By Ngozi Onyeakusi—Stakeholders in the integrated marketing communications industry have urged brands to adapt to the evolving consumer journey, maintain transparency in data collection and usage, prioritize customers’ data privacy, and continuously engage consumers. They added that brands that prioritize customer-centric approaches are more likely to succeed in the evolving digital landscape.

They made this known at the maiden edition of the Media Consortium Conference and Awards (MCCA) 2023 held recently at the prestigious Sheraton Hotels and Towers in Ikeja, Lagos with the theme “Consumer Journey in a Digital Age: Prospects and Challenges. Media Consortium, a leading brand, business, and marketing, is owned by veteran journalists; Mr. Adetunji Faleye, Mr. Godwin Anyebe, and Mr. Amechi Obiakpu.

In his welcome address, Faleye, co-convener, MCCA said the event was conceptualized to be the foremost thought leadership platform to dissect industry issues, share insights, and reward outstanding brands and individuals for their contributions to the industry, consumer journey, and the business landscape.

Speaking on the theme, the keynote speaker, Chief Operating Officer, Clan Africa, Obafemi Darabidan said the digital age has ushered in several exciting prospects for businesses that can adapt to the evolving consumer journey. He added that consumers are becoming more concerned about their online privacy and urged businesses to maintain transparency in data collection and usage.

According to him, “The digital age has fundamentally altered how consumers interact with brands, products or services, offering both opportunities and challenges for businesses. Those who adapt to this shifting landscape and embrace digital channels stand to thrive in this era.”

He therefore tasked brands to map the customer journey, offer a personalized experience, integrate their digital channels, prioritize data security, increase reach, and improve customer engagement and data-driven insights.

The second keynote speaker and the Immediate Past President, National Institute of Marketing of Nigeria, Tony Agenmonmen, said the rise of the digital era has fundamentally transformed the way we interact, purchase, and engage with products and services.
He also explained that the challenges in the digital consumer journey in Nigeria are enormous. Some of these are the digital divide, data privacy concerns, information overload, security risks, infrastructure limitations, and competition in a crowded space.

“The digital world has lowered barriers to entry for businesses, resulting in intense competition. Companies must find innovative ways to differentiate themselves and stay relevant in an overcrowded market.”

Some of the strategies he proffered that brands should consider include investment in infrastructure, seamless user experience, data-driven personalization, innovation and adaptation, transparency, and trust, investing in cyber security, and localized content.

“Nigeria’s digital age presents immense prospects and challenges in the consumer journey. As businesses and policymakers, understanding the digital consumer in Nigeria and leveraging digital tools effectively can lead to enhanced engagement and growth. However, it is essential to address challenges like the digital divide, data privacy, and cybersecurity to ensure a secure and inclusive digital future for Nigerian consumers,” he emphasized.

Panelists also added more insights to what the keynote speakers had said. The panel session was moderated by Dr. Oludare Ogunyombo, Principal Partner, D’Intel Pearls Services Ltd, and had experts from Sandra Amachree, Lead, Marketing Communications, Nigerian Breweries; Timothy Ogundele, Head, Marketing, Checkers Africa; Obinna Inogbo, the Principal PR Executive at Worktainment Limited, Nelson Ochonogor, Head, Production Management BaaS &Integration, FCMB; and Mr. Segun McMedal, Immediate Past Chairman, NIPR Lagos State chapter shared their own point of views, citing the example of how their organizations have put the consumer at the centre of their operations and how they are responding to consumer concerns.

They disclosed that most customers don’t know that by clicking on a cookie on a website they have given access to their information and for it to be shared. In summary, they urged brands to prioritize data security, get familiar with all data protection laws, reach their consumers wherever they are, and ensure they are transparent with their business operations.

After the summit, brands and individuals were awarded for their leadership and contribution to their industries.

The event was well attended by industry leaders and captains of industries. Some of them are Comfort Obot Nwankwo, Chairman NIPR Lagos State chapter; Mr. Tade Adekunle, CEO at Keskese Limited, the members of the press, and many others.

Meanwhile, some outstanding brands and players within the Integrated Marketing Communications space and allied sector received award in different categories for their outstanding performance and commitment to the consumers.

They are Checkers Custard; Custard brand of the year 2023, Nestlé Nigeria; Sustainability Focused Company of the Year 2023, Bigi Cola; Friendly Brand of the Year 2023 and Nutri-Milk; Non Alcoholic Brand of the Year 2023.

Others are;
Goldberg- Beer brand of the Year 2023.

Zenilla Media- Most Innovative Media & Communications Solutions Provider of the Year 2023.

Akin Adewakun- Brand Journalist of the Year 2023.

MediaReach OMD- Marketing Communications Agency of the Year 2023.

Tolulope Medebem- Outstanding Experiential Marketer of the Year 2023.

Keskese Ltd- Experiential Agency of the Year 2023.
The REDWOLF Company- Digital Marketing Agency of the Year 2023.

Carat Nigeria- Most Innovative Media Agency Of the Year 2023.

Semovita- Flour Brand of the Year 2023.

I Minnd Experience- Fastest Rising Marketing Communications Agency of the Year 2023.

Without A Box PR- Most Innovative PR Agency of the Year 2023.

Devon King’s pure vegetable oil- Cooking oil of the Year 2023.

WAW detergent- Detergent Brand of the Year 2023.