By Oluwaseun Sonde
Federal Government of Nigeria has said that it had meetings with some of the major tech giants, which includes Google, Facebook, Twitter, YouTube who have shown interest in investing and exploring business opportunities in the Nigerian digital space.
The Minister of Information and Culture, Alhaji Lai Mohammed who made this known at the Annual General meeting of Association of Advertising Agency of Nigeria (AAAN) on Saturday, reiterated FG's commitment to exploring all opportunities offered by these techies for the benefit of the people.
Alhaji Mohammed who was asked to comment on 'The New World Order: Digital Transformation in Communication', said, "We live today in a world rapidly changing in its dynamics of opportunity and risks. Analytics have become the holy grail in many sectors of our economy.
"Advertising and brand marketing are of course prime examples of sectors where consumer data is critical. The success of many brands in the creative space internationally and here in Nigeria is a direct result of their engagement with their audiences.
Added that the same factors that have made this the best time for the economic exploitation of the creative sector are the same factors that have created a great deal of competition.
"It is also this new opportunity of talking directly with consumers in a data-enabled environment that has taken brands and entrepreneurs closer to their consumers more than ever before.
"The odds of success or solution to any challenge in this new world order is as high as our regard for the power of digital technology.
"And the entrepreneurial opportunities lying in wait at that crossroad between technology and the economy of sectors like advertising and brand communication is vast and you as industry leaders must continue to harness a variety of talents and competences to take maximum advantage of the opportunities presented", the Minister said.
Alhaji Mohammed stated that in the new world order technology is the insurgent. "The vast array of new
consumer engagement opportunities is the disruptive potential of the
digital transformation in communication.
"That is why it has been a matter of national interest, and an important critical response for me, to personally convene the Ministerial Task Team on Audience Measurement System".
He said his mandate to the Task Team, which has representation across all the relevant sub-sectors of the digital divide in consumer engagement and communication, is that necessary protocols must be initiated to give legal and constitutional framework to a national, systemic, accountable and data-driven understanding of the impact of communication on consumer behaviour.
"It is my desire that all the relevant parties are able to complete the tasks to achieve this mandate and we are able to initiate the legislative processes necessary before the terminal date of this administration in the first quarter of 2023".
The Minister who spoke about the risk of this new technologies emerging world order is representing and present danger against which he hope with Professional bodies can identify strategies towards deterrence.
Also thanked the social media that more people than ever in human history have access to share their thoughts, likes, dislikes and interests globally.
"The digital world is interconnected globally and this has massive implications for all businesses, brands, economic sub-sectors and of course the security and well-being of a nation state like Nigeria".
He pointed out the potent impact of deliberate fake news, orchestrated disinformation and demarketing by unscrupulous and faceless purveyors online which present huge risks to the work of brand communicators undermining the most critical ingredient to successful consumer engagement which is TRUST.
Solicited the need for seasoned communicators and critical stakeholders, to also consider the roll-on effect of fake news and disinformation on the economy of advertising and brand marketing, both in the short and long term.
"It lays ambush on every brand promise and every potential argument you make to the benefit of your products and services.
"Our proposals to expand the economy of brand marketing through measurement systems will also be confronted by organic corruption in the absence of proactive ideas to limit the possibilities of it being negatively impacted. It is one important task I hope I can charge this distinguished gathering to consider with all seriousness and purpose", he said.
The Minister emphasized that context of digital is insurgent, but there's need for vigilant to harness its power and purpose towards the economic empowerment and growth of national interests and professional objectives.
"As many of you are aware, one of the bold and necessary steps we have taken in recent times is the approval of the ongoing reform initiatives of the Advertising Practitioners Council of Nigeria (APCON).
"The reform is aimed at strengthening the advertising ecosystem, encouraging inclusive growth as well as attracting investment to the industry", Alhaji Mohammed said.
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