SMEs must leverage digital tools – experts
By Felicia Nwosu
The need for Small and Medium Enterprises to embrace and leverage digital tools and innovations while navigating the pandemic, formed the basis of discussion at the 2021 Annual Marketing Conference organised by the National Institute of Marketing of Nigeria (NIMN). The conference, with the theme: “SMEs in Post-Covid-19 World”, was held recently at Raddison Blu, Ikeja, Lagos.
The former President of the Institute, Tony Agenmonmen, during his address, appreciated the roles played by the SMEs, in terms of job creation, poverty reduction and boosting the economy by boosting the gross domestic product (GDP).
He noted that the seismic changes triggered by Covid-19 are a challenge for business owners to embrace digital technology and increase their online operations in order to create solutions for businesses to thrive.
The Keynote Speaker, Mr. Alex Okoh, stated that the time has come for SMEs to invest more in digital marketing in order to increase their visibility to larger audiences and also improve their brands’ recognition. He emphasised on the need for business owners to make use of interventions, while charging the government to make access to finance easier.
He acknowledged that the Covid-19 had a heavy toll on SMEs but assured them that despite all these, opportunities exist within these challenges.
According to him, “SMEs have the ability to be flexible in switching from one segment to another as a means of survival; it is evident that Covid-19 has caused disruption, but this disruption, should not lead to destruction”.
Professor Samaila Mande, one of the panelists on his own part, stressed the importance of human capital as a major factor in the pursuit for excellence. He urged employers of labour to discard the habit of laying much emphasis on certificates rather than competence. He appreciated the pandemic for bringing a rapid departure from the old normal to a new normal of excellent service delivery through technology.
“It is not about certificates or first-class, it is about competence, and the government has no role to play in human capital, but to provide an enabling environment for the SMEs.”
For Mrs. Adenike Ogunlesi, “The era of post-Covid-19 is about storytelling, and experiential, which is also called evangelism. SMEs must leverage innovation, and innovation is not just about the product, but about the whole process.”
She advised entrepreneurs to focus on the ‘big why’, which is the compelling reason why they established a business, and ensure they give customers their best service by becoming solution providers rather than being ‘bleaming – the blame’. She encouraged employers to lead by example and also ensure employees welfare are taken care of.
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