AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
BRAND SOLUTIONS
EXPERTS URGE END-TO-END BRAND SOLUTIONS
By our News Team | 2021
Experts at the ADVAN Marketing Masterclass 2021 in Nigeria advocate marketers design end-to-end brand solutions.
The crux of the message by speakers at the ADVAN Marketing Masterclass 2021 was the need for brands to strive consciously to create brand solutions that are compelling, distinctive and differentiating. The conference was presented by the Advertisers Association of Nigeria (ADVAN) on 25-26 August.
During his presentation, Bayo Adekanmbi, Chief Transformation Officer, MTN Nigeria, stressed the need for end-to-end solutions that will help consumers survive.
“There is need to think beyond what you sell: it is not just about your brand. Be intentional about the needs of your consumers by thinking beyond the adverts, whether television or print. Brands must look beyond their products by viewing a business from a solution perspective to creating emotional connection,” he said.
Photo by Joyjukes
Adekanmbi suggested that adding value to customers through imbedded corporate social responsibility is a distinct way of providing solutions. Brands must understand the importance of their roles in the life of low-cost retailers by studying their buying behaviour to help inventory planning.
Every category of communication has its meaning
Olu Akanmu, Executive Director, Retail Banking for First City Monument Bank, focused his central message on customer insights as the heart of strategy for scale and precise targeting. He stated that every category of communication has its meaning to the consumer.
“The foundation of scaling a business or product is ‘product-market fit’. There are fundamental motivations and incentives that drive customers’ action in their choices and behaviours. Marketing insights depend on the marketer’s unique concept or perspective in doing things in an unusual way,” he stated.
Akanmu pointed out the need for having a unique diagnostic variable to highlight what others are not seeing. He emphasised three types of ‘lenses’ to view customers’ insights from a design thinking perspective: ‘look closely’, ‘look from afar’ and ‘ask the customers’. These, he stated, help in viewing the context of the marketing problem, while the typical marketer would find that the best result is to combine all three.
Source: Marketing Edge Nigeria
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