"There's more to Demand Marketing than just generating demand."
Princewill Akuma has a B.A. in Linguistics and Communications from the University of Port Harcourt, Nigeria. Before joining Phyron as a Demand Marketing Manager, he was a Digital Marketing Specialist for the UK and Europe at B4B Payments.
Hi Princewill, welcome to Phyron! First … you started out as a DJ?
"Yes, born music lover, I stumbled upon DJing during my university days. I went from using Virtual DJing software to playing with controllers on the radio, at parties and wedding events.
"Funny enough, I later learned that it's a bit similar to Digital Marketing: Knowing your audience well can help you anticipate their needs and objections and give them precisely what helps them move more or engage with a campaign, most times before they even realise it themselves."
How will you apply your Demand Marketing experience at Phyron?
"Demand marketing isn't just about generating demand—it's about creating genuine, lasting interest in your brand, product or service. Whether it's for the 5% in the market or not, 95% are not ready to buy. At Phyron, we are applying this by taking an audience-focused approach across all our digital or in-person channels. I am excited to work on this with a fantastic, aligned team across marketing, sales and the entire business."
How could a car dealership apply demand marketing?
"They could, for example, create engaging video content that answers common buyer questions, offering free educational resources on financing options, or using retargeting ads to nurture interest based on customer behaviour.
"Instead of only running ads that say "Buy this car now!" they could focus on content that builds trust, shares customer stories, or interactive tools that help in-market car shoppers buyers.
"I would like to see more car dealers focus on LinkedIn as a channel to reach car shoppers and leverage community engagement strategies and automated videos as part of their demand tactics. There are a few examples of dealers doing this, and browsing their social media or car content feels more engaging."
You have said companies need to humanise their brands … how?
"I believe brands become more powerful when they stop sounding like corporate machines and start sounding like people. Sharing real stories, and engaging in conversations across different mediums, a brand that listens and interacts like a person is a brand people will trust."
Phyron is growing fast on three continents. What is ROAM Africa, and what did you do there?
"ROAM Africa is Africa's leading digital classifieds group. It operates job sites, proptech, automotive, and general classified marketplaces in multiple African countries.
"While there, I started as a social media and community manager for one of ROAM's brands, Jobberman Nigeria. I was later promoted to a community marketing lead for job brands and senior marketing specialist across the group."
