Bringing Sexy Back

WHETHER OR NOT YOU LIKE IT, WHETHER THEY OFFEND YOU ON THE ROADS OR NOT, THEY ARE CERTAINLY COMING BACK – SAY HELLO TO BIKES.

Source: gokada.com.ng

Source: gokada.com.ng

Locally

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.

Should Men Be Feminists?

THE CONCEPT OF FEMINISM HAS FOUND IT’S WAY INTO THE FABRICS OF OUR CULTURE

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In a nutshell, feminism is a movement of an ideology that hinges on the equality of the sexes. They say, “no preferences, no special treatments, no nothing, treat women and men equally”. Although, there’s still a number of people who believe that the movement is an effort in futility as male dominance is an age long tradition. This however has not deterred women all over the world from pushing for what they believe. The success of movements such as the #MeToo movement is proof positive that this feat is attainable. Brands and government parastatals have endorsed this feminist ideology and put laws and policies in place to foster the acceptance.

In advertising and marketing communications, there is now something known as “the female centered design” as it is now believed that for marketing campaigns to be effective there is need to segment the target audience appropriately.

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The question here now is, should men be feminists?

People have argued that men are not needed to join the movement, however, their participation would be appreciated, as the movement isn’t against men but against a system that have over the years broken down the self-esteem of many woman, whilst others say that it is of necessity and great importance that men join in on the movement to show their support of things that are right and not to just sit back and watch how things pan out.

Well, I believe that being a feminist in itself isn’t a gender related adjective however it is a gender related war. If this line made you smile, then we think alike. What I’m trying to say in essence is that, both men and women who follow through on the ideology may refer to themselves as feminists.

Kindly tell us what you TINK in the comment section.

Customer in the Data Shadow

DATA THEY SAY IS THE NEW CURRENCY BUT IT STILL CAN’T BUY PEOPLE

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What do I look like to you, a guinea pig or a lab rat? Make your pick because I need to know. Scratch that, truth is, I don’t want to know. It’s just that your marketing strategies are beginning to make me feel like one of either option. Brands and marketers these days are doing the right thing by gathering as much data as possible to fuel their marketing campaigns but they are doing the wrong thing by ignoring the human element – we all want to be touched at some point. Brands make the mistake of trying to be masters at collecting data but ignore the ability to be human therefore treating people like lab rats – if this strategy fails, try the next one, that seems to be the new mantra.

Owing to the speed with which the consumer (not a lab rat or guinea pig) is changing, brands are adopting a more agile framework – design thinking – which helps them change at the same pace the consumer does. However they tend to keep the consumer in the data shadow, this means that brands tend to take the standpoint of addressing the consumer needs as they see it on paper and/or research reports. For example, the fact that there is usually an insane amount of terrible traffic condition in Nigeria doesn’t mean that if you sell a product to them they’ll purchase it but if you can connect to their emotions at that point, you are likely to record a higher amount of sales.

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Therefore, what any brand should do is never to neglect the fact that the customer is first a human being and not a collection of data.

Consumer first (Consumer Centricity), that’s basically what design thinking is about. If you don’t believe me, you could ask Google, Amazon, Apple, and any other successful brand that has employed this strategy.

The Sauce and the Spice

DESIGN THINKING – THE INGREDIENT YOUR BUSINESS NEEDS TO KEEP UP WITH THE FAST-PACED EVOLUTION IN TODAY’S MARKET PLACE.

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The world is consistently changing and the speed can be likened to that of Arya Stark when she stealthily moved in on the Night Kind and drove a dagger through his belly in the recently concluded Game of Thrones series. Like the Night King, if businesses fail to take a hold of this speed or anticipate the next change (trend) then a dagger might be driven through its belly and put it out of business. Design Thinking is the ingredient businesses need to keep up with the pace (become agile) of customer evolution and ensure sustainability. My friend, Vin Diesel said in Riddick “if you can’t keep up, don’t step up”.

What is Design Thinking?

This is the art of adopting a process that keeps the consumer (target audience) as the focal point of your business. Many times businesses employ strategies as a result of data they dug up about their existing competitors – wrong move. Don’t get me wrong, it’s important to know what your competition is doing to reach your audience but it is more important for you to watch and anticipate what your audience is doing or what they might do. This way you’ll have a more pragmatic approach to reaching them, otherwise, you’ll struggle to adopt the right strategies to reach the consumer; you’ll become reactive instead of proactive.

Design thinking makes you proactive, not reactive – it eliminates the knee jerk phenomenon.

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Why Design Thinking?

It gives your marketing communication a direction and lays emphasis on designing marketing materials on purpose – brand proposition.

Designing on purpose builds relevance and leads to a culture that will resonant with the target market. Consequently, using purposeful design will also create a connection which will broaden the impact of all brand activation programs, and brand experience. The brand that uses design thinking as a strategic advantage creates things that people have to have - Bizcommunity.

This approach really can’t be overemphasized especially in this digital age wherein everything is ‘supposed’ to be connected.

International brands like Nike, Google, Apple, and Amazon have adopted the Design Thinking strategy and it’s a no brainer how they come up with products every now and then that you and I always have to have.

Super Power or Survival Strategy

WHY DESIGNERS ARE BECOMING PHOTOGRAPHERS

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These days every African is seemingly unapologetically conscious of his or her resources especially finances and they guard it jealously. Which is why whenever they want to make a purchase, the commodity with more value for money wins the choice battle. As a result of this growing consciousness among individuals, there is, therefore, steep competition in virtually every facet of business. For the sake of this article, we will be looking into the creative industry and the new survival strategy among the ones they call “Creatives a.k.a Designers”.

Currently, the creative industry has seen more and more of its designers dabble with photography as they are compelled to go the extra mile to deliver more value on the job as such, they’ve taken on photography – talk about secret superpowers. Do you want to survive in this creative jungle? You need to bring something other than great knowledge of all the design suites, you need a great eye for colours and images, hence photography. The knowledge of light composition and style adds a different kind of spice to your work.

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In terms of delivering value;

The gaping hole between designing and having the right images

Ever tried to search for African photos online? Daunting. I thought this was a joke as the internet is supposedly an archive of photos but try searching for photos of Africans doing something specific, you’ll almost not find. As more designers venture into photography with their knowledge of the specific needs of the creative industry, I am hopeful that soon we’ll close this gap.

Images are expensive

Trying to put together a photo session or even buy an image off of some stock site can be relatively expensive. In a view to deliver value and earn more, designers may take the pictures themselves and this way they’ll seamlessly get the right kind of image they desire.

The spicy ingredient

Designers with a relatively good knowledge of photography tend to put out better work as well as photographers with a relatively good knowledge of designing. The two go hand-in-hand (a couple).

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