Customer in the Data Shadow

DATA THEY SAY IS THE NEW CURRENCY BUT IT STILL CAN’T BUY PEOPLE

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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.

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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.

Creativity With Purpose

O2 ACADEMY CREATES FIRST OF ITS KIND 3D ZEBRA CROSSING IN NIGERIA TO CURB THE RATE OF CAR ACCIDENTS.

Source: Auto Report Ng

Source: Auto Report Ng

Creativity with purpose stems from the need to address a problem. Every great advertising content that was ever put out were those which were directly aimed at addressing a need.

Driving in Nigeria can be described as formula 1 without the race tracks as it nearly seems as if the traffic rules don’t exist, thanks to the necessary authorities, all that is being addressed decisively. Well, I am of the school of thought that believes that there’s no problem on the surface of the earth that’s solely dependent on one person or body to fix, gladly, advertising shares this belief as well.

An advertising school situated in Lagos Nigeria, O2 Academy, took to problem-solving by applying design thinking to reduce the rate of accidents and mortality on a Lagos road. In April 2019, O2 Academy designed the first of its kind 3D zebra crossing – now that’s one road sign many Nigerians seem not to recognize. I remember one time I chose not to drive because I was feeling a certain way in my body. I got to a busy road in Nigeria and needed to cross over to the other side so I stood at a zebra crossing, I was there for nearly 45mins –not kidding- before someone eventually stopped to let me through.

In my opinion, this is one of the most innovative solutions I’ve seen this year.

Kudos O2 Academy.

And just so you’d know; O2 Academy is the first advertising school in the Middle East and Africa, aside from South Africa, to win the Loerie awards.” The school participated in a Facebook challenge targeting students at advertising schools across the Middle-East and Africa. The students of O2 Academy won bronze for their campaign against cholera – Thisisafrica.

Impostor Filter

THE NEW SNAPCHAT FILTER IS STARTING A DISTURBING FRENZY

Since the inception of social media, a whole lot of innovation and revenue generating opportunities have sprung up, but right now I am concerned. Most of these social media brands like Facebook, Twitter, Instagram and so on have achieved brand equity, however, one of them have turned to bolder strategies to win over new users.

Snapchat is grabbing the bull by the tail and I’m not sure if that’s a great move but I am certain it’s an outrageously bold one. They initially came with all the amazing filters that totally transforms you to the image you’d like or to something funny, then they introduced the voice changing filter – this rose an eyebrow. Now Snapchat has come with a new filter I call The Impostor Filter, it completely transforms a man to a lady and I am like what the ****.

Take a look at these videos and tell us what you TINK in the comment section below.

I’m shook.

Slang ‘Pon the Tongue

IMAGE CREDIT: FREEPIK

IMAGE CREDIT: FREEPIK

ACROSS AFRICA WE HAVE SEEN A PLETHORA OF SLANGS ENTER OUR VOCABULARY AND THIS TREND SEEMS TO BE VERY EVIDENT IN AFRICA’S MOST POPULOUS NATION, NIGERIA.

The Nigeria music industry is known to always introduce new slangs. These popular slangs are embraced by individuals in different parts of the world. The popular Nigerian performer and song writer, Olamide also known as “Baddo” has been recognized as the king of slangs. This is because, he introduces new slangs in nearly all of his hit singles that find their way into our vocabulary.

Consider this article a sneak peek into an unspoken trend in the Nigerian music industry.

In 2018, an avalanche of slangs (new buzzwords) enveloped the industry. Some of which include “stew” by Wizkid in his song “Fever,” “Ji Masun,” “Saint Sami – Ganja” slangs made famous by the Otunba Lamba, etc. The songs upon which these slangs are buoyed allows listeners explore their youth by bursting new dance moves and allowing them showcase their skills on social media as they join in on the trend. As such curator develop hashtags on social media which allows for visibility and trend hopping.

Currently, one slang burning up the Nigerian airwaves is “Gbe Body E”. You can’t simply walk the street without hearing it. It’s in conversations, tantrums, songs, movies, and everything else you can hear. The other day, my colleague used this same slang on me and then I knew I had to join the bandwagon.

The 'Gbe Body E' slang is a contemporary Yoruba slang for "move away or lift your body." This slang which was first introduced in 2018 by indigenous rapper Zlatan Ibile as a call for everyone to get off of their feet and hit the dancefloor has refused to die down. The slang came accompanied by a dance move that has been embraced by Nigerians – Zanku dance – and has created fame for same artist.

As it looks, Nigerian artists are ready to birth new slangs.

Stay woke and gbe body eh.

Marijuana Will Take Over the World

INDIAN HEMP IS INCREASINGLY BEING RECOGNIZED IN MANY CORNERS OF THE WORLD AND AFRICA IS NO EXEMPTION

Source: Unsplash

Source: Unsplash

I feel like, marijuana every night has a conversation with Indian hemp (which is the same thing – you’ll see where I’m going with this) like Pinky and the Brain,

Indian hemp: what are we going to do tomorrow night Marijuana?

Marijuana: Same thing we do every night Indian hemp, try to take over the world!

Because the storm upon which this marijuana trend is currently gliding on is very strong and it is sweeping across the face of the globe like an unsettling debris.

Following the announcement of Canada legalizing the use of marijuana across the country, a few African countries have chosen to follow suit as Lesotho has become the second country and the first African nation to legalize the use of marijuana for medicinal purposes nationwide. South Africa, Malawi, and Zimbabwe are currently considering doing same.

Source: Unsplash

Source: Unsplash

Ghana is currently the number one African nation in terms of marijuana consumption as 21.5% of its population consumes the product daily – answerafrica.com. Marijuana is grown across the content from west to north to east and southern Africa and consumption doesn’t seem to be slowing down.

Should every other African country join talks to legalize the widely illegal plant in years to come? I can’t say for certain but I would like to hear what you TINK in the comment section below.