Jiji Africa's Obaje on Human Insight in Brand Building

Majoli Obaje, the head of marketing at Jiji Africa, asserts that artificial intelligence cannot replace the human element in brand building, particularly in understanding consumer behavior and loyalty. In an interview, he discussed Jiji Africa's innovative approach to the digital marketplace, emphasizing the importance of storytelling in connecting brands with consumers.

Jiji Africa operates a classified marketplace that allows buyers and sellers to interact directly, eliminating middlemen and giving small businesses control over their sales pipelines. The company has implemented aggressive market consolidation strategies, including the acquisition of OLX assets across Nigeria, Kenya, and Ghana, which has significantly expanded its market share.

This strategic move also included the integration of Cars45, a leader in automotive transactions, enhancing Jiji's service offerings and user trust. Obaje highlighted the necessity of data-driven creativity in marketing strategies to achieve business growth and adapt to the evolving digital economy.