Osunkeye tasks marketers on leveraging technology
By Ibidunni Banjoko
A Chartered Marketer and tech leader, Buki Osunkeye, has called on marketers to adapt to technology-driven world, adding that the way forward for them was to continue to learn, unlearn and relearn.
Osunkeye made the call when she featured as a panelists at the just concluded National Annual Stakeholders Summit 2023, organised by MARKETING EDGE, Nigeria’s foremost brand and marketing publication,
The National Stakeholders Summit was held virtually with the theme, “Sustainable Growth of Marketers: Adapting to Challenging Opportunities in a Disrupted World”.
In her presentation, Osunkeye explained why marketers need to keep evolving and upskilling themselves to fit into today’s and future marketing system.
She added: “As marketers, our role in the organisation is the combination of reputation building, which is traditional background building that we do always and sales. We must remember that the ultimate goal is for us to grow the customer base and create value for business.
“I know that there are some segments of marketing that we cannot measure, that a lot of us are focus on. But in this adapting world we must be measurable marketers, we must be accountable for every single penny that we are spending.”
“Marketers are the custodians for methodologists to drive customers through the door into the business, we must go back to what our roles are and the importance of our roles in the organisation,” she further stressed.
Osunkeye further explained that the marketing space in a digital-first economy businesses were being built by technology to enable products and services. She added that they were not building products first, but were thinking on how to build the customers to do more with the use of technology. “So, the marketers they will be looking to hire now will be adapting marketers who have evolved their marketing skills set particularly to product marketing”.
She stated that, for those in brands marketing, they must adapt to technology first by doing product marketing, predicting that from 2023 the emphasis will be on digital products.
“Any marketer that does not fit into this will be taking the risk of being redundant in 2024. The tools we use many years ago are becoming redundant, traditional marketers are traditionally focused on the awareness and acquisition stage of the marketing funnel. But in this digital-driven world, you must evolve to become champion in engagement and retention,” she added.
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