Re-invent approaches to meet needs of customers - Marketing practitioners urged

The immediate past President of the Chartered Institute of Marketing, Ghana (CIMG), Mrs Shola Sarfo Dodoo, has asked marketing practitioners to re-invent approaches to meet the needs of their customers, otherwise they risk being irrelevant in the present marketing industry.

She said marketing trends had changed so momentously that customers expected their needs to be met in a manner they deemed fit.

Speaking at a ceremony to swear in new executives of the CIMG into office, Mrs Dodoo said the invasion of social media had changed the marketing trend so much that customers “are now dictating and controlling the relationship”.

The investiture ceremony saw 17 council members, including the new President of the CIMG, Mr Kojo Mattah, taking their oaths to lead the institution for the next four years. Other executives who will spearhead specific projects were also sworn in.

Past executives were honoured for their contribution to the growth of the institution. The occasion was also used to launch a new book on the new marketing trend, authored by Mrs Dodoo. The first three copies of the book were sold for GHc3,500.

Today’s marketing

Speaking on the theme: “Re-engineering marketing for the future”, Mrs Dodoo said the ability to predict new trends and respond to the marketing needs of customers was the future of the marketing industry.

“Marketers must be able to communicate the unique value propositions of their companies to access the larger market,” she said.

According to her, marketers must be able to embrace the principles of re-engineering and adjust their brand to follow suit, adding that “marketers must re-engineer their game plan in such a way that customers and the people they intend to do business with will be interested”.

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CIMG growth

The President of the CIMG, Mr Kojo Mattah, commended Mrs Dodoo and other past executives for the work they had done to project the name of the institution.

He said the new executives would continue to devise mechanisms to raise high the image of the CIMG brand, adding: “We intend to ensure that the marketing industry in Ghana becomes one of the best globally.”

Mr Mattah said the ultimate goal of marketers was to help solve fundamental marketing issues that obstructed the growth of businesses.

Weed out corruption

The President of the Institute of Chartered Accountants Ghana (ICAG), Professor K.B. Omane-Antwi, challenged the newly elected Governing Council of the CIMG to drive the agenda of weeding out corruption from corporate Ghana.

He also urged them to become crusaders of marketing ethics in Ghana, adding that “your voices must be heard loud and clear when it comes to public safety as regards the promotion of products, especially in some of these areas — deceptive advertising, unfairness in advertising, advertising to children, cigarette advertising and sex role in advertising”.

Prof Omane-Antwi, who is also the Chairman of the Board of Directors of the Graphic Communications Group Limited (GCGL), gave an assurance that the ICAG would partner the CIMG in the latter’s effort to ensure that the business ethics of private and public sectors were streamlined and not compromised.