Seamless brand experience is cornerstone to modern marketing – Bamgboye
By Zainab Olufemi
In the contemporary digital environment, consumers interact with brands through a variety of channels such as social media, websites, mobile apps, email, artificial intelligence powered metaverse and even in physical stores. For modern businesses to survive and flourish, the need to adopt a marketing strategy that ensures a seamless experience regardless of the platform cannot be overstretched.
The foregoing assertion was made by Ayomikun Bamgboye, a Digital Marketing and Growth Strategist, who spoke as panelist during the just concluded 2024 MARKETING EDGE Annual Marketing National Stakeholders Summit.
The summit, which had the theme: “Tech Acceleration: Integrating Al Without Sacrificing Human Creativity,” and a sub-theme, “From Insights to Impact: The Future of Marketing,” was focused on how the rise of digital platforms has transformed the marketing landscape.
Bamgboye, while outlining several realities of modern marketing strategies, stated that successful marketing relies heavily on data analysis. He averred that marketers must leverage data analytics to understand consumer preferences, track campaign performance, and optimise efforts in real-time.
“Technology is continuously evolving, Influencing how brands communicate with consumers. Innovations such as artificial intelligence, machine learning, and automation are reshaping marketing strategies.
“The rise of digital platforms has transformed the marketing landscape. Traditonal marketing methods are no longer sufficient, as brands must now establish a strong online presence and engage consumers through digital channels.”
According to him, developing the ability to quickly respond to changes in market conditions, trends, and consumer behaviour, leveraging Al, machine learning, automation, augmented reality, and other technologies to enhance marketing efforts are the pain points of marketing.
“An omnichannel approach, where consistency in branding, messaging, and customer experience is maintained across all platforms, is essential for building trust and retaining customers. Today’s consumers expect brands to prioritise their needs and preferences. This shift towards customer-centric marketing requires companies to actively engage with their audiences, listen to feedback, and build relationships.”
Giving further insights into marketing, he noted that there is a shift towards customer-centric marketing which requires companies to actively engage with their audiences, listen to feedback, and build relationships.
“The ongoing shift towards customer-centric marketing requires companies to actively engage with their global survey. In 2024, it was reported that 90 percent of marketing professionals across 35 countries were using Al tools in order to automate customer interactions, compared to 88 percent in 2021.
“In the same survey 54 percent marketers stated that their brands used exclusively first-party data to personalise customer experiences, because the data is higher quality than other data (e.g., first- or second-party data), and 39 percent said first-party data was easier to manage because their brand owned it,” Bamgboye said.
He added that the importance of this approach is underscored by the rise of Omnichannel marketing strategies that help generate around 80% of the in-store visits by customer.
Another speaker, Brenda Nwagwu, MIPAN Vice President and CEO OVT Media, who spoke on the topic, Collaborations in Practice: Humans and AI, mentioned that Al suggests concepts based on trends, while humans refine and add creative flair.
“For Production, Al assists with content creation, humans ensure brand voice and emotional resonance. For Optimisation, Al analyzes performance data, while humans interpret insights for strategic improvements. And lastly, for Innovation, humans push creative boundaries, Al provides data-backed validation and sealing.”
She added that several ethical considerations like transparency, fairness, and privacy in Al development must be prioritised to build trust. To design Al systems that complement and enhance human creativity and not replace it, Nwagwu advocated that empathy and emotional intelligence should be integrated to create more human-like interactions.
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