Experts urge new marketing strategy to connect consumers

Raheem Akingbolu

Marketing and marketing communications experts have urged marketers to rethink and put the customer at the center of their strategy, and to think beyond the four Ps of marketing if they want to stay relevant.

They made the charge at the first edition of The Marketing Conclave, a thought leadership conference organized by First Katalyst Marketing, a leading agency below the line, to commemorate its 10th anniversary in Nigeria.

The event brought together all the crème de la crème of the marketing industry who came together to celebrate with First Katalyst Marketing as well as shared insights, predictions and proposed solutions on some of the challenges facing the industry. .

The agency’s managing director, Soji Odedina, said the agency’s story started from a humble beginning and evolved into a household name with offices in other African markets. He added that The Marketing Conclave is his agency’s gift to the industry and will become an annual event.

“The Marketing Conclave is our 10th anniversary gift to the marketing community in Africa. As a platform, it is designed to bring practitioners together to discuss issues raised regarding theory and practice,”

He thanked all the stakeholders who have supported the agency since its launch ten years ago and took the opportunity to introduce the company’s new chairman, Tsola Barrow, to the audience.

The Dean of Lagos Business School and keynote speaker for the event, Professor Chris Ogbechie, speaking on the topic ‘Marketing for the Future’, said: “Marketing is the lifeblood of every economy in the world, and Covid has forced many companies to change their business model, adding that if companies don’t innovate, they will seize to exist.

He added that today consumers and other stakeholders expect companies to do more than just offer products and services. “Consumers are more sophisticated and now expect companies to lead with purpose, deeply integrating social and environmental impact.”

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