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  Marketing is changing fast. New technologies are steering planning and execution in interesting directions. The consumer population is atomizing and demanding greater regard for the individual. Information overload and shortening attention spans are throwing age-old rule books out the window. In short, the future of marketing in Nigeria is shaping up to be very different from the recent past.
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Unless you get a heads-up about which way things are going, you’re likely to be run out of business before it dawns on you. The space is so competitive that gaining first mover advantage has become more important than ever. And staying ahead of the competition is just as crucial for continued success. But if you’re armed with relevant insight, your business could blossom in the brave new world of marketing that is being formed. To help you with that, we’ll quickly explore a few of the trends that are determining marketing for tomorrow. Have a look:

Growing Affinity for Niche Causes

The astute observer of global culture will have noticed an increased interest in niche concerns among the masses. Anecdotes suggest that a greater portion of the human population derives some of its identity from these interests. It’s true about people who are big on preserving culture, or advocating for environmental sustainability. Learning to connect with people who are passionate about definite causes will be a big part of marketing strategy in the future. And, to some extent, it already is.

Hyper-Individualism and Personalization

The average person these days often despises not being addressed as an individual. Many people are “turned off” when they receive messages that are part of a mass marketing campaign. If you want to stand a chance of catching their attention, you have to engage them on a personal level. Businesses are hacking this with content and technologies that address customers by their names, and algorithms that personalize digital advertising based on their previous purchases. Expect even more personalizing technologies to dominate marketing soon.
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Artificial Intelligence

There isn’t much to be said here. AI is transforming marketing right now. What would it look like in a few years? The experts say that it’ll become much better; so it could take on even more aspects of the marketing job. In the near term at least, we should see marketers assume an increasingly creative role. Businesses will demand sharp and creative thinkers who are great at spotting patterns to fill marketing positions.

Conversational Marketing

Blogging seems to have kick-started the trend towards conversational marketing back in the early 2000s. Bloggers wrote as they would speak and allowed readers to instantly comment on their articles. Eventually, the conversational tone became the standard for marketing content. Chatbots have upped the game. Thanks to them, marketing campaigns can incorporate real-time conversations (albeit with bots) that make the target audience feel heard and valued. In a few years, we may see an intensification of the trend, as more people withdraw from the physical world and retreat to their screens and VR headsets.

The Rise and Reign of Video

In the early days of publicly accessible internet, text was by far the most dominant content format. But in the past few years, video has erased some of that lead. This is happening for at least two reasons. First, network bandwidths have increased by several multiples in recent times. Also, many people prefer video content to text in some instances because they find it easier to “process” mentally. Today, it’s clear where the web is headed: a more video-heavy destination.

Virtual Reality (VR)

For a long while, VR technology use was largely confined to gaming. But these days, it’s being employed in a variety of settings: remotely viewing real estate property; supervising medical procedures; simulation and testing in manufacturing; and product demonstration and personalized experiences in marketing. This hasn’t quite taken off in Nigeria yet. But it will, as it has elsewhere. Anyone who’s thinking long term for their business should have VR at the back of their minds. It will figure prominently in the marketing campaigns of the future.
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Final Words

Pondering the future of marketing in Nigeria is one thing. Taking steps to secure that future for your business is another. Neither should happen without the other. We hope this article helps you do both.
Did you find this article useful? Contact us: editor@connectnigeria.com
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This article was first published on 24th March 2025
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ikenna-nwachukwu

Ikenna Nwachukwu holds a bachelor's degree in Economics from the University of Nigeria, Nsukka. He loves to look at the world through multiple lenses- economic, political, religious and philosophical- and to write about what he observes in a witty, yet reflective style.

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