)
)
Prof. Robert Ebo Hinson, the Pro Vice-Chancellor at Ghana Communication Technology University, delivered the keynote address at the three-day conference that’s being held at Imperial Botanical Beach Hotel in Entebbe, and he spoke about Strategy and Technology and how they can be applied to expand the success of Pan-African brands.
The conference, which will run from Wednesday, September 6 to Friday, Sept. 8 – was first held on June 28, 2011, in Zambia.
That year, only four member countries attended, but this one attracted marketing and ICT organisations from Morocco, Malawi, Mauritius, Uganda, Kenya, Ghana, Zimbabwe, South Africa, and Botswana among others.
)
Aaron Musoke Ssebambulidde, Pulse Uganda managing director, at the conference
)
)
)
In his address, Prof. Hinson noted that technology is “the application of science to solve practical problems, especially in industry.”
According to him, today's marketer is a collaborative consensus builder who is data-driven and works in a multi-channel world.
The professor noted that it’s part of a marketer’s responsibility to deliver change in their organisation.
He advised marketers that implementing modern marketing includes having brand vision and strategy informed by real-time insights, creative and content driven by analytics and data, customer experience that is data-driven and personalized, among others.
Prof. Robert Ebo Hinson defined a brand as emotions that consumers recall or experience when they think of a specific symbol, product, organization, or location
He said that technology is critical for brand advancement because it eases communication and it should be harnessed and optimised for accelerated brand growth.
David Balikudembe, the president of the Uganda Marketers Society, thanked sponsors and other organizations that attended and promised an event of full learning and fun.
)
David Balikudembe, the president of the Uganda Marketers Society
The President of the Africa Marketing Confederation Helen McIntee argued that ICT needs marketing and vice versa.
)
President of the Africa Marketing Confederation Helen McIntee
During one of the panel discussions, Lois Aber Kwikiriza, the head of marketing at Multichoice Uganda, stimulated conversation around ‘media and marketing communications: examining relevant case studies, that will explore the role of new media in African marketing and its measurable value to the bottom line’.
Nondumiso Mabece, the head of consumer marketing and PR at Multichoice Africa Holdings, said that marketing is an exceptionally powerful tool, especially in Africa because “our continent is highly misunderstood.”
She also said that it’s crucial to measure marketing's impact on the bottom line and customers should always be at the heart of every interaction.
According to Mabece, marketing's role is to drive brand positioning, brand entrenchment, and driving measurable campaigns.
Joe Kigozi, the deputy chief executive of Next Media and general manager of NBS Sports, said that marrying technology and marketing is so important.
He also reminded marketers that “brands are built because people believe in those who talk about them.”
)
L-R: Aber Kwikiriza, Nondumiso Mabece, Joe Kigozi and Philbert Julai Mdindi
Philbert Julai Mdindi, the head of marketing at Nation Media Group, said that embracing performance marketing is inevitable.