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Udochi Mbalewe

Exploring marketing, tech, culture, and inequality through deeply personal and societal narratives. Told by those who live them.

About Me

I tell stories at the intersection of marketing, technology, culture, and inequality. Stories that don’t just inform but challenge.

My work also dives into the nuances of contemporary African life, especially how society shapes and reshapes the experiences of women. Rooted in lived realities and a critical eye, my writing is a blend of analysis and storytelling.

My Latest Work

BellaNaija •

Udochi Mbalewe-Alabi: Girls in The Gambia Want the Right to Control Their Bodies | BellaNaija

Two days before my traditional wedding, I stood in the kitchen of my apartment in Lagos with my mum, ticking off items on the wedding list dad had brought from his village visit. Faint beats of Davido‘s “Unavailable” drifted gingerly into the kitchen, a spillover from the birthday party happening downstairs.
Our neighbors were throwing a party for their one-year-old, and the whole place buzzed with life. In Lagos, these parties were a constant source of joy, a welcome disruption from the usual h...
Brittle Paper •

The Bliss and Peril of Newlyweds: How living close to a newlywed altered my view on marriage | Udochi Mbalewe | Creative Non-Fiction

I’d yearned for the ideal marriage for as long as I could remember – that kind where I’d find that one person to stick with through thick and thin.

But now that I’ve found a partner who ticks off every box, I’m starting to have second thoughts about the whole marriage idea.

All of this introspection came about after a frenzied experience of living next door to a newlywed couple.

White Paper: The Potential of 5g Technology in Nigeria

The world of communication is constantly evolving, from basic voice networks to the cutting-edge possibilities of 5G. This transformative journey has enabled intelligent connectivity, the Internet of Things, and Artificial Intelligence, leading to unprecedented productivity, interconnectedness, and economic benefits. These advancements have the potential to change the course of humanity and usher in a new era of progress.

Context: The Missing Plug in Target Audience Conversion

Target Audience Conversion in Marketing.

The words ‘target audience’ has been so loosely used in marketing parlance today, that its true meaning has been overshadowed by the fanciful use of this term.

It has become more than just a buzzword; it is almost like an entry pass to some marketing big boys club. This is, however, not intended to underestimate the importance of target audience in marketing, it is to say here are other indices and factors equally important,

MNOs: Another Postal System in the Making?

I went from recharging my phone for voice call every day to every week while subscribing for internet data every month to every week. If you are like me, you cannot believe how fast and easy your data vanish, almost like an imaginary digital straw is attached, zapping it all.

What does this interpret into?, with the digital world increasingly becoming a utility more like water or air; competition from digital companies have put the telecommunications industry at a decisive turning point.

Fact
Photo by Elina Sazonova on Pexels

Do Jingles Hold the Key to Wooing Consumers, Or Are They Just Humming Tunes?

Airtel’s memorable jingle ‘444’, MTN’s ‘Saka I don Port’, Indomie’s ‘To me, To you’, Minimee Noodles’ ‘Bam bam lala’ and Milo’s ‘Kpa Kpa Kpa’ are some jingles that have all etched themselves into the collective memory of viewers over the years.

However, in this engaging piece, Udochi Mbalewe questions the true effectiveness of these jingles in capturing the attention and loyalty of the Nigerian consumer. In the article, she prompts us to consider whether these jingles are primarily a form of entertainment or if they genuinely drive consumer engagement and purchasing decisions.

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