Stretch creativity beyond normal, Elatuyi tells marketers
By Oghale Mafuru
Against the backdrop of the unprecedented shifts in consumer behaviour and in the entire marketing ecosystem, marketing professionals have been tasked to think outside the box in order to sustain relevance and optimize the vast opportunities that exists in a highly competitive and dynamic environment.
Speaking on the theme: Staying relevant with the evolving consumer” at the induction ceremony of the National Institute of Marketing of Nigeria NIMN, held recently, Dr. Tola Elatuyi, Marketing Director, Sub-Sahara of Pladis Global, stated that marketers should stretch creativity beyond the normal in response to the rapid evolution of the consumer.
She said: The shifts are happening around us because big brands want to remain relevant to the consumers. Relevance is the ultimate goal. Without it, your consumers will lack what they need to be a continued supporter of your brand. Relevance leads to strong connections for brands and consumers.
“There is a great risk to ignoring shifting consumer expectations. Consumer expectations are changing at a fast pace especially with new customers entering the market with even higher expectations than those that came before” she added.
According to the marketing professional, it is imperative for marketers to continue to improve the value offerings of their brands in line with the changing expectations and needs of the consumers adding that leveraging Omni channel platforms is fundamental to boost engagement.
“Marketers who act now, communicate with consumers and take proactive approach to their changing markets will do much better than those who do not. To prosper tomorrow, brands must engage and provide access to product information and create rich consumer profiles to enable them to be smart shoppers.
Dr. Elatuyi who stressed that innovation remain the most effective way to navigate through the myriad of challenges affirmed that continuous innovation in value delivery and improvement of consumer experience will enable brands enjoy the loyalty of consumers.
“The arrogance of success is to think that what you did yesterday is sufficient for tomorrow. Innovate your way out of your predicament” she said.
RECOMMENDED ARTICLES
Comment
No comments found.