Nigeria’s small and medium enterprises (SMEs) face increasing challenges in an evolving digital landscape, from rising operational costs to shifting market dynamics. Monisade Ogunlana, CEO and Co-Founder of Mode Media Ltd, a digital marketing agency supporting Nigerian SMEs, emphasizes strategic marketing, economic resilience, and strong industry partnerships as essential for business sustainability. In this interview, she discusses Mode Media’s growth strategy, the role of digital marketing in overcoming economic challenges, and her commitment to supporting businesses in the U.S.
Adapting Marketing Strategies to Different Markets
With experience across international markets, Ogunlana highlights the importance of cultural and economic adaptability in marketing. She emphasizes tailoring messages to align with regional values and preferences, as seen in her work with brands like Suzuki and Marie Stopes International in Nigeria.
She also adjusts strategies based on economic factors, focusing on cost-effective solutions for financially constrained markets. Digital tools enable her team to track trends and refine strategies in real time, while collaborations with local teams ensure cultural relevance and prevent missteps. Success, she says, depends on agility, cultural awareness, and responsiveness to economic needs.
Overcoming SME Challenges with Digital Marketing
SMEs today face rising costs, fluctuating foreign exchange rates, shifting consumer behavior, and increased digital competition. Ogunlana advises businesses to embrace e-commerce, leverage data-driven marketing, and build strong online communities to stay competitive.
Investing in essential digital marketing strategies—such as SEO, targeted social media advertising, and content marketing—can improve visibility, engagement, and customer loyalty. She also stresses the importance of networking as a crucial skill for business owners.
Integrating AI for Cost Efficiency and Growth
Ogunlana believes that SMEs can significantly reduce costs and enhance efficiency by adopting AI solutions. She suggests affordable AI tools for automating operations, such as:
- AI chatbots (e.g., Drift) for handling customer inquiries 24/7, reducing support costs
- Content creation tools (e.g., ChatGPT) to streamline marketing efforts
- Automated accounting software (e.g., QuickBooks AI) for invoicing and expense tracking
- Supply chain management solutions (e.g., Zoho Inventory) for inventory optimization
She advises businesses to start with AI tools that solve immediate operational challenges and expand adoption as they grow. Success should be measured through cost savings, operational efficiency, and improved customer engagement.
Mode Media’s Growth Strategy for the Next Five Years
Looking ahead, Ogunlana envisions Mode Media Ltd as a top digital marketing partner for SMEs in the U.S. She plans to:
- Leverage AI-driven insights and automation to create customized marketing strategies
- Expand industry partnerships to support SMEs in navigating economic uncertainties
- Focus on minority-led businesses to promote inclusivity and sustainable growth
Her goal is to help SMEs not just survive but thrive in the digital age.
Impactful Marketing Campaigns and Measuring Success
Ogunlana recently led a global marketing strategy for Tricon Energy, a $12 billion chemical distributor. The company faced brand inconsistencies across 20 regional offices. Through industry research, competitive analysis, and audience segmentation, she developed a unified communication strategy, implemented through LinkedIn and SharePoint.
Her strategy improved brand consistency, internal alignment, and market positioning. Success was measured by increased brand recall, engagement, cost savings, and expansion opportunities, including re-entry into South America.
Fostering a Collaborative Team Environment
Ogunlana builds teams where collaboration, creativity, and ownership drive success. She ensures clarity through S.M.A.R.T goals, empowering employees to take initiative and contribute ideas. Watching ideas evolve into successful projects, she says, is one of the most fulfilling aspects of leadership.
Supporting Women Entrepreneurs Globally
As a Forté Fellow and advocate for women in entrepreneurship, Ogunlana champions initiatives that provide women-led businesses with:
- Education and mentorship through leadership programs
- Access to funding to bridge financial gaps
- Digital and marketing skills to remain competitive in a tech-driven world
She believes reducing funding barriers and connecting female entrepreneurs with industry leaders are key to fostering sustainable growth and market expansion.
Legacy in Digital Marketing and Entrepreneurship
Reflecting on her journey, Ogunlana hopes to redefine how SMEs leverage digital marketing for success. She aims to break barriers for minority entrepreneurs and drive economic resilience through innovation. Her ultimate mission is to create sustainable marketing solutions and advocate for inclusive business opportunities, particularly empowering women to excel in a digital-first world.
