Knowledge is the powerhouse for growth in IMC -Experts
By Oghale Mafuru
There is no gainsaying that the Integrated Marketing Communications, IMC hemisphere is driven by deep insights into trends and reality that oftentimes constitutes a clear and focused analysis of the consumer as well as the ever-dynamic business environment. To challenge IMC practitioners on value proposition and professionalism, Mr. Idorenyen Enang, the President of the National Institute of Marketing of Nigeria, NIMN, charged practitioners to drive efficiency in value offering through knowledge acquisition as well as resource optimisation.
“Growth can only come when all the touchpoints are within your grasp. Grasp is not about you talking to your friend, grasp is knowledge. Knowledge is something you acquire and if you do not have it, you cannot give it. How much can you bring to the table in terms of your knowledge of marketing, retail environment, and ability to make it seamless? Our job is to look for optimisation and driving efficiency. Growth does not come from the sky. It comes from optimisation”.
While affirming the impact of in-depth knowledge of trends, patterns, and occurrences, Osamede Uwubanwmen, the President of the Advertisers Practitioners of Nigeria, ADVAN opined that practitioners can be proactive in their response to the dynamism of the marketplace by continually seeking knowledge.
“You find out that you get aware of certain things before the general public. Even the whole augmented reality thing, AI and all that is something we are vast in. We know how it is done. We analyse trends so well that we analyse the next five years, ten years. Where will people be, what will they be doing and what kind of product will they need? So, product development is part of what we do. When the virtual reality, metaverse and AI stuff came, we were already prepared for it. We knew how best to make it happen. We know a lot of technologies that will be at play”.
For his part, Mr. Jude Odia, the Managing Director for Media Perspectives who lamented the dearth of knowledge in the industry stated that “One of the greatest problems we have as an industry is what we call depth of knowledge. We do not appreciate human capacity development. We focus on doing without knowing that thinking is more powerful than doing. You are consuming the works of people who are thinking. Demand is what drives supply. If there is no demand for the current skill you have, you can’t create value.”
While affirming that knowledge will reposition the industry for growth and relevance, Jude Odia said that the value a practitioner brings to the table in terms of skills and knowledge makes him earn the respect of his client.
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