The digital age is here to stay. Even traditional businesses that once thought the digital evolution came for just a visit are quickly realizing that digital has grabbed a permanent residency and is evolving into new phases.
Speaking in Lagos, Mr Daniel Iyam, creative director of Reach360, a Digital Marketing Agency explained that advertising is evolving and big data analytics and creative strategy is what would drive digital marketing going forward.
“Data is regarded as the holy grail of modern advertising. It helps digital marketing campaigns achieve better results because it gives room for targeted advertising.”
“Brands have to understand that today’s customers are flooded with a lot of information, therefore, carrying out customer journey mapping is a great way to analyze consumer behavior and other analytics. This will ultimately drive better value for every marketing spend”.
Speaking further, Iyam agreed that though the emergence of digital has lowered the entry barrier for professionals into the marketing communications field, the wheat will be separated from the chaff eventually.
“This industry is knowledge driven whether you operate in the traditional or new media. As the digital space becomes increasingly populated, only those who apply deep creative thought and knowledge would create digital campaigns that will cut through the clutter,” he said.