Admen advocate technology for low budget, effective campaigns
By Felicia Nwosu
The transformative impact of technology being witnessed globally should be geared towards ensuring and creating more consumer-centric benefits and also helping brands to achieve memorable campaigns derived from lower budgets.
The above position formed the crux of presentations made by experts at the recently concluded MARKETING EDGE Annual Stakeholders Summit, a hybrid event that was held at the Harbor Point event centre, Victoria Island, Lagos. They cautioned that, as the digital revolution is sweeping globally across the board, brands must ensure that consumers remain the pulse and centre of every digital journey.
The prestigious summit, which had the theme, “Technological disruption in a Digital Age: An Imperative for Marketing Communications Industry”, witnessed the presence of notable personalities in the marketing communications industry and across other sectors of the Nigerian economy. It was held at Harbour Point, Victoria Island, Lagos.
Preetesh Sewraj, the Chief Executive Officer of the Lorries Award, who featured virtually during the summit, urged digital creators to be mindful not to create digital drama in the lives of customers with unimportant content. He advised that technology should be leveraged to deliver campaigns with focus on consumer’s benefits.
“Are you creating a digital campaign or digital experience? The space we are now, everybody is focusing on campaigns, but consumers don’t care about digital campaigns. They care about what experience they are going to have as they interact with brands on digital platforms. Is it going to give them a rewarding experience? You don’t need to create digital drama in the lives of your customers. Always ask yourself if what you are doing is really focusing on the benefit of the customers,” he said.
The marketing communications expert pointed out that brands must understand how to choose the right solution and how to tailor them to the specific benefits of consumers. He advised them to see the imperative of digital disruption beyond competition but instead cultivate deeper relationships that are accelerated and propelled by leveraging digital technology to enable consumers to enjoy the benefits of the digital explosion.
“One of the things that we keep forgetting is that technology has been part of our existence. If we look at the history of human society in this exact region as soon as they invented the wheel, you tend to find out that they were able to do exactly what they were doing but in a much faster way. Technology should be how to amplify and enhance the human experience, and the marketing communications industry should ensure that new technology advancements are used to amplify the human connection between brands and consumers,” he said.
Meanwhile, Idu Raphael, Chief Executive officer and Chief Creative Officer of Poke Media Ltd., said technology is changing at the same rate with marketing communications. He revealed that lots of brands these days are waking up to the fact that technology is a disruptive force and a strong element that can help in running cheaper, affordable, effective and efficient adspend that is supported by a lower budget with transformative impact.
“We see this because the trend is showing it, if you look at places like China and what they are doing and how that is changing e-commerce. While brands try to tell more authentic stories, its impact is incomparable with print campaigns. Brands should begin to find ways to be more authentic and find alternative options in platforms that will afford them a lower budget. Brands should be looking at reducing adspend by leveraging cheaper platforms or using influencers who already had a platform to avoid unnecessary expenses in order to create a campaign with a low budget,” he said.
Idu said the acceleration and disruption brought about by technology through the intervention of Artificial Intelligence and other technological disruption have tremendously transformed the entire industry with a faster and smarter approach to execution.
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