Oyeyemi tasks marketers on disruptive thinking
By Oghale Mafuru
Against the backdrop of the rapid acceleration of technological advancement with its attendant impacts on the business landscape, Kolawole Oyeyemi, Managing Director/CEO, Axiom Intel Limited, has tasked marketers to rethink their operational strategies in line with the dynamism of the marketplace to build a future-fit-business that is spontaneous and adaptive to changes.
Speaking at the 3rd Annual Public Lecture of the Lagos Chapter of the National Institute of Marketing of Nigeria, NIMN, held recently, the seasoned marketing professional stated that it is imperative for marketers to rethink, re-imagine and refine the entire broad spectrum of their businesses to reflect the current trends and realities as it is a veritable way to achieve and sustain marketing success despite the highly volatile environment.
In addition to the rapid evolution of the consumer necessitated by technological advancement and the uncertainty that trails the business environment, the astute marketing professional posited that with the shortened attention span of consumers, marketers need to demonstrate immense knowledge to cut through the clutter in order to build brand affinity and loyalty with consumers.
He said: You are dealing with customers who have been empowered with technology. Consumers are more conscious, more deliberate, and more demanding because the environment is really a volatile, Uncertain,Complex and Ambiguous (VUCA) environment. Everything needs to be rethought, reimagined and refined if you want to be successful.
“Understand the consumer more than they understand themselves. They are now faced with new challenges that never existed. Hence, it is not a matter of doing things better, it is about doing things that were considered impossible until todays”.
Mr. Oyeyemi further opined that a definitive value proposition and insights about consumers is vital to the pursuit of marketing success, adding that customer experience should be prioritized by professionals with empathy as its fulcrum.
“Emotion attracts actions. No matter how much data you have, build your data and insights so they can be anchored on emotions. Empathy is the energy of the attraction economy. If you know your market will and you don’t demonstrate empathy to that customer, the reality is that you will fail. People want to know that you share their feelings and that you are there as a support not just about selling to them. If you want to attract, demonstrate empathy both in your product formulation, engagement and in every level of your business” he stressed.
While urging professionals to build communities around their brands, Kolawole Oyeyemi advised them to integrate customer experience in every aspect of the business to build brand loyalty.
“Customer experience is before the product, during the product and after the product. It is the entire spectrum of the business. Customers are no longer buying products, they are buying the experience delivered by the products or services” he said.
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