Martech Startups Get USD 20,000 Boost At MarkHack 3.0 As Experts Chart Course For Marketing Beyond Limits

Not less than ten startups have emerged winners, benefiting from a pool of winnings valued at $20,000, at the grand finale of the Markhack 3.0, one of Africa’s pioneering marketech, marketing communications and technology hackathon organized by the Eko Innovation Centre (EIC), in conjunction with the GDM Group and Brand Communicator.

All winners were part of the top ten teams that qualified for the grand finale of the event aftera pitching process that lasted months. Second runners up winners are Team Convers AI. They are followed by the first runners up, Team Market AI. And the winning team is Team Chao. Asides the cheques received by the top three winners, a breakdown shows that all teams get to benefit $10,000 in AWS credits, laptops for the winning teams, access to the EIC Accelerator Program valued at $10,000, and the opportunity for seed investment from partnering investors.

Speaking on the rationale behind Markhack, Victor Gbenga Afolabi, the convener and visionary behind MarkHack, explained, “at a time where the marketing and media landscape is rapidly evolving, staying ahead of the curve is essential for businesses and organizations. The COVID-19 pandemic fundamentally altered the landscape of marketing, pushing businesses to adapt rapidly to new realities and accelerating the adoption of technology in unprecedented ways.”

According to him, the event which focused on four primary areas shaping the future of marketing – E-Commerce Evolution, AI-Driven Personalization, Blockchain for Business, and Localizing XR, had 2,733 registrations and 75 startups from 4 countries submitting their innovative solutions for evaluation. The initiative featured 7 pre-conversation sessions with 17 industry experts, followed by a pitch event where startups presented their ideas to a panel of 19 selection jurors.

The top 10 teams advanced to the Mentor’s Nest phase, receiving coaching and support from 15 assigned mentors who offered valuable insights on how startups could finetune their solutions and achieve the right product-market fit. It was the process that culminated in a final pitch event where the 10 finalists presented their solutions to 7 final jurors, who selected the top three teams. The judging panel, comprised of industry leaders and experts, evaluated the startups based on several key factors including market relatability, scalability, cost to serve, focus area relevance, competitor and business environment analysis, team traction, pitch delivery, and disruptiveness. They are Joshua Chibueze, Cofounder and CMO, Piggytech; Tolulope Medebem, President, EXMAN and CEO, Aster Marketing; Ilyas Kazeem, Marketing Director, Food Division, Flour Mills Nigeria; Seun Adaramola, Marketing Director, Visa West Africa; Mabel Adeteye, Head, Brand & Marketing Comms.; Kayode Oladapo, CEO, West Africa, Godrej Consumer Products Limited and Atim Ukoh, Creative Director, Afrolems Culinary Services Limited.

Earlier in the day, Markhack featured an inaugural conference with a focus on Aligning with the times and finding tech-driven solutions to problems of the marketing communications industry which is projected to reach N605.2 billion by 2028 according to a PwC report and even more staggering projection of US$2 billion by 2025 according to the TEMPLARS Market Report. Aptly themed “Beyond Limits: Unleashing Creativity With Emerging Tech,” the event brought together marketers, entrepreneurs, and tech enthusiasts to drive innovation and address existing gaps in the industry.

Speaking earlier in a welcome address, Joshua Ajayi, Publisher of Brand Communicator and organizing Partner of the Markhack3.0 remarked that marketing and media is evolving at an unprecedented pace. “Artificial intelligence, big data, immersive technologies – these are not just buzzwords, but real tools reshaping our industry landscape. Today, we’ll explore how these technologies are pushing us beyond the limits of traditional marketing and opening up new frontiers of engagement and creativity.”

Speaking on the partnership for Markhack 3.0, he remarked, “For over 15 years, we have been an integral part of the integrated marketing communications industry. Throughout this time, we have been fortunate to be part of numerous partnerships that span local, continental, and global spheres. However, I must say that our partnership with MarkHack this year holds a special place in our hearts. The reason for this is that MarkHack embodies the very essence of what we believe is the future of our industry – a fusion of creativity, technology, and innovation. It represents a paradigm shift in how we approach marketing and media challenges, and we are thrilled to be at the forefront of this transformation. This aligns with our vision which finds expression in our payoff line: “Linking the Future.”

The conference featured several panel sessions that explored various aspects of marketing’s technological future. The first panel, moderated by Tobi Ayeni (Miss Techy), focused on “The Future of Marketing and Media in a Tech-Driven World.” The panel included Jimi Taiwo, General Manager of PepsiCo Nigeria who was the lead discussant; Stanislaus Martins, Managing Director, West Africa for the Aleph Group and President of the Advertising Digital Marketing Professionals (ADMARP); Oluwadamilola Adams, Founder of SocialARAAfrica; and Oyebowale Akideinde, Head of Digital Products & Innovation at Airtel Nigeria. They discussed the evolution of traditional marketing and the growing importance of data analytics in shaping business strategies and consumer management.

The second panel, led by Kemi Alonge, Head of Marketing for PZ Cussons, explored “Digital Transformation in Industry: Marketing, Media and Technology.” Alongside Alonge, the panel featured Sam Immanuel, Founder/CEO of Semicolon, and Itohan Izugbokwe, Country Manager of Futuretech Media. Moderated by Yinka Obebe, CEO of Pop Central, this session explored how companies are adapting to the digital age and leveraging technology to enhance their marketing strategies.

A breakout session on “Emerging Technologies shaping the Future of Media and Marketing” provided deeper insights into specific technological trends. Segun Ogunleye, General Manager of Marketing for SBC, highlighted the rapid shift to digital platforms, and how a brand like Pepsi is integrating digital elements like QR codes into its branding to enhance customer interaction. Other panelists are Ibirogba Lara, Marketing Manager at Stanbic Bank who stressed the importance of personalization in driving result-oriented businesses and Dr. Ifeoluwapo Odedere, Senior Brand Manager at Guinness Nigeria who focused on the pervasive influence of AI, particularly its generative aspects.