Businesses urged to pursue digital excellence, not just digital presence

By Juliet ETEFE

Businesses have been urged to move beyond simply maintaining an online presence and instead pursue “digital excellence” as artificial intelligence, data analytics and rapidly evolving consumer behaviour reshape competition in the digital economy.

Industry leaders warned that companies which fail to adapt quickly risk losing relevance in a marketplace increasingly driven by real-time customer engagement, personalised experiences and technology-led decision-making.

The call was made at MTN Ghana’s Digital Transformation Conference (DTC) held in Accra under the theme: ‘Embracing Digital Transformation for Marketing Excellence’, where marketers, business executives, technology experts and advertising professionals gathered to discuss how digital transformation is redefining marketing excellence and business growth.

Pursuing digital excellence

Delivering the keynote address, Chief Executive Officer of Dentsu Ghana and representative of the Advertising Association of Ghana, Andrew Ackah said businesses can no longer afford to treat digital transformation as optional or superficial. “To future-proof our businesses and utterly understand our consumers, it is not enough for brands to be present on digital platforms. This is digital complacency. Businesses will have to pursue digital excellence,” he said.

Mr. Ackah explained that consumer behaviour has fundamentally shifted, driven by smartphones, mobile money, social media and digital platforms which now shape how consumers interact, purchase and communicate. He added that “The businesses that will win will be those that make customers feel understood, not targeted.” He urged firms to invest heavily in digital infrastructure, analytics and customer intelligence systems capable of predicting behaviour and delivering seamless experiences in real time.

According to him, organisations must become more deliberate and strategic in navigating the rapidly evolving digital economy, particularly as artificial intelligence and automation continue to disrupt traditional business models.

Rethinking digital transformation

Mr. Ackah also challenged telecommunications companies to rethink their position in the digital value chain, arguing that telecom operators possess unique customer data capabilities that could help them compete more effectively within the digital advertising ecosystem.

He proposed the creation of integrated customer platforms and private digital marketplaces that would allow businesses to leverage verified behavioural and transactional data while maintaining privacy safeguards.

Chief Enterprise Business Officer of MTN Ghana, Angela Mensah-Poku, stressed that marketing excellence today requires a complete rethink of traditional approaches to customer engagement, decision-making and business operations. Ms. Mensah-Poku noted that many organisations remain trapped in a state of “almost digital” transformation despite acknowledging the need for change.

She noted that although businesses have access to technology, data and examples of successful transformation globally, many continue to delay decisive action due to fear, uncertainty and limited ambition.

Building trust in the digital era

Chief Digital Officer of MTN Ghana, Ibrahim Misto emphasised that brands must learn how to use technology and data to remain relevant, trusted and competitive in the increasingly digital-first economy.

For her part, National Vice President of the Chartered Institute of Marketing, Ghana (CIMG), Ama Amoah cautioned businesses against focusing solely on technology without building consumer trust. “Digital transformation on its own is not a competitive advantage.

Technology might win the first place, but trust wins the lifetime value,” she said adding that growing concerns around data fraud, AI-generated misinformation and digital fatigue are increasing consumer skepticism toward brands and digital platforms.

“In Ghana, trust is relational. It is not just about the terms and conditions linked at the bottom of a website. It is about the feeling that if something goes wrong, there is a human being behind the screen who cares,” she said.

Ms. Amoah urged organisations to prioritise responsible data usage, transparency and empathy while integrating AI and digital technologies into their operations. The conference forms part of MTN Ghana’s broader efforts to support businesses and marketers in adapting to changing digital trends and strengthening innovation-driven growth within the country’s evolving digital economy.

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