MARKETING EFFECTIVENESS

How to harness marketing effectiveness amidst the chaos

By our African Marketing Confederation News Team | 2024

‘Marketing effectiveness’ should not focus on short-term perspectives like stimulating demand and reducing customer-acquisition costs.

Marketers are faced with a myriad of challenges in today’s chaotic environment, including – but not limited to – fast-paced technological change, shifting consumer behaviour, data overload, and shrinking budgets.  

 

Against this backdrop, the importance of marketing efficacy cannot be overstated, writes Dhatchani Naidoo, Managing Director at brand and marketing consultancy Delta Victor Bravo, in the latest issue of Strategic Marketing for Africa magazine. 

Marketing efficacy involves holistically managing brand and marketing operations.

Photo credit: Pixabay

 

Yet, if you mention the phrase ‘marketing effectiveness’ in boardrooms today, the understanding played back is likely to be a short-term perspective, one focused on stimulating demand and reducing the cost of acquiring customers.  

 

But it’s important to recognise that true marketing efficacy goes beyond short-term gains. It involves holistically managing brand and marketing operations to meet ever-evolving customer needs, and creating real value as these needs change. 

 

“We know that in this chaotic world, the pressure to show return on marketing investment is high. It’s precisely because of this uncertainty that a marketing plan geared towards the short term is risky,” Naidoo says. 

 

“Customer behaviour is becoming harder to predict, as consumers no longer follow linear pathways to purchase. Instead, they have circular and interconnected routes to choice, and are influenced by multiple data sources along the way. They’ve also adjusted to uncertainty and are more cautious, risk averse, and focused on practical needs.” 

 

Build value over both the short and long term 

 

She believes this has placed greater pressure on companies to demonstrate value, with the key being to build that value over both the short and long term.  

 

“Capturing attention and driving sales will always have a place, but with a purely short-term focus, there is a risk of underinvestment in activities that foster brand salience, long-term memory and emotional connections with consumers. These are things that a customer can fall back on, even subconsciously, when making a choice.” Naidoo states. 

 

“Therefore, companies need to do the hard work of convincing consumers of who they (the brand) are, changing their minds about the brand if necessary, and guiding their affinity towards the brand. Only then will the potential customer consider them as part of the purchase decision-making process. 

 

“In any pre-purchase situation, people are likely only choosing from a shortlist of brands within their consideration set. In short, you have to earn the right to sell.” 

 

Find out more about marketing effectiveness, and much more, in the latest Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read it online or download it here.  

 

A Print Edition of the magazine is also available. 

View all articles »
author avatar
Rozanne
See Full Bio

PUBLICATIONS

Strategic Marketing for Africa Magazine

CONTACT INFORMATION

info@africanmarketingconfederation.org

0
    0
    Your Cart
    Your cart is emptyReturn to Shop
    Continue Shopping

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.