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Personalisation, Others to Drive Marketing Comms in 2017- Experts

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Elo Umeh, founder of Twinpine
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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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E-Business

Zequence Digital Boss Calls for Strong IP Laws Enforcement, to Protect Nigeria’s Software Sector

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Mr Adeoye Oludamilola, managing director, Zequence Digital, a digital agency,  has said strong enforcement of Intellectual Property (IP) laws , protection of Nigeria’s software industry against piracy will encourage innovation and investment.

Zequence Digital Boss Calls for Strong IP Laws Enforcement, to Protect Nigeria’s Software Sector

Adeoye told reporters lately in Lagos that software piracy and the unauthorised use of proprietary technology are widespread in the country.

According to report Intellectual Property (IP) laws in software refers to the legal rights that protect the creations of the mind used in software development.

These rights, which include copyrights, patents, trade secrets, and trademarks, grant developers exclusive control over their software and related assets, preventing unauthorised use or reproduction.

Adeoye said that many startups do not protect their innovations, due to a lack of knowledge and the cumbersome legal processes involved.

“IP registration and litigation are expensive and time-consuming, which further discourages developers from protecting their work,” Adeoye said.

He added that the lack of awareness among developers about their IP rights contributed to the problem.

To address these challenges, Adeoye stressed the need for the formation of an IP Protection Consortium, comprising tech firms, legal experts, and regulators, to advocate for stronger IP enforcement.

He also suggested collaborating with legal tech startups to create simplified platforms for fast-tracked IP registration.

The managing director further called for joint initiatives between legal bodies and tech communities to launch IP rights education campaigns.

This, he said, would equip developers with the knowledge they needed to protect their innovations and grow their businesses.

Adeoye emphasised the need for the government and stakeholders to create an ecosystem for development and inclusivity by proactively engaging with regulators.

According to him, this will help ensure that policies are created with the input of concerned agencies and industry experts.

 

 


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PalmPay Partners AXA Mansard Health to Make Digital Insurance Accessible, Affordable

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L-r: Oluwatoyin Alao, Head, Emerging Customers & Project Management, AXA Mansard Insurance Plc; Tope Adeniyi, CEO AXA Mansard Health Limited; Habib Kowontan, Head of Wealth Product, PalmPay; Jumoke Odunlami, Chief Distribution Officer, AXA Mansard Insurance Plc; Olorunfemi Hanson, Head of Marketing & Communications, PalmPay.
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PalmPay, a leading fintech platform and full-stack digital neobank for emerging markets, has partnered with Nigeria’s biggest Health Insurance Company, AXA Mansard Health a member of the globally trusted AXA Group, to provide millions of Nigerians with affordable, accessible digital health insurance.

This strategic partnership enables PalmPay users to seamlessly access a range of health insurance packages from AXA Mansard directly within the PalmPay app. With plans starting as low as N500 per month, users can now choose from flexible insurance options tailored to fit their everyday needs.

The plans are designed to meet a wide range of needs; for example, the AXA Digital Health plan offers access to telemedicine consultations with doctors, N5,000 worth of medications, and up to N40,000 in surgical coverage. Users can also opt for the AXA Mansard MicroHealth plan at N1,000 per month, which provides unlimited diagnostic tests and funeral benefits. Additionally, the AXA Mansard Accident plan, available for N500 monthly, offers comprehensive death cover for both accidental and non-accidental cases.

Speaking on the partnership, Habib Kowontan, Head of Wealth Product at PalmPay, said: “Insurance is a key pillar of financial security, yet millions of Nigerians remain underserved. Our partnership with AXA Mansard Health breaks down long-standing barriers by placing reliable and affordable insurance solutions right at our users’ fingertips.”

In her remarks, Jumoke Odunlami, Chief Distribution Officer, AXA Mansard Insurance said that the partnership with Palmpay presents the AXA with another opportunity to improve health and productivity of Nigerians. “Through partnerships like this, we are covering over 1.8 million Nigerians and ensuring that healthcare is accessible, available and affordable.

“So we are excited about joining forces with a brand like Palmpay to compliment the range of financial possibilities they offer their customers with health plans. It fits well with our mission and our purpose of acting for human progress by protecting what matters, and we are looking forward to doing even more with Palmpay”, she explained.

This partnership reflects PalmPay’s broader mission to create a more inclusive digital financial ecosystem, one that empowers users to not only manage their money efficiently, but also secure their future.

This partnership reflects PalmPay’s broader mission to create a more inclusive digital financial ecosystem, one that empowers users to not only manage their money efficiently, but also secure their future.


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Artificial Intelligence: The Indispensable Catalyst for Nigeria’s Agricultural Revolution

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By Diana Tenebe, Chief Operating Officer, Foodstuff Store

Nigeria’s agricultural sector, a cornerstone of its economy, faces a critical crossroads. While employing a staggering 40% of the population and holding over 84 million hectares of arable land, the industry is hobbled by deep-seated challenges. Low productivity, a fragmented supply chain, poor infrastructure, and a lack of access to financial services are just a few of the hurdles that prevent the sector from reaching its full potential. Coupled with the unpredictable and severe shocks of climate change—from prolonged droughts to devastating floods—these issues threaten the food security of a rapidly growing population.

Diana Tenebe

To truly transform this vital sector, a new approach is needed, one that moves beyond traditional methods and embraces the power of technology. Artificial Intelligence (AI) is not just a futuristic buzzword; it is the imperative for Nigeria’s agricultural revolution. AI holds the key to unlocking higher yields, building resilience, and fostering an inclusive and sustainable food system that can feed a nation and drive economic growth.

The most immediate impact of AI is in the area of precision farming. By integrating AI with technologies like Internet of Things (IoT) sensors, drones, and satellite imagery, farmers can gain an unprecedented understanding of their land. AI-powered systems can analyse real-time data on soil moisture, nutrient levels, and plant health, providing actionable insights for targeted interventions. For instance, smart irrigation systems can optimize water usage, a critical resource in a country facing increasing water scarcity. AI-enabled drones can survey vast farmlands in minutes, identifying early signs of pests or disease and allowing for precise application of pesticides, reducing chemical use and cost. Early trials of these technologies in Nigeria have already demonstrated significant gains, with some reports showing a remarkable 60-70% increase in crop yields.

Climate adaptation is another area where AI’s role is indispensable. Nigeria’s farmers are on the front lines of climate change, enduring erratic rainfall and extreme weather events. AI can provide a shield against this volatility. By analyzing historical weather data and real-time forecasts, AI models can offer accurate, localized predictions. This allows farmers to proactively adjust their planting schedules, select climate-resilient crop varieties, and plan for potential risks, effectively mitigating the devastating impact of droughts and floods.

The economic benefits extend far beyond the farm gate. A significant portion of Nigeria’s agricultural produce is lost due to an inefficient and fragmented supply chain. AI can streamline logistics, optimize transportation routes, and enhance inventory management. By reducing spoilage and waste, AI ensures that more of what is harvested reaches the market, thereby boosting the incomes of farmers and providing a more stable supply of food for consumers. The success of Nigerian agritech companies like Crop2Cash, which has reportedly helped over 500,000 farmers increase their income by up to 70%, demonstrates the tangible economic impact of these technologies.

AI is a powerful tool for promoting financial inclusion and education. Millions of smallholder farmers, who form the backbone of Nigerian agriculture, are often excluded from formal financial systems due to a lack of collateral and credit history. AI-driven fintech solutions can bridge this gap by assessing creditworthiness using alternative data, making it easier for farmers to access the loans and insurance they need to scale their operations. AI-powered mobile apps and chatbots can also serve as virtual extension agents, providing personalized advice on best farming practices, pest control, and crop management, democratizing knowledge and empowering farmers to make better decisions.

Despite this immense potential, the journey towards widespread AI adoption is not without its hurdles. High upfront costs for AI-enabled equipment, a general lack of understanding and experience with these tools, and a preference for traditional methods are all significant barriers. Furthermore, infrastructural gaps, including poor roads and inadequate storage facilities, hinder the seamless implementation of these technologies. Data availability and computational capacity are also key challenges that need to be addressed.

However, the Nigerian government and a burgeoning ecosystem of agritech startups are already paving the way forward. The government’s vision is articulated in initiatives like the National AI Strategy, which aims to establish AI research centers and support R&D. Programs such as the Nigeria Artificial Intelligence Research Scheme (NAIRS) and the NITDA AI Developers Group are building the necessary skills among entrepreneurs and farmers. Strategic partnerships between government bodies, financial institutions, and innovative startups are creating localized solutions that are tailored to the unique conditions of Nigerian agriculture.

Ultimately, AI is not a luxury but an imperative for Nigeria to unlock its agricultural potential. Its successful integration will transform the role of the farmer from a manual laborer to a strategic planner and overseer of a smart, efficient, and sustainable food system.

By investing in infrastructure, fostering strategic partnerships, and prioritizing education and capacity building, Nigeria can harness the power of AI to feed its people, drive economic prosperity, and secure its place as a leader in the African agricultural revolution.


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