At the recent MarkHack 4.0 event in Lagos, industry leaders and marketing experts issued a compelling call for marketers to prioritise genuine consumer experience rather than chasing the latest technology trends. Held under the theme “Ignite the Future of Marketing: Where Innovation, Technology, and Consumer Experience Converge,” the conference highlighted how the future of marketing hinges on emotional connection and strategic engagement, rather than technology alone.
Victor Afolabi, CEO of GDM Group and convener of MarkHack, emphasized that the essence of Marketing 4.0 is about crafting emotionally resonant experiences.
“Technology is expensive, and the future lies in building homegrown solutions tailored for Africa’s 200 million-strong population, who are already global culture shapers through music and fashion,” he said.
Afolabi urged marketers to focus on strategy and consumer interaction rather than just software tools.
Kayode Oladapo, CEO of West Africa, Godrej Consumer Products, reinforced this shift from tech-first to customer-first marketing. He noted that, in today’s crowded digital space, timing and relevance are critical: “Brands must move from reactive to proactive strategies, anticipating consumer needs to turn noise into meaningful engagement.”
Jide Sipe, Group Head of Brand Transformation at the Bank of Industry, highlighted storytelling as a powerful marketing tool. “Authentic storytelling transforms campaigns into conversations that build emotional loyalty. Consumers crave connection and relatability; brands that embrace storytelling will inspire and endure,” he said.
Samsung West Africa’s Oge Maduagwu shared insights on seamless digital retail experiences, emphasizing omnichannel consistency and ethical, data-driven personalization. She pointed to Samsung’s innovative in-store demos and AR try-ons as examples of immersive engagement that respects consumer privacy and complies with global data standards.
Senior Brand Manager, Sam Okolie of 7-Up Bottling Company, and Sam Ukah of Jumia echoed the need for hybrid marketing strategies that combine digital and real-world insights. Ukah introduced the “quantum strategy,” blending analytics with grassroots understanding to navigate complex markets like Nigeria’s.
MarkHack 4.0 also celebrated innovation with the launch of the Nigerian Market Tech Awards, spotlighting startups using AI, data, and disruptive tech to redefine marketing. The event’s accelerator program provides mentorship, funding, and resources to help startups scale sustainably, reinforcing MarkHack’s role as a catalyst for Africa’s marketing-tech revolution.
Experts agree that while technology is a powerful enabler, the foundation of effective marketing remains a deep understanding of the consumer journey. The human experience—emotional engagement, storytelling and connection—must drive innovation to create meaningful, lasting brand relationships.