e-Commerce is Breaking Marketing Walls in Nigeria


Source: Jumia Nigeria

Source: Jumia Nigeria

There are no more walls in marketing in Nigeria as there is practically nothing that can’t be sold over the internet.

As the Eid-el-Kabir celebration gradually approaches, Muslims in Nigeria are gearing up and are earnestly preparing for the holy celebration by purchasing rams which are used to commemorate the event. None Muslims are equally as excited because of the public holiday and plenty of meat that comes with the celebration.

The traditional way of purchasing these livestock is to go to those who rear them (shepherd men) and buy them off of them. Now, ecommerce websites have taken all that trouble away by advertising these animals and doing business online.

Source: Jumia Nigeria

Source: Jumia Nigeria

I could not help my excitement the first time I saw this online and I had to make a purchase to be sure it was not a joke and mine is arriving today.

 I wonder if there is anything that isn’t sold online these days. No more walls, no more barricades, there is nothing that can’t be sold online.

Bringing Sexy Back


Source: gokada.com.ng

Source: gokada.com.ng


A few years ago, bike-hailing – popularly known as Okada in Nigeria – was scrapped in many cities in the country, particularly the urban areas. All those who were plying their trade in that line of business back in the day either went out of work or ventured into some other type of business to make ends meet. A few years later, some brands who are now the industry’s top market players came on the scene to bring sexy back and this they did in grand style. Feeding off of the back of Uber’s success, severe traffic conditions in the country, and the quest to find new ways to make more money by the Nigerian populace, it was seemingly the right timing for ride-hailing to get back on the scene.

Players like Maxng, Gokada, and Opay have recorded great success and the industry isn’t just attaining mega feats in Nigeria, also globally. The ride-sharing market is booming, and regardless of certain obstacles it has shown no sign of slowing down. The global ride-sharing market is predicted to reach $170 Billion by 2025, up from $43 billion in 2017, according to Adroit Market Research. This growth is making room for new players around the world, challenging market leaders and expanding the original ride-hailing model into a nimble, omnichannel suite of services.

Source: technext.ng

Source: technext.ng

Global Outlook

In China, ride-hailing services are proliferating and pivoting to address a variety of offerings –attracting the attention of big investors in the process. Visa sought a strategic partnership to invest in Indonesia-based ride-hailing startup Go-Jek to build out their in-app payment platform. Go-Jek amassed a $1 billion investment in January 2019 from a host of heavy-hitting tech companies including Google, Tencent and JD.com, aiding the expansion of Go-Jek’s mobile payment and food delivery services. Go-Jek started with a fleet of 20 motorcycle taxis in 2011 and has since expanded to offer a wide-ranging portfolio of services, including transportation and logistics – from the original taxis to shipping and moving services – food delivery and personal care services like on-demand massages, manicures and waxing. Also, In April 2019, Singapore-based ride-hailing app Grab announced a new suite of services for seamless activity planning. The new services allow users to book hotels, purchase movie tickets and stream video on-demand through the Grab app. This rollout follows a collaboration with Chinese insurance giant Ping An in August 2018, making healthcare another potential enhancement of Grab’s omnichannel toolbox, building onto mobile payment, food delivery and online booking (JWTIntelligence).

Source: techcrunch.com

Source: techcrunch.com

This is really interesting as Nigerian players would need to watch their backs. InDriver, a ride-hailing service that launched in 2012 in Russia expanded its reach to Tanzania in 2018 and has announced that they’ll be spreading into countries like Nigeria, Ghana, Zimbabwe, and Namibia. Personally, I can’t wait to enjoy all the benefits that will come from promotional advertising from these heavy hitters.

Marketing and Sales; A Blurred Line Armed with Artificial Intelligence



So, me and a couple of my colleagues got into an argument about the differences between sales and marketing and we argued about which was more important. We eventually agreed that they both had their place as they both are important, however, the line that separates them is gradually being blurred out as AI is helping both end of the stick achieve same results in the same time frame. Marketers and salesmen would both be able to build brands over time and also make sales immediately as they are now armed with artificial intelligence.

AI does a couple of things but here are a few;

Data acquisition: one area artificial intelligence (AI) has been able to get right over the years is collecting data. Data has always been a holy grail for both marketers and salesmen as it helps with predicting the next point of action, purchase, and effective marketing strategy to deploy.

Automate repetitive tasks: in marketing there are certain tasks that are repetitive and trust me, they can be extremely daunting to undertake every now and then. AI allows you the opportunity to be more efficient and increases your productivity by availing you the opportunity to focus on more important tasks. A report by Mckinsey further buttresses this point as they say nearly 45% of tasks can be automated to achieve the afore mentioned benefits.


Create a great consumer experience: what do consumers want? Many times, they want to save time, time is money, they say. Consumers want a vendor that can be swift and equally efficient. The more your brand or organization spends a lot of time dealing with mundane issues the more at risk you are to lose your consumer to your competition who is more agile. AI helps your organization attain agility quicker as it will deal with “mundane” issues while your staff can focus on dealing with consumers who require a more human approach to cater for their need.

Although AI is increasingly becoming the more intelligent with every new update it still doesn’t take away certain processes from staff. To adopt the right AI solution, you or a member of staff must devote sometime to brand audit – understand your strengths and weaknesses, also know what your competition is doing. Next, decisively outline what the desired AI tool should achieve and then adopt one.

In this age where the lines between marketing and sales are getting blurred with each passing second every marketer or salesman must be armed with AI to win.

Entrepreneurs are the Real Avengers



Nearly every definition you can find over the internet or in books around the word "Entrepreneur " is skewed towards portraying the entrepreneur as someone who starts a business or a “start-upper”. That doesn’t even nearly capture what the entrepreneur is about. His high coffee consumption, sleepless nights, persistent headaches aren’t just because he is trying to start a business but because he understands that he bears the weight of the world on his shoulder. He is saddled with the responsibility of providing a solution that caters for specific human needs – that’s how great businesses are born.

Entrepreneurs serve as a country's economic pillar, playing important roles in the country's economy, from creating new businesses, inventing goods and services which results in employment, thereby adding to the country's national income.


Let me show you a direct representation of what entrepreneurs can do.

There are over 582 million entrepreneurs in the world. Africa as the second largest continent in the world has been blessed with an astonishing number of such individuals, with over 22 percent of its working population starting new businesses, which is the highest rate compared to any other region of the world. As a result of input from entrepreneurs, Nigeria's GDP increased by 1.9% in 2018 garnering $392.270 billion compared to 2017's $376.361billion. Nigeria's GDP has averaged $125.26 billion form 1960 until 2018 making an all-time high of $568.5 billion in 2014 – The Hill report.

Buoyed by a strong youth population, Africa is flourishing on the backs of these entrepreneurs. Vocational trainings are being introduced to both secondary and tertiary institutions in Nigeria in order to fuel the entrepreneurship drive in the nation. Thereby giving them the necessary tools to chart their own course.

The trend of entrepreneurship in Africa cannot go unnoticed as it leads the continent into a bright new future. They are the real avengers.

The Future of Marketing - Purpose Marketing


purpose ads..jpg

Brands are no longer seeking to just sell products; they also want to impact culture and frame perceptions. It has now become unavoidably obvious that consumers are no longer just buying products, they buy an experience, they buy a personality, they buy a brand.

Take a look at yourself, the phone you have in your hand, the designer shoe or shirt you are currently wearing didn’t jump into your possession just because it’s beautiful, or durable, or matches your body, or some other stuff consumers naturally look out for while making a purchase. It is largely in your possession because of the perception attached to it, because of the way it makes you feel.

This reason has caused brands to not only develop their products but invest in enhancing their own personality. For example, you don’t just buy a Patek Phillipe you own one. If for any reason you do not understand this paragraph, kindly read through all over again, by the third time I’m certain you’ll get it.

purpose ad.jpg

Truth is, brands don’t want to just sell to you, they want to be a part of your everyday life. There’s a plan, there’s a purpose, and that’s the future of marketing – Purpose Marketing.

 Meaningful marketing or Purpose marketing revolves around a company's greater purpose beyond just selling their products and services. In a recent publication by Accenture it is stated that “customers aren’t just making decisions based on the stalwarts of product selection or price. They’re now assessing what a brand says. What it does. What it stands for.” They aren’t chasing quantity but quality. They are seeking authenticity and relevance. They want to feel as though they are a part of something bigger. They are driven to connect, to grow, to make a difference. They are buying on belief.