From Brand Control to Consumer Power: Opadere Challenges Marketers to Rethink Value
Technology and information have rewritten the rules of consumer engagement, placing unprecedented power in the hands of buyers and challenging brands to rethink how they create and deliver value, Globacom Nigeria’s Head of Digital, Femi Opadere, has said.
Opadere made the observation while speaking at the Media Consortium Conference & Awards 4.0, themed “The Value Shift: Strategies for the New Market Reality in the Age of Empowered Consumers.”
He noted that unlike the traditional consumer, who had limited avenues to express opinions or influence brand decisions, today’s consumers have access to digital tools that enable them to research products, compare alternatives, assess reviews and determine what delivers value before making purchasing decisions.
“The old consumer didn’t have the opportunity to give feedback; they didn’t have a choice. Today, customers don’t want brands to tell them what is valuable because, on their palm, there are tools to tell them all the information they need and the best brand that meets their aspirations,” he said.
According to him, the proliferation of technology has fundamentally altered the relationship between brands and consumers, giving consumers greater influence over the marketplace.
“Power has shifted from the brand to the consumers,” he stated.
Opadere argued that consumers are increasingly less interested in advertising for its own sake and more concerned about the tangible benefits brands provide.
“Consumers are not interested in advertising; they are looking for benefits. For every consumer touchpoint, we must ensure we deliver value,” he said.
He therefore urged marketers to move beyond generic product offerings and develop more personalised propositions capable of addressing individual consumer needs and aspirations.
“You have to personalise products beyond marketing a product that fits individual aspirations. Convenience and trust are important,” he added.
The Globacom executive also emphasised the importance of effective customer feedback mechanisms, particularly in dealing with complaints.
He advised brands against ignoring negative feedback, stressing that every complaint should be treated as an opportunity to understand and improve the customer experience.
“For every customer complaint, do not sweep it under the carpet. Treat every customer as the only customer, with respect,” he said.
According to Opadere, the consumer power shift is being driven by several interconnected factors, including the abundance of information, wider consumer choice, the growing importance of trust and rapid technological advancement.
He urged brands to deliver on their promises, noting that consumer trust is increasingly influenced by whether brands consistently fulfil the expectations they create.
“Ensure you keep the promises you make on behalf of the product,” he said, while also stressing the continued importance of capturing and retaining consumer attention.
He described technology as the foundation of the ongoing shift in consumer power, noting that consumers now have higher expectations and more alternatives, making brand loyalty increasingly difficult to sustain.
Opadere further identified a broader shift in power, information and influence, noting that consumers increasingly rely on the experiences and reviews of other users when making purchasing decisions rather than depending solely on traditional advertising.
“People buy products based on the reviews, not really the advertising,” he said.
He consequently challenged marketers to anticipate changing consumer expectations and involve consumers more actively in the development and communication of their brands.
“Marketers need to think ahead of the consumers. We must ensure that our customers participate in what we do with our brands. Let them also create content around it,” he said.
He also advocated the use of user-generated content (UGC) as a means of creating more authentic connections between brands and consumers.
According to him, brands should focus on developing emotional connections with consumers and encouraging genuine consumer experiences and stories around their products.
“The use of UGC content that speaks genuinely about your product” can help brands strengthen their connection with consumers, he said.
Opadere's position reinforces the central theme of the conference: that in an increasingly empowered marketplace, delivering value is no longer limited to the product or advertising message but extends across every interaction a consumer has with a brand.
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