Stories by PATRICK ONUOHA
The Country Manager, Goole Nigeria, Juliet Ehimuan has said that Nigeria is now engrossed in the digital revolution. She made this statement at a recent seminar organized in Lagos by Advertisers Association of Nigeria (ADVAN).
The seminar with the theme; “The Changing Role of Marketing in a Digital Economy”, witnessed large turnout of stakeholders ranging from advertisers, marketers, and business executives. Participants at the seminar brainstormed on various issues surrounding the advancement of technology and growth of digitalisation in Nigeria and its implication on marketing.
Declaring the seminar open, former President of ADVAN, now Commercial Director, Grand Oak Limited, Fatai Odeshile said the forum was one of the ways put together by the association in raising the bar in the industry since it is one veritable platform available to interact and learn from each other.
”In ADVAN, one of the commitments that we give ourselves is how can we raise the standard of living in our way because if you have a learned and educated society, half of your problems is solved
”The insight into this is to provide a forum, not just learning from the guest lecturer, even from you as well and that is why you will notice the way the programme has been designed. It is not a one-way affair, it’s designed to take feedback and also learn from each other”, Odeshile said.
Speaking as a resource person at the event, Ehimuan acknowledged the involvement of Nigeria in the digital revolution and as a result of this development, she said that the role of marketing is evolving and the implications of digitalization can be seen holistically in the country in terms of real-time information gathering and dissemination, and the espousal of new business models and opportunities
Also speaking at the seminar, Brand Building Director, Unilever, David Okeme, advised brands to ensure they understand the demography of their target audience, come up with great content and purposeful ideas for their brands, and have a formidable platform to reach out and engage the target audience in order to remain significant in the digital era.
He further said brands must take into cognisance the income level of their target audience and must be able to appropriately balance the digital medium through which they intend to reach them.