Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
Brand marketing in Nigeria, Africa or elsewhere is now dynamic. Brand marketers now faced the need to innovate and yet to be accountable. Budget must be accountable .Brand marketing efforts must show, translate to increase in bottomline.
Marketing effort has moved from one-off route where all we do is broadcast message and hoping the uneducated or unenlightened customers will consume the lie. As brand custodian, everyone knows the old four Ps of marketing: product, price, place and promotion may not be relevant to today’s ever changing marketing environment. Though they still serve as the foundation upon which we now build the superstructures. Being effective, doing brand marketing right today requires new thinking and paradigm shift. In the course of my research to find a new way to get better result in brand marketing as well as to proffer tangible solutions which will help today’s professionals, I stumbled on a recent EBook published by Brian Fetherstonhaugh on ‘The Digital Future’. My take away from this small book broadens my scope and I strongly believe the nuggets delivered when applied can help any dummy like me.
Mindset: Brand marketers need to properly understand the mindset of today’s customers. What used to appeal to customers in 1950 now longer have such strong appeal. Brand custodian need to constantly research into customer’s mindset. What they are thinking is often far away from the thoughts of the service provider. Any brand who intends to enforce its desire on the customer will bite its finger today.
Pathway: A pathway is the conduit, lane something goes through. No successful brand marketing effort can take place if there is an error with regards to proper identification of customers’ pathway. In the early stage of my professional experience, I never thought this was important until I discovered we were wasting money without any result.
Platform: In addition to the above, platform is highly essential. This is especially so in online marketing. The platform counts. To get this right, it is good if the brand custodian invests a little sum in online demography and cultural study. This may look like additional expenses. Wisdom demands when an axe is dull, sharpening it before work commences safes a lot of time, energy and resources.
Discipline: discipline is an essential ingredient in every aspect of human endeavour. No one outstandingly becomes successful without a measure of discipline. Same for any worthwhile endeavour. Brand marketers need discipline to develop workable strategy. They need discipline to first work out the plan on paper. Brand marketers need discipline to constantly assess the process and to make changes where necessary. Brand marketers need discipline to accept defeat in the marketing arena when they come. Brand marketers also need discipline to stay humble when success trickles in.
Are there vital points I am missing, do you have case study? Please share with the community.