On March 23, 2025, industry leaders, marketers, and innovators converged at the Landmark Event Center in Lagos for MarkHack 4.0, an event dedicated to shaping the future of marketing and retail in Africa. This year’s theme, “Experience Ignited: Fueling the Consumer Journey,” set the tone for MarkHack 4.0 as a forward-looking event dedicated to exploring how emerging technologies are revolutionizing the way brands connect with consumers. The conference delivered a compelling mix of thought leadership, industry insights, and reimagined experiences designed to propel brands and businesses forward in a rapidly evolving marketplace.
The conference shed light on
groundbreaking solutions from startups and industry leaders alike, spanning
immersive realities, digital storytelling, event tech innovations,
gamification, and the increasingly vital phygital (physical + digital) commerce
space. Together, these innovations are charting a new course for the future of
consumer engagement and marketing in Africa.
Thought
Leadership and Industry Insights
A key highlight was the inspiring keynote
by Kayode Oladapo, CEO of West Africa at Godrej Consumer Products Limited. His
session, titled “Experience-Led Growth: Building Consumer Connections that
Scale,” illuminated how technological advancements are revolutionizing
consumer engagement. Oladapo shared practical strategies for brand innovation,
emphasizing the importance of creating meaningful experiences that resonate
with consumers in a fast-changing environment.
Building on this momentum, Jide Sipe, Group Head of Brand Transformation & Digital Marketing at the Bank of Industry, delivered a powerful talk titled “Brand Storytelling as a Critical Driver of Customer Engagement—From Campaigns to Conversations.” According to him, storytelling is not just soft marketing but a fundamental, strategic tool capable of building trust, influencing cultural shifts, and sparking advocacy across nations and markets. His assertion that “Storytelling isn’t soft; it’s strategic” left attendees pondering how narratives can move entire ecosystems.
Reimagining
Retail and Consumer Experiences
The conference also explored
innovative retail strategies, with Oge Maduagwu, Head of Marketing and
Communications at Samsung Electronics West Africa, leading a dynamic session on
“Strategies for Seamless Digital Retail Experiences.” Maduagwu
emphasized the necessity for retail environments to evolve into unified
journeys that blend offline and online channels, ensuring consumers enjoy
consistent engagement whether they shop in-store or digitally. She highlighted
emerging trends like the “click-and-collect” model, which is proving especially
effective in the diverse African retail landscape.
Samsung’s immersive demo spaces
showcased cutting-edge features like advanced low-light photography,
transforming retail from mere transactions into memorable brand encounters.
Maduagwu’s insights reflect a broader shift: in Africa’s vibrant markets, the
place and experience of retail are becoming as crucial as the products
themselves.
Panels
and Breakout Sessions
The conference offered deep dives
into the future of retail and storytelling through engaging panel discussions:
Bridging
the Gap: Strategies for Seamless Phygital Retail Experiences
Moderated by Tolulope Medebem,
President of the Experiential Marketers Association of Nigeria (EXMAN), this
panel included industry leaders such as Oge Maduagwu, Ayodeji Razaq (Red Media
Africa), Sam Okolie (Seven-Up Bottling Company), Samuel Ukah (Jumia Nigeria and
Ghana), and Ife Esther Obafemi (Digital Media, Sub-Saharan Africa). They
explored how emerging technologies, NFC, AR/VR, and contactless payments are
transforming the retail landscape. Emphasis was placed on the vital importance
of data privacy, trust, and frameworks like GDPR and Nigeria’s NDPR to ensure
that innovation benefits both consumers and brands.
Sam Okolie from 7Up shared how
integrating digital trends, such as online engagement and physical activations, can
deepen brand loyalty, especially in the beverage industry. Ukah of Jumia
discussed the intricacies of operating across Nigeria and South Africa,
emphasizing a hybrid approach that balances online and offline strategies based
on deep consumer insights and logistical considerations.
The
Evolution of Digital Storytelling and Content Ecosystems
Moderated by Tosin Adefeko of AT3 Resources, this panel featured vital voices like Jide Sipe, Motayo Latunji (Hayat), Cassandra Uzo-Ogbugh (Reckitt), Tayo Olatunji (Nestlé Waters Nigeria), and Temi Afolabi (Microsoft Africa). They examined how immersive technologies, gamification, and local content are reshaping narratives, amplifying engagement, and fostering loyalty across Africa. The discussion underscored the power of innovative storytelling tools in creating strong emotional connections with audiences.
MarkHack 4.0 demonstrated that the
future of marketing in Africa is rooted in innovation, authentic storytelling,
and seamless experiences that connect brands with consumers at every point of interaction. From leveraging new technologies to crafting compelling narratives,
the event showcased how industry leaders are reimagining what’s possible in the
evolving landscape.
As we look forward, it’s clear that
experience-led strategies and digital transformation will continue to drive
growth, engagement, and trust in Africa’s vibrant markets. MarkHack 4.0 set a
powerful tone for what’s to come, and the future of marketing looks brighter
than ever.
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