Marketers urged to leverage data, technology for transformation

MARKETING professionals have been charged to rethink their operational strategies as the marketing ecosystem has undergone significant changes in the last decade largely driven by technological advancements.

The charge was made at the National Institute of Marketing of Nigeria ( NIMN), Ikeja Chapter, during the third yearly public lecture with the theme, ‘ The Future of Marketing: How to Prepare for the Changes Ahead', held in Lagos.

The President and Chairman of Council, NIMN, Idorenyen Enang, charged professionals to sustain value through continuous development in response to dynamic business environments and technological disruptions.

He said the future of marketing is going to be driven by technology, data, and consumer behaviour, with an increasing emphasis on delivering personalised, engaging, and socially responsible experiences for customers.

“I appreciate the age of technology, it’s going to help efficiently but as AI helps us improve operations, there are some disadvantages due to the fear of jobs being taken over, but marketers must strike a balance in the implementation of these technologies. It is that balance that is necessary, ensuring that it is ethical. With ethics, everything will work well,” he said.

Also speaking, the Chief Executive Officer, Axiom Intel Limited, Kolawole Oyeyemi, urged marketers to rethink their marketing and operational strategies to effectively engage with the new age consumer, as they are more empowered and knowledgeable about the products.

The Head, of sub- Saharan Africa Digital Media and Insights Friesland Campina, Ifeoluwa Obafemi, urged marketing professionals to leverage data and insights for marketing transformation. According to her, the marketing ecosystem has undergone significant changes in the last decade largely driven by technological advancements, changing customer behaviour and the increasing importance of data analytics and personalisation.