Credible data makes transactions between clients and agencies easier – Bunmi Oke
By Felicia Nwosu
To ascertain the age of the consumer you are dealing with, you have to first of all do your Google analytics to find out what kind of people they are. Are they urban or rural? Information is in the palm of individuals now; having accurate data helps you to be credible and reliable to your clients. This is because without accurate date, everything is not going to work out together in the marketing mix to deliver on goods and services that must be available for the consumer.
This was the view of Mrs. Bunmi Oke, the Chief Executive Officer and Lead Consultant, Ladybird Limited during an exclusive interview with MARKET EDGE. The company boss opined that dealing with an agency without credible data can lead the client out of business, adding that its ripple effect will also affect the agency, making it become more like a dinosaur. She insisted that service must be provided, especially with the existence of the present partnerships and collaborations among agencies. The advertising expert urged agencies to embrace extensive research, and word of mouth, which she said are easier, affordable and available to access as reliable sources of data.
Hear her: “There’s no excuse for us not to be able to provide the level of audience measurement that is required. You just have to subscribe to those agencies that make it available. Make sure you challenge them so that they would continue to give you up-to-the-minute information. It is the future, it is only going to get better and not backward.”
Stressing further on the need for accurate data, she emphasised that credible and dependable data makes business transactions between clients and agencies easier because information can easily be shared without physical contact.
Highlighting on how marketers and business leaders can make sure that this new generation technology is delivering at a level of data accuracy that is equivalent to current global benchmarks, Mrs. Oke said that it is all about education and knowledge as well as technological know-how and availability. She alluded that the fact that one is ignorant of things does not mean they do not exist while calling on marketers to research on it, use it and make it have value choice.
“These days, clients themselves can check, go to the right source and various places where you can get your reliable data. There are well known sources where you can get your data, subscribe to them. There are lots of them. In the industry, you must know where to get your research.”
She pointed out that marketers can leverage various communication channels as their own marketing weapons of warfare to hit their targets just as those at the war-front. She urged marketers to learn to use simple but powerful communication in reaching their target audience.
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