IMC leaders offer insights on marketing future at Ideas House Confab
By Seun Johnson
In a deliberate move to address the rapidly evolving marketing landscape in Nigeria, Ideas House Marketing Communications Limited gathered recently, top Industry players to discuss and explore the future of marketing, during an exclusive Seminar held at Radisson Blu, GRA Ikeja, Lagos.
The event was part of activities marking the 15th anniversary of the experiential marketing agency, which has over the years, provided marketing consultancy to several blue-chips companies in Nigeria. It was a marketing summit that attracted a diverse group of professionals among who are marketing executives, digital strategists and thought leaders from various sectors.
With the theme: “The Future of Marketing,” the Seminar underscored the need for forward-thinking strategies and innovative solutions to stay ahead in a competitive market.
While giving his welcome address, Kehinde Salami, the Chief Executive Officer, Ideas House Marketing Communications Limited, remarked that the 15 years journey has been one of great sacrifice, entertaining and fun. He noted that the success recorded so far is based on the value and commitment of the organization.
“We have great people who have common purpose and single vision. As we evolve into our next phase of the evolution, I pray that Ideas House will continue to blaze the trail and truly compete not only regionally but internationally as one of the best experiential marketing agencies this country has ever seen,” he said.
Dissecting the theme of the Seminar, Feyi Olubodun, CEO & Managing Partner, Open Square Africa, revealed that the Future of Marketing will be shaped by several key trends and technological advancements that will redefine how businesses engage with consumers.
According to the keynote speaker, Nigeria is an extremely youthful and entrepreneurial continent, saying agencies do not need to operate regionally because Africa as a continent is collapsing into one.
In his words: “Nigerian music and fashion are traveling across borders and with ease, some Nigerian cultures, brands and products are traveling with them. So agencies that are operating have to operate regionally.”
Olubodun, who used the telescopic and panoramic analysis to drive home his point, stated that by 2075, Nigeria will be technologically advanced but the culture will remain. He said that as Gen Zs are changing, they are changing in one aspect but deep inside, they are still the same to a large degree.
He said what that means is that there is a need to go back to the basic things of understanding consumers at the very core of who they are and being able to create strategic solution for clients problems.
“In my thoughts, I do not think the future of marketing is fully formed yet. I think we are still shaping it and that gives us an opportunity to co-create that future both with our client organization and within ourselves perhaps, by having more robust conversation among ourselves,” he concluded.
Speaking on the emerging role of Artificial Intelligence, Dr. Olubayo Adekambi, Chief Transformation Officer, MTN Nigeria revealed that Artificial Intelligence (AI) is set to revolutionize the field of marketing, transforming how businesses interact with customers, analyze data, and execute strategies.
According to him, technology will make things to be done better, smarter and faster and that is what Artificial Intelligence has brought to the table. He said marketers must be aware with possibilities of what this can do. He identified generative AI as one of the key areas that will be more interesting to marketers.
“For marketing to be meaningful, personalized, and memorable, the power of Artificial Intelligence becomes important because it changes the demand drivers and it drives intention for purchase and re-use.”
The digital expert however charged Ideas House to be more intentional in the way it applies AI.
On her part, Mrs. Funke Amobi, Deputy Head of Operation at Stanbic Bank spoke extensively on the Important role of talent management, saying that the subject is crucial for the sustained success and growth of any organization.
Amobi who was recently appointed as Honorary Professorial Fellow at the Lancaster University Management School, UK, explained that Talent Management involves a strategic approach to recruiting, developing, retaining, and utilizing talent effectively.
According to her, by focusing on talent management, organizations can build a strong, adaptable, and innovative workforce that drives long-term business success.
She identified four shifts that are required in the new era of talent management which include reclaiming identity, becoming more proactive, ditching the maturity model and acknowledgment of human experience.
As the seminar came to a rousing conclusion, some of the attendees expressed optimism and excitement about the future of marketing in Nigeria. They opined that events like this play a crucial role in fostering innovation and collaboration, ensuring that Nigerian marketers are well-equipped to navigate the challenges and opportunities that lie ahead.
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