Tobi will be pioneering this role in the Nigeria and the African Region. He will be responsible for developing and implementing strategic marketing initiatives that drive business growth and client satisfaction within Nigeria and Africa.

Before joining Eskimi, Oluwatobi Adekunle has worked across different industries and held various positions.

He was the Manager, Marketing Communications at Ikeja Electric, where he was responsible for leading product marketing, digital media, and internal and external stakeholder engagements through digital media.

He also drove the adoption of e-Billing, a novel idea that changed the utility billing operations in Nigeria.

Earlier in his career, he worked as the Head of Marketing and Brand Communications at Sidmach Technologies

, one of Nigeria’s leading technology companies. He led the introduction of an SME business solution and an Edutech solution.

Worthy of mention is his vast contribution to Africa’s digital media and marketing community. He was the convener of the first Digital Marketing Conference in Nigeria. He is also the founder of one of the largest digital marketing communities in Africa (DMMNigeria) and the co-founder of The Association of Digital Marketing Professionals (ADMARP), Nigeria’s largest society of digital marketing practitioners.

“Everyone who knows me knows I love anything marketing and advertising technology, joining Eskimi feels like home that is, working in the industry of my profession. I am always passionate about using marketing tools to help organizations drive results; working with Eskimi positions me better at helping businesses solve marketing challenges through programmatic advertising that leverages data” ~ Oluwatobi Adekunle.

 More About Eskimi 

Eskimi is an AdTech platform with over a decade of experience working with a team of ambitious professionals that add the +1 to your agency or brand’s marketing team.

It combines programmatic, big data, research, creative innovations and digital media into a powerful platform to create and reach unique audience segments for Telecom, FMCG, Financial, and other business sectors.

With over 1.5B+ profile users, serving 450B+ impressions across 2.5M+ websites and apps globally, Eskimi is positioned to be your trusted partner in the world of programmatic advertising and data management.

The platform combines over 1000 unique 3rd party and 1st party data points across user interests, location, devices, telecom data, behavior and many more to provide insights and targeting of your audience. 

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Oluwatobi, has always been interested in leveraging digital tools and technology to help businesses grow and saw an opportunity to create an ecosystem that brings together digital marketing professionals and enthusiasts where they can connect, learn and grow hence contributing to the practice of the profession when it became prominent in the marketing space in Nigeria.

According to Oluwatobi, he was fascinated by the inherent opportunities digital offers and how businesses and professionals can take advantage through shared learning, networking and growth opportunities an ecosystem will offer.

His entrance into the world of digital marketing started in 2009 immediately after graduation from the university where he worked with a technology startup as a social media management officer, growing through ranks he saw a need for more education and collaboration in the digital marketing space in Nigeria, and he decided to take action, he created a digital marketing group on WhatsApp where he hosted webinars on digital marketing topics, and he began building an online community of like-minded professionals and entrepreneurs who were interested in learning and growing.

The digital marketing community popularly called -Digital Marketing Meetup Nigeria which started as a WhatsApp group in 2017 later grew to become one of the prominent digital hubs in the marketing space in Nigeria with over one thousand members across different platforms including LinkedIn group.

After its maiden edition of the digital marketing conference, the community exploded with influx of new joiners.

Through his relentless efforts, his digital marketing community quickly grew in size and influence.

Oluwatobi Adekunle brought in guest facilitators and experts to share their knowledge and experience, and he provided a platform for members to ask questions, share insights, and collaborate on projects.

“We were hosting digital marketing masterclass weekly from the WhatsApp group and on virtual meeting platforms consistently for up to three years”, said Oluwatobi. “The Digital Marketing Meetup community has become a go-to for anyone looking to learn about digital marketing in Nigeria. Whether you’re a small business owner looking to improve your online presence, a marketing professional seeking to stay up-to-date on the latest trends, or a student interested in breaking into the field, there’s something for everyone”.

Oluwatobi’s dedication to providing high-quality content and resources that contributed to the body of knowledge in marketing has been a major success factor for the community.

In addition to providing valuable information, Oluwatobi Adekunle has also fostered a sense of community and collaboration within the digital marketing profession.

He encourages members to share their experiences, ask questions, and support one another in their professional endeavors.

This sense of camaraderie has helped to create a thriving, supportive community of professionals and entrepreneurs who are all working towards the same goal: to grow their businesses and succeed in the digital world.

Today, the community has birthed some of the finest practioneers in the industry today, through engagements and collaboration within the community people were able to find their career paths, some moved into new exciting roles, some even launched new tech startups.

With over 11 years of experience, Oluwatobi currently leads growth and product marketing at Sterling Bank where he drives marketing and growth activities for six main digital products across different verticals from payment, lending, investment and SME.

Prior to joining Sterling, he has worked with Tech start-ups and enterprise technology company where he led the launch of technology solutions in the education and healthcare sector.

He drove the adoption of electronic billing at the largest power distribution company in Nigeria through creative digital campaigns. Oluwatobi Adekunle has worked across different industries’ and has multi-sector experience.

The post Meet Oluwatobi Adekunle Who Built a Thriving Digital Marketing Community in Nigeria from WhatsApp appeared first on Tech | Business | Economy.

Eskimi is Nigeria’s largest Programmatic platform; an ad-tech platform that enables independent brands and agencies to conduct programmatic advertising campaigns across display, native, video, etc.

Vita Garifulina, Business Development Director, Eskimi, delivered the keynote address; stressing that startups and other budding entrepreneurs should learn from industry leaders in the telecommunications, FCMG, retail and device brands that are leveraging Eskimi’s metrics to drive marketing measurement in the areas of consumer awareness, interest, engagement and actions.

These, she said, can be achieved through access to real-time data, focus on the right KPIs and making data actionable.

Statistics-wise, Garifulina said that with an estimated population of 203.6 million as of 2021 and 50% of them connected to the internet, Nigeria’s digital marketing industry has huge potential.

According to the Statista 2021 report shared by Eskimi, Nigeria has 169.2 mobile phone connections representing about 83% of the population. Forty-two per cent (42%) use the internet representing 85.49 million people, while 27% of them are on social media.

Speaking on the significance of the Eskimi CMO Masterclass, Garifulina said, “Eskimi has observed trends in the market and its potentials. We thought it is important to share the data with Chief Marketing Officers (CMOs) and brands.

“So, the masterclass was just about learning a little bit more about marketing and digital marketing, specifically. So, as a global company, we work differently and we believe in knowledge sharing. We want the local businesses or markets to adapt the new knowledge and the experience basically and we want to localize it to a Nigerian market. And this is why we want to bring some local trends, global trends, and then also like, adapt and help marketing professionals, digital professionals; everyone who is in the space to actually grow and bring the best out of their marketing strategies.

What are some of these trends you’re seeing in Nigeria?

In Nigeria, so basically, we have like a population of more than 200 million, and half of those people are online. This means that if your marketing strategy is based on online advertising, it means that you can reach a lot of people. Also, a lot of people are using mobile phones. Mobile or online advertising is just kind of very important.

“This is just like one of the takeaways and then compared to social media, only 27% of people are on social media. So it means that if you are building your digital advertising strategy, it cannot be based on just social advertising”.

She added that the company will continue to assist brands leverage digital advertising to achieve their marketing goals.

Business leader with marketing expertise, Lampe Omoyele; the Managing Director, Nitro121 in his presentation at the Eskimi CMO Masterclass titled ‘Marketing in a Digital World: The Path to Business Growth & Sustainability’, must not fail to understand the underlying keywords in the definition of marketing which he described as “The identification or anticipation and fulfilment of customer needs and/or wants profitably”.

Omoyele who doubles as the Partner, Lucent Consulting Company explained further thus: “Marketing strategy, therefore, is the matrix of mutually reinforcing actions that help to differentiate a brand in the minds of target customers and profitably meet customer needs, or create wants”.

“Marketing in the digital world implies: ‘Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, due to the proliferation of digital devices and platforms.

“Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through multiple connected devices.

“This is driving the media revolution and blurring traditional media definitions. Innovation in advertising will be critical for success”, Omoyele listed among Top 100 Most Influential Global Marketing Leader, 2018 (World Marketing Congress), told participants at the Eskimi CMO Masterclass, stressing that marketing & advertising in a digital world will require skilled marketing teams to innovate, interpret data for insights, engage with customers and communicate the latest marketing trends in order to develop effective marketing strategy.

What are the digital marketing trends we are seeing in Nigeria?

“Digital marketing and its localization in Nigeria is growing. So, in the past 10 years there has been significant growth. So, more and more businesses and brands are utilizing it; the competences and capabilities around marketing are growing. Thus, digital marketing is no longer just about social media, but is now also why you have different dimensions and perspectives around marketing.

“The trend around social media is growing, but we also get into the space of where there’s a high level of influence on marketing. We are getting to the point where you’re talking about programmatic advertising, Virtual Reality, augmented reality; so different tools come into play in Nigeria.

Have we made a lot of progress?

“I was talking about data analytics, or utilization of data. So, while there has been some progress, I think the progress needs to be accelerated in terms of not just the availability of data, but the ability of using the data to make informed decisions. I’m also talking about how we mine data and how we generate insights that are actionable.

When asked about the future of digital marketing in Nigeria, Oluwatobi Adekunle, Marketing Manager, Eskimi Africa, said: “So, it’s like asking; what is the future of marketing in Nigeria, because digital marketing simply means application of digital technology in marketing.

So, it means that marketing has evolved from traditional marketing to a new era, which involves leveraging digital tools and technology in driving markets and activities. Therefore, as long as technology is evolving; as long as there is an advancement and improvement in technology, there will always be the internet.

“So, digital marketing is not going to end. It can evolve as a profession; thus, as long as we have new tools, as long as we have people coming up with different technologies, to drive marketing initiatives and activities, digital marketing activities will always remain for digital marketers.

He said that Eskimi believes in the Nigerian economy “and that is why we will continue to educate people”.

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