Experts have said that becoming a sustainable marketer is no longer optional as sustainability has become a necessity for the future.
The experts disclosed this at the recently concluded Industry Summit with the: “Sustainable Marketing for Growth” recently held in Lagos.
While delivering his keynote paper, the keynote speaker, Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc who was ably represented by Samson Oloche, Portfolio Manager, Nigerian Breweries PLC, pointed out that; “as 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.
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.”
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.”
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