CMOs dictate requirements from media consultants in 2017

Having faced difficulties in 2016, marketers in various companies are now looking to  successful performance in 2017, but according to many of the marketers, this would not happen if they don’t align with strategic consultants.

They have therefore spelt out necessary requirements expected from media consultants to help navigate through the tough times and remain competitive in the New Year.

The fresh requirements have become critical as marketers think and outline their goals and routes to those goals, minding obstacles in marketing success in 2017.

“I expect all the agencies working with clients to be more creative and innovative. They should also reduce turnaround time and deliver value for money on all projects”, says Tope Asiwaju, corporate communication manager with Dufil Prima Foods, makers of Indomie.

According to him, creativity and innovation should be research driven and more importantly the media consultants should think along with the brand to achieve the overall goal”.

On his part, Nduneche Ezurike, a Lagos based Marketing Communication Specialist and member of the Harvard Business Review Advisory Council said he expects marketing communication consultants to be more niche-focused in their engagement of the almighty customer. “I also expect that they should begin to explore basic trends in consumer behavior and Multi-Sensory communication; that way it is possible to target the customer in the right place at the right time and in the right mood.

He said the  client does not have enough resources for trial and error anymore and may not likely give any chance to Consultants seeking to “try some new ideas” with their money. It is now more for less.

According to him the up side of the recession is that it gives opportunity for Consultants that are knowledge-driven to succeed. Those who can research winning ways of achieving results in both the short and long run will have a major edge. Unfortunately, big Agencies that equate size with strength may suffer major setbacks.

Daniel Obi