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Marketing & Retail Trends 2024

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Zuko Mdwaba
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By Zuko Mdwaba, Area Vice President at Salesforce South Africa

The more data accumulates, the greater the likelihood that additional services and applications will access this data. However, the uncontrolled accumulation of large amounts of data is not expedient and leads to system inertia, so reducing this “data gravity” will be an important goal in 2024.

Zuko Mdwaba

Photography for SAS in April 2017 by Jeremy Glyn.

As part of this, we expect IT and marketing departments to invest more in technical solutions to harmonise different data sources. This will give them more control over their data and at the same time more flexibility to focus on creative tasks, such as the conception and implementation of creative campaigns.

Generative AI places an even greater focus on building better quality data bases. The principle of “garbage in, garbage out” applies particularly well to generative AI (artificial intelligence). Already, 77% of managers are concerned that their company will not be able to take full advantage of generative AI due to poor data quality (source: Salesforce State of Data & Analytics, November 2023). With total data volumes predicted to increase by an average of 23% in the next 12 months alone, IT and business departments are in a race to ensure the quality of the data underpinning their generative AI initiatives is better than their competitors.

AI prompting – Questions are becoming more important than answers

What questions and prompts do we feed artificial AI with? This is what companies will be dealing with in 2024. A key challenge in dealing with AI will be which core competencies marketers should have. Companies will have to spend more time on how they ask questions in order to not only get meaningful answers, but also to gain insights that set them apart from others.

Salesforce will help its customers with the Prompt Builder. Because in the future, it will be about overcoming conformity as more and more companies use AI for their marketing. It is also crucial to evaluate success factors for how AI models are trained. The use of AI will not replace employees, but rather relieve them of manual tasks. In the interaction between humans and machines, they remain the decision-makers.

First party data strategy and loyalty programs – loyalty will have no limits

Loyalty is increasingly seen as a central component of the customer experience in many companies and is increasingly becoming a top priority. Until now, customer loyalty programmes have often been transaction-oriented and relatively inflexible. In future, however, loyalty experience will become a central component of the entire customer journey. From in-store advisory services and customer-centric service centres to mobile apps and virtual experiences, there are virtually no limits.

The basis for this? First-party data! With a first-party data strategy, companies answer questions such as: Where can I find out more about customers? Where can I learn more about their interests? And how can I use these insights in real time? The “reach” yardstick, which was very high with third-party cookies, is therefore out. The watering can principle is no longer relevant in marketing; precision is more important than ever.

Retail media – continues to gain ground

Addressing customers when they are in the mood to buy – this makes retail media one of the most important marketing trends in 2024. The ROAS (return on advertising spend) for retail media is high compared to other forms of online advertising. Retail Media benefits from the seller’s detailed first-party data: advertisers can market their products to a very specific target group by booking banner advertising with the retailer for a target group with an interest in certain products.

Personalisation – Cool or creepy?

One of the challenges in the coming year is how companies can get consumers to trust them with their data in order to create added value through personalisation with first-party strategies. According to the Salesforce State of Connected Customer Report, consumers are becoming increasingly sensitive when it comes to personal data. Transparency is therefore still one of the most important tasks for companies, as the unsolicited disclosure of data is a “no-go”,  and they only trust companies to a limited extent when it comes to handling data.

There is also a considerable discrepancy in how this data is handled: Consumers often find it “creepy” when they are approached by companies in a personalised way without knowing where the company has the relevant information. So when it comes to the question of whether personalised marketing is a criterion for success, the only questionable answer is: it depends. Ikea recognised this a few years ago with its “Ikea Data Promise” and showed what is important: guaranteeing consumers security, transparency and control of their data and showing them how they benefit in concrete terms when they share their data with companies.



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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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SERAP, NGE Sue NBC over Threat to Sanction Broadcasters

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Socio-Economic Rights and Accountability Project (SERAP) and the Nigerian Guild of Editors (NGE) have jointly sued the National Broadcasting Commission (NBC) over what they described as an “arbitrary, unconstitutional, and unlawful” threat to sanction broadcast stations and presenters.

SERAP, NGE Sue NBC over Threat to Sanction Broadcasters

The development was disclosed in a Sunday statement signed by Kolawole Oluwadare, deputy director, and Onuoha Ukeh, general secretary of the Nigerian Guild of Editors.

According to the statement, SERAP and NGE challenged a recent directive by NBC, warning presenters and journalists against “expressing personal opinions as facts,” “bullying or intimidating guests,” and failing to maintain neutrality.

The statement reads, “SERAP and the Nigerian Guild of Editors (NGE) have filed a lawsuit against the National Broadcasting Commission (NBC) over the arbitrary, unconstitutional, and unlawful ‘Formal Notice’, which threatens to sanction broadcast stations and presenters for allegedly ‘expressing personal opinions as facts, bullying or intimidating guests, or failing to maintain neutrality.’

“The NBC had recently threatened to sanction broadcast stations and presenters who ‘express personal opinions as facts’ or ‘bully and intimidate guests,’ claiming it had ‘identified a sustained increase in breaches of the 6th Edition of the Nigeria Broadcasting Code across news, current affairs, and political programmes.’”

In the suit marked FHC/L/CS/854/2026 filed last Friday at the Federal High Court in Lagos State, SERAP and NGE asked the court to determine whether the various provisions of the Nigeria Broadcasting Code relied upon by the NBC in the directive are inconsistent with the Nigerian Constitution 1999 (as amended) and the country’s international human rights obligations.

According to the statement, the groups disclosed that Femi Falana (SAN), human rights lawyer, would lead a team of senior lawyers to represent SERAP and NGE in the lawsuit.

SERAP and NGE asked the court to declare that the provisions of the 6th Edition of the Broadcasting Code used by the NBC are vague and constitute a fundamental breach of press freedom guaranteed by the Nigerian Constitution and international human rights standards.

The statement added, “SERAP and NGE are asking the court for a declaration that the provisions of the 6th Edition of the Broadcasting Code used by the NBC are vague and overly broad and constitute a fundamental breach of freedom of expression and media freedom guaranteed by the Nigerian Constitution and international human rights standards.”

The groups also sought an interim injunction to restrain the NBC, its agents and other authorities from imposing sanctions on broadcast stations and presenters based on what they described as “unlawful provisions of the 6th Edition of the Broadcasting Code”, pending the hearing and determination of the motion.

“SERAP and NGE are also seeking an order of interim injunction restraining the NBC, its agents or privies, whether jointly or severally or any other authority, from imposing sanctions on broadcast stations and presenters based on the patently unlawful provisions of the 6th Edition of the Broadcasting Code, pending the hearing and determination of the motion on notice filed simultaneously in this suit,” the statement concluded.

 


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Glo-sponsored African Voices Spotlights Ejatu Shaw

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Globacom continues to celebrate African creativity as its sponsored programme African Voices on CNN International features London based photographer and multidisciplinary artist Ejatu Shaw this week. The episode highlights her journey, her art, and the stories behind her work.

Ejatu Shaw’s journey into photography began in 2013 during a family trip to Sierra Leone, a moment that sparked a passion which has since shaped her creative path. Born in 1996, the British Sierra Leonean artist later went on to earn a master’s degree in photography arts from the University of Westminster in 2020.

Her work explores identity in a personal and expressive way, drawing from her Islamic faith and African heritage. She is inspired by classic African studio photographers such as Malick Sidibé, Sory Sanlé, and Omar Yahia Barram. Through self-portraits and visual storytelling, she brings her memories and experiences to life.

Shaw’s talent continues to gain global recognition. In 2025, the British Fashion Council named her a New Wave Creative.

She has also photographed top names including Angela Bassett, Cynthia Erivo, and Usain Bolt, and worked on projects for major platforms like EBONY, The Guardian, The Sunday Times, and Vogue. She also designed the album cover for Craig David.

The programme will air on Saturday at 7:30 a.m. and 11:00 a.m. On Sunday, it will show at 3:30 a.m. and 6:00 p.m., with repeats on Monday at 3:00 a.m. and 5:45 p.m.


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QEDNG Summit 2026 set for August 11 in Lagos

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QEDNG Creative Powerhouse Summit will hold its second edition on August 11 in Lagos, bringing together leaders across the creative, business and policy spaces.

QEDNG Summit 2026 set for August 11 in Lagos

Convened by Mighty Media Plus, publishers of online newspaper QEDNG, the summit brings together conversations at the intersection of creativity, enterprise and influence, with a focus on strengthening Nigeria’s creative economy.

Reflecting on the inaugural edition, Iyanda said the summit drew participation from respected figures across sectors, including group managing director of SO&U Udeme Ufot as chairman and founder of The Africa Soft Power Group Dr Nkiru Balonwu as keynote speaker, alongside panellists such as filmmaker Kunle Afolayan, All Africa Music Awards (AFRIMA) founder Mike Dada and executive director of the National Film and Video Censors Board (NFVCB) Dr Shaibu Husseini who contributed to discussions on the direction of the creative economy.

“The first edition showed that there is a strong interest in serious engagement around the creative economy. We had contributions from experienced voices who helped set the tone for the kind of platform we are building,” Iyanda said.

Building on the success of its inaugural edition, the summit continues to expand its scope, attracting a diverse mix of industry leaders, entrepreneurs, policymakers and emerging talents.

“This summit is designed as a meeting point for ideas, influence and execution. It is not just about conversations, but about outcomes that strengthen the creative economy,” Iyanda added.

He noted that the timing of the summit is significant as the country’s creative sector continues to evolve.

“Nigeria’s creative sector has grown in visibility, but the structures that support it are still evolving. The QEDNG Creative Powerhouse Summit is part of the effort to bring clarity, direction and serious engagement to that growth,” he said.

The 2026 edition will feature keynote addresses, panel discussions and curated sessions addressing themes around innovation, growth, funding and the global positioning of Nigerian creative talent.

According to Iyanda, the long-term goal is to build a platform that remains relevant across generations.

“Our goal is to build a platform that remains useful over time, one that documents progress, connects stakeholders and contributes meaningfully to policy and practice,” he said.

Further details on speakers, partners and the full programme will be announced in the coming weeks.


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