Our Growth Beyond Nigeria’s Shores Has Opened More Doors For Ideas Origin Media, Says Obatunde
The CEO of Ideas Origin Media (IOM), Israel Obatunde has said that the company’s expansion into the United Kingdom has opened more doors for the organisation, besides providing access to a larger market with more purchasing power. He also pointed another advantage, as the opportunity to capitalize on the UK’s well-established reputation for quality and innovation.
Obatunde made this statement recently during an exclusive interview with Brand Communicator while discussing various issues in the Integrated Marketing Communications ( IMC)industry.
According to him, expanding beyond the shores of Nigeria’s IMC industry has a greater likelihood of business partnerships and collaborations, exposure to a more diverse and competitive business environment, and access to cutting-edge technology and innovation.
While speaking further on the driving force behind the agency’s success, he revealed that, “originality, data-driven creativity, and innovation on the bedrock of storytelling are valued highly in the core values and operating principles of our agency.”
Commenting on the economic turbulence in Nigeria and how it affects the IMC industry, he said that despite the seeming temporary drop in business activity, opportunities will still present themselves to companies, if they are critically observed or noticed.
Obatunde stated that though the temporary drop in business activity might persist, only companies with a strong ability to be strategic and adaptive will experience economic growth in today’s economy.
Speaking on the areas to expect steady advancement in the IMC industry in 2024, he said, “One area of growth is the rapid digital transformation taking place across industries, as businesses increasingly invest in digital marketing to reach tech-savvy Nigerian consumers. This shift towards digital platforms presents new avenues for targeted and personalized campaigns that resonate with the digital audience.
“Furthermore, partnerships with e-commerce platforms and online shops to market goods and services are made possible by Nigeria’s growing e-commerce and online shopping trends. In the changing e-commerce landscape, firms may reach a wider audience and increase sales by utilizing digital marketing techniques and online advertising platforms.
He applauded the Nigerian marketers, for adjusting to the evolving digital landscape and shifting customer habits to maintain their competitive edge.
While assessing Nigeria’s marketing landscape in 2024, Obatunde noted that businesses were using digital marketing, e-commerce expansion, influencer marketing, mobile marketing, content marketing, and specialized tactics to target a variety of cultural consumers.
In his words, “In the fast-paced Nigerian market, businesses are using these trends to interact with an expanding online audience, raise brand awareness, and increase consumer engagement.
“Through the integration of varied marketing tactics and the utilization of digital platforms, enterprises have broadened their audience base, establish a more intimate connection with their target audience, and eventually propel growth and prosperity within the Nigerian market.”
He highlighted collaboration & partnership, regulatory framework, Investment in technology by agencies, data analytics & measurement and staffers/talent development as key areas of improvement for a better IMC industry in Nigeria