Ivan Moroke, CEO of Kantar Insights Division South Africa and Regional Lead for Inclusion and Diversity at Kantar for the Middle East and Africa, has explored the critical role of data-driven marketing strategies.

He made this exploration during the 2024 MARKETING EDGE Annual Summit, themed “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity” and “From Insights to Impact: The Future of Marketing, which brought together industry professionals via Zoom to discuss the evolving landscape of marketing.

Framing his discussion as a narrative in three parts, Moroke outlined   the complexities of modern marketing, beginning with the essential relationship between data and insights and posing the critical question, “What now?” His insights were further informed by experiences at the Cannes Lions 2024 festival, where he witnessed the powerful intersection of creativity and data.

According to him, brands today must aspire to be meaningfully different to more people, noting that successful marketing hinges on understanding human behaviour and implementing data-driven decisions. He acknowledged the importance of empathy, enabling brands to connect authentically with consumers.

The marketing maverick also discussed the rising significance of artificial intelligence in marketing, stating, “Not using AI is suicidal; it can streamline processes and enhance efficiency.”

 He urged marketers to leverage AI not only to boost their bottom line but also to uphold ethical practices in their marketing efforts.

The data advocate introduced three essential growth accelerators for brands: fostering a predisposition to attract more customers, increasing visibility at the point of purchase, and expanding into new markets or product categories. He added that these strategies are not just theoretical; they are actionable steps that can drive brand success.