Practitioners in the nation’s marketing space have argued that despite the  growing influence of technology, especially the advent of Artificial Intelligence (AI) in marketing, human element of marketing still remains key for brands, desirous of remaining relevant in the space.

 

This  position was contained in a commuique issued at the end of the three-day Annual Marketing Conference (AMC) and Annual General Meeting (AGM),  organised by the National Institute of Marketing of Nigeria (NIMN),  in Port Harcourt, River  State, recently.

 

The experts, while  delving into the conference theme: “Community, Culture and Connection: Reimagining the New Market”,  noted that technology has continued to wield enormous influence in today’s marketing space. They, however,  frowned at the negative narrative being pushed in some quarters, which  seems to relegate the vital human element of marketing, due to tech influence.

 

They also identified a noticeable disconnect between the community, culture, and corporate engagements of many organizations, adding that such disconnect has created a lack of trust and an erosion of confidence on the part of communities regarding engagements with corporate organisations and policy makers.

 

The experts, comprising  marketing professionals and other players in the nation’s integrated marketing communications (IMC) space, noted that the changing dynamics of the  market, in recent times, has made it imperative for marketing professionals to respond with diverse, agile strategies.

 

According to the resource persons, poor understanding of the community by governments and policy makers, have led to a loss of value and an under-appreciation of created value, in recent times. They, however, insisted that marketing will stay highly relevant and continue to  offer substantial value, since opportunities continually abound for growth and unique developments.

 

 

 

While calling for an urgent need for intentionality in bridging the gap between barely using devices to connect people and deeply building trust between creators and consumers, the experts flayed what they described as an ‘overuse’ of macro-influencers, poor investment in genuine community building, and an absence of commitment to co-create’, since such  constitute veritable obstacles to connection.

 

 

“Organizations intending to build vibrant communities must strictly focus on and understand people and their inherent way of life. Corporate organizations, government, and policy makers must make it a matter of absolute necessity to study communities prior to policy development and implementation,” they stated.

 

The experts also  charged brands to view authenticity as an indispensable tool in building lasting communities and sustaining brand resonance, trust, and commitment, adding that relevance, deep trust, and meaningful connections must be imbibed as key metrics and drivers in building communities that last.

 

They also stressed the need for marketing organizations and professionals to continually track changing patterns of consumer behavior as a guiding compass for corporate strategy and public policy.

 

While calling for a strategic deployment of technology as an enabler, rather than the central theme of market engagements, the stakeholders also charged organisations and brands to intentionally shift and upgrade their mindset regarding the community and modern consumers.

 

The institute’s President, Dr. Bolajoko Bayo-Ajayi, had earlier reaffirmed the institute’s commitment to strengthening professionalism, ethical standards and regulatory compliance within the marketing profession.

 

She also reiterated the marketing institute’s resolve at intensifying the enforcement of its statutory mandate, requiring all marketing practitioners in Nigeria to register with it, while continuing advocacy and stakeholder engagement efforts, aimed at raising professional standards across the industry.

 

According to her, the initiative is designed to strengthen professionalism, promote ethical practice and enhance the credibility of marketing as a profession in Nigeria.

 

Caption

The President, National Institute of Marketing of Nigeria (NIMN), Dr. Bolajoko Bayo-Ajayi (Second Left); and some of the attendees at the Conference.