Senior Lecturer Advertising and Marketing Communications @ University of Greenwich, London
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Jun 12th to Jun 22nd, 2021
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About Dr. Emmanuel Mogaji
I have written two textbooks, sharing my knowledge with students around the world.
Dr Emmanuel Mogaji has a PhD in Marketing, and he is a Senior Lecturer in Advertising and Marketing Communications with a strong focus on service brands. Emmanuel's primary areas of interest are ABCDE of Marketing Communications – Advertising | Branding | Communications | Digital | Ethics.
INTERVIEW
QUESTIONS
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TwoCents
What brought about your decision to pursue a career in marketing communications? Tell us a bit about your career journey.
Dr. Emmanuel Mogaji
My first degree was in Architecture. I have also been interested in creative design. When I relocated to the UK, I couldn't continue with my Master degree in Architecture, very expensive for an international student as it was a professional course, so I ended up doing MA Art and Design. From there, I got involved in design advertisement, brand identities and print media. I worked as a Brand Integration Executive for an Advertising agency and I later went to do a PhD in Marketing communications. Now I teach, research and consult on integrated marketing communications.
TwoCents
Do you think print media will ever get faced out from society? If yes, how soon do you think this will happen? If no, what are some reasons why print media and advertising will persist in society.
Dr. Emmanuel Mogaji
No. I don't think print will be out. I teach my students that print media is not dead but evolving. Evolving in two ways. 1. It will later turn to something premium, unique and breaking the media cluster when everyone has gone digital. Those doing print will look different. 2. Print is evolving by incorporating the power of social media. Undoubtedly, the readership is reducing and interest is reducing but I believe it can still be an integral part of marketing communications and brand awareness.
TwoCents
What's your advice to millennials who are in business or about to start one?
Dr. Emmanuel Mogaji
1. Well done for getting involve. Ideation is easy, implementation is the hard bit. So don't be discouraged. Remember it will not be easy at first but it will get better. Build your resilience, be strong and self motivated.
2. Build your network, those you can fall back on when things are not right. Your mentors and supporters are important.
3. Take pride in what you do. Communicate your brand, engage with people.
4. Take care of your health, your physical and mental health, don't drain and stress yourself
5. Keep providing that outstanding services and products
TwoCents
What are your predictions for what marketing communications would look like in the nearest future?
Dr. Emmanuel Mogaji
I see a future where people will be more willing to avoid advertisements, they will get tired, skip and block advertisements BUT then Artificial Intelligence will come onboard to create emotionally appealing advertisements through data extracted from customers. This AI developed advertisements will align closely with the individuals' preference. They will be uniquely produced for each individuals. So if you like a dog and listen to Micheal Jackson and your friend likes a cat and listens to Janet Jackson, same advertisement are served on your phones, you will see a Dog ad with Michael Jackson's background song while your friend will see a cat and Janet Jackson background music. . Its about personalising advertisements to break though the media clusters.
TwoCents
What are some not-so-well-known tips on marketing communication that you believe are essential in building brands and taking business to the next level?
Dr. Emmanuel Mogaji
These tips actually depends on many factors including type of brand, market and target customers. In one of my research on financial services in Nigeria, we discovered banks use 'market storm'. This is when the banks goes to the market with their branded t shirt, carry music and engage with market people. This was a marketing strategy that many people in Europe may not understand. I was told to explain the concept and ultimately they found it different because often no open markets but indoor shopping mall, loud music not allowed and people go on their way. So while I can say market storm is a ot-so-well-known tips on marketing communication, it can be relatively used.
TwoCents
What's the best marketing communication mix to improve Consumer Retention?
Dr. Emmanuel Mogaji
Ultimately this depends on the type of business and the type of customers. Are they products you buy every day let say chocolate bar or an high involving product like Life insurance. In retaining your customers, you want to make sure you COMMUNCIATE and ENGAGE with them. You want to keep them in the loop and you want them to have you at the back of their mind. Advertising is an integral part of the mix, you have direct marketing, possibly through email, educating them and telling them what's happening. We cant but mention social media (again depends on the product and audience). As you can imagine, its a MIX, so you choose what to mix and how it can enhance your brand positioning.
TwoCents
What's your take on the current trends in marketing and communications? Kindly cite one of said trends that you are most excited about.
Dr. Emmanuel Mogaji
Storytelling is a trend I have seen lately in marketing communications. Now its not just about selling but telling an appealing story through the advertisements. Making people see the value in your brand. An advert I like (which many people may not like) is the Burger King's 'Mouldy Whopper' . Search for it on YouTube. It tells a story about a Burger that naturally decomposed in 34 days. It was very emotional, some may found it disgusting but it communicates the idea of natural ingredient in the product.
TwoCents
Looking at the economic position in Nigeria and how the system is chocking not just indigenous businesses but also external investors e.g. Shoprite (Africa's largest food retailer) has sold their Nigerian operations to local investors. What's your two cents on what needs to be done to change this dire state of affairs?
Dr. Emmanuel Mogaji
I believe the new investors have their plans and am sure they will do well. However, I think service quality will still be important. The customers services, engagement and interaction. The product line and pricing will also need to be revisited as it needs to reflect the current situation of things and the buying capacity of the customers.
TwoCents
What has been the biggest paradigm shift in Branding in the past seven years?
Dr. Emmanuel Mogaji
Globally, I will say changing brand identity and rebranding taking up flat logo. Many brands from Google, Microsoft, eBay, YouTube have updated their logo. I have also noticed a common trends with automobile from GN, Nissan, Peugeot, Kia and Renault. Every brand is recognising the need to be refreshed and appeal to a modern audience.
Locally in Nigeria, I see a paradigm shift in the use of social media, especially the use of comedian and skit makers on Instagram, especially, to create awareness about brands. I think this is something unique to the Nigerian market but interesting so far to see a blend between comedy and brand message. Everyone now wants to be a skit maker to get a piece of that national cake.
Lekki, Nigeria
What research topics, do you think one can derive from celebrity endorsements in Nigeria.
2 Answer requests
I must say this is a very relevant and interesting topic. Celebrity endorsement, especially in the days of social media will continue to play a huge role in business management and marketing communications.
From a research perspective, you might want to understand
1. The type of brands that are more likely to use celebrity endorsement - banks, telecom or gambling company?
2. What type of advertising appeal are being adopted? Are they emotional appeal or rational appeal?
3. What type of celebrity do we have endorsing products? This can be cross tabulated with point 1.
4. What are consumers attitude towards celebrity endorsement? Is it a norm or people are tired of it?
5. Speaking with Brand Managers, what are their challenges in selecting and working with celebrity influencers?
What are your thoughts on brand activism and cause-marketing and how brand mangers could use this to connect effectively with consumers?
1 Answer request
I think it is very important for brands to reflect their target audience. This is the time of being 'WOKE' but it must be done right. Compare Gillette's advert We Believe: The Best Men Can Be and Nike's advert with Colin Kaepernick. Gillette's advert didn't do well because people could into just buy into their message. Brand Managers needs to start considering cause marketing but need to be mindful it may back fires BUT they should always remember there was a motivation for doing it. Brand Managers could definitely use it to engage and connect with their audience. The audience sees the brands on their side, feel emotionally connected and willing to patronise.
Hello Dr. Emmanuel.
If you were to create a track/path for a 10 year old who wants to be a next Tony Elumelu/Aliko Dangote (top-class business mogul), what would this track look like?
Say it would have to consist of skills and things to learn, perhaps where you recommend to learn them and in what order.
Thanks.
0 Answer requests
Sure, we need to start planning for the future. You want to consider what made these people stand out, they were able to make the best use of opportunities that comes their way. There are many Dangotes that are on boats in Makoko, Lagos, we cant neglect the role of opportunities. However, all things being equal, I will say
1. Education - to support critical thinking and evaluation. Even up to PhD is possible/necessary.
2. Entrepreneurship - to create income generating opportunities from things around.
3. Empathy - to understand and respect other people, to pull other people up, to win together and be real human.
What do you think is the most effective medium of communication to put out content when launching/introducing a brand?
0 Answer requests
Interesting, but this depends on so many factors - the type of brand, Tesla launching a mobile phone or Emmanuel launching a mobile phone. Tesla has a brand already and it will be easier to build on the existing brand value. What type of product? Who are the target audience.
The best answer I can give to this is media planning - right message to right people through the right media and the right time and in right place. Provided you can get all these five things things right, you should be fine.
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