To Brian Abel – Team Lead, Greater Africa, Ad Dynamo by Aleph

There is a huge demand for digital marketing skills around the world, not surprising in the vast online world where the majority of people are considered to be always connected.

Essentially, if you’re not marketing to people digitally, you’re not really marketing at all. Given this, it’s amazing how big the skills gap is.

Prior to 2020, the digital marketing skills gap was widespread, and has widened in recent years thanks to the rapid digital transformation brought on by the COVID-19 pandemic.

In fact, according to research by Salesforce and Rand Europe, the skills gap is so large that 14 G20 countries could lose $11.5 trillion in cumulative GDP growth.

Africa is not exempt from this growing fragmentation either. Exact figures for digital marketing within Africa are difficult to ascertain, but research by the International Finance Corporation (IFC) shows that by 2030, some 230 million jobs across the continent will require digital skills. It is worth noting that it is shown that

But thankfully, within the same skills gap, there are huge opportunities for young Africans and Nigerians.

Doors start opening to young professionals, especially if they have the skills needed to be successful in digital marketing.

This will not only guide domestic companies through digital marketing transformation, but also enable them to become important players on the global digital stage.

The Importance of Digital Marketing Skills

To understand the scale of the opportunity, it is worth remembering that Nigeria’s GDP, already the largest in Africa, is expected to reach US$450 billion in 2022, returning to its post-COVID-19 growth trajectory. there is.

Moreover, more and more parts of its economy are either fully digital or digitally-enhanced. In fact, the country’s digital revenue is expected to reach $16.43 billion by 2025, up from $11.38 billion this year.

It is also worth noting that currently only 51% of the Nigerian population has internet access. However, as connectivity infrastructure becomes more prevalent and prices drop, that number will rise rapidly, with another 35 million Nigerians expected to be online by 2026.

It is therefore clear that the Nigerian economy has plenty of room for growth and at the same time it will become increasingly important for both multinationals and domestic companies to market online.

That’s why it’s important to not only nurture but grow your digital marketing skills and ensure that those companies receive the best possible support in the field.

youth opportunities

Fortunately, Nigeria is already benefiting from a burgeoning young population with an average age of 18, many of whom are digital natives who grew up with mobile phones and internet access.

So already familiar with the digital world, they are not afraid of technology and are eager to expand their knowledge by understanding its potential to connect people and brands.

Therefore, equipping Nigerian youth with in-demand digital marketing skills will not only ensure their success in business marketing, but will also enable these young professionals to enter high-growth industries with economic development prospects. you can get the chance to

This is definitely important in a country with a high unemployment rate of 53.4% ​​among 15-24 year olds.

That said, for a digital marketing skills initiative to make a tangible difference, it can’t just focus on providing general skills to young people.

So instead, we need to ensure that everyone has the relevant skills needed to effectively market to people across the world’s major digital platforms such as Twitter, Snapchat and Spotify.

This concept is in fact at the heart of our commitment at Aleph Group. Our Digital Ad Experts program aims to educate, certify and connect thousands of Africans with the digital skills they need to succeed in a rapidly digitizing economy.

Our goal is to create a generation of young people who can take the region’s digital economy to the next level.

Beyond Marketing

Of course, these skills aren’t just useful for individuals who choose to pursue a career in marketing, so it’s important to consider the additional benefits of these skills.

In fact, the skills and certifications offered may complement entrepreneurial spirit or represent a springboard into the broader digital landscape, ultimately becoming the developer, You’ll end up adding technicians, and a balanced generalist.

The opportunities for digitalization in Nigeria are enormous, so it is important to give the country’s younger generations the most opportunities to embrace digital marketing.


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