The newly elected President of Advertisers Association of Nigeria, ADVAN, Mrs. Folake Ani-Mumuney has said that data is key in marketing and the reason marketing campaigns fail is the wrong application of it in planning and execution of campaigns.
Ani-Mumuney, who was elected President of the advertisers’ association to replace David Okeme stated this at the 2017 ADVAN Marketing Day, emphasised that data tells businesses what their customers like, what wins them businesses and what causes them to lose valuable opportunities.
Stressing the importance of data to businesses, she said: “Data presents a very interesting conundrum for us going forward; it provides the insight to make informed decisions. And ultimately, if you do not make informed decision, marketing will not be effective and if it is not effective our return on investments will be challenged and questioned by our chief financial officers.”
Warning that data, riding on the speed and ubiquity of the internet has come to significantly challenge traditional marketing beliefs and practices, Ani-Mumuney challenged marketers to scale on the skills needed tor emain relevant and profitable in the new age.
“Giving that we are in the cyber age where the internet operates and artificial intelligence has come to disrupt what we know as traditional marketing, big data and policies that govern what we do with big data will become more important as time goes on and that will be a key area ADVAN will focus on,” she said.
She said, beyond data, the association will also focus on knowledge sharing and the creation of the right atmosphere among stakeholders to deepen the market.
She committed her Executive committee to scaling ADVAN to its next level, especially in the area of stakeholder engagement, industry collaboration and maximizing values for the owners of the businesses.
“We will achieve our objectives because there is a core objective of ADVAN and that is to ensure that we are coalition builders. We will sustain collaboration among our various stakeholder groups – media, regulators and other sectoral groups,” she stated.
Recently, Ani-Mumuney was elected ADVAN president along with other members of the new executive. They are: Mr. Babarinde Abiona of Coscharis Group , Ex-officio; Mrs. Nkiru Olumide-Ojo of Stanbic IBTC Bank, 2nd Vice President; Mrs. Nnenna Osi-Anugwa of Unilever Nigeria, Treasurer and Mr. Onome Asagbara of Dufil Prima Foods, Publicity Secretary.