Experts urge CMOs to redefine role in marketing profession
Industry experts have advised Chief Marketing Officers (CMOs) and others aspiring to such positions to redefine their roles in the business of marketing and integrated marketing communications.
This advice was given by two respected marketing professionals – Mokutima Ajileye, Managing Director, P&G Nigeria, and Oare Ojeikere, foremost business and marketing professional at the Advertisers Association of Nigeria’s (ADVAN) Chief Marketing Officer Forum. The event, which had the theme: “The Evolving Role of the CMO”, was held recently at the Lagos Continental Hotel Victoria Island, Lagos.
While speaking, Ajileye reminded CMOs to realize that volatility, disruption and various changes in the marketing industry are more now than ever and the need to move swiftly and be on top of their game in order to remain a force to reckon with.
She added that such disruption may emanate from the activities of digital natives who are agile, while advising that neutrality is not an option for brands as CMOs need to make sure that their brands stand for social causes. Ajileye noted that CMOs need to safeguard consumers by having a clear vision of their wants and needs.
Oare Ojeikere, who spoke on Changing Role, Capability and Deliverable: Implication for Business and Marketers said: “CMOs and other brand custodians need to realise that the marketplace has significantly changed as consumers can no longer be pushed around in the face of fierce competition occasioned by tougher and stronger players.
“What is responsible and as well accelerating this new shift is the availability of internet, mobile phone and social media. With the current changes, CMOs must be creative and analytical in their thinking. They must be focused by playing leading roles in developing business plans. They must be customer champions, making sure that they are custodians of customers’ information.”
For Chris Wuff-Caesar, Marketing Director of FrieslandCampina WAMCO Nigeria Plc, CMOs need to realise that marketing is not advertising and completely erase the belief from their mind and focus on marketing which is their core area.
Osamede Uwubanmwem, ADVAN President, thanked the guest speakers, CMOs and other marketing professionals who attended the event. He said the choice of the theme was necessitated by current changes in marketing business and to get CMOs and other marketing professionals ready for the disruptions in the marketing profession.
The event was graced by chief commercial officers, marketing directors, brand managers and other marketing professionals.
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