Experts task practitioners on innovative solutions at Quarterly Summit
By Ibidunni Banjoko
Marketing communications experts have stressed the need for practitioners to engage in continual innovation in their products, brands and service delivery, stressing that only innovative engagement will guarantee lasting solutions to consumers’ ever-changing behaviour.
This formed the crux of presentations made by distinguished panelists who spoke during the 2022 MARKETING EDGE Quarterly Marketing Stakeholders’ Summit.
The Summit, which had the theme, “Maximizing Marketing Efficiency in the Age of Changing Consumer Behaviour”, featured seasoned marketing professionals from various countries and continents of the world.
During his presentation, Ilyas Kaseem, Group Marketing Director, Eat ‘n’ Go Limited, described marketing priorities as a practice driven by innovative solutions to client needs.
Mr. Kazeem advised that every marketer should have understanding of their customers, walk in their shoes, understand their trigger points, trends and role of their brands in the lives of consumers.
“As a marketer, what are you offering? You need to build data and use it. Understand the channels, and cascade to top priorities,” he said.
“Practitioners should know the tools, the trends and how to optimize all channels effectively, including open rates, click rate optimization with strong contents. They should employ storytelling effectively to drive customer affinity,” he added.
The marketing expert continued: “Understanding each customer better based on their characteristics, spend, frequency and having targeted communications suited to their segment, getting a strong feedback system, and having an open 2-way communications system with them must be made a priority.”
On her part, Omotola Bamigbaiye Elatuyi, Head Marketing at Pladis Global, highlighted that consumers are not static, noting that they are changing individuals that move along with a changing world.
“Marketers should set objectives to reach and engage with customers, develop suitable profiles to enable all devices and platforms,” she said.
Noting that customer journey is very important, she said: “Follow your customer from point A – Z, scale up what works and what doesn’t work, and create meaningful connected channels.”
“Consumers will always find reasons to shift but marketers need to go ahead of them to know what to do. Customer must be at the centre point of what all marketers do. Marketers should leverage the power of diverse analytic approaches, take advantage of people base marketing practices and make comprehensive reviews of their marketing performance,” she concluded.
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