Brand experts say using technology and building digital skills to connect marketers to customers and new markets is a key driver to building the stature of African brands, in the process unlocking the untapped potential of the region’s products and services.
The use of real-time targeted marketing, he notes, has the potential to spur growth in Africa as brands reach their intended consumers.
Vikas Mehta, chief executive of Ogilvy Africa told Digital Business that brands and marketers need to be innovative to connect with the ever shifting needs of customers.
As a key player in marketing and building profile of brands, Ogilvy has come up with an innovation dubbed Feed that it says offers social intelligence, data analytics, community management and content innovations “in a unified offering”.
The biggest value that the software brings to brands, Mr Mehta says is the ability to become a part of contemporary culture and shape the narrative with consumers.
