Nicholas Maweni addressing the media
Marketing Director of SAP Africa Region, an enterprise application software firm, Nicholas Maweni, has urged marketers in Ghana and Africa to address issues in their respective organizations.
He disclosed this at an evening lecture organized by the Chartered Institute of Marketing Ghana (CIMG) under the topic, ‘A 360 Degree view of the customer with a Personal Touch.’
The lecture was in line with CIMG’s objectives of promoting professional development and enhancing the productivity of the Ghanaian workforce.
The marketing landscape, he said, was changing globally “and I think what is important for many marketing people is to really be technically sound.”
The era when marketing people were only taught of being simply creative is fading, and a new era, which requires thinking strategically and critically, is being ushered in. You know I come across many marketing people. They always talk about the big picture (creative). We know the art of science and because of that we need to make sure that as marketers, we earn our seat at the table,” he stressed.
Mr. Maweni explained that “and for me, I normally say if you cannot as a marketeer start being very much aligned to the CEO or to the main person in charge of the organization, the number one, you are going to be challenged. You are not going to see the light of day.”
According to him, “So has marketing advanced in Africa? I think marketing has definitely come a long way in Africa. I think our challenge is that we don’t have very good fancy terms.”
Touching on the topic for the lecture, he urged businesses and marketers to treat their customers with respect and honesty.
He warned against the practice of transactional marketing which mainly focuses on excessive profit with less regard for establishing trustworthy relationships with consumers.
By Melvin Tarlue