MARKETING EDGE Virtual Summit ends with new insights into customer relationship
By Oghale Mafuru
The much anticipated MARKETING EDGE Quarterly Virtual Summit held last week with a call on brand managers to create worthwhile experience for their target audience along the consumer’s journey.
The event, which had top industry players, intellectually renowned practitioners and seasoned academics in the field of Advertising and Marketing gave insights into how to win the reluctant consumers in the digital era and how to merge the traditional media and the digital media for optimization of marketing campaigns.
The highly cerebral professionals and entrepreneurs who spoke on “Winning in the Digital Economy: The Purpose Question and How to Win Reluctant Consumers”, and “Digital Advertising Versus Traditional Media; the Conversion Rate Challenge”, advised brand managers to decipher accurately the internal composure of their target audience and ensure their products answer the consumers needs and aspirations, adding that traditional media and digital media must collaborate to surmount conversion challenge.
Speaking on how to win a reluctant consumer in the digital era, the speakers averred that the target audience on the digital space are young Africans postulating that one in five persons in the world is an African, noting that the median age of Africa is between 18 to 25 years and it is expected to rise exponentially in the next few decades.
They advised practitioners to ensure proper segmenting and analysis of the African Consumer’s mindset and explore the digital platform in meeting the needs of the consumers, noting that the consumers are both digital and analogue in nature.
According to them, brand managers should position themselves in a way that resonate with their target audience, noting that consumers naturally gravitate to brands that are responsive to their needs, aspirations, ambition and desires.
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