THISDAY

Biggest Mistake Organisati­ons Make in Digital Marketing Is Having No Strategy

I BELIEVE BEING SUCCESSFUL IS MORE OF MARATHON THAN SPRINT

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Wow Effect Communicat­ions is a full service digital marketing agency with expertise in digital marketing strategy, website design and developmen­t, social media marketing, viral and search marketing. We develop interactiv­e strategies and experience­s, implementi­ng projects that provide extraordin­ary value for brands through innovative design. Our design arm, Acumen, is arguably the leading UI/UX agencies in West Africa. For now, most of our clients are actually foreign companies

How does the Internet search marketing and search engine optimisati­on play into your business?

I will say search marketing, both organic (SEO) and paid (mostly AdWords) is central to everything we do. The reason for this is not farfetched, effective SEO gives a company long-term competitiv­e advantage while paid search helps us to generate immediate results for clients from day one of the campaign.

Is it important to collaborat­e with colleagues in the field?

Absolutely! Digital marketing is broad and it is almost impossible for one agency to have all the required expertise in house. For instance, we used to outsource most of our UI/UX projects to dedicated design agency abroad until late last year when we executed a merger with a South Africanbas­ed UI/UX agency, Acumen.

Who are three of the most renowned digital marketing agency executives in the world right now? How and why did they get to the top? What are people at the top of this profession paid?

I will rephrase that question to mention three of the most renowned digital marketing thought leaders in the world right now. I will say Dave Chaffey of Smart Insight, Larry Kim of Wordstream and Avinash Kaushik. The success or otherwise of a company’s digital engagement depends largely on their strategy. No one understand­s and has contribute­d more to the developmen­t of digital marketing strategy frameworks than Dave Chaffey. Data analytics: the practice of transformi­ng raw data into meaningful insights that can be used to drive business decisions is, without doubt, one of the most important aspects of most digital marketing programmes. Avinash Kaushik has probably contribute­d more to this field than any other person. He has done so much in simplifyin­g perceived complexity in the field of data analytics. Larry Kim is a one of the most brilliant and versatile digital marketers. He knows everything about everything and he is ever willing to share his knowledge with others. On the industry pay structure, I think it varies on lot of factors. A very good UI/UX designer will earn minimum of N500,000 a month while a social media executive can earn as little as N60,000 a month. So, it depends on the degree of expertise and experience.

What are the hottest digital marketing specialtie­s for the new decade?

Data and analytics, design and content creation.

Describe your ideal job candidate and your nightmare job candidate.

My ideal job candidate is someone that is teachable. Nightmare job candidates, and there are so many of them. But I will give the trophy to one guy that could not answer even one question correctly only for him to prostrate himself at the end of the interview that we had to give him the job because he needed the money desperatel­y. When we asked him to go he refused. He just kept begging.

How should prospectiv­e digital marketing students assess their skill and aptitude for this field?

How good a writer are you? How good are you with numbers? Do you have any programmin­g skills? Do you love reading? Questions like these will help you know if you have the aptitude for digital marketing or not.

What advice can you give to prospectiv­e students thinking about an education and career in the business side of digital marketing?

Get ready to work hard. Digital marketing is a very dynamic field. The search engines and social media platforms keep tinkering with their algorithms and you as a digital marketing profession­al need to keep abreast of these changes and adapt to them to give your clients the desired results.

The growth of the Internet affected nearly every industry in profound ways. What do you believe will be the next big trend in advertisin­g?

Artificial intelligen­ce.

What are the advantages of con- ventional marketing over digital marketing? Do you think that digital marketing is a threat to the future of convention­al marketing?

I think digital and traditiona­l marketing are complement­ary. So, I won’t say one is better than the others. Though, they have their respective advantages. Also, it is difficult to form a definitive conclusion about the death of traditiona­l marketing. What I know, however, is that traditiona­l ad spending and effectiven­ess are on a downward trajectory. So, I think digital will force traditiona­l marketing to evolve into some new hybrid, or new context, rather than disappeari­ng overnight.

What are the common mistakes committed by organisati­ons in leveraging on digital marketing?

I think the biggest mistake is not having a strategy. I have had tens of meetings with prospectiv­e clients and one of the first questions I ask at the discovery stage is: ‘what internet marketing strategy do you have in place?’ The commonest answers are ‘we advertise on Facebook’, ‘we have employed somebody to manage our Twitter and Facebook account’; ‘we have banner ads on XYZ sites’. Little wonder virtually all of these companies are reporting little or no return on investment from their online marketing activities. The fact is that without a clear strategy, your online marketing effort is doomed to failure.

Which are your three favourite digital marketing tools?

For SEO, I love Semrush. For social media, my favourite tool will be Hootsuite. And yes, I love Google Analytics.

A small business owner or one-man marketing team can very easily get overwhelme­d by all their social media accounts. What advice do you have to help keep them on track and be involved?

It’s simple: you don’t need to engage on all the available channels. And don’t get swayed by the new shining object. Identify the most appropriat­e channels for your business and focus on those.

What are the top skills you look for when hiring a candidate for digital marketing profile?

Writing skills and technical skills; but most important, teachabili­ty.

How do you stay updated on the latest trends in digital marketing?

I read a lot. I follow lots of digital marketing thought leaders on social media and subscribe to many industry newsletter­s.

Which are the digital marketing resources (i.e. blogs/websites/apps) you visit regularly?

Chief Martech, MOZ, Smart Insight, Occams’s Razor and a lot of relevant places on medium.

Would you like to share few words about the work you are doing at Wow Effect?

Wow Effect Communicat­ions is a full service digital marketing agency with expertise in digital marketing strategy, website design and developmen­t, social media marketing, viral and search marketing. We develop interactiv­e strategies and experience­s, implementi­ng projects that provide extraordin­ary value for brands through innovative design. Our design arm, Acumen, is arguably the leading UI/UX agencies in West Africa. For now, most of our clients are actually foreign companies.

 ?? Photos: Ph t Od Odukoya k Ad Aderemi i ??
Photos: Ph t Od Odukoya k Ad Aderemi i

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