The Association of Digital Marketing Professionals of Nigeria (ADMARP) is set to host the 2026 Digital Product Growth Summit in Lagos on November 27, bringing together professionals across marketing, product development, technology and digital growth to examine how businesses can build, market and scale digital products in an increasingly competitive environment.
The summit will take place at 157 Gardens Events Centre, Lagos, under the theme, “Great Marketing Doesn’t Start at the Campaign, It Starts at the Product.” The theme places product development and customer experience at the centre of the marketing conversation, reflecting the growing overlap between the work of marketers, product teams, technology professionals and business leaders.
The event comes at a time when digital products are becoming increasingly central to how businesses acquire customers, deliver services and build relationships with their audiences. For companies operating in markets such as Nigeria, where customers increasingly interact with businesses through apps, websites, digital platforms and messaging channels, marketing performance is closely connected to the quality of the product experience itself.
Rather than treating marketing as something that begins once a product is ready to be promoted, the summit is expected to explore how marketing thinking can influence the product journey from the beginning, including how businesses understand customers, identify opportunities, develop propositions and create experiences that encourage adoption and retention.
A Cross-Functional Conversation Around Product Growth
The summit will bring together professionals working across disciplines that increasingly influence one another. Marketing teams are now expected to understand customer behaviour and product performance, while product teams are increasingly involved in acquisition, engagement and retention decisions.
Technology and artificial intelligence are also changing how digital products are developed and marketed, creating new opportunities for businesses while introducing new questions around customer experience, differentiation and responsible adoption.
ADMARP’s positioning of the summit around product growth therefore reflects a broader change in how digital businesses compete. A strong campaign can attract attention, but the product experience ultimately determines whether customers stay, return and recommend the business.
The summit is expected to provide a platform for conversations around these issues, connecting professionals who are involved in different stages of building and growing digital products.
Physical attendance at the summit will be free, with capacity limited to 1,000 participants, while an online participation option will also be available. The format is designed to make the event accessible to professionals beyond those able to attend in person.
Digital Product Growth Awards Open for Nominations
Alongside the summit, ADMARP has announced the Digital Product Growth Awards 2026, which will recognise individuals and teams contributing to the development and growth of digital products across Africa.
The awards extend the summit's focus beyond organisations and products to the people responsible for driving digital growth. Categories span product thinkers, growth professionals, marketers, creators, artificial intelligence and marketing technology innovators, as well as brands contributing to the development of Africa’s digital product ecosystem.
The awards feature 11 categories, reflecting the increasingly broad range of skills involved in digital product growth. ADMARP has also opened the awards to self-nominations, allowing professionals and organisations to put themselves forward for recognition.
Nominations are currently open and will close on October 10, 2026, with winners scheduled to be announced and recognised during the summit in Lagos on November 27. The awards provide another indication of how the digital product ecosystem is evolving, particularly as the traditional boundaries between marketing, technology, product development and growth continue to become less distinct.
For marketers, the summit offers an opportunity to consider a broader role for marketing within the business. For product and technology professionals, it provides a platform to examine how product decisions influence commercial growth and customer relationships.
The central idea behind ADMARP’s 2026 summit is therefore increasingly relevant to businesses competing in digital markets: marketing cannot be separated entirely from the product customers experience.
The campaign may introduce the product, but the product itself has a significant role in determining whether the marketing promise is ultimately believed.
With the summit scheduled for November and award nominations closing in October, ADMARP is now inviting professionals and organisations within Africa’s digital product ecosystem to participate, nominate deserving individuals and teams, and contribute to the conversation around the next phase of digital growth.
