Marketers, brand custodians charged on digitalisation

MARKETING communications professionals have advised brand custodians and marketers of goods and services, in the country, on the need to leverage digitalisation for them to effectively reach out to their target market.

Making this call over the weekend at this year’s edition of the annual Marketing Summit, organized by Marketing Edge in Lagos, these marketing professionals, argued that it had become imperative for brand custodians to embrace technology; since it is fast changing and transforming the nation’s business environment.

Speaking at the event, the Group Managing Director, SO&U Ltd, Mr. Udeme Ufot argued that  since technology has continued to challenge  key marketing paradigms, and the consumers becoming increasingly knowledgeable, it has therefore become imperative for practitioners to take a closer look at how marketing is being practised in the country.

“In Nigeria’s emerging market, despite the fact that we are yet to attain 100 % connectivity,  increased teledensity and ease of access to smart phones coupled with the crash in cost of data, has put a lot of power at the fingertips of the consumer.

“Marketing is achieving a very nebulous nature where the marketer is spoilt for choice when it comes to opportunities for consumer engagement, but yet hugely challenged by loss of control of what the consumer sees or hears.

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“At the click of a button, the consumer can have virtually whatever information he needs, even those he does not seek are thrust before him. So today’s consumers can contribute to building your brand into the most loved and trusted in its category, and can also destroy your brand in seconds.

“I think what we need to do is about taking a deeper look at how we practice marketing through all the various stages, from ideation through to our strategy, internal processes and systems to implementation in order to effectively communicate,” he stated.

Discussing the Summit paper at the event, one of the discussants, Mr. Feyi Olubodun stressed the need for marketers and brand custodians to manage their expectations in respect of the extent technology can deliver in today’s market space.

“Digital does so many things,  but not  everything. The fact remains that consumers will still consume, based on their cultural leanings and affiliations. So as marketers we have to have this at the back of our minds,” the Managing Director/ Chief Executive Officer of Insight Publicis argued.

Welcoming the guests to the marketing event, the Publisher Chief Executive Officer, Marketing Edge, Mr. John Ajayi explained that  the annual marketing summit had become imperative; since it provides a platform for issues relating to the nation’s integrated marketing communications space to be raised and discussed.