Edidiong Ekong is a seasoned marketing expert known for her significant contributions to the growth of global fintech, digital entertainment, e-commerce, and payment platforms in emerging markets. She shares insights into her career, strategies, and thoughts on the future of marketing.
Breaking Down Marketing for Simplicity
When asked to explain her role in simple terms, Ekong likened it to organizing a child’s birthday party. “It’s my job to ensure everyone knows about the party and wants to attend. I spread the word, highlight how much fun it’ll be, and make sure the child has many happy guests,” she explained.
A Journey into Marketing
Ekong’s path to marketing began during her undergraduate studies in Mathematics. She developed a keen interest in consumer behavior, design, and digital media, which led her to enroll in Google’s Ad Academy. Her certifications in analytics and digital advertising laid the foundation for her marketing career.While still a student, she joined a cloud computing startup as a digital marketing intern. This experience cemented her passion for the field, and she has since worked with various tech companies, refining her expertise along the way.
Dispelling Misconceptions
One common misunderstanding about marketing, according to Ekong, is that it’s merely about creating advertisements or driving sales. “Marketing goes beyond ads and sales; it involves understanding audiences, crafting strategies, conducting research, branding, and analyzing data to meet business objectives,” she emphasized.She further clarified the difference between marketing, sales, and growth: marketing generates awareness and interest, sales closes the deal, and growth focuses on long-term expansion and market share.
Lessons from African Startups
Ekong’s experience working with African startups has been both challenging and rewarding. She has collaborated with companies in diverse sectors, helping them scale and expand internationally. “Startups often expect immediate results from marketing, but it’s a long-term investment,” she noted.She also highlighted a common mistake startups make—focusing solely on product development without pursuing customer traction. “Building a great product isn’t enough; you need to work on both product and market traction simultaneously to succeed,” she explained.
Proud Achievements
One of her standout achievements was helping Boomplay grow its user base from 8 million to over 47 million in Nigeria. She also played a key role in organizing major cultural events and music projects, including Felabration and Burna Boy’s African Giant Lagos activation.
Marketing Hacks and Strategies
Ekong advocates for customer-centric marketing strategies. One of her go-to techniques is the Bullseye methodology, which involves quickly testing multiple ideas to identify the most effective ones. “There’s no one-size-fits-all strategy in marketing, but focusing on customer value always works,” she said.
Advice for Aspiring Marketers
For those looking to transition into marketing in the tech industry, Ekong recommends building a strong foundation in marketing principles, gaining practical experience, and staying updated on industry trends. She also emphasized the importance of networking and mastering digital tools such as analytics and automation platforms.
Trends to Watch in 2023
Looking ahead, Ekong identified several trends that will shape marketing in 2023, including artificial intelligence, personalized content, immersive experiences, and influencer collaborations. “Brands that adapt to these innovations will drive growth and achieve success,” she predicted.
Final Thoughts
Ekong’s journey reflects a blend of creativity, strategy, and adaptability. Her insights highlight the dynamic nature of marketing and its pivotal role in driving business growth in a constantly evolving landscape.
