Marketing professionals sue for value optimization at NIMN public lecture
By Oghale Mafuru
As the marketing landscape continues to witness high levels of uncertainty and volatility with the rapid changes in consumer behaviour and technological innovations, marketers have been reminded that deliberate and continued value optimization and knowledge acquisition are key to success and sustainability.
This was the central message shared by the lead speakers, Idorenyen Enang, President and Chairman of Council, NIMN, Kolawole Oyeyemi, Chief Executive Officer, Axiom Intel Limited, Ifeoluwa Obafemi, Head, Sub-Saharan Africa Digital Media & Insights Friesland Campina and other renowned marketing professionals at the 3rd Annual Public Lecture of the National Institute of Marketing of Nigeria, NIMN, Lagos Chapter which has the theme: The Future of Marketing: How to Prepare for the Changes Ahead.
They advised that to stay ahead of the trends that now define the new marketing realities, it is expedient for professionals to understand the intricacies of the new normal which is crystalized in new forms of engagements and personalization, in fostering cordial relationships with brands that translate to conversion as well as delivering on the marketing objectives.
President and Chairman of Council, NIMN, Idorenyen Enang while speaking on the trends that has shaped the business and practice of marketing, charged professionals to sustain value through continuous development in response to dynamic business environments and technological disruptions.
He said: “automation is great. It drives efficiency but we are going to lose a lot of brain power. While AI can significantly improve operations, business operations that are improved will drive efficiency but effectiveness has to come from a brain marketers must strike a balance in the implementation of these technologies”.
Also speaking, Kolawole Oyeyemi, Chief Executive Officer, Axiom Intel Limited urged marketers to rethink their marketing and operational strategies to effectively engage with the new age consumer in a way that is more specific and personalized.
“It is an era we need to rethink, reimagine and refine. No matter what you think you know, you need to rethink your customer and your competition.
“Customers are not just buying products or services, they are buying the experience” he added.
For her part, Ifeoluwa Obafemi, Head, Sub-Saharan Africa Digital Media & Insights Friesland Campina advised marketing professionals to leverage data and insights to optimize marketing opportunities. “Data is now the new oil. This data is to give us insights to take action that is profitable for our business”. She urged marketers to ensure that their implementation plans align with the business vision and goals.
Stating the objective of the lecture, Otunba Oke, NIMN Ikeja Chapter Chairman, in his welcome speech said that the event is geared towards broadening the knowledge base and improve the competencies of professionals in line with the changing trends and realities in order to navigate the new challenges in the marketplace.
“I must say that this 3rd annual public lecture of our chapter is very unique in every sense, because it is happening at a time when there has been a major shift in our political situation, this means that there will be need for re-tooling and re-engineering of business processes, strategies and standard operating procedures by all stakeholders to ensure new wine is put into new wine bottles. I would like to say at this juncture that the chapter will be very happy to partner WIth stakeholders in this new capacity building process, as I assumed the chapter is well positioned and has what it takes to equip the marketing players at the state levels with the needed knowledge, competencies and skills set that will enable them deliver on their assigned roles”.
Other astute professionals who also gave diagnostic reviews of the business and practice of marketing in the age of technological advancement at the event include the Marketing Director of Pladis Global Nigeria Limited, Omotola Bamigbaiye-Elatuyi, Sola Oke, Managing Director of Pernod Ricard, Nigeria/WA, Bamidele Wale-Oshionowo, Senior lecturer, Entrepreneur & Strategy, University of Lagos.
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