Nigerians are known to delve into trendy occurrences. There is a thirst for knowledge in the Nigerian community, which has depicted the en masse participation of Nigerians in tech, forex, NFT, and other opportunities.

Tech has been dubbed the new gold, hence the massive inflow of youths into this sector which solidifies its position as one of Africa’s fastest-growing tech industries. Tech is very diverse and it keeps growing. Digital Marketing has become a prominent factor in creating employment and sustainability in the Nation today.

We have talked about marketing in one of our blogspost where Oluwafemi Adeniba described marketing as a process of determining what individuals need – the art being the process of marketing while the science of marketing is studying consumer behavior patterns.

Adewunmi Oshodi – Tapa hosted Temitayo Oyinyemi the founder of Prime click marketing and they talked about “Understanding Digital Marketing” on Lagos Talks 91.3FM.

Oyinyemi is a firm believer in harnessing the immense potential of the internet in the growth of the African economy. He believes digital marketing will be a key driver in small and medium-scale businesses having worked with different sectors.

In layman’s terms, digital marketing is the same as the traditional marketing except that it is done on digital platforms, the same thing you do in traditional marketing is the same on digital except that you can reach a lot more people and a lot more people can reach you.

Having practiced for eight years, he said Digital marketing is broad and there are lots of things involved because of the digital involved in it. The core parts are digital advertising, social media content which is what most Nigerians focus on. There is also content marketing as well as email marketing as well.

Digital marketing is not going to take over entirely because it depends on your strategy, product and market. At the end of the day, you will discover that the digital marketing audience is majorly Lagos, Abuja…if you want to reach people in the North and the East, especially if it is FMCG (fast-moving consumer goods), you still have to use your radio, TV, you won’t go far relying only on digital. If you are doing Lagos, Abuja, Port Harcourt and some parts of Kaduna, you can still go digital. From experience, anything digital in Nigeria, you’ll discover that 80% of the audience is in Lagos. If your project is not Lagos market-driven, then digital marketing may be limited for you.

It is erroneous for SME owners to expect conversion from the efforts of a social media manager. what you post on your social media is visible, they understand that there are likes on their post and will want that to transform into money without realizing that it is only engagement. It takes a bit of patience, understanding and being able to explain on the part of the social media manager your KPI, no channel can ensure sales, it depends on what you are doing.

Digital marketing contributes to Nigeria’s GDP because a lot of smaller businesses are pushing, they don’t have the money for radio and TV commercials. SMEs are the lifeblood of any serious economy, without them, you can really do nothing. If you don’t have an SME thriving economy, then the entire country is struggling. Nigerian SMEs are doing fantastic on social media but one I don’t see them doing is investing in one of the best channels that give results which is google advertising. This is evident in the $360m lost in two months of the Twitter ban.

Strategy is the building block of everything, if you miss your strategy everything is going to fall. Strategy is important for business owners to get conversion from their digital marketing or social media engagements. In Digital marketing, At the heart of your strategy is the product itself and at the heart of the product is who you are selling to. Who are you selling to? What have you created for them? How do you ensure that they engage with what you have created for them? The strategy is not about you, it is about them; people buy things because of what they get from it so all your communication should be about what they will get for buying that product.

Digital marketing cannot be fully learnt in school, you can learn the basics but you can’t get the experience, and execution; there are people still in school who already have the experience because they have learned, implemented, failed, they know what works and continue testing. Digital marketing is like any handwork skill like tailoring or carpentry, they can teach you but if you don’t do it, you can’t know it, you still need your own creativity even after knowing the basics.

Oyinyemi derives joy in getting more clients, helping them grow to the state of hiring more staff and building the nation’s economy. He is also open to helping individuals grow in marketing and generally.