Agu charges professionals on adoption of new technology innovations
By Oghale Mafuru
Following the massive disruption caused by technological advancement in the marketing and advertising ecosystem, the market structure has been transformed with increased pressure for professionals to adapt to the new realities for sustained productivity and relevance.
Commenting on the impact of digitalization on the marketing communications industry, Emmanuel Agu, Group Marketing Director, Jotna Nigeria Limited, stated that the advertising landscape which was void of threats in decades has experienced the most dynamic shift in the history, adding that it has become imperative for practitioners to be more adaptive and proactive in response to the market dynamism.
According to him, the traditional media are losing ground as online advertising is now worth more than 50% of the total Ad market with more growth projected.
He added that with the democratization of the media occasioned by new technological innovations, communication is no longer the monopoly of the advertising media alone.
“Barriers to entry are falling. Technical, financial and legal constraints are no longer the same” he said.
The marketing boss affirmed that the rapid technological advancement will continue to transform the business and practice of marketing with new opportunities to access data, insights into consumer behaviour and preferences needed to develop targeted and personalized ad campaigns.
“The rise of new technologies such as augmented reality, virtual reality and 360-degree video has opened up new possibilities for creating interactive and immersive advertising experiences. These technologies allow advertisers to create engaging, memorable experiences that capture the attention of their audience”.
Mr. Agu urged professionals to be adaptive to new trends and leverage technological solutions to optimize marketing campaigns that engage with consumers through several touchpoints that delivers effectively on marketing objectives.
“In the digital age, advertising campaigns need to be agile and be able to adapt quickly to changing trends and customer needs. Contemporary approaches to creative advertising involve a continuous process of testing and optimization using data to refine campaigns and improve their effectiveness over time”.
“With so many channels available for advertising, it is essential to integrate campaigns across multiple channels to reach customers where they are most active. Contemporary approaches to creative advertising involves the strategic mix of paid, owned and earned media with each channel working together to create a cohesive brand message”.
Highlighting some channels for effective brand communication, the Marketing boss stated that influencer Marketing can be highly effective for reaching younger audiences who are increasingly resistant to traditional advertising.
He identified story- telling, content marketing, social media marketing, audience segmentation, programmatic advertising, mobile advertising, user generated content, personalization hyper-targeting as effective ways to optimize marketing campaigns with technology.
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