Marketing budget is not shifting because of Covid-19, but because of digital – Kemi Fabusoro
By Ibidunni Banjoko
Kemi Fabusoro, the Director/Executive Secretary of the Association of Advertising Agencies of Nigeria (AAAN), has said that marketing budget is not shifting because of Covid-19 pandemic, but rather because of the digital evolution. She also citied her closeness to marketers and clients, including her handling of budgets that ran into hundreds of millions of naira, as proof of her statement.
The marketing and advertising expert said this during an exclusive interview with MARKETING EDGE, Nigeria’s leading marketing communications magazine, while mentioning that about 10% to 15% of budget is already shifting to digital for over two years, and will continue to do so going forward. She stated that the opportunity of digital is very expansive.
According to Fabusoro, “evolution of digital is one of the areas we have to tap into. Our plan is to start training our member agencies, especially the heads, to help them restructure their businesses for digital evolution. Most traditional media have built their businesses around print, outdoor, radio and TV; now we need to be able to help them to plan and restructure their businesses. They need to have knowledge of digital marketing. I am quite excited about it”.
She, however, advised: “The other unit of the business will not be left out. For instance, advertising directors need to know how to do their creative designs that fit for mobile and digital. You don’t just slam an outdoor creative and put it on mobile and say: ‘oh! I have done a campaign on social media. It doesn’t work like that.”
She continued: “I have worked as a client; I have built relationships with Facebook and Google teams. Based on my extensive work experience, I am looking to see if there are opportunities to collaborate with them to offer hands-on training.
“Hopefully, we will be able to get good discounts from established local or international online schools, digital schools, etc. Interestingly, I have PGD in digital marketing at DMI, UK. I may be able to get discounts for our members to be able to improve on their knowledge and skills.”
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