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Personalisation, Others to Drive Marketing Comms in 2017- Experts

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Integrated Marketing Communications (IMC) experts have projected that personalised marketing, performance and convergence through collection of consumer data will be key drivers of marketing communications in 2017 and beyond as brand owners seek to build on their equity and return of investment (ROI) despite the recession.

At a gathering of digital marketing agencies, brand owners, IT experts and media practitioners, tagged “An Evening of Innovation with Twinpine – Africa’s pioneer and premium mobile marketing company”, Oduntan Odubanjo, chief operating officer at Twinpine noted that globally, data will continue to transform mobile marketing, while the challenging economy will make more brand owners pay extra attention to performance and build on personalised communication to reach their target customers.

During his presentation titled: “Personalisation, Convergence and Performance: How Data is Transforming Mobile Marketing”, Odubanjo stated that the promise of data is to help brand personalised marketing messages, connect more with their customers and deliver seamless experiences. 

“Data collection helps to understand the consumers’ demography, needs, and behavior thereby making it possible to personalise messages for them. This makes it possible to have better consumer experiences, improved satisfaction, and more loyalty.

“We are also seeing a convergence of media platforms as it has become more difficult to focus on one media channel, hence, the need for data has also become important” he said.

Commenting on the future of mobile marketing, Odubanjo, said “there will be more brands looking into their data offerings and strategy”. He projected that “local brands will begin to look more into collecting data about their customers and request for more targeting to ensure that their budgets are well spent.”

According to Elo Umeh, founder of Twinpine,  Twinpine has done a lot of work on data in the last 5 years of its existence.

“We have generated data and are constantly doing more to deliver value around data for our clients. This is fueled by our belief that more can be done as the data space gets intelligent and smarter with the increasing use of smartphones.

“The use of apps and internet connectivity between the devices helps to generate lots of data which is very helpful in the data gathering process,” he said.

Predicting the year 2017, Umeh said that some brands will frame their narrative around cost-cutting while some brands will become more aggressive in their marketing by spending more to improve their market share.

“We think that it’s in adversity that you can try to do very interesting things. For example, Twinpine was launched in 2009 – in the middle of a global recession. When there is a boom, there is limited opportunity because there are lots of people in the market but when there is adversity there are limited people in the market and they benefit from it in the long run.”

During the panel session at the event, which consisted of Odutan Odubanjo, Oti Ukubeyinje, Media Director at Sponge Digital, Jumoke Okikiolu, head product Marketing at Samsung West Africa, John Iseghohi, Digital Marketing & Strategy at Etisalat and Tunde Kara, Managing Director Sales, Nigeria, the panelists agreed that in the coming year, a lot will happen in personalised marketing and convergence.

Brands need to think of how to infuse marketing into content in a way that consumers feel like they are actually having a personal communication with brands.

At the event, Twinpine unveiled its new ad formats (Native Ads, 3D Ads, Brand Cast, Call-to-Action Ads), Twinpine’s Mobile Intelligence Portal, Programmatic Platform and Adrenaline


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E-Business

NITDA, NIMC Partner for Seamless Data Exchange Capabilities

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National Information Technology Development Agency (NITDA) and the National Identity Management Commission (NIMC) have announced a collaboration on National Public Key Infrastructure (PKI) and Digital Public Infrastructure (DPI) to enhance synergy between digital identity, payment ecosystems and secure seamless data exchange capabilities for Nigeria.

NITDA, NIMC Partner for Seamless Data Exchange Capabilities

l-r: Kashifu Inuwa, Director General of NITDA, and Bisoye Coker-Odusote,  Director General of NIMC, during the meeting at the NIMC headquarters in Abuja..

NITDA, which made the announcement on its X handle, said that the collaboration was to further strengthen Nigeria’s digital economy in line with President Bola Tinubu’s Renewed Hope Agenda,

During the meeting, Kashifu Inuwa, director general of NITDA, and Bisoye Coker-Odusote, director general of NIMC, with some management staff of both organisations, discussed various initiatives, which include building DPI stacks for a secured and seamless data exchange and forming partnerships to transform the national identity system.

This collaboration also aims to harness the potential of the innovative ecosystem and emphasise the use of public-key infrastructure (PKI) to drive digital transformation in Nigeria.

To ensure a smooth implementation, a 12-man committee was set up.

This committee will play a crucial role in kickstarting and harmonising the initiatives and is expected to deliver a comprehensive implementation report within the next 4 weeks.

 

 


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Expert Urges FG to Harmonise NIN, BVN to Tackle Crimes

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Noble Ajuonu, head, Sydani Technologies Ltd., has urged the Federal Government to harmonise National Identification Number (NIN) and Bank Verification Number (BVN) to tackle crimes and insecurity in the country.

Expert Urges FG to Harmonise NIN, BVN to Tackle Crimes

Ajuonu made the call at a media roundtable, organised by Sydani Group in Abuja.

The News Agency of Nigeria (NAN) reports that the roundtable focuses on driving sustainability through a comprehensive analysis of Nigeria’s key development areas.

Ajuonu said that Nigeria could overcome its security challenges and pave the way for a safer, more secure future for all Nigerians by embracing technology and implementing practical solutions,

“We need to harmonise data, prioritise seamless integration of databases like NIN, BVN, and security agency records, establish clear protocols for data sharing and access, with robust safeguards against misuse,’’ expert said.

According to him, the unified data pool will empower intelligence gathering and targeted operations.

He also called for investments in smart surveillance, intelligent video analytics software, training of personnel in data analysis, interpretation of data in real-time to combat crimes.

“There is need to implement a legal framework for call interception in criminal investigations, with strict oversight to prevent abuse, encourage community cohesion, training of tech savvy security personnel with tech-enabled tools.’’

Ajuonu also urged the government to address infrastructure deficit in technology, saying that technology was all encompassing to address insecurity.

“According to the National Identity Management Commission (NIMC), as of December 2023, only 104.2 million Nigerians had been enrolled for the National Identity Number (NIN).’’

Ajuonu added that over 122.2 million citizens left uncaptured for NIN were people in rural areas where enrolment centres, digital services were limited.

“Most crimes are being perpetuated from rural communities and this lack of comprehensive identification creates a gap where elements not captured in the national database can constitute public nuisance, crimes.

“There is the inadequacy in the integration of NIN, BVN and Voters Identification Number (VIN).

“Advanced call interception and analysis tools, used successfully in other countries, could provide invaluable insights into criminal networks and operations but infrastructure is lacking,’’ he said.

Also, Mr Godfrey Petgrave, the Agricultural Expert, Sydani Group, called for empowerment of smallholder farmers with access to finance and training to enhance productivity.

According to Petgrave, Nigeria requires policy reform and institutional strengthening to improve agricultural practices and embrace digital agriculture solutions to address food insecurity.

Mr Akolade Jimoh, another expert of the group on health, advocated for expanded community-based health insurance programmes for rural and underserved areas.

Jimoh added that the country needed to encourage Public Private Partnership to revolutionise products design and quality improvement on health services.


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Konga launches Infinix Brand Week with Incredible Deals

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Konga, Nigeria’s leading composite e-commerce group, is thrilled to announce the launch of amazing deals at its Infinix Brand Week. Infinix, a leading global smartphone brand known for its innovative products and cutting-edge technology promises exclusive discounts and special offers on select smartphones, marking an exciting milestone in the realm of online shopping.

Shoppers can expect nothing short of extraordinary deals on a wide range of Infinix products, all available exclusively on the Konga online platform. With discounts of up to 30% off, this partnership between Konga and Infinix aims to redefine the shopping experience for tech enthusiasts across Nigeria.

Konga Brand Week has become synonymous with excitement and unbeatable deals, and this year’s edition is no exception. In addition to exclusive discounts on Infinix smartphones, shoppers can explore a diverse array of products across various categories, including electronics, fashion, home essentials, and more.

“At Konga, we are dedicated to providing our customers with the best shopping experience possible,” said Rita Ohaedoghasi, VP Marketing at Konga. “The Infinix Week during Konga Brand Week allows us to continue delivering on that promise by offering incredible discounts and special offers on some of the most sought-after smartphones in the market.”

To stay updated on the latest developments and exclusive deals during Konga Brand Week, shoppers are encouraged to connect with Konga across all platforms, including social media and the Konga website. Don’t miss out on this opportunity to score big savings and elevate your tech game with Infinix and Konga.


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