The marketing landscape has undergone a significant transformation in recent years, driven by technological advancements, shifting consumer behaviors, and the increasing importance of data-driven decision-making.
This was the central reason industry leaders gathered at MarkHack 4.0, themed “Experience Ignited; Fueling the Consumer Journey”, recently to discuss the evolution of marketing strategies and tactics.
According to Kayode Oladapo, Chief Executive Officer, West Africa at Godrej, successful brands have built strong emotional connections with consumers, going beyond just product features.
He cited MTN’s “Everywhere You Go” campaign as a powerful example of a brand creating an emotional connection with consumers through effective marketing.
Jide Sipe, Group Head, Brand Transformations and Digital Marketing, Bank of Industry Limited, emphasized the importance of connecting with people in today’s fast-paced business landscape.
He shared his experience with a bank, when they created platforms that connected with people, such as Food and Drink and Fashion exhibitions, and Indani TV, a platform that showcased content beyond banking.
Sipe stressed that brands need to humanize themselves to build a stronger connection with their audience.
This involves understanding the people you’re selling to, leveraging cultural elements, and aligning your brand identity and purpose with the story you’re telling.
He also emphasized the importance of considering the emotional connections people make with your brand and defining your value proposition and purpose.
Joshua Ajay, Co-Convener and Founder, Brand Communicator, highlighted the importance of adapting to the constantly shifting marketing and media landscape, driven by the emergence of new technologies and strategies.
He emphasized that MarkHack serves as a vital nexus where professionals converge to share insights, spark creativity, and drive meaningful innovation at the intersection of marketing and technology.
