Experts Charge Brands On Customers’ Data Privacy, Consumer-centric Approach

Stakeholders in the integrated marketing communications industry have urged brands to adapt to the evolving consumer-centric approach by maintaining transparency in prioritising customers’ data privacy, and continuously engage consumers.

The stakeholders added that brands that prioritise customer-centric approaches are more likely to succeed in the evolving digital landscape.

They made this known at the maiden edition of the Media Consortium Conference and Awards (MCCA) 2023 held recently in Ikeja, Lagos, with the theme ‘Consumer Journey in a Digital Age: Prospects and Challenges.’

Media Consortium is a brand, business, and marketing outfit owned by veteran journalists; Mr. Adetunji Faleye, Mr. Godwin Anyebe, and Mr. Amaechi Obiakpu.

In his welcome address, Faleye, co-convener, MCCA said, the event was conceptualised to be the foremost thought leadership platform to dissect industry issues, share insights, and reward outstanding brands and individuals for their contributions to the industry, consumer journey, and the business landscape.

Speaking on the theme, the keynote speaker who is the chief operating officer, Clan Africa, Obafemi Darabidan said, the digital age has ushered in several exciting prospects for businesses that can adapt to the evolving consumer journey.

He added that consumers are becoming more concerned about their online privacy and urged businesses to maintain transparency in data collection and usage.

According to him, “the digital age has fundamentally altered how consumers interact with brands, products or services, offering both opportunities and challenges for businesses. Those who adapt to this shifting landscape and embrace digital channels stand to thrive in this era.”

He therefore tasked brands to map the customer journey, offer a personalised experience, integrate their digital channels, prioritize data security, increase reach, and improve customer engagement and data-driven insights.

The second keynote speaker and the immediate past president, National Institute of Marketing of Nigeria(NIMN), Tony Agenmonmen, said the rise of the digital era has fundamentally transformed the way we interact, purchase, and engage with products and services.

He also explained that the challenges in the digital consumer journey in Nigeria are enormous, listing some of them to include; digital divide, data privacy concerns, information overload, security risks, infrastructure limitations, and competition in a crowded space.

“The digital world has lowered barriers to entry for businesses, resulting in intense competition. Companies must find innovative ways to differentiate themselves and stay relevant in an overcrowded market,” he said.

Some of the strategies he proffered that brands should consider include; investment in infrastructure, seamless user experience, data-driven personalization, innovation and adaptation, transparency, and trust, investing in cyber security, and localised content.

“Nigeria’s digital age presents immense prospects and challenges in the consumer journey. As businesses and policymakers, understanding the digital consumer in Nigeria and leveraging digital tools effectively can lead to enhanced engagement and growth.

“However, it is essential to address challenges like the digital divide, data privacy, and cybersecurity to ensure a secure and inclusive digital future for Nigerian consumers,” he emphasised.