Marketing and tech experts at MarkHack 4.0 have spotlighted the power of youth-led innovation in shaping Nigeria’s digital marketing future, urging brands to embrace homegrown solutions and rethink engagement strategies tailored to younger generations.
At the two-day event held in Lagos, the convener and founder of Eko Innovation Centre, Victor Olugbenga Afolabi, said the platform has evolved into a corporate social responsibility initiative focused on grooming Nigeria’s next wave of marketing leaders. He emphasised the urgency of shifting marketing spend toward local tech platforms, pointing out that “80–90 percent of Nigeria’s ad budgets are currently channelled to foreign companies.”
“Our music and fashion have gone global. It’s time to tell our marketing story from within,” Afolabi said.
With over 150 startups participating, 10 finalists pitched innovative MarTech solutions to compete for $20,000 in funding and incubation support. The event also featured the inaugural Nigeria MarTech Awards, recognising individuals and organisations pushing boundaries in tech-driven consumer engagement.
Samsung’s Head of Marketing and Communications, Oge Maduagwu, highlighted four key drivers of African retail transformation: omnichannel strategies, data-powered personalisation, consumer behaviour shifts, and tech integration. She stressed the importance of unified customer experiences across both physical and digital spaces.
With over 75% of Nigeria’s population made up of Gen Zs and millennials, speakers urged marketing executives to adapt leadership thinking, ensuring it reflects the generation driving digital innovation across the continent.
