Sustainable marketing is of necessity if any organisation wants to remain not just afloat but be able to stay ahead of the pack as far its growth trajectory is concerned.
The foregoing was the crux of the just concluded Industry Summit in Lagos, with the theme, “Sustainable Marketing for Growth.”
While delivering his keynote paper, Emmanuel Oriakhi, Marketing Director, Nigerian Breweries PLC, represented by Samson Oloche, Portfolio Manager, Nigerian Breweries PLC, pointed out that consumers are becoming more conscious of their environmental imprint, sustainable marketing is becoming more important.
According to him, the economic challenge affects every player in the economy. It is only when we come together that we can tackle the challenges and forge a way going forward, noting that there are different consumers with varying expectations there is therefore the need to create products that meet them at their various needs.
“Sustainability is a journey which has not arrived at its destination but it is up to all of us to find a way to make an impact on the consumers and the environment at large. Social media is playing a huge role in ensuring that every conversation is brought to the fore hence brand managers should take advantage of this to put their brand in front of the people and to control the narratives,” he said.
Also, in her presentation, one of the guest speakers, Omobolanle Victor-Laniyan, Head of Sustainability, Access Holdings, who was represented by Moji Coker, Head of Communication, Access Holdings disclosed that, “Innovative marketing requires that a company innovates by producing new products and services while improving and updating existing ones. This strategy often ensures that companies continuously identify better ways to develop and market products and services.”
According to her, “companies adopt innovative methods through new product development, product packaging, positioning strategies, specifications, market segmentation, customer value, delivery of goods and customer satisfaction. Enlightened marketers and sustainable businesses understand how to market new products or enter new markets successfully. They also know that the perfect way to grow and achieve success is always to offer consumers what they want.”
Another guest speaker at the event, Brand, Strategy & Communications Manager, STANBIC IBTC, Rita Akao said, “Build your ideal target audience biography (clients, employees, shareholders, regulators, activists, stakeholders, or the public) Know how and where to communicate with your audience. Listen to what your audience says back to you.”
