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Tagged: industry reform

AI, Reform Will Impact Marketing Communications in 2024

The advancement of Artificial Intelligence and actualisation of the marketing industry reform are among the major factors that will impact the marketing communications ecosystem in 2024, writes Raheem Akingbolu

Last year, conversations around marketing technology, advancement of Artificial Intelligence and the industry reform topped the chat in many fora, where issues related to the future of marketing in Nigeria were discussed.

Under what was tagged ‘Intelligent Advertising’, many local and international scholars tried to unravel how AI-powered ads will reshape the market in the years ahead.

At the twilight of 2023, the debate that trailed the popular Advertising industry reform, being championed by the Advertising Regulatory Council of Nigeria (ARCON), reached the peak with the decision of the Advertisers Association of Nigeria (ADVAN) to challenge the regulatory council in court over the reform.

 But at the 2023 National Advertising Conference, which was held last month in Abuja to stimulate the industry ahead the opportunities and prospects in 2024, stakeholders including the leadership of the five sectoral bodies, marketing communications scholars and representatives of the federal government, reiterated their support for ARCON over the reform. 

Speaking at the event, ARCON Registrar, Lekan Fadolapo while assuring practitioners that the industry will be redefined in 2024, said there was no going back on reform.  “Though we have started enjoying some of the benefits of the reform, it will be total from next year,” Fadolapo stated.

While charging practitioners to prepare well to support the FG’s drive to recover the economy, Fadolapo disclosed that research has shown that marketing communication as an economic activity is strategic to the growth and development of Nigeria’s economy. Thus, he confirmed the position of many experts that communication is the driver of a healthy and thriving society.

In a telephone conversation with THISDAY, Fadolapo further confirmed that 2024

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