In a fast-changing economy and with consumer behavior constantly evolving, Nigerian businesses — especially small and medium-sized enterprises (SMEs) — must rethink how they engage with their customers if they want to remain relevant and competitive.
This is the perspective of Dr. Dapo Omojola, a seasoned sales and marketing expert, who says the future of business success in Nigeria hinges less on pricing or innovation and more on truly understanding customer needs and responding with tailored, targeted marketing strategies.
Dr. Omojola warns that many companies in Nigeria — whether it's a small startup in Yaba or a large corporation in Victoria Island — fall into the trap of using a "one-size-fits-all" approach. This, he says, is a major reason for poor results in customer engagement and low return on investment.
He notes that Nigeria's population of over 220 million is diverse and regionally unique, meaning that what appeals to a customer in Lagos may not work for someone in Kano or Aba. For instance, rural consumers often value affordability and practicality, while urban buyers may be influenced by lifestyle, speed, and digital convenience.
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Dr. Omojola cited MTN Nigeria as a brand that succeeds because it adapts its offerings to specific regions, including IVR systems in local languages and bonuses tailored to rural users. On the flip side, he pointed to a high-end beverage brand that failed to see returns on a national campaign because it didn't customize its messaging across cultural zones.
He also praised Indomie Nigeria for its audience-specific approach, using varying pack sizes and working with local influencers to reach groups as varied as schoolchildren, night workers, and rural farmers.
His key takeaway for SMEs: invest in customer insight and localized marketing. In a market as complex as Nigeria, understanding your audience is not just a competitive advantage — it's a necessity for survival.
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