“Embed digital tools, new technologies in business processes” – Kunle Yakubu urges business professionals
By Zion Rufus
Kunle Yakubu, a renowned technology strategist and innovation advocate, has emphatically stated that for Nigerian businesses to remain competitive in today’s marketing communications space, they must go beyond mere digital adoption and embed digital tools and emerging technologies across all operational touchpoints.
Yakubu made this assertion during his presentation at the recently concluded Marketing Edge Annual Summit, themed “Technological Explosion in the Digital Marketing Age: Imperatives for the Marketing Communications Industry.”
Speaking on the sub-topic “Embedding Digital Tools and New Technologies in Our Business Processes,” Yakubu argued that the time for treating digital transformation as a trendy catchphrase is over. According to him, the current landscape demands full digital integration, where technology is infused into the core DNA of business operations.
“We are no longer in the era of digital transformation as a buzzword; we are in an age where digital must be baked into the very DNA of business operations,” Yakubu asserted.
He explained that the shift from traditional models to technology-powered structures is not just a reaction to market changes, but a strategic imperative for sustainability, relevance, and accelerated growth. Embedding technologies like artificial intelligence, automation, cloud computing, and advanced analytics into every layer of business, from marketing and sales to customer service and internal operations, can radically improve decision-making, operational efficiency, and the overall customer journey.
Yakubu noted that many local brands and agencies are still stuck in hybrid models that treat digital initiatives as supplementary, rather than foundational. This approach, he warned, places them at a disadvantage in a marketplace that is evolving rapidly.
“Embedding digital tools is not about having a few online platforms or analytics dashboards. It is about re-engineering workflows, empowering teams with the right tech stack, and rethinking the value we bring to clients,” he emphasized.
Central to his presentation was the idea that digital transformation is not just about tools, but about people.
Yakubu stressed that businesses must prioritize training and capacity development to unlock the full value of digital tools. Without skilled talent and an innovation-driven culture, he said, even the most advanced technologies will remain underutilized.
“You can’t embed what your people don’t understand,” he warned. “Leaders must invest in digital fluency, foster a culture of continuous learning, and allow room for experimentation.”
To reinforce his point, Yakubu cited global case studies of agencies and companies that have embedded digital infrastructure to scale operations, improve personalization, and drive innovation. These include examples of real-time customer segmentation, automated campaign deployment, omnichannel storytelling, and performance optimization using big data.
He also encouraged Nigerian stakeholders to explore emerging technologies that can offer competitive advantages:
-Blockchain, for driving transparency and data integrity
-AR/VR, for immersive marketing and customer engagement
-Machine learning and predictive analytics, for targeted messaging and smarter decision-making
“Embedding technology is not a checkbox exercise. It’s a mindset shift. A strategic imperative. A cultural evolution,” Yakubu said.
He concluded with a powerful call to action for the marketing communications industry to transition from reactive adaptation to proactive innovation.
“Only businesses that embed and evolve with technology will lead the next generation of marketing communication in Africa,” he declared.
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