Digital marketers are agile to trends – Akingbala
By Ibidunni Banjoko
Omobolanle Akingbala, Head of Brands &Strategic Partnerships, Zedi Africa has explained the agility of Nigerian digital marketing professionals to trends as they change from time to time.
Making this assertion during an interview with MARKETING EDGE, she stated that Nigerians are known for matching up to global happenings to the best of their knowledge and ability.
“There is a lot of awareness of what is trending globally, ours is to work toward it. Nigeria is doing very well in being aware of global trends and we are matching up to it.”
She added that the COVID-19 pandemic caused a shift on how people expect to be served as they no longer want brands to just sell to them but to include their voices in what matters to them, things that add to their general well-being.
“There is an increase in the awareness of the value and relevance of marketing to assist brands to grow and expand, it means brands are listening to the value of marketing and are investing towards growth,” she said.
Commenting on the latest trends in marketing, the agile marketer said: “In terms of Artificial Intelligence (AI) or Augmented Reality (AR), outwardly experiencing and incorporating technology into brand experience QR code before you can shop now – QR code showing the 3D version of what the brands look like, all of those are coming into marketing in Nigeria and giving the customers an immersive experience”.
“Professionals are more aware of what is possible and making things happen in Nigeria. It is a good way of not restricting customer brand experience.
“The most popular innovation in the market space is AI. Chatbots are trending even in Nigeria. Nigerian practitioners are very quick to catch up trends, probably because there is pressure on the value of what we do. Whatever you put in as a marketer is what you get, and we have to communicate the value of how what we do can help the business,” she said.
On digital adspend, she said: “In my opinion, there has been an uptick in marketing spends for the growing tech industry. There is an understanding now that there is no need for us to bring customers, which has to make brands invest more in digital marketing. There is an understanding of marketing ROI now with gradual progression.
“Multichannel advertising will not just help brands but marketers also to build trust. As a marketer what I am saying must be consistent across all platforms. Brands want to get value for every investment, and in marketing, moment zero is very important. That is the moment when the customer will make the final decision whether to buy or not to buy. So consistency of message at moment zero is what we have to build to get the share of wallet.”
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