The growing influence of product strategy on digital business success will come under the spotlight in Lagos on November 27, as ADMARP prepares to host the 2026 edition of its Digital Product Growth Summit.
The summit, scheduled to take place at 157 Gardens Events Centre, Lagos, will bring together professionals and stakeholders from marketing, product development, technology and digital growth to examine how businesses can build products that attract customers, deliver value and sustain growth in an increasingly competitive digital economy.
The event will be held under the theme, “Great Marketing Doesn’t Start at the Campaign, it Starts at the Product.”
The theme reflects a growing shift in the digital business landscape, where marketing is increasingly viewed as more than promotional campaigns. Businesses are paying greater attention to the quality of the products and experiences they offer, as these factors can influence customer acquisition, retention, brand perception and long-term commercial performance.
According to ADMARP, the summit will explore the relationship between product development, customer experience, marketing and growth, with discussions expected to examine how organisations can adopt product-led approaches to building and scaling digital businesses.
Awards to Celebrate Digital Growth Champions
As part of the summit, ADMARP has also unveiled the Digital Product Growth Awards 2026, an initiative designed to recognise the individuals and teams contributing to the development and growth of Africa’s digital product ecosystem.
The awards will honour a broad range of professionals, including product thinkers, growth specialists, marketers, creators, artificial intelligence and MarTech innovators, as well as brands and teams making significant contributions to digital product growth.
ADMARP said the awards would place particular emphasis on the people behind successful digital growth, rather than focusing exclusively on products, brands or marketing campaigns.
The approach reflects the organisation’s belief that successful digital products are often driven by the expertise, creativity, strategy and innovation of the people working behind the scenes.
Nominations for the 2026 awards are currently open and will close on October 10, 2026. Winners will be announced and presented during the Digital Product Growth Summit in November.
Product Thinking Takes Centre Stage
The summit comes at a time when the digital business environment is undergoing rapid transformation.
Artificial intelligence, marketing technology, evolving consumer expectations and increasingly competitive digital markets are changing how businesses develop, position and market their products.
For organisations operating in the digital economy, the traditional model of creating a product and subsequently building campaigns around it is increasingly being challenged by approaches that bring product, marketing and customer experience teams together much earlier in the process.
Product thinking places greater emphasis on understanding customer problems, designing useful solutions, testing them, improving the user experience and using customer feedback and data to drive continuous development.
The summit is therefore expected to provide a platform for participants to examine how this approach can help businesses move beyond short-term campaign performance and build products capable of generating sustained customer and business value.
The conversations will also be particularly relevant to companies navigating the growing influence of AI and MarTech, as these technologies continue to create new possibilities for product development, customer engagement, personalisation and business growth.
Professionals Invited to Participate
ADMARP is inviting professionals, brands, teams and organisations involved in digital product development and growth to attend the summit and participate in the awards process.
With the event bringing together stakeholders from different sides of the digital ecosystem, organisers expect the summit to create opportunities for knowledge sharing, networking and conversations around the future of digital products in Africa.
The Digital Product Growth Summit 2026 will hold on November 27 at 157 Gardens Events Centre, Lagos, while nominations for the Digital Product Growth Awards will close on October 10, 2026.
The awards presentation will take place during the summit, bringing the 2026 programme to a close with recognition for the professionals and organisations helping to shape Africa’s rapidly evolving digital product economy.