14 Aug 2013

How digital marketing is evolving in Nigeria - hear from a leading expert

Abas Idaresit is an online media expert and founder of Wild Fusion one of Nigeria’s foremost digital marketing agency. 

The Com World Series team caught up with Abas ahead of the NigeriaCom conference and exhibition, taking place at the Lagos Oriental Hotel, Lagos, Nigeria, 17-18 September to find out a bit more about his experiences and focus at the event.

Com World Series: How is your company positioned in Nigeria and what are its future objectives?

Abas Idaresit: Wild Fusion is a leading digital agency and we are positioned to deliver high quality technology led marketing services to Nigerian brands and advertisers. Quality of Service and returns on ad spend is at the heart of our proposition. We are expanding our presence into Ghana and Kenya, delivering and supporting advertisers, brands and agencies in these markets.

Com World Series: What do you think are the top 3 major trends that are affecting your business in the region in 2013?

Abas Idaresit: Clients are getting comfortable with digital, they are asking for more in terms of returns and this is a good thing. Advertisers are beginning to have digital led campaigns integrating ATL and BTL with digital and we are seeing the rise of content and social playing a critical role in digital strategy. Mobile has taken its place and will remain there for very long. The rise of e-retail businesses will definitely impact positively the local markets.

Com World Series: What are the remaining challenges in terms of connectivity and quality of services in the region and which technologies are most likely to resolve these issues?

Abas Idaresit: In Nigeria, there is an urban bias to connectivity so we have more connected societies in the urban areas and states close to the Atlantic, whereas up north it’s more challenging to get a good connection. We will have more people online when our fibre connects the northern states and the barriers to adoption (cost, availability and skills) are reduced. Availability of skilled individuals is also a challenge in this market and e-learning or e-training will definitely help facilitate with this.

Com World Series: How are smartphones/tablets and cloud services impacting mobile/internet service providers in Nigeria?

Abas Idaresit: For the telco this is a good thing because data is having a positive impact on their margins. This has led to increased competition, price reduction and more drive to acquire customers on data plans. This is certainly a positive development and very much welcome on the market. 

Com World Series: In your opinion, which companies are spearheading innovation in the region and what can be learnt from them?

Abas Idaresit: The Start-ups building technology products in Nigeria, Ghana, South Africa and Kenya, these companies deserve all the support we can give. They are spearheading innovation in Africa. 

Com World Series: Who are you most looking forward to meeting/hearing from and what do you hope to achieve from taking part in NigeriaCom?

Abas Idaresit: Ify Mba International Finance Corporation (IFC)