DISRUPTIVE TECHNOLOGIES AND THE FUTURE OF MARKETING AT THE NIMN ANNUAL MARKETING CONFERENCE 2022

 

             L-R Mr. Tony Agenmonmen fnimn , (Immediate Past President NIMN)

Ms Mobola Akingbala ,Mr. Ladi Ogunseye , Mr.Idorenyen Enang fnimn President NIMN,

Mrs. Nsima Ogedi-Alakwe fnimn (panel moderator)Mr. Ganiyu Koledoye, fnimn former President NIMN,Kola Oyeyemi fnimn (Keynote Speaker)Dr Uchenna Uzo of the Lagos Business School and

Ms. Ized Uanikhehi at the 2022 Annual Marketing Conference of the National Institute of Marketing of Nigeria (NIMN) at the Eko Hotel and Towers in Lagos - Nigeria.

Data, Sustainability, Disruption, Technology, Verticals, Digitalization were some of the buzzwords driving discussions and narratives at the just concluded NIMN ANNUAL MARKETING CONFERENCE which held recently, Thursday June 16^th at the Eko Hotels & Suites, Victoria Island, Lagos.

A gathering of the best minds in marketing across different categories and spheres, the conference kicked off with a riveting presentation by Keynote Speaker, Mr. Kola Oyeyemi,

Chief Executive Officer of Axiom Intel Limited, (A technology-led Commercial Strategy and Solutions company). Quoting him, Oyeyemi asserts, “Disruption is a necessity, if you don’t disrupt yourself, you would be disrupted by some others. Gone are days when competitors from same Industry put you off balance, now someone from a different industry comes in with a different technology and knock you out, so we need to be thinking of how we can disrupt ourselves to be able to stand the taste of time,”

Describing as ‘unsettling’ the issue of disruptive technologies, the chief executive of Axiom Intel Limited noted that while technology can enhance operational and financial efficiencies, it can also accelerate a business’ decline and extinction, if not handled adequately. “This is like riding a wild tiger. Any error can be very fatal. Technology can help you drive operational and financial efficiencies. It can make you leaner, fitter, smarter and more profitable. It can make you more innovative and enable faster access to market. However, technology can also accelerate your extinction,” he stated

He went on further to say, “Mere leverage of technologies to digitize operations, assets and upscaling the workforce cannot be enough in the digital economy. If you truly want to capitalize on emerging opportunities in the digital economy, there is a necessity for a total rethink and overhaul of structures, culture, business models and revenue models, route to market models etc,”

In a fast changing world where Technology is fast driving disruptive changes and innovations which overhauls systems as fast as they are put in place, the Axiom Intel Limited CEO advised that businesses no longer need to warehouse all functions within a geography with the attendant costs, noting that operations could be located in areas where cost advantages are possible and still be remotely monitored and controlled centrally.

“Apart from the cost benefit, this also gives access to remote markets faster. Internet Of Things (IOT) makes this a present reality organizations that desire to pursue sustainability in the age of data and technology cannot afford to pay lip service to digitization.

He therefore charged business owners to be wary of organizational rigidity since such strategy impairs innovation and ecosystem thinking and could therefore lead to the extinction of such businesses.

Afterwards came the first panel session which featured a robust discussion on the topic, “Disruptive Marketing”. Segun Ogunleye, GM, Marketing, Seven-Up Bottling Company; Otome Oyo, GM, EXP Africa and Joyce Ibukun-Aiyemo, Marketing Coordinator, Allied Foods (Burger King)facilitated this session. Angela Makinwa, Client Engagement Director, EXP Nigeria moderated the session.

With compelling perspectives and relevant practical examples, Ogunleye spoke about how Brand Pepsi as well as other LRP brands in the SBC portfolio are reinventing the wheels in consumer engagement and disruption using technology as well as data analytics.

In her contribution, Joyce Ibukun-Aiyemo dwelt on the need for marketing practitioners in the country to take disruptive marketing seriously. “This is because it helps you freshen your products in the eye of your customer, and creatively give you a competitive advantage,” she stated.

Their session was followed by the second one which was aptly tagged  “The Future of Marketing In A Tech-Driven World”. Dr. Uchenna Uzo, Faculty Director, Marketing, Lagos Business School; Ladi Ogunseye, CMO, Canary Point Corporate Services; Omobolanle Akingbala, CMO, HireFoster and UzedUanikhehi, CEO/Cofounder, Zedi Africa facilitated this session while Nsima Ogedi-Alakwe moderated the session.

Speaking at the event, the institute’s president and chairman of Council, Mr. Idorenyen Enang, described the conference as a way of creating a platform for stakeholders in the nation’s marketing space to exchange ideas.

In a related development, not fewer than 17 prominent practitioners, with some drawn from sister professional bodies were inducted into the institutes Fellowship. According to Enang, the action was a way of further enhancing the practice and collaborating with sister professional bodies, with the aim of bringing more benefits to its members.

Some of the inductees include AAAN President and X3M Ideas boss, Steve Babaeko, Managing Director of Rites Foods Ltd., Saleem Adegunwa; GM, Marketing (LifeCare Division, SBC), Charity Ilevbare-Adeniji and Executive Director, Corporate Affairs, FrieslandCampina WAMPCO Nigeria, Ore Famurewa.

Others include Olusegun Ayoola, MD/CEO, Expose Marketing Solutions, Prof. Aliyu Mamman, Pioneer Rector, Federal Polytechnic, Daura; Oyeronle Adebayo, Head, Travel Insurance Unit, AIICO Insurance; Benita Adelore,General Manager, Leventis Motors, Chukwuemeka Augustine, Managing Director, Vinecrest Nigeria; Adebowale Sangosanya, Consultant, Blue Teal and Tolu Ojo, MD/CEO, Tamy Consulting Nigeria.

L-R Immediate Past President, Mr. Anthony Agenmonmen fnimn, Professor Michael Ikupolati fnimn newly elected 1st Vice President , Mr. Idorenyen Enang fnimn, The President & Chairman of Governing Council  and Mrs Ebisan Onyema fnimn, newly elected 2nd Vice President all of the National Institute of Marketing of Nigeria (NIMN) on the the sidelines of the just concluded Annual General Meeting of the Institute recently in Lagos - Nigeria.

Relatedly, the institute has elected Prof. Michael Kupolati and Mrs Ebisan Onyema, as its first and second vice-presidents, respectively.

Announcing this at the institute’s Annual General Meeting (AGM) held on the second day of the marketing conference, the President of the institute, Enang, stated that the newly-elected officers, would replace  the duo of Dr. Kasuwar Gambo and Mr. Chuka Eborah, the erstwhile first and second vice-presidents, respectively, who had served out their terms on the institute’s council.

 

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