KARACHI: Marketers need to change the behaviour patterns through the digital world and channelise all available avenues on digital media, which influences people lives, according to Tarek Miknas CEO Middle East and Africa Promoseven Group.
Miknas – who heads an ad agency in the Middle East and has done work for corporate giants like HP and Nescafe – while speaking at marketing conference Marcon 2012 stressed that social media is conducive for small- and medium-sized enterprises which can carry out marketing within controlled budget, according to a press statement.
The Marcon 2012 conference titled ‘new trends & insights in creating & sustaining competitive advantage’ was held on Wednesday.
Development in the world is so fast that marketers need to catch up and keep up with advanced tools, integrated strategy and proper planning to increase sales of their products, Miknas added.
During the conference, Unilever Pakistan Chairman and CEO Ehsan A Malik mentioned consumer goods giants Nestle, Colgate Palmolive, Engro Foods and Unilever as prime examples of growth. “It is clear that these businesses have not only recorded strong growth but most have also improved profitability year-on-year,” Malik said.
“Some businesses I mentioned have a shorter history and some operate in emerging categories but the common factor for success of the consumer products industry is the power of branding. The ability to differentiate, provide consistent quality and good consumer value, earn a reasonable margin and reinvest in growth,” said Malik.
Habib Bank Head of Marketing & Brand Management Ali Mustansar moderated a roundtable discussion on ‘aligning marketing with corporate business strategy’ which was participated by Engro Foods CEO Afnan Ahsan, Tarek Miknas and Cupola Pakistan CEO Rafiq Rangoonwala. A panel discussion on ‘Adopting to the Evolving Relationship between Client, Media and Agencies’ was moderated by Amer Pasha, Country Manager Pakistan & Afghanistan, Visa International which was attended by heads of corporate giants.
Published in The Express Tribune, March 22nd, 2012.