Nigeria’s small and medium enterprises (SMEs) face mounting challenges in an increasingly digital world, from rising operational costs to navigating shifting market dynamics. CEO and Co-Founder of Mode Media Ltd, a digital marketing agency established to support SMEs in Nigeria, Monisade Ogunlana, believes that strategic marketing, economic resilience, and strong industry partnerships are key to business sustainability. In this interview, Ogunlana shares her vision for Mode Media’s growth, insights on how SMEs can leverage digital marketing to overcome environmental and economic challenges, and her commitment to supporting businesses in the United States. Excerpts:

Given your experience working across international markets, how do you adapt marketing strategies to suit different cultural and economic contexts?

In my experience, while the tenets of marketing remain the same adapting marketing strategies across different markets requires connecting with and understanding local cultures and economic conditions remains paramount. I tailor messages to resonate with the demographic, regional values and preferences as I did with brands looking to penetrate the Nigerian market e.g. Suzuki and Marie Stopes International.

I also adjust for varying economic factors focusing on cost-effective strategies for markets with financial constraints and minimal reach, such as in some countries in Asia and being more flexible in others. Digital tools have always helped my team track trends and adjust strategies in real-time, while collaboration with local teams will always ensure relevance and avoidance of cultural appropriation. In short, it’s about being agile, culturally aware, and responsive to local economic needs regardless of what the product or service is.

What specific challenges do you see SMEs facing in the current economic climate, and how do you propose they can leverage digital marketing to overcome these challenges and achieve sustainable growth?

SMEs today face rising costs and foreign exchange rates, shifting consumer behaviour, and digital competition. To navigate these challenges, I would say they must be more willing to embrace e-commerce, leverage data-driven marketing, and build strong online communities. Customers have the higher bargaining power for the most part as there is access to a wealth of information.

Investing in digital marketing in its simplest forms: SEO, targeted social media advertising and content marketing can enhance visibility, customer engagement, and long-term brand loyalty, helping SMEs sustain and grow despite economic uncertainties. I would also like to add that networking is definitely an underrated skill that a business owner should have in their toolkit.

How can SMEs effectively integrate AI into their operations to maximise cost savings, align AI adoption with their long-term business objectives, and measure the return on investment (ROI) to ensure sustained operational efficiency and cost savings? Additionally, what specific areas of their business should they prioritise for AI-driven automation to achieve these goals?

I believe that SMEs have a tremendous opportunity to save in the long run by adopting AI quickly. By leveraging affordable AI tools, small and medium-sized businesses can streamline operations, cut costs, and drive growth. For instance, AI chatbots like Drift can manage customer inquiries 24/7, reducing the need for large support teams or constant community management. In marketing, tools like ChatGPT are invaluable for content creation, while QuickBooks AI automates invoicing and expense tracking, and Zoho Inventory optimizes supply chain management.

The key is to begin with AI solutions that address immediate challenges and scale as the business grows. Tracking is the name of the game and success can be measured by cost savings, improved efficiency, and enhanced customer engagement, all contributing to long-term growth without breaking the bank. To stay competitive, businesses of all sizes must embrace digital marketing and automation to ensure their longevity in the market.

How do you envision Mode Media Ltd evolving in the next five years, and what strategies will you implement to ensure its continued success in the digital marketing landscape?

In the coming years, I see Mode Media becoming the go-to digital marketing partner for SMEs in the U.S., helping them grow, adapt, and stay resilient in an unpredictable world. By leveraging AI-driven insights, automation, and customised marketing strategies, we will empower businesses to scale efficiently while adapting to economic and environmental challenges. Our focus will be on expanding our proven model, building strong industry partnerships, and uplifting minority-led businesses making sure SMEs don’t just keep up, but truly thrive in the digital age.

Can you describe a recent marketing campaign you led that significantly impacted a client’s business? What was your role, and how did you measure its success?

Recently, I led the development of a global marketing strategy for Tricon Energy, a $12 billion chemical distributor facing brand inconsistencies across 20 regional offices around the world. Through industry research, competitive benchmarking, and market intel, I identified gaps hindering internal communication, external engagement, and market positioning. I designed a comprehensive communications plan with audience segmentation, standardized messaging, and digital engagement which was executed via LinkedIn and SharePoint across all regional offices.

My recommendations streamlined brand consistency, improved internal alignment, and enhanced Tricon Energy’s competitive positioning. Success was measured through brand recall, engagement metrics, cost savings, and market expansion opportunities, including re-entry into South America. Through the completion of this project, I was able to highlight my ability to drive strategic market positioning, strengthen brand identity, and implement data-driven marketing solutions which are key elements in fostering SME growth and resilience.

As a leader, how do you foster a collaborative environment within your team, and what methods do you use to motivate team members to achieve their full potential?

Over the years, I’ve built teams where collaboration, creativity, and ownership thrive. I believe people do their best work when they feel empowered and safe enough to share their honest opinions. Setting clear expectations and aligning around S.M.A.R.T goals has always been key to measuring our success not just at Mode Media Ltd, but in every team I’ve led. Watching ideas turn into excellent results has been one of the most rewarding parts of my journey.

As a Forté Fellow and advocate for women in entrepreneurship, what initiatives or programs do you believe are most effective in supporting women-led businesses globally?

As a Forté Fellow and advocate for women in entrepreneurship, I believe the most effective initiatives for supporting women-led businesses are those that provide access to education, mentorship, and funding for not just small business owners but women looking to advance their careers. Forté focuses on empowering women through its partnership with specific MBA programs, fostering a network of leaders offering professional development and ultimately levelling the playing ground. Mentorship from other women entrepreneurs and programs that provide opportunities are crucial for overcoming barriers and scaling businesses.

Additionally, initiatives that equip women with digital and marketing skills are key in today’s tech-driven world. These resources help women entrepreneurs thrive in a competitive global economy and help them stand that much firmer for what they believe in. I advocate for initiatives that reduce funding barriers, connect female entrepreneurs with industry leaders, and equip them with the skills to leverage digital tools to ensure sustainable growth, market expansion, and long-term success.

Looking back on your career and entrepreneurial journey, what do you hope will be your lasting legacy in the world of digital marketing and entrepreneurship, particularly for women and SMEs?

I hope to leave a lasting impact by redefining how SMEs leverage digital marketing for success, breaking barriers for minority entrepreneurs, and championing economic resilience through innovation. By creating sustainable marketing solutions and advocating for inclusive business opportunities which lead to longevity. I aspire to continue to be a shining light and empower the next generation of entrepreneurs particularly women so they can thrive in an increasingly digital world and play more than just gender-attributed roles.