Marketers need to adapt proactive measures – Elatuyi
By Oluwaseyi Lawal
The Marketing Director, Sub-saharan Africa for Pladis Global, Omotola Bamigbaiye Elatuyi, has highlighted the need for marketers to adapt to proactive approach in order to meet current and future needs of their organisations’ challenges. She added that marketers can no longer do things the way they use to do them.
Elatuyi stated this at the weekend during MARKETING EDGE’s 2023 National Marketing stakeholders’ Summit with the theme “Sustainable Growth of Marketers: Adapting to Challenging Opportunities in a Disrupted World.” The virtual event was organised by MARKETING EDGE.
According to the marketing expert, consumers have continued to emerge stronger despite everything thrown into the retail world.
In her words, “Consumers have become resilient and continue to thrive irrespective of their changing habits and behaviours. The retail world has experienced a lot of changes, from the introduction of e-commerce to new shopping opportunities. No matter the circumstance thrown at the consumer, be rest assured that the consumer will emerge stronger because they are a resilient people. They always find ways to rise above the challenges.”
Speaking on how marketers can leverage and grow sustainably in a disrupted world of marketing, she said, “The smarter plan for marketers now is to focus on the future. The future is already here, because even with the advent of technology, it already paves the way for the future and marketing itself is future led. If you’re not thinking ahead of the future, the consumer will leave you behind. Marketing is futuristic in its approach.”
She further added that marketers must have fact-based conversations, stressing, “All of the facts you have are a function of the analysis and all the data you’ve gathered over time. That brings you to a conclusion and helps you to decide and look into the future for new emerging trends that are happening. So the smarter play for any marketer in a disruptive environment is to focus on the future and not on the level of disruption happening using all the analysis and data gathered for the future.”
Speaking on marketers maximizing the value creation zone, Elatuyi emphasized that the value creation zone is so critical that it can no longer be overlooked. “It is a part of the future of marketing hence it should be focused on. Marketers should not just think about the consumer needs but also about the company needs, as they are the ones to decide the future of the organization. Value creation zone is the opportunity marketers have to continue to leverage the indices that drive the consumer.”
She stated that customers buy value and advised marketers to focus on always providing value to their consumers irrespective of the circumstance the company is going through. “Value is critical and it keeps consumers. In the process of creating value, marketers should also consider marketing understanding. They should look out for the gaps, the opportunities and ensure that they are solving a consumer need.”
Delving into how marketers should always be able to identify opportunities, she mentioned that they should never waste a crisis as there are big chunks of opportunities even in crisis.
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