During the recent 2025 Africa Marketing Technology & E-commerce Conference (AMTEC) in Lagos, which had its theme: “Marketing in the New Economy – Data-Driven Success in Challenging Times,” stakeholders in digital marketing and integrated marketing communications made a call.
According to the call at the event, a data-driven approach to marketing and sales operations is what marketers should do for the best results.
Open Square Limited’s Managing Director and CEO, Feyi Olubodun, spoke on the subject of “Driving Growth: How your brand can create a great customer experience.” The MD said: “Data cannot be undermined in marketing because without data one is shooting in the dark. It helps understand consumer’s preferences and it aids marketing activities which ultimately aim to satisfy consumers.”
Emmanuel Adediran, Business Unit Director, MediaReach OMD, made reference to Olubodun’s submission when he said that data is a key component of marketing.
According to him: “To create a successful campaign, you must first of all analyse your data, and the data will point to where consumers are and what they need. Therefore, marketing practitioners require adequate data to function optimally in creating and delivering a successful campaign.”
Continuing, Lanre Basamta, the CEO of Optimus AI Labs, encouraged professionals to adopt artificial intelligence (AI) in marketing. He had this to say: “We cannot run away from it. Yes, we still need humans to do a lot of thinking, but the application of AI will create a successful marketing campaign and drive sales optimally.
“The world of marketing has advanced in a way that without the application of AI in your marketing plans, you are bound to fail. The industry is still developing and we need the government to help inaugurate some of these infrastructures because they are capital intensive,” he added.
Olubodun discussed how companies may build experiences with their customers, saying: “Brand managers must begin to look at insights which are backed by research rather than social observations that make every brand in the market sound the same in terms of messaging.”
These brands struggle because they lack identity, and consumers cannot really differentiate them through the experience they create, Olubodun said, adding that while their social observation practices may have had an influence in the short term, they do not last in the long run.
Victor Ojeakhena, the Co-founder and CEO of Marketing Analytics Africa and the person who organised AMTEC, spoke at the conference, stating: “AMTEC is an annual marketing event that has brought together thought leaders, executives, marketing innovators, and data strategists from across Africa to explore the latest trends, tools and tactics in martech, e-commerce, data intelligence, and customer experience optimisation, all essential for thriving in today’s economic landscape.”
However, according to an excited Ojeakhena, this year’s AMTEC event has a stellar lineup of marketing experts, including Feyi Olubodun, Managing Partner at Open Squares Africa; Maurice Igugu, Chief Marketing Officer at Sterling Bank Plc; Tomisin Adetola, Head of Marketing at Colgate; Chinwe Bode-Akinwande (CBA), Head of Sponsorship and Events at First Bank; Kehinde Ogundare, Country Manager, Zoho Corporation, Nigeria; and more.
It is expedient to know that the gathering of marketing experts accessed by BrandSpur national news, not only featured high-powered paper presentations and upscale panel discussions, but also demonstrated how data and emerging technologies can empower brands and marketers with innovative digital marketing strategies, offered a networking platform for professionals, entrepreneurs, and investors, and sparked partnerships and collaborations for sustainable innovation throughout Africa.
Colgate, Nutrify, Addmie, Indomie, Ladycare, DStv Media Sales, Dochase, Mouka Foam, Legit.ng, Cybertron, Accret Experience, and The Industry Newspaper were among the brands that joined MAA as official partners for #AMTEC2025 and made an impression at the one-day conference.
