Digital adoption has taken quantum leap on IMC after COVID – Ogunseye
By Felicia Nwosu
Following the disruption caused by COVID-19 pandemic and its disproportionate consequences across the globe, Israel Ogunseye, Head of Marketing at Kobobid, said that the aftermath has also brought about a drastic revolution in every sector of the Integrated Marketing Communication (IMC) industry through various trends that heightened the use of disruptive technologies in emerging markets.
Speaking with MARKETING EDGE in a close chat, the fintech professional posited that digital adoption since then, has taken a quantum leap on every facet of human life. Ogunseye reaffirmed that the pandemic also altered the consumption pattern of consumers, thereby accelerating the shift to online and increased need for omnichannel sources. He noted that the disruption emerged with tremendous changes which have broken down both distribution and fees barriers between brands and consumers.
“You see the landscape has changed in terms of personnel, space and in terms of who the consumer is, how they get information, products and how they consume. There is a drastic change that has happened in the last 10 years in our industry and it is interesting to see how everyone has become a creator in terms of consumers as well as how everyone is leveraging our web through technologies to do business,” he said.
The marketing professional advised brands to stay ahead, and at the same time, in tune with trends to avoid being swept off by competitors who are faster with consumers’ daily activities and needs.
“Consumer behaviour towards products have changed and that is a challenge because it means that brand managers need to be on top of their products by keeping consumers abreast of their brand offerings. We should be bothered with what people are saying about our business. Unlike before when we had to employ an agency to carry out a full survey about the opinion of people on a product, these days you can definitely understand when there is a positive or negative sentiment about a product through instant feedback,” he added.
The financial expert also mentioned some of the major shifts that have transformed the practice of the entire IMC industry.
“I will start with the first shift and that is content publishing. In this space at some point, when you wanted to launch a campaign, you would plan for video, TV and print. Those were the channels that you typically planned for in those days. But, today, content creators have taken hold of the space where they now produce content that consumers, our own consumers, are consuming day in, day out. That space has been democratized. What this means for us is that the channels of information for consumers have been expanded. Now, there is no gatekeeping to where consumers can get information. They can get it anywhere they want,” he concluded.
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