As brands set to key into the projected marketing trends that are expected to drive business success this year, a top player in the marketing and communication industry has advised companies to stick to their areas of strengths instead of following trends that will come and fizzle out like a flash.

Tunji Olugbodi, Group Chief Executive Officer of Verdant Zeal Communications Limited, gave this advice at a recent sit-down-conversation with MARKETING EDGE in his office.

Since the break of 2024, IMC leaders have continued to propound marketing trends that will shape the industry and possibly drive business success. These speculations are hinged on the surge of trends that were prevalent in 2023, which literally informed the belief of many marketing communicators and consumers on the possibility of those trends reoccurring in the New Year.

Dismissing the views, the Verdant Zeal boss said that trends are opportunistic and do not always endure, explaining that some of the things that happened last year will not necessarily come back this year.

While advising companies to look inward and leverage what constitutes strengths for them, he revealed that trends are not meant for everyone to follow.

“The thing to understand about trends is that they come and they go. They really don’t endure and that makes it very opportunistic. I will always recommend that companies should look at their strengths instead of trends. Some of the trends we see last year, especially in entertainment, lifestyles and others will change when the fortunes change,” he noted.

Also speaking on what can be done to unlock the myriad of opportunities in year 2024, the advertising mogul said, “Personally, I will say if the line of business you choose is geared towards taking opportunity in trends, it is fine. If it is not, then don’t follow trends. It is not meant for everyone.

“For example, when you look at things that have to do with fashion, they are either going or coming back. Other trends that are more realistic is consumer orientation towards purchase. Are people still able to buy in bulk like they use to do, I don’t think so, because what you bought last week for 3,000 naira, if you go back there again, it will be 6,000 naira. If you buy in bulk, it means that you have more than enough to retain that purchasing power. But that is not the case of the majority,” he said.

“That said, trends are still important because they reflect the mood and mindset of the consumers at any point in time and might be indicative of what direction you are going. Also, the spending pattern, the purchase pattern, where you buy from, how you buy, will always reflect the fortune within the larger economy,” he concluded.