Marketplace Innovation Africa Calls for Authentic Conversations Between People and Brands at Social Media Week Lagos Masterclass
Business Consulting and Marketing Agency, Marketplace Innovation Africa, has called for Brands to adopt the Concept of Authentic Conversations with their Audiences. This call, it made at its just concluded Masterclass at the week-long 2020 Social Media Week Lagos event.
The Masterclass titled ‘Marketplace Alchemy: Driving Authentic Conversations Between People and Brands’, facilitated by Anurika Azubuike, Marketplace Innovation Africa’s Managing Partner, highlighted the framework of Marketplace Alchemy as the solution for businesses to build credibility, likability and authority with people as their most important asset.
Azubuike explains to participants during the session that businesses today come face-to-face with two major problems. The first is playing catch-up within their once understood industry, and the second is clamoring for the attention of consumers who are savvy, always-on and more empowered.
“We live in a ruthless attention economy and brands must be ready to court the right attention with their audiences in a manner that poses the perceptions and feelings that they want to elicit from their audiences,” she said.
She discussed three major points of depth, context and emotion that make up authentic conversations driving brands’ structured messaging and preparing them for their audience’s unstructured feedback.
This year’s 8th edition of Social Media Week Lagos themed ‘Human X’ led important conversations focused on what it means to take a human-first and experience-driven approach to innovation across industries and communities on the African continent. The annual event, considered as Africa’s largest tech and business conference, held between 24th and 28th February 2020. Its annual participation of over 20,000 people explores a wide range of topics including education, business, entertainment, technology, art, banking and politics.
