The Advertisers Association of Nigeria (ADVAN) held its partners’ innovation day coupled with the official launch of Advan-X, a dynamic hub for brands and service providers to form meaningful connections, access cutting-edge marketing solutions, and drive innovation.
At the event held on Wednesday in Ikeja, Lagos, President of ADVAN, Mr. Osamede Uwabanwem, explained that Advan-X would bring changes in the industry, adding that it would take marketing communications to the next level.
Osamede further described the platform as a “transformative space breaking down silos and enabling long-term success across the marketing ecosystem.”
He thanked Chief Marketing Officers (CMO) for their support for the ground breaking innovation.
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Speaking during the official launch of Advan-X, Chief Marketing Officer, Sterling Bank, Mr. Maurice Igugu said that Advan-X is a platform where opportunities meet networking.
“So Advan-X will create a platform where everyone is able to network and find solutions to all their problems”, he said.
Mr. Victor Ojeakhena, Head, Marketing and Communications at Accret Experience Agency Limited further added that ADVAN has always been at the forefront when it comes to marketing and marketing integration and the Advan-X platform will be AI optimized.
“The analytical dashboard will have a function whereby you’re able to see the number of people that have viewed your platform and the platform that is most viewed. Another key feature is that you can get to private chat anyone on the platform if you need to have further discussions without having to go through a third party.
“Accret experience is the official partner of ADVAN for the Advan-X platform. They are a marketing agency with over 15 years’ experience of creating award winning marketing solutions,” he disclosed.
During the panel discussion on the topic: ‘unleashing the power of innovation for marketing effectiveness the panelists which included Mr. Maurice Igugu, CMO Sterling Bank, Mr. Elo Umeh, Founder/CEO Terragon Group, Mrs. Maureen Ifada, Marketing Director, Friesland Campina and Mr. Stanislaus Martins, President of Association of Digital Marketing Professionals of Nigeria talked about how important innovation is in the industry for effective marketing.
On the definition of Innovation Marketing, Mr. Igugu said Innovation comes in in the sense of how you do your marketing.
He added: “When it comes to technology, what technology are you using to facilitate how you market? When it comes to innovative marketing, it is how you use all of these technological tools to make it easier, better, faster, more effective, more efficient. Also, you have to consider your returns on investment (R.O.I.).
Mr. Stanislaus in his view said that innovation is a small but incremental change in the way individual do things.
When asked about innovative trends that will shape the industry between now and the next 5 years, Mrs. Maureen said AI definitely is changing the narrative and will be all out in the next five years. “We cannot overemphasize the impact of AI on marketing, but at the same time, we cannot lose the human story telling of marketing.
“AI should enhance the marketing and not replace it. So that means we should continue to use AI for data and stick to the original concept of marketing which is storytelling.”
She also added that influencer marketing will also shape marketing over the next five years because of the likes of TikTok, Reels, among others.
Mr. Igugu however added that to leverage AI, there is the need to have a brand in place to aggregate it and the data must be in the cloud in order to leverage AI in a meaningful way to create long term value “and that is also how we will be able to maintain the human element to customer engagement and interaction.
Mr. Stanislaus on his part disclosed that the industry is generating more data than before, so there is the need to start getting comfortable with data analysis, which is very important and AI also comes in as well, because AI can help amass that large amount of data.
When asked about the key metrics to measure innovative marketing, Mr. Elo said it always starts from the consumer or customer; “as long as we are very clear on what the objectives of the campaign is, it is easy to define the metrics and ensure that the campaign and all the activities being carried out are aligning, along with the advantage that technology offers.
Mr. Stanislaus added; “We are generating more data than we have ever done, we need to start getting comfortable with data analysis, which is very important and AI also comes in as well, because AI can help amass that large amount of data.
In a bid to deepen industry engagement and pioneer further development in the marketing and communications industry, ADVAN is unveiling ADVAN-X, a groundbreaking online brand marketplace that is reshaping the landscape of Nigeria’s marketing industry.
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