Stakeholders outline ways of engaging female consumers with digital
Female consumers are changing and to capture the attention of women, brands need to churn out engaging contents, promos and marketing activities both online and offline. Iquo Ukoh, Managing Director, Entod Marketing said this recently in Lagos. “Consumers are no longer just kings, that are equally Queens,” she said.
Ukoh urged marketers to understand the digital space and provide tailored made messages to specific audience on a social media platform because the right engagement will lead to Return on Investment (RoI) and not the numbers of likes on the social media pages.
She pointed that for brands and entrepreneurs targeting women their attentions should focus on owning a good share of her (consumers), wallet make deposits in her emotional account, sustained loyalty and offer value to customers.
She explained further that technological disruption is already here and more will be invented in the nearest future but how best it used by women will define how best the gender will rise to the top.
Similarly, Steve Babaeko, CEO/Chief Creative Officer, X3M and one of the panelists said, “The new media today, is going to be the old media in another two years, but one thing that will remain with us is storytelling and sharing of that human experience, if we understand that as marketers we are going to be fine”
Nsima Ogedi-Alakwe, Marketing Director, Unilever Nigeria PLC on her own part called for proper consumer understanding before embarking on a digital campaign. “You cannot engage a consumer that you do not know and beyond the product benefit, to emotion know your customers, Lagos is not Nigeria.”
Cherry Eromosele, Group Chief Product and Marketing Officer, Interswitch said consumers trust of e-commerce and online businesses is growing, this growing trend open up a lot of opportunities for brands and their businesses considering that women constitute the large churn of consumers, engagement should strategic in order to increase sales.
In the same vein, Funmilayo Falola, Head Brand and Marketing Communications, Wema Bank urged brands to build a women community and build their brands on trust.
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