Marketers are prioritising AI implementation over all other initiatives this year, according to new Salesforce research in the ninth State of Marketing report.

With customer standards for personalisation continuing to rise year after year and marketing technologies constantly evolving, marketers need to act fast to keep up. Many see AI as a hack to do just that: a go-to for sharper personalization and efficiency, and now, creativity at scale with generative AI. Yet data challenges — from unification, integration, and security — are slowing marketing teams down.

With insights from over 4,800 marketers across 29 countries, the State of Marketing report highlights how top-performing marketers are outdoing their competition by embracing AI and other new opportunities while mitigating these data, trust, and security challenges.

Marketers pursue more tailored engagement amid rising customer expectations

Increasingly, marketers aim for more customised experiences based on detailed data like individual behaviours, preferences, interactions, or other specific indicators. And they are looking to AI to deliver more insights, predictions, automated workflows, and content. As a result, marketers consider having a data and AI strategy of utmost importance. On average, today’s marketers are able to fully personalise across five channels, with high-performers tailoring six channels and underperformers managing to fully personalise across only three.

Channels where content is easy to test and iterate on the fly, like mobile messaging, email marketing, and social media, see the most advanced personalization efforts. On the other hand, channels demanding more production time and planning like audio, organic search, and TV/OTT have the most work to do with 43%, 42%, and 41% seeing full personalization, respectively.

Marketers rev up AI adoption, but underperformers stall out in the evaluation stage

Marketers are pulled in many directions, and are focused on improving AI adoption. However, they’re struggling to actually implement AI and create cohesive journeys, among other difficulties.

Ironically, AI could be one tool to help teams overcome such challenges. Salesforce Chief Marketing Officer Ariel Kelman highlights how companies are entering “a new era of AI, catalysed by the generative gold rush,” and that the technology is being embraced by marketing organisations. As he sees it, “marketers are leading the charge by embracing rapid advancements in the technology to better connect with customers and prospects.”

Marketers are eager to implement AI into their own work streams: 75% are either experimenting with or have fully implemented AI in their operations. A closer look reveals that the embrace of the technology varies by performance level.

The majority of high- and moderate-performing teams are already rigorously testing, tweaking, and incorporating AI into their operations. Still, more than one-third of underperformers have yet to graduate from the consideration phase. In fact, high-performing marketing teams are 2.5x more likely than underperformers to have fully integrated AI into their operations. Until underperformers pivot from passive planning to hands-on action, AI’s advantages will continue to elude them.

Marketers embrace AI to predict, create, and integrate at scale

Sixty-three percent of marketers leveraging AI say they use generative while just over half (54%) are using predictive. And despite its relative novelty, generative AI use cases already rank among marketers’ favourites alongside predictive applications. As a result, teams are harnessing both types of AI for critical use cases like automating customer interactions and generating content — activities that will augment creativity and accelerate productivity.

Despite AI enthusiasm, concerns about trusted data remain

Compared to their peers in other departments, marketers are especially concerned about falling behind on generative AI adoption. Eighty-eight percent of marketers worry about missing out on generative AI’s benefits, compared to 78% of sales and 73% of service colleagues.

Even so, senior marketers remain cautious, citing concerns such as data and job security. Compared to their peers further up the corporate ladder, on-the-ground team leads are particularly wary about job stability. One in four team leads are worried AI will replace their job, compared to one in five executives. For their part, CMOs are most concerned with data leaks, with 41% citing data exposure as their top concern compared to 29% of VPs and 32% of team leads.

While data leaks are marketers’ number one generative AI concern, not having enough of the right data falls at number two. To capture enough valuable information, marketers are primarily leveraging customer service data and transaction data, showing an effort to partner with colleagues across sales and commerce departments to accomplish this. However, unification of that and other data — such as unstructured data from emails, NFTs, and more — remains a challenge.

In fact, only 31% of marketers are fully satisfied with their ability to unify customer data sources. What’s more, only approximately half of marketers say their systems automatically and regularly update with data from other departments.

Without fully integrated data, marketers’ ability to derive sharp insights is blunted, leaving core activities like analysing performance, suppressing audiences, and building campaigns powered by out-of-date or incomplete information. It even jeopardises marketers’ top priority: effectively leveraging AI.

A closer look at the survey results shows that fully integrated data is more common among high-performing marketing teams, suggesting that investing in unification can give marketers an edge. As Kelman explains, “a strong data foundation will be critical to AI success for marketers as they work to bring together and unify customer data for real-time activation.”

Federal Government has announced the indefinite suspension of the Air Nigeria Airline project.

Festus Keyamo, Minister of Aviation and Aerospace Development, during a ministerial press briefing in Abuja, marking President Bola Tinubu’s first year in office, provided updates, confirming that the project remains suspended.

In 2023, the Ministry of Aviation, under Hadi Sirika, former minister, unveiled Nigeria Air three days before the end of former President Muhammadu Buhari’s administration. https://punchng.com/sirika-under-fire-after-nigeria-airs-md-says-aircraft-hired/

The development had elicited concerns among stakeholders nationwide over the ownership arrangement which gave Ethiopian Airlines a 49 per cent equity stake.

The Federal Government had a 5 per cent equity, while a consortium of three Nigerian investors had 46 per cent.

Reacting to the deal in June 2023, the House of Representatives asked the Federal Government to suspend the operations of Nigeria Air, describing it as a fraud.

In August 2023, Keyamo announced that the national carrier project was suspended till further notice.

Keyamo said, “It remains suspended. It was never Air Nigeria. It was not Air Nigeria. That’s the truth. It was only painted Nigeria Air. It was Ethiopian Airlines trying to flag our flag.

“If it is so, why not allow our local plane to fly our flag? So nobody should dispute that it was Nigeria Air.

“Air Nigeria must be indigenous, must be wholly Nigerian, and must be for the full benefits of Nigeria, not that 50 per cent of the profit is for another country.”

Keyamo reiterated that the ownership structure of the suspended airline is not beneficial to the country.

“Nigeria Air must be indigenous, it must be only Nigeria or it must be for the full benefit of Nigeria.

“Not that 60 per cent of the profit is for another country. How does that benefit us? So It remains suspended,” he said.

By Abraham Oluwambe, Chief Executive Officer, LifiNet

In a digital age where the internet plays a pivotal role in our daily lives, selecting the right internet plan is not just a choice; it’s a necessity. Whether you’re a student, a home user, an office worker, or part of a corporate entity in Nigeria, making an informed decision about your internet subscription can save you money, boost your productivity, and enhance your online experience. In this comprehensive guide, we’ll walk you through the essential factors to consider when choosing the perfect internet plan for your needs.

A.      Understanding Your Internet Needs

Before diving into the world of internet plans, it’s crucial to assess your specific requirements. Each user category has its unique demands:

1. Students: Balancing Studies and Entertainment

As a student, you need reliable connectivity for online classes, research, and entertainment. Look for plans that offer high data allowances, unlimited night-time browsing, and access to educational resources.

2. Individual Home Users: Seamless Streaming and Browsing

For the family at home, prioritize plans that support multiple devices simultaneously, offer high-speed connections, and provide unlimited streaming for movies and gaming.

3. Office Users: Reliability and Efficiency

Office users require stable connections for video conferencing, file sharing, and remote work. Consider business-grade plans with strong customer support, Service Level Agreements (SLAs), and backup options.

4. Corporate Users: Scalability and Security

Corporations demand scalable solutions with dedicated bandwidth, advanced security features, and robust infrastructure. Assess options like dedicated leased lines or VPNs to meet your corporate needs.

B.      Factors to Consider When Choosing an Internet Plan

1. Internet Type: Understand the available internet technologies in Nigeria, including DSL, cable, fiber-optic, satellite, and 4G/5G. Different areas may have different options, so check what’s accessible in your location.

2. Speed: Your internet speed should match your usage patterns. Students and home users can opt for plans with moderate speeds, while office and corporate users may need faster connections.

3. Data Caps: Be aware of data limits and choose a plan with a data cap that suits your monthly usage. Unlimited plans are ideal for heavy users.

4. Reliability: Research the ISP’s reputation for reliability and uptime. Read reviews and ask for recommendations from friends or colleagues.

5. Customer Support: Consider the quality of customer support and technical assistance provided by the ISP. Quick and efficient support can save you from prolonged downtime.

6. Cost: Compare pricing across ISPs but keep in mind that the cheapest option may not always be the best. Consider the value you receive for your money.

7. Contract Terms: Understand the terms of the contract, including contract length, early termination fees, and any hidden charges.

8. Value-Added Services: Some ISPs offer additional services like free Wi-Fi router rental, antivirus software, or content streaming bundles. These can be beneficial extras.

C.      Making Your Decision

Once you’ve assessed your needs and considered these factors, it’s time to make an informed decision. Reach out to ISPs in your area, ask questions, and seek recommendations from others in your category. Remember, the right internet plan can transform your online experience, making it faster, more reliable, and tailored to your unique requirements.

In conclusion, choosing the right internet plan in Nigeria is a crucial decision that impacts your daily life, work, and entertainment. By understanding your needs and the factors that matter most to you, you can select a plan that not only suits your budget but also enhances your online experience, no matter if you’re a student, home user, office worker, or part of a corporate entity.