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Can You Be Successful in Business with No Digital Marketing At All?

Since I started the Blogtober challenge, I asked my audience to let me know what topics they'd like me to write about during the month. Once gentleman from Nigeria wrote on my post and said I should write about him. I didn't even think twice. I knew I had done my ad targeting right, so he must be a business owner. And I've interviewed so many other business owners for the blog. I thought to myself why not.

We got to talk a bit on Messenger and it turned out that he has never used digital marketing for his business, but his company is actually flourishing. And before you think, he's doing well just on a local level, read what we talked about.

business without digital marketing

MB: Good afternoon, mr Unegbu! Thank you for commenting under my video. What do you do?

Austine Unegbu: I have a company for building materials in Abuja, Nigeria. We supply local residents and businesses with granite, marble, tiles and the rest.

MB: How did you come up with the idea to start the business? Was it something you've always wanted to do?

AU: It's more of a cultural thing. I am from the Igbo tribe and generally, we are very business-minded people. I studied marketing at university, but I just wanted to have my own company.

MB: Ok, so you have a marketing background of a sort. Was it difficult to start the business and grow it?

AU: My family gave me the initial capital to start the Austela Nigeria Ltd. As with every business the beginning is a bit tough, but it took off quickly and it's been going well for many years now.

MB: Do you consider your business successful at the moment?

AU: Yes, absolutely! We have 20-30 regular customer accounts to whom we supply in very large quantities. But the highlight really is that I will be travelling to the UK in December for a business opportunity there.

MB: Wow! That's great news. Can I have a look at your website, just to get myself a bit more familiar with your company?

AU: I don't have a website yet.

MB: How do you market your business? Do you use social media or just word of mouth?

AU: The locals know us. We provide great quality so I suppose that goes a long way because we are expanding.

MB: I'm really impressed. My specialty is digital marketing and I've always taught that in today's day and age any business could barely survive without digital presence and promotion. You clearly prove me wrong.

AU: No, I am looking into having a website created for Austela, but I'm not really rushing it yet. Times are changing, but it's also the environment in which you are and do your business. Even though the young people in Nigeria are very technologically savvy these days, the older generation is ok with the old ways of doing business. It has worked for us.

MB: I see. I think you are quite right. Perhaps, the environment place a big role in the marketing communication between businesses and customers. Thank you very much for taking the time to talk to me. Good luck at your business trip!

AU: Thank you very much, my dear.

Now that I'm thinking about it, digital marketing is not really that popular yet in my birth country (Bulgaria) as well. But I feel like it would be close to impossible to run a successful business in the Western World and economy if you don't use some sort of digital marketing communication. Am I getting it all wrong? Are there great businesses out there that make their money and enjoy life without even thinking about a Facebook page or an Instagram account, let alone a website? Let me know your thoughts in the comments below.


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