Idorenyen warns of looming intellectual redundancy
By Oghale Mafuru
The President of the National Institute of Marketing of Nigeria, NIMN, Idorenyen Enang, has warned of impending decline in intellectual and mental capabilities following the overdependence on new media technologies for solutions to marketing needs.
Speaking at the 3rd Public Annual Lecture of the Lagos Chapter of the NIMN, Idorenyen Enang highlighted the key trends that will shape the marketing profession in future. He stated further that the recent breakthroughs in technology have made many professionals to jettison critical reasoning and insights backed by research to create solutions that deliver well on the brand promise and objectives.
According to him, the latest innovations in technology and the sophistication of automated tools has led to a dearth in knowledge which will have severe consequences on the future of marketing as well as the growth of businesses if marketers do not deliberately engage in intellectual rigour while leveraging technology.
“It is good to have technology, but many of us are getting intellectually lazy. They don’t have an understanding of the market. The business and guts of the market are in the field. If you don’t have that, you can be the best artificial intelligence expert, but you will just be floating.
“Automation is great as it drives efficiency, but we are going to lose a lot of brain power because this generation wants everything fast, short and simple. You must follow the process. Speed thrills, but it kills. Automation is going to give you efficiency, but it is going to take something, which is your knowledge and capacity to have capability.
He advised: “You can block it by studying and showing yourself approved. While AI can significantly improve operations and drive efficiency, effectiveness has to come from the brain. Marketers must strike a balance in the implementation of these technologies”.
Emphasizing that knowledge of core marketing is vital for the effective deployment of technology, the NIMN boss noted that marketers will need to build capacity to optimize data and analytics that provide insights to the dynamics of the marketplace.
On data privacy, the astute marketer urged professionals to be transparent in the use of data by adhering to all relevant privacy regulations. “Marketers need to be cautious about processing personal data ethically and transparently. Privacy concerns pose a significant challenge to businesses in connecting consumer data and engagement” he stressed.
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