If you have spent any time browsing marketing job listings in Lagos or Abuja, you have probably seen "digital marketer" and "content marketer" used almost interchangeably, and it is confusing

Your neighbour's provision store now takes orders through a WhatsApp catalogue. The barber down your street runs Instagram ads for 2,000 naira a day.

Somewhere in Lagos right now, a potential customer is typing "plumber near me" or "caterer in Lekki" or "pharmacy open now Abuja" into Google.

Somewhere in Lagos right now, a clothing brand is getting hundreds of visitors to its website every day without spending a naira on ads.