The Lens Magazine 2019 THE LENS 2019 CCOMPLETE | Page 22

THE LENS
INTERVIEW
Eleven Questions
With
Adetunji Oluwatosin
things. I remember my first post online (many years
ago), it took me several weeks not days to upload it.
Over the years, I have come to realize that if you will
thrive in the Integrated Marketing Communications
industry, you must be ready to make mistakes and get
criticized.
This is 2019. How is the Digital Marketing industry
faring?
As more people adopt digital as a marketing tool, the
industry continued to experience some interesting
growth. According to a research by Forrester, globally
online consumers already dedicate 52% of their media
hours to digital channels. This is a trend which we
A
detunji Oluwatosiu is a Digital Marketing Strategist ,
Corporate Communication Specialist at the Union
National Bank, Abu Dhabi, United Arab Emirate with
about 10 years experience in integrated marketing
communications.
As a veteran content creator, what does it take to get
this far and beyond?
expect to grow exponentially, as estimates project the
overall digital marketing industry—including
advertising—will reach $306 billion by 2020. Total
digital investment is growing even with budgets
shifting away from volume and toward value. Access to
Internet and smart devices in increasing globally. With
this speedy transformation and growth, I will say the
DM industry is growing rapidly, becoming more
Aside from time, effort and discipline, I will say being aggressive and competitive in strategic approaches
current. Since the online world is developing rapidly, (which is very good). To some practitioners, the
the industry will never be stagnant, change is competition is bringing out the best and to others, it's
guaranteed and it is either you are in tune with current revealing their incompetence.
trends or outdated. Be willing to build connections,
learn from your connections and give back to your
connections.
What has been the biggest hurdle in your journey to
creating awesome contents in the Digital Marketing
industry?
What is the skill set a new generation of Digital
Marketing personalities must have to fit into the
landscape?
Data analytics skill has become a skill set every digital
marketer must have. Unlike before, Digital marketing is
no longer what it used to be. It's now on a totally new
Biggest hurdle out of many… FEAR. Fear of what to level of the programmatic and customer-focus world –
write, say or create. Fear of whether my contents will be and to achieve that, DATA is key! Data is the new oil.
relevant or accepted. Fear of errors, mistakes, and many You need it to gather insights to communicate
5
WWW.AMCOSMEDIA.COM