Unlocking the potential of AI for more effective marketing in Nigeria’s traditional media landscape

Olayemi Adesoye is the Creative Director  at Marcapeak Digital.


As a Creative Director for an integrated communications agency, I have a firsthand understanding of the complexities of creating effective advertising campaigns. My daily tasks include brainstorming creative ideas, developing strategic messaging, and planning and executing media buys to achieve maximum reach and impact for our clients. However, one of the major obstacles I face is identifying and targeting the right audience for our clients’ ads. This is where AI-powered analytics and insights technology can be a game-changer.

Having worked as a media buyer, I understand how crucial it is to have accurate audience data when creating successful advertising campaigns. Without this data, it’s challenging to create targeted campaigns that resonate with your target audience.

Traditionally, marketers have relied on demographic data such as age, gender, and location to segment their target audience. However, with an overwhelming amount of customer data available, it can be challenging to sort through and analyze all the information to create effective audience segments. This is where advanced analytics and insights technology powered by AI can be instrumental.

By leveraging AI, marketers can make sense of complex data and gain deeper insights into their target audience, enabling them to develop more effective advertising campaigns.

During a recent advertising campaign for a gadget store, my team and I relied on traditional analytics methods to gain insights into our target audience’s preferences and behaviour. We conducted a survey and used focus groups to understand our customers’ buying habits, but we soon realized that these methods had limitations. The survey results were limited in scope, and the focus group discussions were time-consuming and expensive.

In addition, there was a risk of response bias, as participants may not always provide accurate or honest responses. These issues made it difficult to gain a comprehensive and accurate understanding of our target audience’s preferences and behaviour, limiting the effectiveness of our marketing campaign.

If AI-powered analytics and insights technology had been available to us, we could have leveraged it to analyze vast amounts of customer data from multiple sources, including online behaviour, social media, and purchase history. This would have provided us with a more accurate and in-depth understanding of our target audience’s preferences and behaviour, enabling us to develop a more targeted and effective marketing campaign.

I’ve always been passionate about audience segmentation as a media buyer, and I believe that AI-powered tools have the potential to take it to the next level. Seeing how these tools can analyze vast amounts of data to create more precise and targeted audience segments is truly inspiring.

AI-powered audience segmentation can allow marketers to access real-time data and insights, which can help to solve the problem of traditional audience segmentation methods relying on outdated or incomplete data. By scrutinizing large sets of data concerning consumer habits, past buying patterns, and interactions on social media platforms, AI-powered tools can create more accurate and up-to-date audience segments. This can help marketers identify the right platforms and channels to reach their target audience, resulting in more effective ad campaigns and better ROI for businesses.

Also, as a creative strategist, I’m constantly exploring the possibilities that arise when we can better understand our target audience and create more effective campaigns. The innovation that AI brings to audience segmentation is revolutionizing the marketing industry, and I’m thrilled to be a part of this exciting evolution.

Creating engaging and relevant content is also very crucial for any successful marketing campaign. In my experience, analyzing customer data to identify popular topics and generate content ideas can be a time-consuming process. The process often involves hours of research, brainstorming, and testing to ensure that the content is not only visually appealing but also informative and relevant.

By analyzing customer data, AI content creation tools can suggest topics and generate content ideas that are more likely to resonate with your target audience. It can make the content creation process more efficient and help marketers create more engaging content that stands out in a crowded marketplace.

With the help of AI-powered automation, the content creation process can become more efficient and streamlined, freeing up more time for marketers to focus on strategy and other important tasks. Some popular examples of AI-powered content creation tools include Wordsmith, Articoolo, and Copy.ai. With the help of these tools, marketers can create content more quickly and easily than ever before.

Furthermore, I know from experience that optimizing ad placements and bids can be a daunting task. In the conventional Nigerian media environment, it is difficult to accurately track the performance of ads in real-time and make adjustments as needed. This often results in wasted ad spend and lower ROI for clients. One particular campaign I worked on was for a new product launch for a client in the fast-moving consumer goods industry. We had limited information about our target audience and had to rely on traditional media placement strategies to get the message out. We placed ads in popular radio and TV channels, hoping to reach our audience.

However, we had no way of measuring the success of our placements, and we couldn’t adjust our bids or ad placements in real time. If we had access to AI-powered ad optimization tools, we could have analyzed customer data and ad performance data in real-time to adjust our placements and bids for maximum impact. With this technology, we could have improved our ROI and ad performance significantly. This kind of automation could have saved me countless hours of manual optimization and allowed me to focus on other important tasks, like identifying new opportunities for my clients

As the world becomes increasingly digitized, AI has emerged as a powerful tool that can help businesses of all sizes streamline their operations, optimize their workflows, and make more data-driven decisions. From finance to healthcare to data analytics and beyond, AI is making amazing reforms and transforming the way we work. I am eagerly anticipating how AI-powered marketing solutions, including analytics and insights, will be further developed to cater to the conventional Nigerian Media Environment, where Traditional Media still holds a significant position.

By leveraging AI-powered marketing solutions and analytics, we have the potential to revolutionize the way we approach advertising and marketing. By using these tools, we can optimize ad placements and bids, create engaging content, and improve audience segmentation. With these capabilities, we can create more effective ad campaigns that reach the right audiences at the right time.

The future of marketing is exciting, and I can’t wait to see the innovative solutions that AI-powered technology will bring to the industry. The idea of contributing to this progress excites me, and I am optimistic that AI will pave the way for a new era in marketing and advertising.


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