Internet penetration is catalyst for industry growth – Idu Raphael
By Oghale Mafuru
The Chief Operating Officer of Poke Ltd, an advertising consultancy company, Idu Raphael has described internet penetration as a huge driver of growth in the industry.
The advertising consultant, who made this assertion in an interview with MARKETING EDGE on TV, stated that the 21st century businesses require internet-enabled communities where customers can easily access the internet.
He noted that there has been an increasing transition from traditional media to technologically driven media which makes internet accessibility very vital for industry growth.
He said: “Access to the internet would propel a lot of businesses in Nigeria which will then lead to a lot of investments in advertising. Maybe not traditional advertising but if you check around the world, a lot of economies are moving from traditional and spending a lot of their budget on digital and on social space.
“So, I think it is one factor that needs to happen for a seemingly growth that will be beneficial to both the advertising industry and the market.”
Speaking further on how the internet is a veritable growth inducer in the new normal, Mr. Idu said adapting to the new normal can only be effective with increased internet penetration.
“The ways of working are changing. Businesses have had to adapt. What could help is if internet penetration increases so that people can remote work better, not because there is a pandemic, but that there is an opportunity to work better, to have the resources to work better. If that happens, it will be a very good thing,” he said.
The Advertising expert affirmed that most agencies are adapting well to the new normal. He noted that with increased internet accessibility, the growth of the industry is inevitable.
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