COVID-19 Pandemic Has thought us Vital Lessons in Marketing – Babaeko
Steve Babaeko, CEO, X3M Ideas and Vice President, Association of Advertising of Nigeria, AAAN, says no doubt COVID-19 Has thought the industry vital lessons in marketing. Excerpts
As a player in the marketing industry, how has the Covid-19 pandemic affected the industry?
The Covid-19 pandemic has totally altered in the immediate term, the marketing communication space. With the stay at home policy meant to flatten the curve, a lot has changed. Investment in Out of home, activation, one-on-one consumer engagements, music, and sports sponsorships all took a major hit.
Television bounced back as people were forced to stay at home. Daytime viewership also went up as opposed to drive time. Influencer programs and digital also went on the upswing. Sadly many companies may not recover from the aftershock of COVID-19 and many jobs will be lost too. These are some of the vital less
Do you see or foresee a change in the mode of work or trend after the Covid-19 experience?
We ran a poll and most of the respondents felt that things will revert to the status quo as soon as the pandemic is over. I beg to differ though. Some of the lesson we learnt this period is that remote working can actually work in Nigeria. Also that not all meetings require our physical presence. If we take some of these vital lessons and apply them going forward our country may just be all the better for it.
What is the trend and how will this affect the industry?
The trend is that more agencies will experiment with remote staffing which will mean being able to source talents from anywhere in the world. When people think of the overhead it will save them it may become the way to go.
Going forward what’s your counsel to industry practitioners?
The Chinese say that the best time to plant a tree was 25 years ago the next best time is now. COVID-19 caught everyone by surprise the next pandemic or disruption shouldn’t. We were a bit better prepared as we had a documented offsite work plan so it was easy for us to seamlessly carry on our operation. We also hired a full-time nurse 4 years ago, through her weekly health reports we picked on COVID-19 before it became a pandemic. That’s why we actually shut down our operation before Lagos State Government made the call. These are trying times, our prayers are with healthcare workers on the frontline. Together we can defeat this deadly virus.