By Princewill Ekwujuru & RICHARD UDOFIA
Group Managing Director of Yellow Wood company, Mr. David Blyth has said in a programme in Lagos tagged: “The fundamentals of marketing across Africa,” that Africa remains the new promise land for marketers.
Blyth admitted that in Africa, and Nigeria exclusively, over 54 viable markets exist and are driven by three fundamental marketing principles, price, product and people.
He advised Nigerian brands to have a sense of purpose when developing advertising ideas, as consumers are not just members, but have heritage, feelings and believe in a good product. The GMD said that aside firms building on more innovations and channels to enlighten consumers, Lack of infrastructures in any given society would end up slowing down the rate of product multipliers in markets.
Chief Executive Officer of Magna Carta Reputation Management Agency, Mr. Vincent Magwenya in his presentation, “effective leadership in delivering effective communication in digital era,” maintained that controversies in the line of communication is so important any where in the world.
Carta said that Political leaders in Africa do not communicate well with the people, but business leaders communicate better in all spheres of human Endeavour’s even in the market chain. He said that with the penetration of Internet facility today, people still prefer face-to- face form of communication as most consumers prefer to see and feel the product they are about consuming.
“However, with communication channels, integrity of information is better enhanced and protected”, he said.
Although he admitted that in Africa, communication is well managed in areas of security challenges, political paradigm and social interaction where audience could be talking about brands differentiation.
Meanwhile, Executive International Strategist, Mrs. Jamieson spoke on “More bang for marketing busk,” in the marketing and advertising world, a situation whereby platforms are created for others to work.