Customer in the Data Shadow



What do I look like to you, a guinea pig or a lab rat? Make your pick because I need to know. Scratch that, truth is, I don’t want to know. It’s just that your marketing strategies are beginning to make me feel like one of either option. Brands and marketers these days are doing the right thing by gathering as much data as possible to fuel their marketing campaigns but they are doing the wrong thing by ignoring the human element – we all want to be touched at some point. Brands make the mistake of trying to be masters at collecting data but ignore the ability to be human therefore treating people like lab rats – if this strategy fails, try the next one, that seems to be the new mantra.

Owing to the speed with which the consumer (not a lab rat or guinea pig) is changing, brands are adopting a more agile framework – design thinking – which helps them change at the same pace the consumer does. However they tend to keep the consumer in the data shadow, this means that brands tend to take the standpoint of addressing the consumer needs as they see it on paper and/or research reports. For example, the fact that there is usually an insane amount of terrible traffic condition in Nigeria doesn’t mean that if you sell a product to them they’ll purchase it but if you can connect to their emotions at that point, you are likely to record a higher amount of sales.


Therefore, what any brand should do is never to neglect the fact that the customer is first a human being and not a collection of data.

Consumer first (Consumer Centricity), that’s basically what design thinking is about. If you don’t believe me, you could ask Google, Amazon, Apple, and any other successful brand that has employed this strategy.

Data; the New Trend



Do you know why we believe that the early men were bent over, covered with fur, carried a huge club, couldn’t utter a single word of English; instead they mumbled sounds together in order to communicate and lived in caves (heck they were called cavemen)? It’s because some men came and sold us a bunch of data they dug up from the earth. They told us the data they dug up were light years old and it couldn’t have been done by any other creature, but by one who could have evolved to become today’s man. My point is, data makes you believe.

For marketers and business owners, when salesmen come to you with their grand pitch you tend to look out for that data (information) they have dug up from conducting a ton of research to inform whatever it is they came to sell to you. Data is the reason we believe a country is doing well or is plunging itself into recession, data is the reason your sales pitch will win over someone else’s, data is the lifeblood of any system.

Very recently, the Marketing Association of South Africa (Masa) and the Marketing Research Foundation (MRF) announced that Maps, the products and brands replacement survey for Amps, will officially start collecting consumer insights from July 2019.


What does this mean?

AMPS is currently being used as the go-to resource tool for many media buying companies.

This dive into the collection of consumer insights would make it more relevant in today’s business world.

As everyone is adopting the design thinking strategy to future proof their businesses by ensuring consumer centricity, it is only logical that we have a number of intelligence gathering sources in the mix. Many companies have been doing it for years and the business world is extremely grateful, hopefully, MAPS would bring deeper and strategic information to planning.

Mobile; Taking It up Beyond A Notch


Source: Sociofly

Source: Sociofly

Well, it’s no longer news that mobile phones are becoming smarter with every new model. Did you ever use the Nokia 3310 or the first iPhone? If you did and you currently have the newest version of the Nokia or iPhone or any other brand, then you will truly understand the meaning of progress. The mobile phone industry has been seen to constantly evolve and showcase an unparalleled hunger for innovation to seamlessly improve the lives of the end user. With that being said, let’s take a peek into a few things we should expect in just a few years from now.

A large number of features were on display at the mobile world congress 2018 and in this piece we have chosen to highlight a few that with almost joggle your mind.

1. Your phone will charge itself: well it’s about time. Get ready to throw all the chargers you have away as you will not need them in the nearest future. It is certain that one major complaint mobile phone users have, is that of battery power. The battery dies way too fast which then makes you carry a charger around. Good news is, researchers are exploring solutions such as nanobatteries, hydrogen fuel cells, solar power and even kinetic energy — meaning your phone will charge as you move around. How great is that?

Source: Nbnco

Source: Nbnco

2. Everything is going virtual: at the moment phone companies are designing phones with bigger screens but still leave at least one button –the home button on the device. The phone for the future will be all screen, there’ll be no back, side or front –all screen. Phones will use virtual buttons and virtual assistants will get smarter as they will be required to play a bigger role in helping navigate through the device.

Source: Dazeinfo

Source: Dazeinfo

3. Your phone will be foldable: this may be a little difficult to believe but, it’s coming. Mobile phones have become more durable, flexible and even lighter, but we are yet to see a phone that’s foldable. I would like to see this for the fun of it.

Source: Digital Trends

Source: Digital Trends

4. Say bye bye to the bezel: this trend is here to stay. You must have observed that newer phones come with trimmed edges and its showing no sign of slowing down. The bezel-lessness gives the phone a sleek outlook.

Source: Digital Trends

Source: Digital Trends

5. Say hello to the 5G: we are still basking in the euphoria of the 4g network and haven’t exploited its full potential, yet 5g is warming up to make a grand entrance. Your phones will get faster as there will be need for faster processors.

The mobile phone is now seen as an inseparable extension of you as it currently does almost everything for you, so it’s only natural for it to improve to suit your ever growing need for ease and comfort. Plus I’m uploading this article from my mobile phone while sitting and enjoying a glass of something nice.