Madison blames lack of competence on marketing’s identity crisis
By Felicia Nwosu
Christopher Madison, CEO Dentsu Kenya, has revealed that, in today’s marketing landscape, the development of concepts and changes in the marketing discipline has muddled marketing thought, and stalled the expansion of its general theory leading to identity crisis. He, therefore, complained that the challenges have created fragmentation and also led to the dearth of core competence and lack of efficiency among marketers.
“As an old school marketer, I cannot help but reflect on the waning influence of marketing in today’s corporate landscape. Once celebrated as the architects of the “four Ps” – product, price, place, and promotion – marketers now find themselves grappling with the fragmentation of their once well-defined domain.
The marketing guru pointed out the challenges on his LinkedIn page while positing that the primary role of marketers has shifted. He urged them to take measures that will mitigate the impending rupture from the impact of the identity crisis.
“Responsibilities have blurred; product and pricing often fall under different departments, “place” has evolved into “logistics,” and even promotions, particularly media budgets that are primarily managed by departments far removed from marketing’s purview,” he said.
Madison observed that professionals have moved away from their core competence, and emphasized the need for them to upskill to enable them occupy their rightful place in order to provide cutting-edge services under experienced marketers.
“In this brave new world, marketers must embark on a journey of rediscovery and adaptation. To regain their rightful seat at the executive table, they must learn and grow comfortable with the technology needed to keep pace with the modern consumer. Marketing must be viewed as a profit centre, not a cost centre. If marketing teams and their agencies are not driving the conversation about data and technology in their organizations, achieving the outcomes expected of them will become increasingly challenging.
“This tectonic shift in power dynamics is especially pronounced in the realm of data and technology. As some traditional marketers hesitated to embrace the digital revolution, other departments eagerly seized the reins. It is incomprehensible that Customer Relationship Management (CRM) is managed by the technology department,” he said.
He urged all to embrace the ever-changing landscape to remain in tune with the new realities catching up with the industry.
“As we ponder the evolving landscape, I leave you with a compelling question: Are you, as a marketer, willing to rise to the challenge, adapt, and regain your influence or will you remain a bystander, watching as the legacy of the four Ps fades into obscurity?” Madison queried.
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