Marketers harp on data optimization and security
By Oghale Mafuru
Amid growing demand for data privacy, marketing professionals have been advised to adhere to all regulatory frameworks which protect and safeguard consumer information in the process of data generation and utilisation.
The marketers gave this advice during the 3rd Annual Public Lecture of the Lagos Chapter of the National Institute of Marketing of Nigeria, NIMN which held recently.
Sola Oke, Managing Director of Pernod Ricard Nigeria, affirmed that successful marketing strategy is hinged on accurate and reliable data that is effectively and critically analysed to understand fundamental realities and trends which are required for decision making and implementation of marketing strategy.
According to him, it is imperative for marketing professionals to ensure that consumers are adequately informed when sharing data as this play a fundamental role in protecting organisations from litigations.
“How many people know about privacy law in Nigeria? Organisations today are beginning to take it more seriously to ensure that when you send out things when it comes to mobile marketing that consumer subscribe and go through all the data privacy rules and laws” he said.
“Data is critical in the future of marketing. Who controls data in the future, controls the consumer. It is not about data but about data generating insights. Not just to generate insights but to make decisions. The most important thing for marketers is the ability to get useful information from data” he averred.
Commenting on the rapid technological revolution, Mr. Oke urged marketers to deploy intellectual capabilities and spontaneity in the adoption and utilization of new technologies for sustained business growth.
“If data makes no sense, you will get crap out of it. For those using AI and chat GPT, if we don’t ask the right questions, it will provide us with unusable data that will not deliver on what you expect. It is about utilizing the tool effectively and that is where you will get the value from”.
Speaking in the same vein, Dr. Tola Bamisaiye Elatuyi, Marketing Director, Pladis Global, stressed the importance of understanding the consumers’ journey and aligning marketing strategies accordingly. She noted that as technological advancement continues to limit the attention span of consumers, it is imperative that professionals find disruptive ways to engage and build brand positioning.
“Don’t take the emotions away. They might forget what you said but won’t forget how you make them feel. Create brand love to hold your consumer. We need to think outside the box and look out for the different categories of buyers and not have a general assumption. Find out what motivates them.”
She posited that with accurate data interpretation, organisations can make informed decisions which could lead to the realization of the business objectives adding that technology is the reality every marketer should embrace.
“Technology has come to stay. So no matter what you do, in years to come, technology will continue to be an enabler. The tools will continue to change and the only thing you can do is to continue to catch up. The channels are involving in terms of marketing. Embed yourself in the fundamental of marketing and continue to learn the tools and the enablers”.
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