At the Eskimi CMO Masterclass forum in Lagos, brands were exposed to the importance of digital technology for marketing.
Specifically, they urged brands nationwide to focus on the right key performance indicators (KPIs) to achieve their goal, while embracing programmatic solutions.
Eskimi is Nigeria’s largest programmatic platform; an ad-tech platform that allows independent brands and agencies to run programmatic ad campaigns across display, native, video, and more.
Eskimi’s Director of Business Development, Vita Garifulina, who gave the keynote, stressed that startups and other aspiring entrepreneurs should learn from leaders in the telecom industry, FCMG, retail and device brands that leverage Eskimi metrics to drive marketing measurement in the areas of consumer awareness, interest, engagement, and actions.
These goals, she said, can be achieved through access to real-time data, focusing on the right KPIs, and implementing actionable data.
Statistically, Garifulina said that with an estimated population of 203.6 million in 2021 and 50% of them connected to the internet, the digital marketing industry in Nigeria has huge potential.
According to the 2021 Statista report shared by Eskimi, Nigeria has 169.2 mobile phone connections, which represents approximately 83% of the population. Forty-two percent (42 percent) use the Internet representing 85.49 million people, while 27 percent of them are on social media.
Speaking on the importance of the Eskimi CMO Masterclass, Garifulina said, “Eskimi has observed market trends and potentials. We thought it was important to share the data with chief marketing officers (CMOs) and brands.
“So the masterclass was just about learning a bit more about marketing and digital marketing in particular. So, as a global company, we work differently and we believe in sharing knowledge. We want companies or local markets basically adapt new knowledge and experience and we want to localize it in a Nigerian market and that’s why we want to bring some local trends, global trends and then also love, adapt and help marketing professionals , digital professionals; anyone in the space to really grow and get the most out of their marketing strategies.
Nitro121 Managing Director, Lampe Omoyele, in his presentation titled: “Marketing in a Digital World: The Path to Business Growth and Sustainability”, should not fail to understand the keywords behind the definition marketing which he described as “the identification or anticipation and satisfaction of customer needs and/or wants in a cost-effective manner.
“Marketing strategy, then, is the matrix of mutually reinforcing actions that help differentiate a brand in the minds of target customers and profitably meet customer needs or create wants.”
“Marketing in the digital world involves: “Today’s consumer is more connected than ever, with broader access and deeper engagement with content and brands, due to the proliferation of devices and platforms. -numerical forms.
“Content that was once only available to consumers through specific delivery methods (such as print, radio, and television) can now be obtained and delivered to consumers through multiple connected devices.
“This is driving the media revolution and blurring definitions of traditional media. Innovation in advertising will be critical to success. »