No industry where digital cannot be transformational tool – Adedeji
By Zion Rufus
Aided by advancement in technology which has a profound effect on how we go about our daily lives, run our businesses, offer value and better experiences to customers, and create competitive advantages, digital transformation continues to provide industries with unparalleled opportunities for value creation.
For many brands across industries, digital transformation will soon be the determinant factor between their successes and failures as “companies that do not digitally transform will be left behind and will cease to exist” according to the World Economic Forum.
Although most companies felt the big digital push during the heat of the pandemic, some still find it more difficult than others to make the digital leap.
“There is no category, no brand, and no region where digital cannot be a transformational tool for your business today,” Tolulope Adedeji, marketing director for AB InBev West Africa submitted at the recently concluded MARKETING EDGE Stakeholders Summit.
Addressing the need for digital transformation and how technology in marketing is still mostly limited to social, Adedeji pointed that even in Nigeria, just within the ambience of social media marketing and digital marketing “we are really just scratching the surface in Nigeria”.
She continued: “We need to get out of that mindset. When I came to my own, some were like the people that drink Trophy, are they really on Facebook, where are they? They are on their phones all day; they are the ones even having time in between their day, either while waiting for their customers or in between other routines. Everywhere you go. Talk about the salons; the hairstylists, they are on Snapchat, you’ll be shocked it’s not the people on Lekki link bridge and some other fancy places. And if you go on to uncover the insights why they are there, it’s maybe because they are trying to show off the new hairstyles, and probably use filters to make it look different.”
Even for the most traditional industries, digital transformation has become necessary as it not only provides valuable opportunities for core business functions, but also helps organisations to keep up with emerging trends and increased customer demands.
Adedeji advised: “So we have to get out of those stereotypes of really thinking that digital or tech is only for some kind of brands. It is only if you work for Google, Meta, and the likes, no, tech can be applied to any kind of industry. Even if you are a print newspaper, tech can be applied there.”
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