Opinion

By Jeremiah Agada Building brand awareness and successfully interacting with consumers is a crucial part of marketing today. Conversely, content has always remained a valuable currency of marketing, and video content is one of the…

Young brands may benefit from tapping the power of event marketing to enhance their status and drive revenue, according to a study published in the Journal of Advertising Research (JAR). Event-Marketing and Advertising Expenditures:…

By Janice Tan Short preparation periods, demanding automatic ownership of intellectual property (IP), sudden change in pitch briefs, refusal to pay pitch fees – such occurrences are not new to ad agencies. The Association of…

The holy grail for marketers has always been to correlate spend with sales. In B2B, especially for larger purchases, measurement is further complicated given an average 14-month sales cycle involving five or more decision makers. Yet, a…

e Katie Deighton These are the hyped-up solutions, concepts, habits and strategies that consumers are sick of hearing about which marketers from across the industry should leave behind in 2018. Tamara Littleton, chief executive of…

By David Tiltman, Warc In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019. We’re getting ready to launch the Marketer’s…

With the rate or speed at which the internet or World Wide Web is revolutionising the world and Africa, you would think everyone is already online. This is not the case especially in Africa and many emerging economies. A report by Internet…

Innovative advances in technology, coupled with seamless in-store shopping experiences, are among the top predictions for 2019’s global retail trends. Toby Pickard, head of insight, innovation and futures at IGD, said: “In 2019, we’ll see…

By Travis Montaque Emotion. It is what drives our thoughts, actions, decisions and purchasing behavior. Consumers are increasingly making purchasing decisions based on how they feel about brands instead of what they know. As ecommerce and…

By Adeniyi Ogunfowoke Change is the only constant thing in life. The modus operandi of doing business in Nigeria has significantly been disrupted since the entry of eCommerce. One of the areas that the impact of ecommerce is currently…