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63% of Marketers leveraging AI use generative while 54% use predictive AI is marketers’ top priority – and biggest headache
Marketers are prioritising AI implementation over all other initiatives this year, according to new Salesforce research in the ninth State of Marketing report.
With customer standards for personalisation continuing to rise year after year and marketing technologies constantly evolving, marketers need to act fast to keep up. Many see AI as a hack to do just that: a go-to for sharper personalization and efficiency, and now, creativity at scale with generative AI. Yet data challenges — from unification, integration, and security — are slowing marketing teams down.
With insights from over 4,800 marketers across 29 countries, the State of Marketing report highlights how top-performing marketers are outdoing their competition by embracing AI and other new opportunities while mitigating these data, trust, and security challenges.
Marketers pursue more tailored engagement amid rising customer expectations
Increasingly, marketers aim for more customised experiences based on detailed data like individual behaviours, preferences, interactions, or other specific indicators. And they are looking to AI to deliver more insights, predictions, automated workflows, and content. As a result, marketers consider having a data and AI strategy of utmost importance. On average, today’s marketers are able to fully personalise across five channels, with high-performers tailoring six channels and underperformers managing to fully personalise across only three.
Channels where content is easy to test and iterate on the fly, like mobile messaging, email marketing, and social media, see the most advanced personalization efforts. On the other hand, channels demanding more production time and planning like audio, organic search, and TV/OTT have the most work to do with 43%, 42%, and 41% seeing full personalization, respectively.
Marketers rev up AI adoption, but underperformers stall out in the evaluation stage
Marketers are pulled in many directions, and are focused on improving AI adoption. However, they’re struggling to actually implement AI and create cohesive journeys, among other difficulties.
Ironically, AI could be one tool to help teams overcome such challenges. Salesforce Chief Marketing Officer Ariel Kelman highlights how companies are entering “a new era of AI, catalysed by the generative gold rush,” and that the technology is being embraced by marketing organisations. As he sees it, “marketers are leading the charge by embracing rapid advancements in the technology to better connect with customers and prospects.”
Marketers are eager to implement AI into their own work streams: 75% are either experimenting with or have fully implemented AI in their operations. A closer look reveals that the embrace of the technology varies by performance level.
The majority of high- and moderate-performing teams are already rigorously testing, tweaking, and incorporating AI into their operations. Still, more than one-third of underperformers have yet to graduate from the consideration phase. In fact, high-performing marketing teams are 2.5x more likely than underperformers to have fully integrated AI into their operations. Until underperformers pivot from passive planning to hands-on action, AI’s advantages will continue to elude them.
Marketers embrace AI to predict, create, and integrate at scale
Sixty-three percent of marketers leveraging AI say they use generative while just over half (54%) are using predictive. And despite its relative novelty, generative AI use cases already rank among marketers’ favourites alongside predictive applications. As a result, teams are harnessing both types of AI for critical use cases like automating customer interactions and generating content — activities that will augment creativity and accelerate productivity.
Despite AI enthusiasm, concerns about trusted data remain
Compared to their peers in other departments, marketers are especially concerned about falling behind on generative AI adoption. Eighty-eight percent of marketers worry about missing out on generative AI’s benefits, compared to 78% of sales and 73% of service colleagues.
Even so, senior marketers remain cautious, citing concerns such as data and job security. Compared to their peers further up the corporate ladder, on-the-ground team leads are particularly wary about job stability. One in four team leads are worried AI will replace their job, compared to one in five executives. For their part, CMOs are most concerned with data leaks, with 41% citing data exposure as their top concern compared to 29% of VPs and 32% of team leads.
While data leaks are marketers’ number one generative AI concern, not having enough of the right data falls at number two. To capture enough valuable information, marketers are primarily leveraging customer service data and transaction data, showing an effort to partner with colleagues across sales and commerce departments to accomplish this. However, unification of that and other data — such as unstructured data from emails, NFTs, and more — remains a challenge.
In fact, only 31% of marketers are fully satisfied with their ability to unify customer data sources. What’s more, only approximately half of marketers say their systems automatically and regularly update with data from other departments.
Without fully integrated data, marketers’ ability to derive sharp insights is blunted, leaving core activities like analysing performance, suppressing audiences, and building campaigns powered by out-of-date or incomplete information. It even jeopardises marketers’ top priority: effectively leveraging AI.
A closer look at the survey results shows that fully integrated data is more common among high-performing marketing teams, suggesting that investing in unification can give marketers an edge. As Kelman explains, “a strong data foundation will be critical to AI success for marketers as they work to bring together and unify customer data for real-time activation.”
Nigerian Communications Satellite Limited (NigComSat) has entered into partnership through a Memorandum of Understanding with Hotspot Technology solutions to provide internet access to rural communities in Nigeria.
Under the terms of the agreement, NIGCOMSAT and Hotspot will leverage their respective strengths to deploy cutting-edge satellite technology and innovative connectivity solutions to connect remote and rural areas that have traditionally lacked access to internet connectivity.
By combining NIGCOMSAT’s extensive satellite infrastructure and Hotspot’s expertise in rural connectivity, this partnership will empower communities to bridge the digital divide and unlock new opportunities for socioeconomic development.
“At NIGCOMSAT, we are committed to leveraging our technological capabilities to drive digital transformation and improve the lives of Nigerians, especially those in underserved regions,” said Mrs. Jane Nkechi Egerton-Idehen, managing director/chief executive officer of NIGCOMSAT Limited.
“This collaboration with Hotspot highlights our unwavering dedication to connect the unconnected and ensure that no community is left behind in the digital age,“ she added.
Eng. Morenikeji Aniye, chief executive officer, Hotspot, expressed his enthusiasm for the partnership, stating, “We are thrilled to work alongside NIGCOMSAT in this endeavour. At Hotspot connecting the millions of unconnected persons remains a cardinal objective of our mission.
“By combining our expertise and resources, we will be able to deploy innovative solutions that bring reliable and affordable internet access to rural communities, empowering them to participate fully in the digital economy and access essential services.”
While NIGCOMSAT Ltd is a communication satellite service provider with coverage over African countries and parts of Europe and Asia, Hotspot Network Limited is a one-stop for all networking and telecommunications needs.
The rural connectivity project is also in partnership with Universal Service Provision Fund (USPF). The project is expected to deliver rural connectivity on NigComSat-1R Ka-Band platform. So far, Hotspot has proposed targeting a sizeable number of rural communities across Nigeria with the service.
The joint initiative between NIGCOMSAT and Hotspot will commence immediately, with plans to roll out the first phase of the project in select rural areas within the next six months.
Nigerian mobile ecosystem witnessed a historic moment on Friday, June 28, 2024, with the grand launch of ZTE’s latest mobile range, spearheaded by a strategic partnership with TD Africa, the leading tech products distributor in the continent.
The event showcased an impressive lineup of ZTE’s latest mobile devices, including the ZTE V60 Design, Nubia Neo2, and Nubia Focus Pro. These mobile phones, which sold out with a huge pre-order at the launch, are a new generation of lifestyle mobile phones delivered in anticipation of the AI disruption.
The launch was graced by the presence of prominent figures, with the Chairman of MTN Nigeria Communications Plc and former Executive Chairman of Nigeria Communications Commission, Dr. Ernest Ndukwe as chief guest of honour, and the founder and Chairman of TD Africa, Dr. Leo Stan Ekeh, leading the prestigious lineup of attendees. CEOs in the tech and e-commerce sectors were in attendance. The event garnered significant media attention, and major media houses led by Arise News captured it. This widespread coverage underscored the importance of the launch and the potential it holds for the Nigerian mobile market.
In his opening remarks, Dr. Ernest Ndukwe, the Chief guest of honour, praised the collaboration between ZTE and TD Africa. He highlighted the importance of continued innovation and transparency in the industry. He congratulated TD Africa Distribution on its 25th anniversary and expressed his enthusiasm for the partnership. He concluded by advocating for reduced mobile phone tariffs in Nigeria to enable wider accessibility.
Dr. Leo Stan Ekeh, a visionary in the African tech space, echoed Dr. Ndukwe’s enthusiasm, expressing his excitement about the future of this partnership. He charged the partners of TD Africa to remain steadfast in the tech industry, poised for short-term growth and long-term profitability. His words resonated deeply with the audience, emphasizing the collective responsibility to drive technological advancement and accessibility across Africa.
TD Africa, known for its strategic partnerships and commitment to excellence, has once again demonstrated why it is a leader in the tech distribution space. TD partners with international companies, including well-known names in the sector like Apple, Microsoft, IBM, Cisco, Dell Technologies, HP and Starlink. This event not only highlighted the strength of its partnership with ZTE but also reinforced its role as a catalyst for technological advancement in Nigeria.
The heart of the launch ceremony revolved around the unveiling of ZTE’s latest mobile range. Attendees were treated to a captivating presentation that showcased the distinct features and functionalities of the ZTE V60 Design, Nubia Neo2, and Nubia Focus Pro. These devices, designed to cater to a wide range of needs for Nigerian users, offer exceptional performance, sleek designs, and cutting-edge technology. These mobile phones are designed for those who appreciate quality and style, and are yet pocket-friendly. The ZTE V60 Design, in particular, is anticipated to revolutionize the smartphone market with its state-of-the-art features and user-friendly interface.
The launch event was more than just a showcase of new products; it was a celebration of innovation, partnership, and the promise of a brighter technological future. Attendees were treated to a night of music, entertainment, and an exquisite dinner. The event also featured a live raffle draw, where five lucky winners walked away with brand-new ZTE phones. The joy and excitement were palpable as the winners were announced, adding an extra layer of celebration to the evening.
Chioma Chimere, Coordinating Managing Director of TD Africa, spoke about the importance of making advanced technology accessible to all. According to her, “This partnership between TD Africa and ZTE marks a new era in the mobile landscape of Africa. By leveraging TD Africa’s extensive distribution network and ZTE’s innovative technology, we are set to redefine the dynamics of the mobile industry, bringing unparalleled value and choice to our customers.”
In addition, Mrs. Chimere announced a special pre-order incentive. Partners who pre-ordered 200 ZTE devices at the launch would receive a free 32-inch Smart television. She emphasized TD Africa and ZTE’s commitment to fulfilling orders of any size, assuring partners and customers that TD will meet their needs regardless of the quantity.
Mr. Ding Deng Kerwin, CEO of ZTE Nigeria, unveiled the ZTE range and expressed his gratitude to TD Africa’s leadership and partners. He emphasized the company’s commitment to innovation and customer satisfaction, stating that we must keep moving forward and let dreams connect with reality. He also highlighted ZTE’s commitment to delivering exceptional performance, sleek designs, and cutting-edge technology.
The launch concluded with a networking session that provided an excellent platform for industry leaders and tech enthusiasts to connect and discuss the future of mobile technology in Nigeria. Guests departed with not only a deeper understanding of the ZTE product line but also with swag bags filled with gifts, solidifying a memorable experience.
In a move to enhance Nigeria’s digital infrastructure, MTN Nigeria has announced the construction of West Africa’s largest data centre.
Mohammed Rufai, Chief Technical Officer, MTN Nigeria
This new facility, a 1,500-rack, Tier 4 data centre, is set to play a pivotal role in meeting the growing data demands and digital needs of businesses and consumers across the country.
MTN’s Chief Technical Officer, Mohammed Rufai, shared details of this project in a recent interview.
Rufai highlighted the critical need for expanded data processing capabilities, driven by significant growth in data usage and the emergence of new services.
“We see a high demand in the market, with data usage growing significantly. To cater to this demand and prepare for future growth, we are expanding and modernizing our data centre capacity now. This is to ensure we are ready for expansion at the right time,” he explained.
The new data centre will support MTN’s infrastructure and serve as a vital resource for businesses across Nigeria. “Businesses that require data centre capacity can now forgo maintaining their server rooms.
“Our facility will provide the space and services needed, enabling companies to digitalize their operations and improve efficiency,” Rufai noted.
The data centre will also enhance the delivery of content from major tech companies like Meta and Google, bringing content closer to Nigerian users and improving access speeds. This local hosting of content will significantly boost user experience and network efficiency.
The project is not just a technological investment but also a catalyst for economic growth. By providing scalable and adaptable infrastructure, it will enable businesses, particularly MSMEs, to leverage cloud services and other digital solutions.
This, in turn, will drive innovation, efficiency, and competitiveness across various sectors of the economy. Rufai emphasized MTN’s readiness to partner with startups and MSMEs, offering numerous opportunities for collaboration, particularly in cloud services.
Aligned with MTN’s Ambition 2025 strategy, the data centre signals the company’s commitment to Environmental, Social, and Governance (ESG) goals. The facility will eventually utilize efficient cooling systems and a combination of traditional energy sources, gas and renewable energy.
This will significantly reduce its carbon footprint. Rufai stressed the importance of these measures, noting that “up to 60% of the power consumption of a typical data centre in our clime is for cooling. Our highly efficient systems will ensure we meet our sustainability targets.”
As Nigeria’s digital landscape advances, the new data centre marks a significant milestone. It captures a continued drive for innovation, quality, and growth, fostering a connected, modern life and aiming to provide improved services, economic benefits, and a strong digital infrastructure for the future
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