Stakeholders in the digital marketing, and integrated marketing communications have urged marketers to adopt a data-drive approach in marketing and sales activities for optimum result.
This call was made during the 2025 Africa Marketing Technology & Ecommerce Conference (AMTEC) themed; ‘Marketing in the New Economy – Data Driven Success in Challenging Times’ held in Lagos recently.
Speaking at the topic ‘Driving Growth: How your brand can create a great customer experience,’ Feyi Olubodun, the managing director/chief executive officer of Open Square Limited, said, “Data cannot be undermined in marketing because without data one is shooting in the dark. It helps understand consumer’s preferences and it aids marketing activities which ultimately aim to satisfy consumers.”
Alluded to Olubodun’s submission, Business Unit Director, MediaReach OMD, Emmanuel Adediran stated data is proven to be a cardinal point for marketing. To create a successful campaign, you must first of all, analyse your data and the data will point to where consumers are and what they need.
Therefore, marketing practitioners require adequate data to function optimally in creating and delivering a successful campaign,” he added.
The CEO, Optimus AI Labs, Lanre Basamta urged practitioners to embrace the use of Artificial Intelligence (AI) in marketing:
“We cannot run away from it. Yes, we still need humans to do a lot of thinking but application of AI will create a successful marketing campaign and drive sales optimally.”
According to him, “The world of marketing has advanced in a way that without application of AI in your marketing plans you are bound to fail. The industry is still developing and we need the government to help inaugurate some of these infrastructures because they are capital intensive.”
Speaking on how brands can create experiences with the brands, Olubodun said, “Brand managers must begin to look at insights which are backed by research rather than social observations that make every brand in the market sound the same in terms of messaging.”
Olubodun stated that despite that the social observation practice by these brands looked impactful on the short term but they do not last in the long term because these brands tend to struggle because they lack identity and consumers cannot really differentiate them through experience they create.
Speaking on the conference, Victor Ojeakhena, the co-founder/CEO of Marketing Analytics Africa, who is the convener of AMTEC, said, “AMTEC is an annual marketing event that has brought together thought leaders, executives, marketing innovators, and data strategists from across Africa to explore the latest trends, tools and tactics in martech, e-commerce, data intelligence, and customer experience optimisation, all essential for thriving in today’s economic landscape.”
An elated Ojeakhena said this year’s AMTEC event has featured a top line-up marketing professionals such as Feyi Olubodun, Managing Partner at Open Squares Africa; Maurice Igugu, the Chief Marketing Officer at Sterling Bank Plc; Tomisin Adetola, Colgate’s Head of Marketing; Chinwe Bode-Akinwande (CBA), Head of Sponsorship and Events at First Bank, Kehinde Ogundare, Country Manager, Zoho Corporation, Nigeria among others.
Apart from high-powered paper presentations and top-end panel discussions that took place at conference, the gathering of the marketing eggheads also delivered on empowering brands and marketers with cutting-edge digital marketing strategies, showcased the role of data and emerging technologies in achieving scalable growth, provided a networking platform for professionals, entrepreneurs, and investors, and drove partnerships and collaborations for sustainable innovation across Africa.
