Awala: Human-centric Innovation Will Dictate Marketing Landscape in 2024

Raheem Akingbolu 

As more factors, especially technology, continue to change consumer behaviour and dynamics in the marketing landscape, a marketing expert, Jolomi Awala has said understanding the latest developments in the industry, will help a marketer formulate effective strategies to boost business development and enhance brand value.

According to him, the latest developments have made imperative to staying relevant and competitive in today’s ever-changing market.

Awala, who is a creative director at Ogilvy Nigeria, said at a media parley in Lagos recently that people who master Artificial Intelligence (AI) would most likely have an edge over others as it would complement human-led survey testing, enabling cost-effective, scale-able, and speedy testing.

The expert also argued that Brands that can infuse Humanovation in 2024 would be a big hit with consumers.

Speaking from a creative marketer’s standpoint, Awala said: “In 2024, Humanovation, that is human-centric innovation, will become important. There will be a lot more human-centric messages, not only in story telling but also in story doings. Brands that can do this will be a major hit with consumers.

“Messages will no longer be just generic. Storytelling and ‘story doing’ will be anchored on kindness. Brands that are able to personalize not just their storytelling but also their story doing will be a hit in 2024. Our messages need to be more personalized. Brands need to recognize that we are human beings before human doing.”

The brand expert further stated that brand messages must live and breathe across all multidimensional touch points at the same time. He encouraged brands to approach the media with an omnichannel mindset. “There will be enhanced measurement, hyper-personalization and an omnichannel approach as brands adapt to the decline of third party cookies.”