Digital technology accelerates growth of MarCom in Nigeria – Mohammed
By Abimbola Mohammed
Dipo Mohammed, Manager, Brands Marketing & Communications at Inlaks Limited, said digital technology has helped the growth of the marketing communication industry in Nigeria. According to him, technology has helped lots of agencies to groom people into professionals within the shortest possible time, knowledge that would’ve taken them 5-10 years to acquire.
Mohammed made this call in an interview with MARKETING EDGE ON TV, where he spoke on the growth, technology, opportunities and shift in MARCOM industry.
“The marketing communication industry has grown over time, thanks to the growth of digital technology. It has provided more opportunities for people to have a source of income beyond having to wake up in the morning and go to offices; creative people can now operate from their own spaces.
“However, beyond that we still have the agencies that are playing an impactful role. I think over the years these agencies have been able to groom a lot of people (including me) who have gone over to the client side and are doing a lot of great stuff. I think that we still have lots of more opportunities; what we need to do is to ensure training for younger people because we already have the brain drain syndrome, so it makes it a bit challenging for people to come into that space. So the people who are in that space, I mean people like me and some of my contemporaries and seniors, need to focus on ensuring that younger people get trained better,” he said.
Speaking on opportunities that technology has provided for the marketing communication industry, in terms of employment opportunities and economic development, he said: “There are so many opportunities. As you know there are different segments of marketing, for example, PR, Advertising, Digital marketing etc. So the opportunities are the fact people can now make revenue beyond having to subscribe to working for people. It creates opportunity growth for the economy because while people set up businesses, SMEs contribute to the economy development. The marketing communication space is also improving the economy. If you look at the unemployment market, for every person who is able to use that opportunity a number is reduced from the unemployed.”
The brand expert noted that there has been a major shift in the industry due to the younger generations who now have access to information and also make important decisions that contribute to the growth of IMC.
“The major shift is that younger people are redefining careers in marketing communication, thanks to digital technology because positions that would probably take some people 10-15years to attain technology makes it easier. You can now see younger people who are servicing big brands which weren’t the case before. To service big brands years back you had to be a big name, but now the fact that you can deliver is the big thing for the marketing companies,” he said.
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