In the digital marketing space in Nigeria today, only a few people have emerged as key players driving the innovations that move the industry forward. One such rare talent is Elijah Balogun, a digital marketing and product expert who has carved out a niche for himself. Currently a Search Engine Optimization Manager at his Business Daily Group in the UK, the technology enthusiast's journey embodies the essence of visionary leadership and transformative influence.
With over 12 years of practical experience in the field of digital marketing, Mr. Balogun’s commitment to excellence and unparalleled talent is widely recognized within Nigeria and beyond. This further cements his position as a leading figure in the digital marketing industry and strengthens confidence in his abilities and the awe-inspiring heights he has reached.
But Balogun's story goes far beyond the many changes he brought to the field. Naturally, he launched ElijahBalogun.com, a subsidiary of his Azzenage Digital Solutions, a Lagos-based digital marketing agency and startup in 2021, his consultancy firm, and how the digital marketing space works. was able to redefine it.
With a team of highly creative and experienced marketers, the company has been able to deploy deep industry insights and strategic solutions to solve customers' critical digital marketing and startup problems.
From 2021 to 2022, Mr. Balogun worked at Equity Group, a pioneering fintech company and world-class provider of online trading technology and multi-asset financial products. During his time at Equiti, he successfully coordinated his 360-degree marketing efforts on behalf of the company, resulting in a 100% increase in brand awareness, an 80% increase in lead generation, and an NFA Increased by 45%.
For many years, Balogun has been involved in developing online marketing strategies for popular brands such as Konga and Pulse.ng. He has also been involved in the launch of Zenith's flagship lifestyle, beauty, fashion, accessories and entertainment trade show, 'Style by Zenith'. Bank. He has also helped many politicians project their image on social media, especially during elections.
Within six months as Affiliate Manager for Konga Online Shopping Ltd, the technical expert worked with other marketing teams to grow the affiliate database from over 8,000 affiliates to a 15,000 strong affiliate member team. Through his affiliate channels he was able to generate sales revenue of over 500 million naira within this period and contributed significantly to the overall traffic generated on Konga.com.
The technology guru is a founding member of Digital Marketing Meetup (DMM) Nigeria, a platform that brings together digital marketing enthusiasts and professionals to share industry insights, network, and discuss business and employment opportunities. There is also. Over the years, this platform has grown into a leading digital space boasting thousands of members.
It is true that the current state of digital marketing in Nigeria is promising, with businesses increasingly adopting digital marketing to grow their brands and reach a wider audience. According to statistics, the Nigerian digital advertising market is expected to grow by 5.39% between 2024 and 2028, and the market size in 2028 is expected to be USD 336 million.
However, one of the main challenges for digital marketing in Nigeria is the limited internet penetration and access across the country. While urban areas may have better internet infrastructure and access, rural areas still struggle with poor connectivity and limited access to the internet.
Experts such as Balogun believe that the future of digital marketing in Nigeria is even brighter given the expected increase in the number of internet users and the prevalence of social media.
Comparatively, the technology enthusiast believed that e-commerce and banking sectors are among the biggest beneficiaries of digital marketing in Nigeria. Businesses have leveraged social media and other digital channels to reach millions of Nigerians and generate billions of naira in revenue. For example, banks are creating responsive websites, mobile apps, and social media pages to drive brand awareness and customer engagement.
However, one of the challenges associated with the digital marketing field, especially e-commerce, is that it is difficult for startups to obtain enough funding to fund their business models. While proposing solutions to this challenge, Mr. Balogun shared the thoughts and lessons he learned when he was asked to lead operations at an e-commerce startup that was still in the conceptual stage known as Odeya.ng. did.
According to this technology expert, for startups that do not have the privilege of external funding or large financial investments, it is wise to choose a product or product category and stick to it.
“For Odeya, our niche was ceremonial fabrics popularly known as Asoebi in Nigeria. Our specific product categories are Ankara fabrics and lace fabrics. According to market research, this fabric includes There is a huge market, with Nigerians spending between $10 and $50 for low-priced Asoebi fabric and up to $2,000 for four to six yards of high-end ceremonial fabric.
While he emphasizes the need for startups to conduct extensive market research to gain a competitive advantage over competitors, he says the need for good customer service cannot be overemphasized. No, he added.
Balogun didn't stop there. The bold influencer, who has been managing his marketing campaigns in some of Nigeria's top three commercial banks, gave an insight into some of the lessons he has learned from his successful marketing efforts.
According to him, a successful influencer marketing campaign relies on a thorough understanding of your target audience.
“Based on the products being rolled out, it is not unusual for banks to target new moms looking to save up gift money they received on behalf of their baby, or young people opening their first account. “Having a product will help you carefully screen all your products from the available options and choose the right influencer that will resonate with your target audience,” he explains. did.
He also notes that content formats vary, saying, “When working with influencers, there's no one-size-fits-all pattern. It's fine that Influencer A is great at creating video content, but… The same may not be true for Influencer B. Videos, blog posts, tweets, and other social media updates have been used to connect with target audiences across a variety of media touchpoints. It's important to find the specific content format that best connects with your target audience.
“Also, don’t burn bridges. Maintaining ongoing relationships with influencers has proven to be more beneficial than one-off engagements. Maintain a consistent relationship with your bank This will help strengthen your bank's brand message and establish a strong connection with your audience.
“Furthermore, the financial services industry is one of the most highly regulated industries in the world. To avoid legal issues, it is important to stay up-to-date on regulations within your industry when collaborating with influencers. Ensuring that these regulations are strictly adhered to will help you achieve greater success with your influencer marketing campaigns.”
Mr. Balogun's relentless dedication to staying ahead of industry trends and ability to transform data into actionable insights has consistently driven tremendous growth for his clients and organizations. His strategic abilities and creativity make him a valuable asset in today's competitive digital environment.
Whether it's creating engaging content, optimizing digital campaigns, or developing innovative marketing strategies, Balogun's track record of success speaks for itself.
