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While virtually all companies repositioned their marketing strategies to accommodate the shift in focus to digital channels, they have quickly come to realise that in the digital content explosion age, users are spoilt for choice, and competition for digital advertising real estate is fierce. As someone once said: “The most scarce good today is not capital or technology, but the attention of consumers.”

Olodo, who is the president, African Security Forum and a retired Metropolitan police officer in the UK, gave the advice during a virtual meeting organised by the Nigeria Diaspora Network (NDN), United Kingdom (UK) chapter, and monitored by newsmen in Abuja.