Marketing professionals and business leaders at the 2025 Africa Marketing Technology & E-commerce Conference have urged marketers to embrace data and artificial intelligence to drive better outcomes in customer engagement and brand growth.
The conference, held recently in Lagos and themed ‘Marketing in the New Economy—Data-Driven Success in Challenging Times’, brought together top industry voices across Africa to explore strategies in digital marketing, e-commerce, customer experience, and emerging technologies.
The Chief Executive Officer of Open Square Limited, Feyi Olubodun, emphasised the central role of data in understanding today’s consumers.
“Without data, you’re just guessing,” Olubodun said during a session titled ‘Driving Growth: How Your Brand Can Create a Great Customer Experience.’ “Data helps you understand what customers want and how to meet their needs.”
Olubodun further advised brand managers to move away from trend-driven messaging and instead invest in solid research for long-term brand relevance.
“Many brands sound the same because they’re using the same social insights. Real insights from research help your brand stand out and last longer,” he said.
The event featured keynote speeches, panel discussions, and practical workshops, equipping marketers with strategies to harness data, adopt new technologies, and navigate Africa’s evolving digital economy.
The Business Unit Director at MediaReach OMD, Emmanuel Adediran, reinforced this perspective, stating that successful marketing begins with deep data analysis.
“Before creating a campaign, you need to study the data. It tells you where your customers are and what they need,” Adediran said.
Chief Executive Officer of Optimus AI Labs, Lanre Basamta, highlighted the increasing importance of AI in marketing operations: “AI is now a big part of marketing. While humans are still important, AI helps us run better campaigns and boost sales.”
Basamta called on the government to support the development of local AI tools, citing the high cost of building such technology as a barrier for many companies.
The Chief Executive Officer of Marketing Analytics Africa and convener of AMTEC, Victor Ojeakhena, said the conference continues to serve as a critical platform for collaboration and innovation within the continent’s marketing and tech space.
“AMTEC connects marketing experts, thought leaders and technology providers to discuss cutting-edge tools and strategies,” Ojeakhena said.
