Group Managing Director of SO&U limited, Udeme Ufot has called on banks and other companies to embrace digital technology to enable them understand and know how customers think, act and connect with one another. This, he said will lead to better output and improved customer relations.
Speaking at the Marketing Edge national stakeholders summit in Lagos, on the theme: Marketing Paradigms in the Age of Digitalization, he challenged organisations to be more receptive to digital innovation.
“Today, technology is democratising information with its wide spread. At the click of a button, the consumer can have virtually whatever information he needs, even those he does not seek are forced on him. At the click of a button, he can literally transport himself to any market he desires, compare offerings, and negotiate the best deals for himself. If he is unhappy with the service he has received, or disappointed with the performance of your brand, he can spread easily the word globally in a matter of seconds”
“Today’s consumer not only receives information, he is a disseminator of information, and co-creator of the brand. Today’s consumers can contribute to building your brand into the most loved and trusted in its category, and can also destroy your brand in seconds. The consumer has become a communication vehicle and given “word of mouth” a new dimension I can describe as “word of finger”. The customer has transformed into a most unexpected and powerful creature, one that you offend at great peril to your brand” he adds
Ufot challenged agencies to maintain relevance by familiarizing themselves with the transformations in the market place and leading clients through the digital space by taking a deeper look at how they practice marketing through all the various stages, from ideation through to strategy, internal processes and systems to implementation in order to effectively communicate, connect with and profitably satisfy the needs and desires of customers in the Digital Age.
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