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Experts at Twinpine Forum Identify Key Drivers of Marketing Communication in 2017

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Integrated Marketing Communications  (IMC) experts have projected that personalised marketing, performance and convergence through collection of consumer data will be key drivers of marketing communications in 2017 and beyond as brand owners seek to build on their equity and return of investment (ROI) despite the recession.

At a gathering of digital marketing agencies, brand owners, IT experts and media practitioners, tagged “An Evening of Innovation with Twinpine – Africa’s pioneer and premium mobile marketing company”, Oduntan Odubanjo, chief operating officer at Twinpine noted that globally, data will continue to transform mobile marketing, while the challenging economy will make more brand owners pay extra attention to performance and build on personalised communication to reach their target customers.

During his presentation titled: “Personalisation, Convergence and Performance: How Data is Transforming Mobile Marketing”, Odubanjo stated that the promise of data is to help brand personalised marketing messages, connect more with their customers and deliver seamless experiences.

“Data collection helps to understand the consumers’ demography, needs, and behavior thereby making it possible to personalise messages for them. This makes it possible to have better consumer experiences, improved satisfaction, and more loyalty.

“We are also seeing a convergence of media platforms as it has become more difficult to focus on one media channel, hence, the need for data has also become important” he said.

Commenting on the future of mobile marketing, Odubanjo, said “there will be more brands looking into their data offerings and strategy”. He projected that “local brands will begin to look more into collecting data about their customers and request for more targeting to ensure that their budgets are well spent.”

According to Elo Umeh, founder of Twinpine,  Twinpine has done a lot of work on data in the last 5 years of its existence.

“We have generated data and are constantly doing more to deliver value around data for our clients. This is fueled by our belief that more can be done as the data space gets intelligent and smarter with the increasing use of smartphones.

“The use of apps and internet connectivity between the devices helps to generate lots of data which is very helpful in the data gathering process,” he said.

Predicting the year 2017, Umeh said that some brands will frame their narrative around cost-cutting while some brands will become more aggressive in their marketing by spending more to improve their market share.

“We think that it’s in adversity that you can try to do very interesting things. For example, Twinpine was launched in 2009 – in the middle of a global recession. When there is a boom, there is limited opportunity because there are lots of people in the market but when there is adversity there are limited people in the market and they benefit from it in the long run.”

During the panel session at the event, which consisted of Odutan Odubanjo, Oti Ukubeyinje, Media Director at Sponge Digital, Jumoke Okikiolu, head product Marketing at Samsung West Africa, John Iseghohi, Digital Marketing & Strategy at Etisalat and Tunde Kara, Managing Director Sales, Nigeria, the panelists agreed that in the coming year, a lot will happen in personalised marketing and convergence.

Brands need to think of how to infuse marketing into content in a way that consumers feel like they are actually having a personal communication with brands.

At the event, Twinpine unveiled its new ad formats (Native Ads, 3D Ads, Brand Cast, Call-to-Action Ads), Twinpine’s Mobile Intelligence Portal, Programmatic Platform and Adrenaline.

 


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NDPC Empowers Institute to Certify Data Protection Professionals

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Nigeria Data Protection Commission (NDPC) has said the certification of data protection professionals in the country will significantly reduce capital flight and create more than 500,000 jobs in the sector.

NDPC Empowers Institute to Certify Data Protection Professionals

L-r: Dr. Vincent Olatunji, executive commissioner, NDPC and Dr. Oyedokun Oyewole, president of the Institute of Information Management,

Dr. Vincent Olatunji, executive commissioner, NDPC, stated this at the presentation of the certificate of licence to the Institute of Information Management (IMF) in Abuja.

He said the certification of data protection professionals would not only enhance the protection of personal data, but also boost the country’s economic growth and development.

The projection comes as the commission intensifies efforts to promote data protection and privacy in Nigeria’s rapidly growing digital economy.

According to Dr. Olatunji, the move aims to enhance the capacity of organisations to protect personal data and promote compliance with Nigeria’s data protection regulations.

Establishing a local institution to train and certify Nigerians would significantly enhance local content in the sector, the NDPC boss hinted.

The commission, he assured his audience, was already exploring the possibility of implementing the licencing framework across Africa—a move that could potentially harmonise data protection standards and expertise across the continent.

Dr. Oyedokun Oyewole, president of the Institute of Information Management, said the licence would effectively address the existing gap in the data protection ecosystem, providing a much-needed solution.

Recalling that the certification process began in 2021, Dr. Oyewole reaffirmed the institute’s dedication to excellence, pledging to provide top-notch education in data protection and set a benchmark for the country’s education system in this field.

The IIM’s certification programmes will cover essential topics such as data protection principles, risk management, and compliance with the Nigeria Data Protection Regulation (NDPR).

The initiative is expected to boost the confidence of organisations and individuals in the country’s data protection landscape.

 

 


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CrediCorp Partners FintechNGR to Drive Consumer Credit Initiative

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Nigerian Consumer Credit Corporation (CrediCorp), has partnered Fintech Association of Nigeria (FinTechNGR) to drive consumer credit scheme initiative through a robust payment platform that would be provided by members of FinTechNGR.

Speaking at a Social Meet in Lagos, organised by FinTechNGR, with the theme: “Augmenting the Future, AI, Credit and Transformation of Nigerian Finance,” the Chairman, CrediCorp Board of Directors, Aderemi Abdul-Bojela, said members of FinTechNGR would have specific roles to play in the partnership, in the areas of providing robust platform for money transfer, technology evaluation, among others.

“Today, CrediCorp is engaging with members of FinTechNGR in a social interactive gathering to discuss collaboration and support for the growth of Consumer Credit Corporation in Nigeria. We want to interact to understand how technology will drive the crediCorp initiative in Nigeria and also to understand the role that members of FinTechNGR will play in all of these initiatives around CrediCorp,” Abdul-Bojela said.

Describing the partnership as a welcome development that will enhance savings culture among Nigerians, the Chief Operating Officer (COO) of FinTechNGR, Dr. Babatunde Obrimah, said: “FinTechNGR is an enabler of technology advancement in Nigeria. We bring the players together to drive technology innovation.

“Our role in the FinTechNGR-CrediCorp partnership is to ensure that our members support the growth of consumer credit in Nigeria, by providing the relevant payment platforms for all financial transactions among the banks who are the lenders, the customers who are the burrowers and the CrediCorp who is the guarantor.”

Speaking about the benefits for Nigerians, Obrimah said the Consumer Credit Corporation in Nigeria would enhance the country’s credit culture and enable Nigerians to save and plan well with their savings. “The initiative will address inflation, help in liquidity flow, build trust in customers’ borrowing, boost credit culture and enhance the culture of savings among Nigerians,” Obrimah said.

Addressing the issue of risk and consumer trust, Abdul-Bojela said the CrediCorp has put measures in place to ensure that the banks that would be involved in lending, would be protected and guaranteed of the repayment of the loans within the CrediCorp ecosystem.

He said there would be an independent management that would ensure that the right technology is put in place to recover all monies.


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NITDA to Integrate of Digital Literacy into School Curriculum

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Kashifu Abdullahi, director general of the National Information Technology Development Agency (NITDA), announced plans to integrate digital literacy into Nigeria’s education system, to achieve a 70% literacy rate by 2027 and 95% by 2030.

NITDA to Integrate of Digital Literacy into School Curriculum

Kashifu Abdullah, DG, NITDA

The NITDA’s DG made the announcement on Wednesday in Abuja during a media parley.

He stated that in order to include digital literacy in the curriculum at all educational levels, from kindergarten to university, the Agency was collaborating with the Federal Ministry of Education.

Abdullahi, said that this program would equip Nigerians with the digital know-how and abilities they need to succeed in the digital economy.

He emphasized that NITDA would also launch the “Digital Literacy for All Initiative” to educate Nigerians outside the formal education system and provide access to quality digital content.

Nigeria would train over two million young people in in-demand IT skills in order to become significant global outsourcing hub

NITDA is also collaborating with the Defence Headquarters and security agencies to develop digital solutions to address security concerns, including the use of drones, artificial intelligence, and other digital resources to combat banditry, abduction, and terrorism, he said.

 

According to him, the agency’s draft SRAP 2.0 plan aims to establish Nigeria as a digitally empowered nation, with a focus on innovation, national prosperity, and inclusivity.

The director general of NITDA added that, if successfully implemented, this strategy could propel Nigeria into a new phase of digital empowerment and leadership in the global digital economy.


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