Integrated solution is key to marketing efficiency – Alegbeleye
By Felicia Nwosu
To achieve maximum marketing efficiency, maintain relevance and keep pace with an ever-changing consumer world, practitioners in the Integrated Marketing Communications (IMC) space must deploy integrated solutions to increase the effectiveness of their communication processes, while ensuring compliance to privacy and security rules and regulation.
The above assertion was made by Adekemi Alegbeleye, Business Lead, dentsu X Nigeria, during the just concluded MARKETING EDGE Stakeholders Quarterly Virtual Summit, which had the theme: “Maximizing Marketing Efficiency in the Age of Changing Consumer Behaviour”.
Noting that contemporary consumers are rapidly taking control of the brand narrative in social media, driving word of mouth and reviews, she emphasized that reach is no longer enough as interaction, she stressed, is key.
Alegbeleye, therefore, suggested that in line with this reality, brands need to evolve with the consumer by restrategizing their marketing plans.
The highly cerebral professional canvassed the need for marketers to engage more in attention planning to understand consumers’ inner motivations to meet their needs and aspirations. This, she opined, will enable brands build marketing plan and design to ensure they create worthwhile experience for their target audience along the consumer’s journey right from the onset.
“The way forward is, first of all, to optimize our communication strategy to give valuable experiences for consumers beyond simple media exposure. This is from the point of media exposure whereby we are engaging them to create experiences that they need to carry on,” she said.
The renowned practitioner noted that today’s consumer, at every point in time, reacts to specific key categories, driven by motivations which could be needs or wants, content and technology, as well as the frequency of usage. She, therefore, urged marketers to equip and acquaint themselves on the drivers of the various motivations for mutual understanding and engagement.
“It is very important to impact at the end of activation and campaign for consumers to feel good. They have a choice in deciding what platform to be engaged in, as they can provide one content or the other and can easily tune off when they don’t get what they search for. There is need for a two-way conversation that is engaging and interactive,” she said.
Alegbeleye stated that today’s consumer is not only an information consumer, but a disseminator of, and co-creator of the brand. She reaffirmed that consumers are becoming more engaging and providing real time interaction, and challenged brands to get more digitally connected with them to avoid being swept off like the dinosaurs.
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