Digital advertising is growing in Nigeria – Babatunde

By Ibidunni Banjoko

Dotun Babatunde, Head of Digital Marketing, Olam Nigeria Limited has said digital advertising is a growing industry now than before, noting people are now seeing digital as an important component in the communication mix.

Mr. Babatunde stated this during an exclusive interview with MARKETING EDGE, Nigeria’s foremost brand and marketing magazine. He mentioned that with the effect of COVID-19 pandemic, businesses are now seeing the importance of digital marketing based on the fact that the largest percentage of Nigerians is youth.

He added that any business targeting the youth cannot depend on traditional media alone but also on digital platforms.

“How many youths read newspapers or watch TV on a daily basis? They are online so the only way to reach them is online, and this has made people see digital marketing as a key component in the marketing mix,” he said.

Mr. Babatunde further said: “People are going on and offline, they are not stable, they want to know more about products and brands, they want to do their own research, and they go to physical stores. So, it’s important to have both an online and offline presence.”

Emphasizing the importance of video, he said: “Video is important in ad strategy, it makes it easier. Instagram, for instance, is pushing more video based content now than images, and it’s catching people’s attention rather than to read or look at pictures.”


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