Digital marketing beyond just managing social media accounts — Malik: A digital marketing specialist, Daniel Malik, talks about digital marketing and its potential as a huge source of revenue with OZIOMA UBABUKOH
The issue of digital marketing has remained a sore point in Nigeria. Where do you think digital specialists can be helpful?
Digital marketing specialists, also known as digital marketers, which some also refer to as online managers, play a vital role in the development of a country’s economy because every company must have marketers, sales executives and business developers. These groups of executives are like the heart of a business. As the world is moving fast digitally, the duties of business development, sales and marketing gradually shift into digital marketing. Most people think that digital marketing is just about managing social media, but that idea is completely wrong. Digital marketing requires a strategy that will encompass all the online assets of a company and creating a brand story that will pull target audience.
Many people have got their hands burnt because of some so-called digital marketers. These are people who just collect money from individuals and organisations and promise things they cannot achieve, thereby failing. When this happens, distrust sets in and one begins to wonder if digital marketing is not another fraud.
The soreness of digital marketing comes from the inability of prospective clients to have trust in using digital experts because of their experiences. What we the real digital marketing experts and agencies are doing is to ensure the delivery of maximum result and educating the public on the importance of digital marketing. We are creating more avenues for people to learn and understand the great wealth and opportunities embedded in digital marketing as well as the great impact it can have on our economy.
Can you give an insight into the functions of digital marketers in a modern society?
A digital marketing manager is responsible for developing, implementing and managing marketing campaigns that promote a company and its products and/or services. He or she plays a major role in enhancing brand awareness within the digital space as well as driving website traffic and acquiring leads/customers. A digital marketer may also be responsible for managing the online presence and brand of a company. Social networking tools such as Facebook, Twitter, Instagram and Google+ allow businesses to engage with their consumers in real time and a digital marketer will often be responsible for this communication. He or she plays a major role in enhancing brand awareness within the digital space as well as driving website traffic and acquiring leads/customers.
As a digital marketing specialist, what critical steps would you recommend to enhance the country’s ecosystem?
When we were kids, aspirations and dreams to become pilots, doctors or lawyers are some of the things that drove us to school.
In fact, our parents believed that if one wasn’t working in a bank and other careers earlier mentioned, one wasn’t a success.
Digital marketing should be introduced as a major course in our universities and colleges because the wealth in the digital world is immeasurable. Job creation, job opportunities popping up daily, and the beauty about this is that the digital is developed by the minute. Many graduates and undergraduates have no clue of the immerse breaks rooted in digital marketing. Our government should move away from the primitive ideas of oil and gas, and agriculture as the only way of generating revenue for the country and look into investing more in tech.
Tech is the future, from apps development, programming, robotics, social media and special techs. There are several untapped ideas that could generate hundreds of billions in dollars for the nation if properly harnessed and worked on. Imagine Facebook’s impact across the world. There are also similar and if not better ideas that have been developed by Nigerians but lack proper funding. There has to be a synergy between digital experts and the government to create more jobs and fund highly creative and revenue generating ideas.
Your organisation is holding a conference in Lagos soon. What should participants expect at the event?
As part of educating the public on the importance of digital marketing, God gave me an idea to create The Lagos Digital Marketing Training academy, which trains individuals, organisations, and small and medium enterprises on how to use digital marketing to enhance their businesses and career. We have trained over 4000 participants in five years. Every year, we have a national digital marketing training gathering called ‘The Lagos Digital Marketing Training Summit’ where we host interested organisations, companies, and individuals who seek the real digital knowledge.