Fact-Based Conversation, An Indispensable Ingredient Of Effective Marketing In A Disrupted Economy

For marketers to navigate the present challenging economy, fact-based conversation is a sine qua non; an indispensable marketing strategy to drive business opportunity and trigger an exponential return on investment (ROI).

In most cases, this strategy is driven by research and data-based conversation by having customers at the core centre. Marketers are expected to be fully armed with adequate information before they can embarked on this mission to ensure the purpose is not defeated.

Having a fact based conversation goes a long way in assisting marketers to understand the marketing landscape, know the position of company in the competitive world, give them the propensity to expand their reach and understand consumers’ behaviour.

Marketing leader, Dr. Tola Bamigbaiye -Elatuyi while speaking on a topic: Navigating through Disruption at the Marketing Edge Annual Summit 2023 which held recently, confirmed that the present challenging economic situation has exposed numerous things about marketers and there is an urgent need to engage in fact based conversation

Elatuyi who is the Marketing Director, Sub-Sahara Africa Pladis Global Nigeria reiterated that marketers need to adopt a proactive approach and be ready to adjust quickly to meet current and future demands of consumers.

She maintained that marketers must have fact based conversation and create value that must be meaningful with supportive data that will enable them focus on the future. The chief Marketing Officer believes that this is the only way to secure the future and navigate through the disruption.

Elatuyi submission further proved that fact-based conversation can only achieve its utmost marketing potentials, if a strategic marketing decision is embarked upon. The sales team are expected to be adequately trained on the strategy and get acquainted with the facts behind those strategies.

According to Abadeen Report 2021, company without strategic marketing decision with trainings that fully align its sales team usually experiences at least four percent decline in its annual revenue. Fact based conversation allows marketers to capitalize on trends and take appropriate decisions which consequently leads to an increase in company’s Returns on Investment (ROI).

Hence, for a company to grow at an expected and projected speed, strategic alignment must be considered a top priority and this can only be achieved through a fact based conversation by marketers.