Marketing

Have you been feeling overwhelmed by the sheer quantity of information you have to read every day (online). Well, you are not alone. As far back as April 2008, Betsy Schiffman wrote in Wired magazine: “now that the first burst of enthusiasm for social networking has died, people are now realizing that web 2.0 is […]

First, a bit of background. The concept of marketing myopia was first postulated by Theodore Levitt of Harvard in his landmark 1960 HBR article titled Marketing Myopia. In the article, Levitt asked the now-famous question, \”What business are you really in?\” According to Levitt, failure to answer this question correctly always leads to business failure.

Nigeria is a fertile ground for businesses but ironically, it is one of the least exploited markets for investment by foreign investors. This is probably due largely to its penchant for attracting negative reports in the international media. I will admit most of these reports are accurate to some extent. But the reports do not

We are living in a world of unprecedented changes. With this change come our natural tendencies to be apprehensive about our place in this fast-evolving world. Whether you are in Tokyo or Helsinki, California or Abuja, the worries might be different in details but I believe they are identical in essence. While we in the

There has been an upsurge in the number of Nigerian e-businesses. It seems Nigerians are gradually waking up to the enormous businesses opportunities available on the internet. Ordinarily, I should be happy about this development considering that I have always been advocating for Nigerians to exploit the huge business opportunities available on the internet. But,

Educated people just love to think they are wiser than the less educated folks—which is a shame. I sure used to think the same way. Take marketing for example. There are some key marketing concepts drilled into every marketing professional. Things like the Four Ps, Segmentation, Targeting etc. There are tomes of books written on

In a previous post, I promised to discuss 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 believe this approach will work in

Every field has its authorities (Edward Wittins in Physics, Harold Bloom in Literature, Stanley Hauerwas in Theology to mention but a few). Same is true of the digital marketing field as well. There are a set of people who based on their exhibited expertise, depth of understanding and professional acumen have earned the tag \”authority\”

Prior to the advent of GSM in 2001, phone penetration was low to the point of being negligible. Nitel had the monopoly. But all that changed with the GSM revolution brought by the licensing of Econet, Mtel, MTN and the later entry of Glo and Etisalat into the industry. At first, all that was needed

Nigerian companies are finally embracing online marketing. As someone who has been at the forefront of advocating this paradigm shift, this development should make me happy. Unfortunately, this is not so. My unhappiness with the Nigeria companies\’ new found love for digital marketing stems from the level of mediocrity I see being exhibited by new