In an effort to keep brands remain relevant in products marketing space, marketing communication experts have enjoined brand owners and managers to keep abreast of current consumers’ trends and focus more on their core needs for efficient brand marketing.
The call was made during an online virtual meeting tagged ‘Evening with Marcomms Mentor’, where marketing experts with decades of experiences and exposures discussed on the topic: The trends, The Nigeria Consumer and The New Realities.
While giving an insight on how brand managers could identify consumer trends, Head, Digital Marketing Africa of PZ Cussons Nigeria, Dayo Adefila stressed that brand managers must be deliberately curious of happenings in their environment, monitoring social media trends and follow major stakeholders in the industry.
“You have to understand what’s going on in the industry and also follow those main actors in the social media space, especially Twitter as you tend to know more about consumer behaviour and their needs through trends”, Adefila opined.
Meanwhile, speaking also on how trends have impacted consumer brands in marketing, Director and Head, Account Management at Insight Publics, Joshua Akinbanjo explained the relationship between brands and consumers, saying it is a connecting point as brands existed only because of consumers.
According to Akinbanjo, consumer is no longer the king but boss because he dictates what your brand should be or go, adding that brand managers should look inward beyond social media as trends is not limited to social media platforms but the ecosystem that the consumers exist.
“Events also shift the trends of consumers, so we need to clarify trends that are based on consumer behaviour in term of consumer patterns of engaging brands. We are to ensure by changing the pattern for consumers to be better served, it clearly defined consumer point.
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While reacting on the major trends noticed in the last few years, Adefila highlighted that more people have gone online for groceries compared to the past years (e-commerce); reduction of product quantity in affordability for the less-budgeted consumers; changes from covid-19 effect as brand owners are now trying to create substitute for brands, ensuring convenience for consumers with their brands.
‘‘Consumers must be respected making everything available for them, pay more attention to customer service because the they are very fast to shut down and walk away or even making a case for you on social media against your product. We must recognize the impact of consumers and tell them why your product is unique. Shift changing on consumer psyche”, he said.
Also speaking on the various trends in marketing, Director of Strategy and Digital, Insight Publicis, Franklin Ozekhome highlighted market trends, consumer trends, core social-culture trends as areas to focus on, saying that the understanding consumer behavior is significant in identifying consumer trends.
“You have to understand what is going on in the industry, especially on how culture shifted in your environment and launch them as trends. It could be slangs, fashion clips”, he said.
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