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Stakeholders in the integrated marketing communications industry have urged brands to adapt to the evolving consumer journey, maintain transparency in data collection and usage, prioritise customers’ data privacy and continuously engage consumers. They added that brands that prioritise customer-centric approaches are more likely to succeed in the evolving digital landscape. The doyens and legends in the media and marketing world were in attendance to share their insights on the consumer journey that has transformed from the traditional advertising and limited information to an era where consumers are more empowered like never before.

They made this known at the Maiden edition of the Media Consortium Conference and Awards (MCCA) 2023 held recently at Moremi Hall, Sheraton Hotel and Towers, Lagos with the theme: Consumer Journey in Digital Age- Prospects and Challenges with the theme. Media Consortium, a leading business and marketing brand that put this programme together 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 conceptualised 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, Mr. 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.”

Mr. Darabidan therefore tasked brands to map the customer journey, offer a personalised experience, integrate their digital channels, prioritise 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 (NIMN), Mr. Tony Agenmonmen, said the rise of the digital era has fundamentally transformed the way we interact, purchase and engage with products, services and its providers.

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.”

The conference ultimately examined the pivotal role of data analytics and personalization, the challenges and opportunities presented by mobile technology, the importance of trust and privacy and so much more. The exchange of ideas and experiences at this fruitful and inspiring forum has undoubtedly enrich participants understanding and how to navigate the consumer journey in the digital age successfully.

About The Author

Rasaq Oke

Rasaq Oke hold a Bachelor of Science (B. Sc.) Honours degree in Food Science & Technology from the prestigious Obafemi Awolowo University (OAU), Ile-Ife. He is a seasoned Food Technologist and Agribusiness expert with wide and rich industry experience that cut across reputable organization like Guinness Plc, Crown Cork and Seal, Pfizer Pharmaceuticals (now Neimeth Pharmaceuticals), Livestock Feeds Plc. and Tantalizers Plc. He is the Founder and Chief Executive Officer of FOODDOTCOMACADEMY SERVICES, Managing Consultant with RESPITALITY CARE COMPANY (RCC), and Publisher/ CEO of FOODPRENEURS PUBLISHING COMPANY, the publisher of FOODPRENEURNEWS, a print and online food magazine ( Mr. Oke is an accomplished food entrepreneur, consultant, administrator, instructor, and facilitator. He is a member of the Governing Council of the Nigerian Institute of Food Science and Technology (NIFST) and the Head,-Editorial Board of the NIFST Food Forum Magazine; An Executive Member of the Nigeria Association of Agricultural Journalist (NAAJ). He is an Full Member and Secretary of the Membership, Certification and Education Committee of the Governing Council of the Nigerian Institute of Training and Development (NITAD). He a a Media and Communication Consultant to the Lagos State Fadama Coordination Office (SFCO) and the Lagos State Coconut Development Authority (LASCODA) in addition to being a Technical Partner to the Lagos State Consumer Protection Authority (LASCOPA). He is married with children and loves playing table tennis as well as travelling.

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