Unlocking Nollywood's Digital Future: An Analytical Assessment of the 7C's, 5I's and 5 D's in Contemporary Media Marketing

Publication Details

Publication Date

10/07/2026

Volume / Issue

Vol 1, Issue 2 (2026)

Article No.

030

Journal

British Journal of Contemporary Research

Received

29 Jun 2026

Views

2

Downloads

0

Abstract

The Nollywood industry has experienced speedy growing, aligning itself as a key player in Africa's entertainment sector. However, to hold on and spread out its global reach, Nollywood must effectively take advantage of digital media marketing strategies. This paper explores the application of the 7Cs, 5Is, and 5Ds (CID) components, which represent comprehensive models that corroborate contemporary media marketing as regards Nollywood context. The paper underscores the importance of integrated marketing communications, innovative content strategies, and consumer-centric approaches in bringing up industry growth. Drawing on theories of Integrated Marketing Communications (IMC) and the Diffusion of Innovations so as to aid in understanding new media models within the context of the Nollywood ecosystem, as the study highlights the potential pathways for Nollywood to harness its digital future effectively, furnish valuable insights for academics, industry stakeholders, and students.This work addresses how these principles can optimise digital engagement, content distribution, enhance visibility, brand positioning, and further sustainable growth. Employing qualitative interviews with industry stakeholders, the study identifies key drivers and barriers to effective digital marketing in Nollywood. The findings offer practical modality for industry heads and policymakers targeting to unlock Nollywood’s full digital potency, accentuating the values of integrated, innovative marketing conceptualisation and audience-eccentric marketing ploy in the digital age. Among others, the study recommends effective monitoring and regular evaluation of these digital strategies by establishing metrics and feedback mechanisms to constantly appraise the impact of digital marketing activities, allowing for timely alterations and important modifications, and to encourage a political will to create an enabling environment that supports the digital shift, including infrastructural development, copyright enforcement laws, and funding opportunities for digital initiatives.

License

This article is published under the Creative Commons Attribution 4.0 International License . Free to read, share, and adapt with attribution.