The Changing Role Of Marketing And Its Implications For Marketers

The Changing Role Of Marketing And Its Implications For Marketers
Jun 16, 2021

The Department of Marketing and Entrepreneurship organised its 25th Distinguished Marketing Practitioner Seminar (DMPS) series via Zoom on 29th May 2021. The guest speaker for the occasion was Mr Oare Ojeikere, Managing Partner & Former Group CMO of Dangote Industries Limited, and former Marketing Director of Coca Cola Company.

Speaking on the day, he averred that in order to deliver growth, modern marketing needs to be done differently by revamping capabilities to meet new rhythms and demands. He cited that most businesses run without taking into consideration the needs of the customers. However, in the new reality of marketing, the brand concept and approach should be informed by consumers. According to him, there are many limited insights and lagging indicators when it comes to marketing strategies, hence brand strategy and vision should be informed by real time insights which can be integrated into operations. Mr Ojeikere stated that customer experience should be data driven and personalised in order to influence a united customer data and purposeful communications across all interactions.

He further indicated that a new inter-connected ecosystem has emerged, with a connection of very competent partnership that requires significantly different skills, from the ones we are used to. He also remarked that marketing has changed significantly, and new functions are being discovered rapidly. He advised professionals to begin to learn new skills for marketing jobs and recommended professionals to be willing to find young people who understand technology to work with as there are many challenges ahead. Mr Ojeikere disclosed that customer experience has been hampered by poor insights because there are still struggles with technologies and understanding data.

The insightful seminar ended with a thrilling question-and-answer session.

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