Ibrahim Misto
As part of sustained efforts to drive digital innovation and strengthen Ghana’s evolving business ecosystem, MTN Ghana has hosted a Digital Transformation Conference aimed at equipping marketers, business leaders and technology professionals with practical strategies for navigating the rapidly changing digital landscape.
The conference, themed, “Embracing Digital Transformation for Marketing Excellence,” brought together chief marketing officers, brand managers, media planners, agency professionals, entrepreneurs and technology experts to explore how emerging technologies, artificial intelligence and data-driven strategies are reshaping customer engagement and business growth.
Speaking at the conference, Chief Digital Officer of MTN Ghana, Ibrahim Misto, said organisations can no longer afford to delay their digital transformation efforts as technology continues to redefine how brands connect with consumers.
According to him, the marketing landscape has changed significantly over the past few years, with brands now operating in an environment where customer attention is increasingly difficult to secure while digital trends evolve almost daily.
“We’ve all seen what artificial intelligence has done to our world. Technology is evolving very rapidly and those realities are shaping how brands grow or struggle,” he said.
Chief Enterprise Business Officer of MTN Ghana, Angela Mensah-Poku, also urged organisations to move beyond discussions about digital transformation and begin implementing bold and deliberate changes.
She observed that while many businesses across Africa acknowledge the importance of digital transformation, implementation remains slow despite the availability of tools, data and successful case studies from global markets.
“The debate about whether digital transformation is real is over. The real question is why change continues to happen so slowly,” she said.
Ms. Mensah-Poku argued that the challenge facing many organisations is not necessarily financial or technological, but rather the inability to fully reimagine what modern marketing and customer experience can become through digital innovation.
National Vice President of the Chartered Institute of Marketing, Ghana, Ama Amoah, also highlighted the growing importance of trust in the digital era, warning that technology alone cannot guarantee business success.
According to her, although artificial intelligence, automation and analytics are transforming the marketing industry, businesses must ensure that digital transformation remains human-centered.
She pointed out that Ghana’s rapid adoption of mobile money and digital platforms has brought convenience to millions of people but has also increased cases of digital fraud and mistrust.
“In Ghana, trust is relational. It is not just about the terms and conditions on a website. It is about the feeling that if something goes wrong, there is a human being behind the screen who cares,” she said.
Speaking on the topic “Digital Transformation within the Customer Marketing Space: Adapt Faster, Connect Deeper,” he stated that while technology is advancing rapidly, businesses must never lose sight of the human beings behind the data.
“Behind every data point is a human being searching for convenience, connection, trust and value,” he said.
Mr. Ackah explained that despite rapid technological progress, the fundamental desires of consumers remain unchanged, including the need for belonging, convenience, knowledge, entertainment and opportunity.