Digital marketing expert Joel Ozue says African small and medium-sized enterprises must adopt more strategic and realistic approaches to digital marketing, warning that many businesses continue to miss out on the benefits due to poor execution and misguided expectations.
Ozue made this observation in an interview with The PUNCH, noting that despite increasing access to the internet and smartphones across the continent, many SMEs either waste money on ineffective campaigns or avoid digital channels altogether, believing digital marketing “doesn’t work”.
“Let’s be real, digital marketing sounds good on paper. Everyone talks about it at seminars in Lagos, Nairobi, and Accra. But many African SMEs are still not getting the results they hope for, or maybe they are hoping for unrealistic results,” he said.
He attributed this disconnect to four key missteps: lack of strategy, underestimation of expertise, trend-chasing, and unrealistic budgeting.
According to him, many business owners dive into social media without a defined plan, posting sporadically and hoping to go viral.
“Digital marketing is not magic. It requires clear goals, consistency, and a focus on tangible outcomes like leads, sales, or customer engagement,” he said.
He also criticised the do-it-yourself mindset among SMEs who try to cut costs by handing marketing responsibilities to inexperienced friends or relatives.
“Marketing today involves understanding consumer behaviour, using data, and telling stories that convert. It’s okay to start small, but don’t ignore the value of working with people who know what they’re doing,” Ozue advised.
Commenting on the obsession with social media trends, Ozue urged businesses to prioritise value over virality: “From TikTok dances to Twitter trends, many SMEs jump on everything. But trends fade; value lasts. A consistent brand that delivers value will always win over a trendy one.”
He further cautioned against setting goals that do not align with the available budget. Citing a case where a Nigerian realtor hoped to sell a course to 100,000 people with a $120,000 budget, Ozue said such expectations are not grounded in marketing realities.
“Whether the budget is N5,000 or $120,000, many SMEs expect digital marketing to perform miracles. But it doesn’t work that way,” he said.
While proffering solutions, Ozue recommended more grassroots training tailored to local business environments, citing his involvement in digital marketing workshops at the yearly youth initiative by Ojodu LCDA in Lagos since 2023.
“We need more practical, local training, not just theory. Digital marketing should be demystified for the everyday business owner,” he said.
