Embrace disruption to drive success in a changing world, Awani charges marketers
By Kingsley Odii
The Vice President, Marketing and Strategist at Terragon, Osaregua Awani, has emphasized the inevitability of disruption in an ever-evolving world and encouraged marketers to embrace it as an opportunity for growth. She specifically urged marketers to view disruption as an opportunity for growth rather than a hindrance.
The marketing expert made this known at the recently held MARKETING EDGE ANNUAL NATIONAL STAKEHOLDERS’ MARKETING SUMMIT, tagged, SUSTAINABLE GROWTH OF MARKETERS: ADAPTING TO CHALLENGING OPPORTUNITIES IN A DISRUPTED WORLD.
Awani, who began by discussing changing consumer journey, said that customers now have more control and options than ever before, adding that they expect to be able to interact with brands on their own terms. This, she noted, means that marketers need to be present at every touchpoint, from the initial awareness stage to the final purchase decision.
“Customers now have more control and options, making it crucial for marketers to engage with them through various channels such as blog content, ads, search results, social media, and more.”
She also emphasized the growing significance of customer experience and satisfaction. She said that referrals from fellow customers and users now have more weight than traditional sales and marketing efforts. This means that marketers need to prioritize a positive customer experience, which can be achieved by ensuring consistency and engagement across all touchpoints.
Discussing the balance of power in marketing dynamics, she said that consumers now have their own online spaces to express their opinions and share their version of a brand’s story. “This means that marketers need to be more transparent and authentic in their communications.”
Awani continued by saying that digital transformation has greatly influenced customer experience, making the buying journey of consumers to consist in going back and forth in different digital platforms, including ads, reviews, community forums, social media sites, emails, and blogs. “Marketers need to ensure consistency and engagement across all these touchpoints while also leveraging technology and data to personalize their strategies and deliver a more targeted and relevant experience to consumers.”
To sustain growth in a disrupted world, Awani highlighted the importance of strategic considerations such as budget, future-proof solutions, and scalability. The marketing strategist also outlined a marketing maturity model that ranges from being a revenue driver to a more traditional cost center approach, encouraging marketers to assess their current strategies and make necessary adjustments.
In the face of disruption and constantly shifting customer sentiments, Awani stressed the need for marketers to invest in growth, upskilling, networking, improving customer experience, and developing innovative solutions.
“To adapt to challenging opportunities, marketers must leverage technology, data, and insights to break new ground and remain relevant in the ever-evolving landscape. It is crucial for marketers to invest in market-relevant solutions that can adapt to changing customer needs,” she said.
Speaking on the place of AI in thie disrupted era, Awani noted that AI has a definitive place in modern marketing. “However, it is just another tool for enhancing marketing and not a silver bullet. It cannot replace human efforts.”
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