Marketing experts challenge conventional wisdom, share unpopular opinions that drive success

By Zion Rufus

In a candid and enlightening interview, esteemed members of the Association of Digital Marketing Professionals (ADMARP) opened up about some often-overlooked marketing opinions and strategies that they believe professionals should embrace more.

Shedding light on diverse aspects of marketing and challenging conventional wisdom, the invaluable insights shared by these marketing experts serve as a reminder that success in marketing goes beyond short-term gains.

For starters, building strong brands, understanding customer behavior, fostering loyalty, delivering valuable content, and investing in marketing activities are crucial for long-term success. And by embracing these often-unpopular opinions and strategies, professionals can make informed decisions, drive sustainable growth, and stand out in today’s competitive market.

Yannick Kabangu, Commercial Director for Sub-Saharan Africa at Adform, emphasized the significance of brand awareness campaigns within a holistic marketing strategy. Contrary to popular belief, he stated that such campaigns are not a waste of money when aligned with overall brand objectives. This highlights the importance of considering the long-term benefits of brand building initiatives.

Helen Akue, a seasoned brands and marketing consultant, stressed the value of long-term brand building over seeking short-term gains. She emphasized that developing a strong brand identity requires investment, effort, and time. While some may perceive branding as unnecessary or costly, Helen emphasized the need to create a distinctive and memorable brand that resonates with the target audience. This approach ensures that businesses prioritize brand building as an integral part of their marketing plans.

Arafat Manliki, Regional Senior Marketing Manager at British Council and former Digital Marketing Manager at MTN, delved into the concept of causality versus correlation in marketing. He explained that understanding the cause and effect relationship between specific events or initiatives is crucial for making well-informed marketing decisions. By identifying the exact “marketing genetic code” of specific customers or customer sets, businesses can predict and manage customer relationships effectively.

Peter Okon Bassey, a Paid Media Manager at Happy Hub Marketing, expressed the importance of prioritizing long-term relationship building over short-term gains. In an environment focused on immediate results, Peter highlighted the need for marketers to invest in meaningful connections, trust-building, and fostering loyalty with customers. This approach ensures sustainable success by nurturing long-term customer relationships.

Ayishat Sandra Olanrewaju, founder of Corporately Lucid, emphasized the significance of content in marketing. She noted that without compelling and relevant content, marketing activities may not achieve long-term success. Ayishat highlighted that content serves as the backbone of evergreen marketing strategies, reinforcing the need for high-quality and engaging content creation.

Alex Tobiloba Sowale, Digital Communications Manager at Ikeja Electric, offered a refreshing perspective on marketing jargon. He stated that using complex terminology does not always impress clients or generate more business. Instead, keeping marketing messages simple, relatable, and easy to understand can foster better communication and build trust with clients.

AyeeSha Omadibi, CEO of Hustle Africa and a creative writer with marketing expertise, challenged the notion of extensive marketing strategies, particularly for new businesses. She suggested that in the first few years, businesses can prioritize customer satisfaction as their strategy. By under-promising and over-delivering, businesses can generate positive word-of-mouth and maintain a loyal customer base, ultimately driving long-term success.

Dr. Mary Jimoh, a marketing manager at Olivora Cosmetics Limited, emphasized the importance of market identification and awareness. She advised marketers to deeply understand their target market and strive to keep their product or service top-of-mind. Dr. Jimoh highlighted that marketing is not solely about increasing sales but also about creating brand awareness to drive consumer preference.

Temitope Ajao, a digital marketing executive with a wealth of experience in growing social media presence, stressed the idea that marketing is an investment. She explained that without investing in marketing efforts, businesses cannot expect to yield substantial returns. This highlights the need for businesses to allocate resources to marketing activities and recognize the long-term benefits of their investments.

The insights shared by these esteemed marketing professionals offer a fresh perspective on the industry and provide valuable guidance for professionals seeking to enhance their marketing strategies.

Their viewpoints challenge common assumptions and shed light on the importance of long-term brand building, understanding causality in marketing, prioritizing customer satisfaction, and creating compelling content. Moreover, they emphasize the significance of clear communication, market identification, and the recognition that marketing is an investment rather than a cost.

In today’s dynamic and competitive business landscape, these insights serve as a reminder to marketers that there is no one-size-fits-all approach. Instead, a combination of strategic thinking, creativity, and adaptability is necessary to achieve long-term success.

As the digital marketing landscape continues to evolve, it is essential for professionals to stay informed, challenge conventional wisdom, and embrace innovative strategies. By incorporating these diverse perspectives into their marketing efforts, professionals can navigate the ever-changing landscape more effectively and create meaningful connections with their target audience.