Terragon, one of Africa’s fastest-growing enterprise marketing technology companies is, however, now educating advertisers about the solutions to employ for survival amidst the looming market hit.
For so long, many advertisers Advertisers have built their display advertising around third party cookies but climes are now changing. Non-cookie data sources such as emails, device targeting, identity systems, and more direct placement with local publishers and e-commerce sites are shaping our world, says Uwem Afanide, the Chief Operating Officer of All Seasons Zenith, believes that brands and agencies should plug into platforms that offer first-party data acknowledging it to ‘crucial towards delivering seamless personalized communication.’
‘With the widespread of internet facilities, brands will have access to more in-depth data about their customers more than ever before. Brands have the opportunity to leverage this data to understand customer pain-points, buying habits, and points of interaction’, he noted.
Furthermore, Srinivas Rao, the Chief Digital Officer of MTN Nigeria, hinted that ‘mobile subscriptions will continue to drive the adoption of data and internet technology.
‘As users become more available on the internet platforms, we will see a growth in business expenses on online advertising because their users tend to be in this particular space now.’
In reality, the telecommunication industries have 196 million subscriptions today in Nigeria and over half 740 million in Africa. Therefore, the plethora of audience can be greater leverage for marketers.
Lawrence Amadi, Partner Technology Advisory and Head, Technology Assurance, KPMG Lagos, similarly buttressed:
‘Advertisers should consider strong storytelling and strong online content as a powerful marketing tool that can transcend media and is remembered well.
‘The average working-class person is sometimes traversing three devices in a single day (tablet, laptop, smart phones) and they constantly keep coming in contact with online advertising.
Apart from these, Chief Revenue Officer at Terragon, Riaan Abdoll emphasized on the need for Customer Data Platform (CDP) software by brands.
Using the On-demand Marketing Cloud of Terragon CDP as a case reference, Mr. Abdoll added that the software has helped business enterprises aggregate and organize difficult-to-source consumer data from various party sources for easy visualization, insight generation, and decision making.
The Terragon CDP which is known for helping brands achieve 5X ROI on their marketing spend, has been deployed for leading Telcos, Banks, and FMCGs across Africa, to support targeted marketing and advertising activities.
Leave a Reply