Gimmicks vs Strategy: Lessons from TikTok Marketing
In today’s fast-paced digital world, brands are under constant pressure to capture attention. With platforms like TikTok dominating the social media landscape, it’s tempting for businesses — especially SMEs — to chase the next big trend. But here’s the problem: not everything viral is valu
(Digital) Marketing: Learn, Unlearn and Relearn
What You Need to Know to Grow Your Business Introduction This eBook is about marketing — yes, with emphasis on digital marketing, but also marketing in the broadest sense. So, what is marketing in the simplest terms? Marketing is every activity you take to promote the buying or selling of a produc
Indomie’s Bold Play: Capturing Nigeria’s Next Generation of Noodle Lovers
For more than two decades, Indomie Instant Noodles has been more than just a quick meal in Nigeria — it has been a cultural phenomenon. With a 74% market share, three mega factories, and millions of packs sold daily, the brand is practically synonymous with noodles. But even market leaders can’t
Cooking Up Success: A Simple Digital Marketing Recipe for Small Businesses
Most small business owners know digital marketing is important — but many don’t know where to start. With so many strategies, tools, and platforms out there, it can feel overwhelming. The truth? You don’t need to do everything at once. There are simple, practical steps you can take today to gr
Case Study: Jet2 Holiday Viral Trend
“Nothing Beats a Jet2 Holiday? A Case Study on Virality, Brand Perception, and Business Impact” Overview of the Trend In 2025, a Jet2 advert audio (“Nothing beats a Jet2 holiday” voiceover, using Jess Glynne’s Hold My Hand) resurfaced / went viral on TikTok and other social platforms. User
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