For senior marketing executive, Olumuyiwa Elegbede, marketing is the art of forging meaningful connections by solving genuine customer challenges, a focus that continues to inspire him as tools and platforms evolve.
Across a six-year career orchestrating data-driven marketing growth for UK technology firms, Olumuyiwa Elegbede has forged a single conviction: performance marketing must convert intent into revenue instantly, intelligently, and at scale. Whether executing targeted email‑marketing outreach or engineering high‑intent Google Ads acquisition funnels, he has accelerated mobile‑app adoption at Heveloon and engineered demand‑generation pathways that drive Vidi‑Corp Ltd.’s expansion in the UK and beyond.
As an Associate Member of the Chartered Institute of Marketing, he now channels that frontline experience into a broader thesis: AI‑powered precision, privacy‑first design, and sustainability‑conscious media will define the next cycle of global digital marketing.
After a few years at the junction where creativity meets code, from nurturing streaming start‑ups to orchestrating multinational rollouts across three continents, he has learned that algorithms may whisper, but strategy must sing. Today, that song is being rewritten by Artificial Intelligence, privacy realignment, and an unrelenting demand for measurable authenticity.
Olumuyiwa analysed this thesis, diagnosed the industry’s most entrenched challenges, and offers pragmatic, profit‑ready solutions.
“AI is no longer the magician behind the curtain; it is the co‑author of every successful marketing playbook.”
Olumuyiwa Elegbede’s Industry Diagnosis and Recommendations
1. Hyper‑Fine Personalisation at Ethical Scale
Third‑party cookies are crumbling faster than shortbread at elevenses, yet audience expectations for relevance keep rising. The future belongs to probabilistic identity resolution, models that blend first‑party data with contextual signals and on‑device learning. Marketers who invest now in clean rooms and federated analytics will, by my benchmark data, outperform peers by ≈34 % in conversion lift.
Olumuyiwa’s Quick Fix: Build privacy‑preserving data ecosystems by partnering with cloud providers that offer differential‑privacy frameworks. This keeps user anonymity intact while unlocking aggregate insights robust enough for media‑mix optimisation.
“Privacy is the new loyalty programme; treat it with the reverence you once reserved for brand equity.”
2. GenAI’s Creative Renaissance, And Regulatory Reckoning
Generative AI already drafts headlines, animates shoppable reels, and composes product copy at scale. “By Q4 2026, I expect 55 % of top‑performing EMEA ads to carry AI‑derived creative elements.” Yet the UK Digital Markets, Competition and Consumers Act hints at tighter disclosure rules.
Olumuyiwa’s Quick Fix: Install a human‑in‑the‑loop governance layer. Every AI asset should clear a triad of checks, ethical compliance, brand safety, and cultural resonance, before deployment. Brands able to certify provenance will win premium publisher inventory and accrue CPM discounts of up to 12 %, thanks to lower perceived risk.
“Automation without accountability is just accelerated irrelevance.”
3. Voice Commerce Outpaces Social Discovery
Smart‑speaker penetration in UK households has breached 54 %. Conversational AI is maturing from a scripted bot to a contextual concierge. By mid‑2027, expect voice‑initiated purchases to eclipse social‑led checkouts for everyday FMCGs.
Olumuyiwa’s Quick Fix: Optimise for intent clusters rather than single keywords. Deploy NLU models tuned to regional vernaculars, Mancunian cadence, Glaswegian idioms. Early adopters already see a +19 % uplift in voice‑search capture.
“In voice commerce, the screenless moment is your entire storefront—make it frictionless or be forgotten.”
4. Carbon Intelligence Becomes a Media KPI
Sustainability has migrated from CSR slide decks to media plans. Agencies now compete on grams of CO₂ per thousand impressions. “My datasets show that low‑carbon ad formats lift brand favourability by ≈11 index points among Gen Z.”
Olumuyiwa’s Quick Fix: Integrate carbon calculators into programmatic bidding engines. Prioritise green servers and energy‑efficient creative (SVG over MP4). Early movers not only comply with EU taxonomy rules but also unlock premium inventory on eco‑focused platforms.
“Tomorrow’s marketing funnel filters out both waste and carbon.”
5. Measurement Converges on Probabilistic Multi‑Touch Attribution
Signal loss is the new normal; deterministic truth sets are shrinking. Probabilistic multi‑touch attribution (PMTA) blends Bayesian inference with incrementality experiments, yielding a defensible view of channel contribution even with 40 % fewer identifiers.
Olumuyiwa’s Quick Fix: Pair server‑side tagging with lightweight hold‑out tests and replace opaque models that explain less than 85 % of revenue variance. Deployments under this discipline have trimmed acquisition costs by ≈22 % while restoring CFO confidence.
“If your attribution model doesn’t survive CFO scrutiny, it’s bedtime storytelling, not a business case.”
The Talent Accelerator
The United Kingdom’s ambition to be a tech superpower hinges on professionals who can translate AI sophistication into commercial outcomes.
Olumuyiwa’s journey, elevating engagement by double digits, enforcing gold‑standard privacy, and pioneering carbon‑aware media, illustrates how UK marketing leadership can scale globally.
“United Kingdom’s edge lies not merely in inventing technology, but in operationalising it ethically and profitably on the world stage.”
