaborating with clients to align expectations and demonstrating the impact of campaigns is crucial for building trust and securing budgets.
What are the biggest trends shaping the future of media marketing?
AI and machine learning are revolutionizing media marketing by enabling hyper-personalization, automated bidding, and predictive analytics. The rise of programmatic advertising and influencer marketing are also reshaping the industry. Additionally, privacy regulations like GDPR and CCPA are forcing marketers to adopt data-driven strategies that respect consumer privacy.
How do you see the role of traditional media evolving in the next few years?
Traditional media will continue to play a role, especially for building brand awareness and reaching specific demographics. However, the focus will shift towards digital integration and cross-platform campaigns. Traditional media outlets will need to adapt to changing consumer habits and embrace digital technologies to remain relevant.
What informed your decision on your career path?
Growing up as the second child of an Igbo businessman, I was immersed in the world of commerce and I loved every second of it. Witnessing the transformative power of digital platforms on family businesses, such as the shift from physical stores to online marketplaces, ignited my passion for understanding how technology could reshape industries.
My innate curiosity about consumer behavior and the mechanics of online marketplaces led me to explore various marketing strategies. From dissecting successful campaigns of global brands to analyzing local market trends, I developed a keen eye for identifying opportunities and crafting compelling narratives. This combination of business acumen and creative flair naturally propelled me towards a career in media marketing, where I could leverage my skills to drive growth and innovation.
How have you been able to scale through?
Scaling through in media marketing requires a combination of skills and adaptability. I’ve consistently upskilled myself through constant learning, leading to certifications, workshops, and online courses. Building strong relationships with clients and stakeholders has also been crucial. Moreover, staying updated with industry trends and leveraging data-driven insights has helped me navigate challenges and achieve success.
What new technologies or platforms are you most excited about in the media marketing space?
I’m particularly excited about the potential of augmented reality (AR) and virtual reality (VR) for immersive brand experiences. Voice search and chatbots are also transforming customer interactions and creating new opportunities for engagement. The integration of these technologies with data-driven marketing strategies will open up exciting possibilities.
