By Tunji Faleye
Marketing experts have advised experiential marketers across the country to learn new skills that will improve on their business offerings.
Speaking recently at the Experiential Marketers Associations of Nigeria (EXMAN) Business Conference in Lagos tagged: Growing Nigeria’s Brands Through Meaningful Experiences, Oare Ojeikere, Group Chief Marketing Officer at Dangote Plc, said, “it is imperative for experiential marketers to unlearn old ways and acquired new skills because the economic realities require new rules and radically different way.”
Oare said this is necessary because what is redefining marketing now a days are the trio of “Internet, Media and Social Media,” adding that marketers are also required to “change their mindset to become customer-centric which will eventually improve on the bottomline.”
According to the marketing guru, who is a senior marketing professional with significant result-oriented cross-industry management experience gained with industry-leading fortune 500 organisations, managing customer experience and journey have become paramount in today’s marketing strategy.
Similarly, Olu Akanmu, Executive Director, Retail Baking at First City Monument Bank said, marketers should also be conscious of a digital economy that is changing industry structures and empowers new industry players.
The experience commercial leader with an unusual diversity of experience in consumer goods-manufacturing, healthcare, telecommunications and financial services added that it is instructive to redefine the marketing practice which will enable the industry to stand the challenge being posed by new economic realities.
Earlier in his welcome address, Dr. Rotimi Olaniyan, EXMAN president (now immediate president), advised marketing professional to take up the operation cap in the industry, adding that there is need to fundamentally question the foundation upon which marketing practice was built which requires having a forum like this with the clients in order to meet mind.
EXMAN Business Conference was part of Annual General Meeting and Inaugural EXMAN Award which took place recently in Lagos.
EXMAN is a sectorial trade body for forward-looking experiential marketing communications agencies in Nigeria. It also serves as a co-operative of the best experiential marketing agencies in Nigeria.