Consumer-centric marketers can build stronger relationships – Adedeji
By Abimbola Mohammed
Tolulope Adedeji, Senior Director, Trade Marketing, E-Commerce and Sales Operations at Labatt Breweries of Canada, has emphasised the importance of consumer insight in driving business growth. She noted that understanding the needs and desires of consumers is crucial for marketing success in today’s fast-paced business landscape.
With over a decade of experience in marketing, Adedeji has developed a unique approach to understanding consumer behaviour. She believes that marketers must be curious, empathetic, and dedicated to meeting the needs of their target audience.
She made this submission on her LinkedIn page (Marketing & Business with Tolulope) where she shared her thoughts on how to relate with consumers in real time based on her years of experience in marketing.
“Marketing is a daily job of earning the love and vote of consumers. Just because a consumer bought from you yesterday doesn’t mean they will today. It’s essential to continuously listen to their needs and adapt to their changing behaviors.”
Adedeji shared her expertise on 10 real-life ways to understand what consumers want, highlighting the importance of both traditional and modern approaches. From focus groups and in-home visits to social listening, AI-driven consumer surveys, and predictive analytics, she provides valuable insights into the world of consumer research.
One of Adedeji’s most memorable experiences was her first focus group, where she observed consumers discussing their feminine hygiene practices. “The goal wasn’t to judge, but to genuinely learn and understand,” she recalls. This experience taught her the importance of empathy and cultural nuance in consumer research.
The marketing guru also stressed the value of contextual understanding, citing her experiences with in-home visits in remote areas of Ethiopia.
“Some insights can’t be fully captured in English or any second language. This experience highlighted the importance of considering cultural and environmental factors when conducting consumer research.”
“In today’s digital age, Adedeji believes that social listening and sentiment analysis are essential tools for marketers. “Monitoring social media conversations reveals consumer sentiment about your brand and industry. Even WhatsApp groups can provide a sneak peek into consumer thinking,” she noted.
She highlighted the importance of using data-driven insights to inform marketing strategies.
“Predictive analytics and machine learning can help identify patterns and forecast future behaviors. This enables marketers to develop targeted marketing campaigns and personalized offers that meet the evolving needs of consumers.”
As the marketing landscape continues to evolve, Adedeji challenged marketers to prioritize consumer insight and empathy. “You don’t need a massive budget to start,” she advises. “Begin simple, and continuously listen to your consumers.”
She advised that by embracing a consumer-centric approach, marketers can build stronger relationships with their audiences, drive business growth, and stay ahead of the competition. As she so aptly put it, “Listening to consumers is the key to marketing success. It’s time to start listening.”
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