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    You are at:Home»Communication»THE NEW WORLD ORDER: DIGITAL TRANSFORMATION IN COMMUNICATION”
    Lai-Mohammed
    Lai-Mohammed

    THE NEW WORLD ORDER: DIGITAL TRANSFORMATION IN COMMUNICATION”

    0
    By TheFocusNews on July 23, 2022 Communication

    THE NEW WORLD ORDER: DIGITAL TRANSFORMATION IN COMMUNICATION”

    BRIEF REMARKS BY THE HON MINISTER OF INFORMATION AND CULTURE, ALHAJI
    LAI MOHAMMED, AT THE ANNUAL GENERAL MEETING OF THE ASSOCIATION OF
    ADVERTISING AGENCIES OF NIGERIA (AAAN)

    PROTOCOL

    President of the Association of Advertising Agencies of Nigeria, Heads
    and representatives of member agencies, Invited Guests, Distinguished
    Ladies and Gentlemen,

    1. I am delighted to be able to join you at this annual general
      meeting of the AAAN and to have this opportunity to trigger a few
      reflections that I hope enriches your deliberation during this
      meeting. My presence here underscores the vital role and stature of
      the advertising industry to our economy, to our creative industries
      and to this government’s efforts at providing the enabling environment
      and regulatory tools necessary for sustained growth in every
      productive sector of the economy. We believe professional bodies such
      as the AAAN need the vital support of the government to be able to
      proffer the best, most effective and unique solutions for the unique
      challenges that confront our nation in these difficult times. The
      subject matter I have been asked to briefly comment on today is ‘The
      New World Order: Digital Transformation in Communication.’
    2. We live today in a world rapidly changing in its dynamics of
      opportunity and risks. Analytics have become the holy grail in many
      sectors of our economy. Advertising and brand marketing are of course
      prime examples of sectors where consumer data is critical. The success
      of many brands in the creative space internationally and here in
      Nigeria is a direct result of their engagement with their audiences.
      The same factors that have made this the best time for the economic
      exploitation of the creative sector are the same factors that have
      created a great deal of competition. It is also this new opportunity
      of talking directly with consumers in a data-enabled environment that
      has taken brands and entrepreneurs closer to their consumers more than
      ever before. The odds of success or solution to any challenge in this
      new world order is as high as our regard for the power of digital
      technology. And the entrepreneurial opportunities lying in wait at
      that crossroad between technology and the economy of sectors like
      advertising and brand communication is vast and you as industry
      leaders must continue to harness a variety of talents and competences
      to take maximum advantage of the opportunities presented. In the new
      world order technology is the insurgent. The vast array of new
      consumer engagement opportunities is the disruptive potential of the
      digital transformation in communication.
    3. That is why it has been a matter of national interest, and an
      important critical response for me, to personally convene the
      Ministerial Task Team on Audience Measurement System. My mandate to
      the Task Team, which has representation across all the relevant
      sub-sectors of the digital divide in consumer engagement and
      communication, is that necessary protocols must be initiated to give
      legal and constitutional framework to a national, systemic,
      accountable and data-driven understanding of the impact of
      communication on consumer behaviour. It is my desire that all the
      relevant parties are able to complete the tasks to achieve this
      mandate and we are able to initiate the legislative processes
      necessary before the terminal date of this administration in the first
      quarter of 2023.
    4. Along the same highway of new technologies and communication in
      this emerging world order is also a risk representing a clear and
      present danger against which I hope we can together identify
      strategies towards deterrence.
      Thanks to social media, more people than ever in human history have
      access to share their thoughts, likes, dislikes and interests
      globally. The digital world is interconnected globally and this has
      massive implications for all businesses, brands, economic sub-sectors
      and of course the security and well-being of a nation state like
      Nigeria. The potent impact of deliberate fake news, orchestrated
      disinformation and demarketing by unscrupulous and faceless purveyors
      online present huge risks to your work as brand communicators because
      it undermines the most critical ingredient to successful consumer
      engagement which is TRUST.
    5. We need you, as seasoned communicators and critical stakeholders,
      to also consider the roll-on effect of fake news and disinformation on
      the economy of advertising and brand marketing, both in the short and
      long term. It lays ambush on every brand promise and every potential
      argument you make to the benefit of your products and services. Our
      proposals to expand the economy of brand marketing through measurement
      systems will also be confronted by organic corruption in the absence
      of proactive ideas to limit the possibilities of it being negatively
      impacted. It is one important task I hope I can charge this
      distinguished gathering to consider with all seriousness and purpose.
    6. The context of digital is insurgent, but we must be vigilant to
      harness its power and purpose towards the economic empowerment and
      growth of our national interests and professional objectives.
    7. As many of you are aware, one of the bold and necessary steps we have taken in recent times is the approval of the ongoing reform initiatives of the Advertising Practitioners Council of Nigeria (APCON). The reform is aimed at strengthening the advertising ecosystem, encouraging inclusive growth as well as attracting investment to the industry.
    8. The advent of the internet and the new media, characterized with social networking sites such as Facebook, Twitter, Instagram, WhatsApp etc., has revolutionized communication globally. All the major giant tech and primary digital media platform owners such as Google, Facebook, Twitter, YouTube etc have been exploring the Nigeria digital media space. In recent time, we have had meetings with some of the major tech giants who have shown interest in investing and exploring business opportunities in the Nigerian digital space. The Federal Government is committed to exploring all the opportunities offered by these techies for the benefit of our people
    9. Once again, I appreciate the opportunity of your invitation and I wish you all fruitful deliberations. Thank you.
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