Emmanuel Agu, Group Marketing Director, Jotna Nigeria Limited (The Lacasera Company)

By Azeez Disu

The Group Marketing Director, Jotna Nigeria Limited (The Lacasera Company), Emmanuel Agu has disclosed that the digital age has brought an explosion of data that can be leveraged to inform advertising planning and execution, adding that the digital space offers a lot of opportunities for brands and the advertising industry. 

Agu made the submission at the maiden edition of the Advertising Industry Colloquium (AIC) organsed by the Advertising Regulatory Council of Nigeria (ARCON) recently where he spoke on the subtheme “Contemporary Approaches to Creative Advertising Planning and Execution in the Digital Era”

“The digital age has brought an explosion of data that can be leveraged to inform advertising planning and execution. Data analysis can provide insights into customer behavior, preferences, and purchasing habits, which can be used to develop targeted, personalized ad campaigns,” he explained.

He said digital has changed the rules and dependency on the four traditional media: print, radio, TV, and OOH. “Digital has not only come to stay; it has come to move us to places and planes that we never thought existed. While most of the other platforms outside of digital (Radio, TV, experiential) have primarily struggled to re-invent themselves, digital seems to be in a constant revolution happening everywhere, with everything, all at once.”

Thereafter, he outlined new opportunities that digital offers advertising which practitioners can take advantage of. They include data–driven insights, customer–centric focus, interactive & immersive experience, agile and interactive approach, and integration across channels/omnichannel.

Others are influencer marketing, storytelling, content marketing, social media marketing, audience segmentation, programmatic advertising, mobile advertising; user-generated content, digital universality, hyper–targeting, and personalization.

Furthermore, he said valuable content engages consumers, personalized campaigns drive engagement and conversion, programmatic ads optimize targeting efficiency; and user-generated content builds awareness, engagement, and loyalty.

“The rise of new technologies such as augmented reality, virtual reality, and 360-degree video has opened up new possibilities for creating interactive and immersive advertising experiences. These technologies allow advertisers to create engaging, memorable experiences that capture the attention of their audience,” he added.