The MarkHack 3.0 conference, themed "Beyond Limits: Unleashing Creativity with Emerging Tech," successfully concluded in Lagos, emphasizing the importance of understanding customer needs before adopting new technologies. The event brought together marketing professionals and tech enthusiasts to explore the intersection of customer-centric strategies and technological advancements. Olugbolahan Olusanya, Nigerian Country Director of Teknowledge, underscored the critical role of integrating marketing with technology. He urged marketers to prioritize comprehending customer demands before embracing innovations such as artificial intelligence, automation, augmented reality, internet shopping, big data, machine learning, and 5G/IoT. "The key to successful marketing in the digital age is a deep understanding of customer needs. Technology should enhance, not replace, this fundamental principle," Olusanya stated. Victor Afolabi, the convener of MarkHack and a prominent speaker at the event, with the COVID-19 pandemic acting as a turbocharger, the marketing and technology space is in a state of hyper-acceleration. He noted that businesses had to quickly adapt to new realities, driving rapid technological adoption. Afolabi revealed that MarkHack 3.0 received an impressive 2,733 registrations and 75 startup submissions from four countries. "The pandemic has reshaped our industry, pushing us towards rapid technological integration. MarkHack 3.0 is a testament to the creativity and resilience of marketing professionals," Afolabi remarked. Joshua Ajayi, Publisher of Brand Communicator and organizing partner of MarkHack 3.0, highlighted the transformative impact of technologies such as artificial intelligence, big data, and immersive tech on the marketing and media industry. He expressed pride in their longstanding role in the integrated marketing communications industry and their commitment to fostering partnerships across local, continental, and global spheres. "This year's MarkHack edition embodies the essence of creativity, technology, and innovation. It signifies a paradigm shift in addressing marketing and media challenges, aligning with our vision of linking the future," Ajayi stated.
The event concluded with a call to action for marketers to embrace a balanced approach, merging customer-centric strategies with the latest technological advancements to drive industry growth and innovation.
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