Marketing

There are thousands of resources on new product development online and offline. Most recommend the classic (or its variants) development process: Idea Generation, Screening, Concept Development, and Testing, Marketing Strategy Development, Business Analysis, Product Development, Market Testing, And Commercialization. And if well executed, the process is most effective. They all end at commercialization. But because […]

In my last post, I wrote about the need for marketers to segment the market and focus (target) their effort on the ones (segments) they can serve most effectively. A lot of people disagreed with me and accused me of expounding textbook theories that have no relevance in the Nigerian business environment. To these marketing

Last April, I was at a British Council Management Express event where a marketing expert was brought to Lagos from the UK to speak on “how to thrive in an increasingly competitive business landscape”. After his lecture, the audience was given the opportunity to ask questions on any [marketing] challenge they were facing. There was

In my last post, I promised that the next post will be discussing in details how to go about setting up a professional digital marketing campaign for your brand, from strategy formulation to performance evaluation. This blog post is geared towards doing just that. Even though the title says digital marketing in Nigeria, I belief

Two years ago, I wrote a blog post titled \”Why Most Nigeria E-businesses Fail\”. A lot has changed in the Nigeria e-commerce space since then.   For one, the Nigeria ecommerce space has experienced phenomenal growth with the influx of millions of foreign capital  into the sector.  While this has deepen the industry in terms

There are millions upon millions of business advice. But, beyond the convoluted theories, the best business advice ever can be reduced to a few short sentences: Customers are the most important people in the business- whether they come in person, write to us or telephone. Customers are not dependent upon us- we depend upon them

INTRODUCTION It is doubtful if there is any serious marketing executive or business owner who has not heard of the enormous business-building opportunity presented by the advent of social media. From blogs to agencies, meeting rooms, one of the staples of marketing prescription for business promotion and building in Nigeria is social media marketing. The

It has been more than two years since I last wrote a marketing strategy post – Nigeria-telecoms-companies-and-marketing. The post generated a lot of review and was even a subject of a senior level strategy revamp in a major telecoms company in Nigeria. In this post, I will be making a case for a paradigm shift in

The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations–Philip Kotler The world is changing. To remain relevant and thriving in a time like this, you need to be abreast of the changes shaping the world around you and adapt to it.  Else, you

As noted in an earlier post, Nigerian companies have started embracing digital marketing. But from interactions with senior management of some of these companies, it seems the results of their romance with digital marketing have been underwhelming to put it mildly. This should not be the case. From years of managing marketing campaigns, first in