Are There Marketing Skills That Can't Be Learned?

Seun Odegbami has an answer to that in here...

Nov 21, 2024

It’s Thursday, which means it’s time for another edition of Dear Digital Marketing Newbie and the next series in our ‘Career Advice from 5 Top Marketers Worldwide’ series!

I’ve been loving all the shares, likes, and comments you’ve been sending in on each newsletter—it’s amazing to see how much this series is resonating with you all. Let’s keep the momentum going!

But before diving in, here’s a quick look at what readers have been saying about Dear Digital Marketing Newbie—your feedback truly fuels this journey:

Ok, let’s get started!

Q1: Please introduce yourself and share a bit about your story in marketing.

Seun Odegbami: My name is Seun Odegbami, and I am a marketing professional with a diverse background. I like to describe myself as "T-shaped," which reflects my broad experience across various marketing disciplines, including both digital and offline marketing. I began my career in customer experience, which laid the groundwork for my transition into marketing. Since then, I have worked with consulting firms, fintech companies, and Edtech organizations. Currently, I am involved in the media space, where I continue to apply my marketing expertise.

Q2: What initially attracted you to marketing as a field, and why do you see it as something you want to pursue ?

Seun Odegbami: Unlike many who find themselves in marketing by chance, I have always been passionate about it. My first degree is in marketing, and from the outset, I aimed to build a career in this field. However, when I graduated, opportunities in digital marketing were scarce. While marketing today encompasses a wide array of specializations—such as content writing, email marketing, Google Ads, and Facebook Ads—back then, it wasn't as popular, and advertising agencies were the primary players.

Initially, I sought opportunities at ad agencies, but I faced challenges securing a position because I didn’t fit the profiles they were seeking. Life has a way of throwing unexpected challenges at you, and I decided to pivot. I took a role in customer experience, where I spent some time and discovered opportunities within my organization. I excelled at certain marketing tasks while in that role, which made me realize I wasn’t fully utilizing my potential or pursuing my passion.

This realization prompted me to explore various aspects of marketing, starting with content writing. I began writing online and networking more actively. A pivotal moment for me was attending a networking event I found on LinkedIn. After sending numerous messages in search of career guidance, I went to this event and encountered inspiring speakers who completely reshaped my perspective on job searching and networking.

That experience opened doors for me to volunteer and connect with others in the field. Eventually, someone offered me an opportunity in marketing, and that’s how my journey began.

Success Lawal: I can relate to your experience. I studied public relations and advertising in school, and I spent a lot of time sending CVs and creating decks for ad agencies. Looking back, I'm grateful I didn’t land agency work, as I don't think I'm suited for that environment.

Q3: What insights have you gained from your experience in marketing? What are some things you learned about digital marketing or marketing in general that you didn’t know before entering the field? Were there any misconceptions you had?

Seun Odegbami: One of the most significant insights I've gained relates to customer behavior. For example, you can craft a copy that seems perfect on paper, but when you launch it, it doesn’t resonate with your audience. In marketing classes, we're taught to follow the AIDA model—Attention, Interest, Desire, and Action—but I've learned that customer behavior can be quite unpredictable.

In Nigeria, cultural differences play a crucial role in how people respond to ads. It's vital to consider these differences when creating marketing materials. Understanding the target audience is essential; you need to dive deep into their lives and perspectives. For instance, if you're targeting a broad demographic of males and females aged 30 to 35, you must analyze their behaviors and preferences to ensure your ads genuinely speak to them.

Another crucial aspect I've learned is that customer behavior is often more complex than it appears on the surface. Data reveals insights that can significantly impact your marketing strategy. For example, a recent report by a fintech company indicated that Gen Z individuals generally have less disposable income compared to millennials and baby boomers. This means that if you’re running ads in Nigeria, it's important to recognize that the individuals with the purchasing power may not necessarily be Gen Z.

In summary, understanding customer behavior—considering cultural factors and analyzing demographic data—can greatly influence how you approach your marketing efforts.

Success Lawal: I completely agree with you about the importance of understanding customer behavior. I’ve noticed some younger marketers in digital marketing trying to reach a broad audience without truly understanding who their target audience is. It's crucial to emphasize that knowing your audience and what resonates with them is essential.

For example, many marketers assume that since everyone is on LinkedIn, it's an effective platform to promote their services. However, their target audience might not primarily engage with those services on LinkedIn. Different products have different ideal platforms; clothing brands, for instance, often perform much better on Instagram.

While LinkedIn users certainly wear clothes, that isn’t typically their main focus when they visit the platform. Understanding your audience's preferences and behaviors is fundamental. This knowledge is one of the key lessons a marketer can learn early in their career, and it can significantly impact their effectiveness. Thank you for highlighting this important point.

Q4: How do you see the role of social media evolving in the marketing field? In the past, many of our parents would say that spending time on social media was a waste. Now, we see influential figures, like Elon Musk using Twitter for campaigns, demonstrating its effectiveness. As someone with extensive experience in marketing, what is your perspective on the evolving role of social media?

Seun Odegbami: Social media has transformed into a global platform that provides access to audiences around the world. Today, you can conduct marketing activities from your home and reach markets that would have previously required travel and extensive planning. For example, if you want to enter the Ugandan market, you can simply engage an influencer from that region to help promote your product online.

The evolution of social media also involves advancements in technology, particularly artificial intelligence. As algorithms change across various platforms, understanding how to leverage these changes for your business or personal brand becomes crucial. The algorithms adapt based on user behavior—what content they engage with, the types of videos they prefer, and the images they share. This evolution necessitates a strategic approach to your content strategy, ensuring it aligns with the preferences of your audience on each platform.

It’s important to recognize that not all social media platforms will be effective for your brand. You don’t need to be present on every network; instead, focus on identifying which platforms resonate with your audience.

As algorithms change across various platforms, understanding how to leverage these changes for your business or personal brand becomes crucial.

Success Lawal: I’ve been trying to understand Snapchat better so I can run some ads there. It feels like each platform is its own world!

Seun Odegbami: You can start by mastering one social media platform, then gradually expand to others as you become more comfortable. If you have a larger team, you can manage multiple accounts across platforms like Pinterest, Reddit, LinkedIn, TikTok, Facebook, Threads, and Snapchat. The key is to discover what works best for you and tailor your marketing efforts accordingly.

Success Lawal: I believe that audience behavior ultimately shapes how marketers perceive and utilize social media in the long run. Thank you.

Q5: I know you have many marketing initiatives that exceeded your expectations. Can you discuss one or two that you believe significantly surpassed your expectations from the planning to the execution stage?

Seun Odegbami: One project that stands out took place about two years ago. We launched an influencer campaign aimed at generating revenue, even though there’s a common debate among marketers about the effectiveness of influencers, with some arguing that they are just a waste of money and only good for brand awareness.

Our goal was to not only raise brand awareness but to develop a revenue model. We selected a major influencer from our list and collaborated closely with them. We reviewed and edited their scripts, but we knew it was crucial to create a financial model to ensure we would see a return on investment.

We understood that merely asking the influencer to promote our product wasn’t enough; we needed to include incentives for their audience to engage with our brand. In addition to the influencer's messaging, we introduced incentives that encouraged their followers to download our app, deposit funds, and maintain those deposits for 12 months.

Our strategy focused on both generating revenue and ensuring customer retention. We didn’t want people to just download the app and never return; we aimed to create a lasting relationship with our customers. Thanks to the influencer’s campaign and the incentives we provided, we achieved significant success, gaining a large customer base that remained active throughout the year, generating consistent revenue even after the campaign ended.

Success Lawal: What I’m learning from this is that for influencer campaigns, it’s essential to have a solid strategy in place. It’s not enough to rely solely on the influencer to deliver results. Following through with a clear plan and implementing supportive measures can significantly enhance the effectiveness of the campaign. I’ve seen many marketing efforts that treat influencer marketing as just a means of creating awareness, but your approach clearly demonstrates the potential for deeper engagement and sustained results.

Q6: What do you think is the most important quality for a successful marketer?

Seun Odegbami: The most important quality can vary depending on the situation, but one fundamental skill that every marketer must master is communication. Marketers need to communicate effectively because they work closely with various departments, such as product teams, sales teams, finance teams, and often interact with their CEOs or managers.

Whether through presentation skills or written communication, being able to articulate your ideas is crucial. For example, when proposing a Facebook or Instagram ad campaign, you must be able to present data and justifications for why you need a specific budget—be it $1 million or $2 million. Since marketing is often perceived as an expense, it’s vital to demonstrate the value of your initiatives and show that they contribute to the organization's success.

Whether through presentation skills or written communication, being able to articulate your ideas is crucial.

In addition to communication, soft skills are equally important. Having the ability to write compellingly or convey ideas effectively can be considered a superpower in marketing. If you identify areas where you feel less confident, it’s essential to seek knowledge and improve those skills, as marketing is an evolving field that changes every few months. Continuous research and adaptation are key. Overall, strong communication and presentation skills are invaluable assets for any marketer.

Q7: There’s a notion that certain traits influencing success in marketing can't be learned but are inherent personal traits. Some people say, for instance, that if you’re extroverted, you should excel in marketing. Growing up, they might suggest, “You talk too much; you should pursue mass communication,” or “You’re good at math; you should go into this field.” What’s your opinion on this? Do you think personal traits play a role in success in marketing, or do you see traits in yourself that have helped you, which others might lack?

Seun Odegbami: I believe personality traits don’t determine success in marketing. People often try to match personalities to roles based on assumptions, but in reality, it doesn't work that way. For instance, I think introverts can be better marketers. While personality can influence how you approach your work, networking is now easier than ever. You can connect with people on platforms like Twitter, LinkedIn, and Instagram without needing to meet face-to-face. If you’re shy, you don’t have to show your face; you can collaborate and network online. Ultimately, the focus should be on whether you deliver results, not on personal interactions.

Success Lawal: So, you’re suggesting that everything in marketing can be taught and learned?

Seun Odegbami: Yes, absolutely. It can be learned on the job, but that doesn’t necessarily dictate how well you will perform.

Q8: How do you handle feedback as a creative, and how do you incorporate feedback and data into your marketing strategies?

Seun Odegbami: Thank you for this question. As I mentioned earlier, knowing how to communicate and present is crucial. If you struggle with these skills as a marketer, you will face difficulties. You’ll encounter many questions and people who want to weigh in on your work.

When presenting data, it’s essential to demonstrate the potential return on investment. For example, if you’re requesting 10 million naira for a campaign, you need to show how that investment will yield returns. You should illustrate to the decision-makers how investing that amount will bring back at least the same amount or more. Visualizations can be powerful; if your presentation helps others understand how the money will be recouped, they are more likely to support your request.

Understanding the financial implications is key. You may want to collaborate with finance professionals to ensure you grasp how your strategies will impact the bottom line. It’s not enough to present attractive data; you must connect that data to profitability. If you can explain that an investment of 5,000 naira could potentially generate 10,000 naira, people will be more inclined to listen to you because it sounds profitable.

Additionally, you should quantify your expectations. For example, if you allocate $10,000 to a campaign, specify that this could lead to 5 million impressions and a conversion of 10,000 followers into customers. Showing how these metrics translate into actual sales is vital.

Your presentations should convey seriousness and professionalism, but they must also focus on how your strategies will contribute to the organization's financial success. Your ability to effectively present data and articulate its impact on revenue will determine whether your plans are seen as investments rather than expenses.

Success Lawal: What I’ve gathered from this is that it’s the marketer’s responsibility to communicate a marketing plan as an investment rather than as an expense, right?

Seun Odegbami: Yes, exactly. It’s quite straightforward.

Q9: What resources do you recommend to marketers looking to improve their skills? I always emphasize that, in addition to courses, having peer-to-peer relationships is a valuable way to enhance skills. Given your interactions with marketers of various experience levels, what are your thoughts on ways marketers can improve their skills?

Seun Odegbami: I completely agree with you about the importance of peers. Building relationships with people in the industry is crucial. Having conversations with peers who face similar challenges can be incredibly beneficial. When you encounter problems, you can reach out to them for advice or support.

Building relationships with people in the industry is crucial.

In addition to networking, there are many low-cost ways to enhance your skills. Utilizing resources like YouTube, Google, and reading articles can provide valuable insights. Watching videos, taking notes, and reading books can also contribute to your learning.

Another essential aspect is experimentation. Marketers need to test different strategies to discover what works best. Taking risks is part of the learning process. For example, if someone comes to you with a budget of 100 million naira for a campaign, you shouldn't shy away just because you haven't done it before. Instead, conduct research and take the risk—understanding that accountability comes with that.

You may succeed, or you may not, but either outcome provides valuable lessons. I’m not suggesting anyone should recklessly waste others' money, but responsible risk-taking is crucial for growth.

When people ask if I can generate a specific return, I explain that we first need to run ads and assess how the audience responds. You can only speculate based on your knowledge and insights, but often you'll achieve your goal or come very close. Viewing the process this way can help you improve your skill set.

Success Lawal: That's great advice! It reminds me of a conversation I had with someone who missed an opportunity to write content for a renowned musician's tour because she felt she didn't have the necessary skills. She was too shy to take that career risk. I believe that taking responsible risks is vital for marketers.

Q10: What's one piece of advice you wish you had received when you started out as a marketer?

Seun Odegbami: I would say the most valuable piece of advice would have been to take a chance on myself. I consider myself a late bloomer; it took me a while to embrace that mindset. In environments where uncertainty looms, it’s easy to hesitate and miss out on numerous opportunities. My advice is to take that chance and see what you're capable of achieving.

For example, I once applied to an agency where I showcased some of my work. Despite my persistent follow-ups, I wasn't selected. But I refused to let that setback deter me. Instead, I asked myself, "What else can I do to break into this market?" I realized I didn't need to wait for an agency to validate my skills. So, I took a chance on myself and explored other avenues.

Looking back, I realize I took too long to act, and while it wasn't too late, I encourage others to seize opportunities now. What's the worst that can happen? If you don’t take the leap, you'll never discover your potential.

Success Lawal: I can relate to that! A friend of mine pushed me to start writing on Substack and LinkedIn, asking, "What's the worst thing that can happen?" I was hesitant because I felt shy about sharing my ideas, especially on a platform like LinkedIn. But that nudge from my friend made a significant difference. Starting was the challenge; I worried it might not work out. Yet, here we are now, and it’s been rewarding to take that chance on ourselves. You never know where it might lead.