Eskimi a global adtech platform that enables independent brands and agencies to conduct programmatic advertising campaigns across display, native, video and other medium hosted a Masterclass for Chief Marketing officers (CMO) on Wednesday, July 6, 2022, at Victoria Island, Lagos.
The onsite event themed “Marketing in a Digital World” saw a session that included keynote addresses, panel discussion, and the Masterclass.
The keynote addresses delivered by Vita Garifulina, Business Development Director, Eskimi and Lampe Omoyele, Managing Director, Nitro121 focused on global and local trends with the best practices in deploying technology for marketing goals.
Speaking on why the CMO Masterclass went down today, Vita mentioned that Eskimi has seen the market potential and the necessity of sharing the data with Chief Marketing Officers (CMOs) and brands.
“The masterclass was just about learning a bit more about marketing and digital marketing. As a global company, we believe in knowledge sharing and we want the local businesses or markets to adapt the new knowledge and experience.
“We want to localize it to a Nigerian market and this is why we are bringing some local and global trends, while helping marketing and digital professionals”
On the trends in the Nigerian market, Vita said that with half of the Nigeran population online, a marketing strategy based on online advertising will reach many people.
“This is just one of the takeaways and then compared to only 27% of people on social media, this means that if you are building your digital advertising strategy, it cannot be based on just social advertising.”
On future expectations from Eskimi, Vita noted that Nigeria gets to enjoy the platform’s innovation before it expands globally. “Eskimi is building a connection for TV, audio, out-of-home and more social on one dashboard.”, she added
In her keynote introduction on Digital Advertising Trends and Opportunities for the African Market – Nigeria as a Case Study, here are some of the key points she emphasized:
- Dramatic consumption increase in 2020
- Approximately 50% of Nigerians are online
- Consumers are moving to digital, but brands do not follow yet
- Digital spends already surpassed traditional
- Originally traditional brands are becoming digital first
- Gaming audiences are growing at a rapid pace
- Creative is going digital
- Digital-first rich media creatives result in 456% better engagement
- Advertisers use hybrid models and in-house media buying
- TV evolution is toward digital
- Global content are winning over local
- Digital insights drive media mix strategy
Delivering the second keynote, Lampe discussed Marketing in a Digital World: The Pathway to Business Growth & Sustainability. According to Lampe, Digital marketing and its localization in Nigeria is growing.
“In the past decade, there has been significant growth with more businesses and brands utilizing it; the competencies and capabilities around marketing are also growing. Thus, digital marketing is no longer just about social media, but is now also why you have different dimensions and perspectives around marketing.”
Continuing, Lampe said that Nigeria is getting to the point where programmatic advertising, virtual Reality, augmented reality, influencer marketing and the likes are taking over the space
On the path of making progress with digital marketing, Lampe mentioned the role data has played.
“While there has been some progress, I think the progress needs to be accelerated in terms of not just the availability of data, but the ability to use the data to make informed decisions. I’m also talking about how we mine data and how we generate insights that are actionable.”
According to Lampe, digital isn’t simply a collection of platforms driven by data and devices. It’s a global community powered by people and content.
Here are some of the key points he noted
- Marketing in a digital world will be driven by technology, customers and personalization.
- Marketing and advertising in a digital world will require skilled marketing teams to innovate, interpret data for insights, engage with customers and communicate the latest marketing trends to develop an effective marketing strategy
- 8 key marketing trends that will drive the digital world; personalized targeting, micro-influencers, AI-predicted advertising driven by data, video content, voice marketing, convenience & agility, virtual & augmented reality, rise of mobile.
Speaking on the future of digital marketing in Nigeria, Oluwatobi Adekunle, Marketing Manager, Eskimi Africa, said that marketing has evolved from traditional marketing to a new era, which involves leveraging digital tools and technology in driving markets and activities.
“Digital marketing is not going to end. It can evolve as a profession; thus, as long as we have new tools, and people coming up with different technologies, to drive marketing initiatives and activities, digital marketing activities will always remain for digital marketers.”
While addressing the availability of digital marketers in Nigeria, Adekunle acknowledged that while the talented ones leaving the country, there is still a dearth of skill. Nevertheless, Eskimi believes in this economy and that is why it will continue to educate people.
Featured Image(L-r): Chukwudi Uketui, Commercial Director, Eskimi, West & Central Africa; Vita Garifulina, Business Development Director, Eskimi; Joy Okosun, Business Development Manager, Eskimi West Africa and Oluwatobi Adekunle, Marketing Manager, Eskimi Africa
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