Abimbola Ogundiran, CM, Senior Digital Media Strategist at NextDay AI, a newcomer to Canada, navigated a new cultural and cialis generiques en turquie market landscape and evolved from early digital experimentation to leading AI-driven media strategy. In his CM Spotlight, he explores the science of marketing, how to navigate the agentic AI era and why the levitra acheter en ligne autriche industry’s most valuable skill is the willingness to keep evolving.

A higher standard

The CM designation is important because it promotes ethical and responsible marketing practices. From a personal standpoint, it develops leadership capability, positioning marketers as strategic partners within organizations and enhancing the credibility of the marketing profession. It also establishes clear standards of competence, ensuring marketers are equipped to drive business results, not just execute campaigns. Since completing the CM program, I’ve been able to make data-driven decisions, grow in accountability, and link marketing efforts to revenue and growth.

Wired to experiment

My path to marketing wasn’t linear, it was an evolution driven by curiosity and the realization that digital tools can connect people to brands. My inspiration came from discovering the internet as a bridge between business goals and viagra kopen consumer behaviour. My deep interest in experimentation has made me curious about the “science” of marketing, the ability to test, measure, and refine strategies in real-time.

Beyond talent

Having talent is never enough. The best marketing professionals aren’t just the most talented, they’re the most adaptable. The industry moves so fast that “years of experience” can quickly become obsolete if not paired with constant, hands-on learning.

I’d also underappreciated professional associations. I initially viewed my career through the lens of individual output; skills, campaigns and results. I’ve since learned that a body like the CMA is the immune system and engine room for growth in the industry.

Permanent re-education

In my experience, I’ve seen that the rules of marketing change faster than almost any other discipline. An update to the algorithm or a new privacy law (like CASL) can render a million-dollar strategy completely obsolete overnight. In the marketing profession, you’re not just practicing a craft; you’re in a state of permanent re-education. I’ve come to be comfortable with the fact that 50% of what I know today will be irrelevant in another three to five years.

Finding the signal

To stay current in the marketing profession, I’ve developed a systematic strategy to keep me up to date with the right information. I follow specific thought leaders and newsletters that prioritize content depth. Here in Canada, two of my favourite platforms to keep myself current are Marketing News Canada & Campaign Canada.

In addition, I always leverage the association advantage to stay informed. This gives me the advantage of getting first look access to regulatory changes, emerging industry technology, and benchmarks.

The digital flip

Early in my career, marketing decisions were based on creativity and experience with little emphasis on measurement. Now, it’s shifted to a data-driven, performance-focused approach, more analytics, consumer insights, and ROI blended with creativity.

I’ve also seen digital evolve from an afterthought to lead channel. Digital used to get leftover budget 5% to 10% to repurpose a TV or print ad for Facebook, with traditional channels as the headliner. Today, that hierarchy has completely flipped.

A new market

As a newcomer to Canada, transitioning to marketing here presented a new, interesting and difficult challenge: adapting to a different market, consumer behaviour, and cultural context. To overcome this difficult challenge, I had to listen to various industry professionals in Canada and go through CMA’s Marketing in Canada and Compliance in Canada Courses. This helped me build a deeper understanding of local market dynamics, regulatory requirements, and consumer expectations.

Into the unknown

There have been several defining moments in my career, with the most recent being the transition from managing strategic digital campaigns for FMCGs and Telcos (a familiar domain) to leading digital media strategy for a global cutting-edge AI entertainment tech brand in North America. This move has challenged me to step outside my comfort zone and acheter viagra 200mg rethink how I approach marketing, from relying on familiarity and experience to becoming more intentional, data-driven, and adaptable.

The agentic era

One of the marketing trends I’m most excited about is the era of autonomous marketing agents; AI agents that manage entire campaign lifecycles end-to-end. I’m fascinated by how these AI ad systems autonomously optimize budgets, creative variants, and audience segments in real-time. In the coming year, every marketer must get comfortable embedding AI into their workflows; beyond writing emails or generating images, focusing on self-optimizing systems with AI agents.

Grit, AI, community

Growing in the marketing industry requires more than technical skills; it requires grit, strategic adaptability, and a sense of community. Join professional associations like CMA early. Don’t just be a member; be a contributor.

And don’t fear AI and automation; fear the person who uses it better than you. Get comfortable with Agentic Workflows. Use AI to handle the repetitive work so you can spend your cognitive energy on things AI can’t do: empathy, complex stakeholder management, and cultural nuance.

Becoming a Chartered Marketer boosts your credibility and ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.

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