Sales and marketing professional, Dr. Andrews Akolaa has stated that with the fast-changing dynamics in marketing, sales and marketing officers need to reorient the current trends to stay relevant.
According to him, the industry is being driven by digital and technological trends, including social media. He was speaking on the theme, marketing for maximum results on the Management Development Month series on the Citi Breakfast Show today.
“From the initial 4p’s, now we have moved to 7p’s and today we are talking about digital marketing and social media as part of the marketing communication agenda. Which means that marketers and professionals in Ghana would have to reorient themselves to understand the new systems in marketing that is achieving results”.
Mr Akolaa also believes exhibiting excellent marketing skills serves as a huge investment for any company.
The sales and marketing expert who has been in the sales and marketing realm for over a decade insists organizations must make marketing the core of their business as that is the ultimate boost of a company.
He further advised marketers to create well crafted strategies in marketing their products, adding that they grab any opportunity available to get their products marketed.
He added that “now marketing strategy delivers so many results and there are so many measured key performance indicators (KPI) that marketer’s measure which if doesn’t exist in your business you must look out for. This includes the brand equity, as well as measuring of the market share.
We measure the top of mind awareness of consumers about your brand, we measure your revenue. We also eventually measure the profitability out of the marketing activities that you apply”.
The marketing guru further highlighted some strategies to consider in marketing for maximum results and also spoke about audits and how to keep marketing strategies afloat in business.
“Get the right people into their marketing positions and build a capability and competencies of their internal marketing people to deliver results.
There should also be intermittent marketing audits of their business because when you do marketing audits end-to-end, you identify gaps and opportunities that you would never have thought of.
So institutions in Ghana would have to step back from time to time to do proper marketing audit and where they don’t have the capability, they can sauce it out to get independent objective marketing audit where they can drive value from”.
In conclusion Mr Akolaa instigated that Marketing should be embraced by all especially, our public institutions because they also deliver value”.
The on-air series continues tomorrow at 9:15 on the Citi Breakfast Show with Maxwell Dodd as he speaks on the topic Building Strong Brands.
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By: Jessica Ayorkor Aryee/citibusinessnews.com/Ghana