Marketing Matters
with Neta Nwosu
08023051444 • [email protected]
The rapid changes in technology have revolutionised the way that global citizens receive, interpret and react to information. With the proliferation of the Internet at the turn of the twenty-first century, and the rapid evolution of devices that allow quick and easy access to its millions of portals, consumers are finding new ways to interact with companies and with products.
Succinctly put, today consumers spend more time on mobiles phones, tablets and laptops.
“The Internet has become more and more a part of the communications community in the past seven to eight years, more dramatically in the last three or four,” remarks Richard Gillespie, president of Gillespie Advertising in Princeton, NJ, USA.
As a result of this development, a transformation of marketing is underway. In response to this switch, which demands that brands connect with customers through all these devices in real time, creating campaigns that work across social media; display advertising and e-commerce, stakeholders including advertisers, content publishers, media owners, agencies, regulators and other stakeholders are required to make informed decisions to address these challenges whilst taking full advantage of the opportunities.
Instead of merely concerning itself with providing products that meet the needs and wants of consumers, experts opine that marketing role must shift from the traditional to developing and managing customer relationships.
“The delivery of the message has been made easier. Rather than sending out junk mail and trying to gain a 1% to 2% response rate, the more I know about the person I’m communicating with, the more valuable I can make that information. Rather than my invading your space with generic messages, I can send you communications that have value to you. The power has moved from the deliverer of the message to its recipient.” Gillespie added.
Albeit, while in some organizations across the world, where related processes have been adopted, it has been difficult finding creative marketers to drive this process, others, in a bid to adjust to the trend, have had a critical challenge understanding how to rebuild and reboot their approach to accommodate, nurture and create a synergy between traditional narrative creatives and the new.
According to David Benady, a UK media; technology and communications editor: “The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics. The two areas do not always sit easily together. Getting creative marketers to work alongside technical staff can be a huge challenge.”
It is in light with this that APCON, in partnership with BSP Media International, A London-based consulting firm specializing in providing market and industry information and services in the emerging markets of the world is organizing a 2-day international Summit on Advertising in Nigeria to explore the relationship between current and future media platforms and how industry professionals can successfully seek to leverage these.
A high-level industry Summit, the event, which takes place between July 7 and 8, 2016 in Lagos will explore new business models, strategies, technologies, and solutions for the advertising industry with a focus on the future and its digital ecosystem.
Announcing this at a recent press briefing in Lagos, the APCON Registrar/CEO, Alhaji Garba Bello Kankarofi said the summit would showcase the advances and emerging trends in marketing communications practices and standards, explore the relationship between current and future media platforms as well as examine new business models, strategies, technologies and solutions for today’s marketing communication industry with a firm focus on the future.
Alhaji Kankarofi noted that “Over the years, we (APCON) have exerted a lot of energy and attention in living up to our mandate and expectations of our various stakeholders in these focal areas even in the face of daunting challenges, especially financial constraints and absence of adequate institutional supports.
“We have managed to deal with these challenges through various forms of partnerships and collaborations which have helped us achieve the level of successes we have recorded to-date.
“The Summit comes in the background of the transformation of the global advertising industry brought about rapid changes in technology and consumer behavior as well as various dynamics in the global and local economies.
“The summit will, in the light of the above developments, showcase the advances and emerging trends in marketing communications practices and standards explore the relationship between current and future media platforms as well as examine new business model, strategies, technologies and solutions for today’s marketing communication industry with a firm focus on the future.
Experts on different areas of marketing communications practice and regulations with deep and varied experiences from various markets and jurisdictions have been confirmed to speak and to share perspectives on the various topics and issues covered by the summit.
Some of the speakers are: Michael Theodore – VP Learning & Development – Interactive Advertising Bureau (USA); Dr. Oliver Gray – Director-General – European Interactive Digital Advertising Alliance (EDAA) (Belgium); Brett Bivans – Senior Vice President – International Alliance for Responsible Drinking (IARD) (USA); Josiah Kimanzi – Immediate Past President – Pan African Media Research Organisation (PAMRO) (Nigeria); Charne McMahon – Media Research Consultant – Viacom International Media Networks (VIMN) Africa and Dr. Ken Onyeali-Ikpe – Managing Director – Mediacom/President MIPAN.
Other facilitators include Mr. John Momoh – Chairman/CEO – Channels Nigeria; Tolu Ogunkoya – immediate past president – Media Practitioners Association of Nigeria (MIPAN) (Nigeria) & Regional MD, MediaReach, OMD; David Okeme, President, – Advertising Association of Nigeria (ADVAN); Kayode Oluwasona – President – Association of Advertising Agencies of Nigeria (AAAN) and Kelechi Nwosu – Managing Director – TBWA/Concept and Udeme Ufot, GMD, SO&U Ltd.
OOAN poster awards receive over 70 entries
Advertising agencies in Nigeria are jostling to make it to the podium, as over 70 entries have been received from members of Advertising Agencies Association of Nigeria (AAAN) for this year’s Poster Awards organised by the Outdoor Advertising Agencies of Nigeria (OAAN). The entries are for creative works for their clients in the last 12 months.
According to the publicity Secretary of OAAN, Mr. Obi Nnaobi, this is the highest entry since the Poster Awards began 10 years ago. “It shows that the awards is resonating with the whole marketing community in Nigeria and has become credible reference point of excellence in the industry,” Mr. Nnaobi said.
Meanwhile Minister of Information and Culture, Alhaji Lai Mohammed has confirmed participation in the Awards ceremony which will take place on Thursday June 30, 2016 at Eko Hotel, Lagos. He will be the Chairman of the occasion. The event consists of a Business session in the afternoon and an Award / Dinner in the evening.
Mr Biodun Shobanjo, Chairman Troyka Holdings will be speaking on ‘Indices of a vibrant economy- outdoor advertising as a catalyst for growth’ during the business session. The Poster Awards will feature 12 awards categories: Dairy, Food and Beverages, Alcoholic Drinks, Non Alcoholic Drinks, Telecoms etc., with Grand Poster Award going to the best creative work. Conoil Plc. won the Grand Poster Award last year with its Quartro oil advert. The advert also won in the oil and gas sector.