Marketing key to success of business organisations: Don
Stephen Olufemi Oni, Ilorin
A Professor of Marketing at the University of Ilorin, Mukaila Ayanda Aremu, has admonished organisations across Nigeria to take marketing more seriously or risk facing severe business consequences in an increasingly competitive and customer-driven environment.
Aremu, who gave the admonition while delivering the 299th Inaugural Lecture of the University, titled “Marketing: Small Word, Big Consequences”, stressed that modern consumers are no longer passive but highly informed, selective and demanding.
“Today’s customers are changing. They are becoming more demanding, more informed, and more skeptical. They want to be treated as individuals, not just as numbers,” he cautioned.
The marketing expert warned that organisations that fail to adapt to these realities are liable to suffer declining relevance or even collapse, noting that marketing should no longer be treated as a minor function within businesses.
According to him, “organisations must consider marketing as a small word with big implications for handling changing customer needs in order to prevent negative and far-reaching consequences.”
Aremu called for increased investment in advertising and promotions, explaining that visibility remains critical to business survival. He noted that companies must expand their reach and communicate value effectively to attract and retain customers.
He also emphasised the need for organisations to establish functional marketing departments staffed by qualified professionals, insisting that engaging trained marketers would enhance efficiency and deliver better results.
On product offerings, the Professor urged service providers to prioritise quality, affordability and variety, noting that these factors heavily influence consumer choices. He added that businesses must create conducive environments that appeal to different categories of customers.
Highlighting the role of planning, Aremu advocated the integration of strategic marketing into core business operations. He said organisations that embrace proper planning and execution would achieve sustainable growth and long-term success.
He further recommended market segmentation as a key strategy for gaining competitive advantage, warning that failure to identify and target specific market segments could lead to poor performance.
The don also underscored the growing importance of digital platforms, urging organisations to adopt social media marketing to boost visibility and sales at relatively low cost.
“Management should use the power of social media marketing to increase sales, given that the cost of promoting goods per customer is very low,” he said.
On pricing, Aremu advised organisations to develop well-structured strategies that take into account consumer income levels, costs and market dynamics, especially in a digital era where buyers have access to multiple alternatives.
He also stressed the importance of environmental scanning, noting that businesses must constantly analyse both internal and external factors before designing products and services.
In addition, he called for improved service delivery, urging organisations to view their operations from the customer’s perspective and respond promptly to complaints.
“Delivering quality service to customers will bring reliability and sustainability, thereby preventing negative consequences,” he added.
Aremu concluded by recommending periodic rebranding of products and services, particularly those experiencing decline, to keep them relevant and aligned with changing market demands.
The Inaugural Lecturer drew academics, industry players and students, highlighting the growing recognition of marketing as a critical driver of organisational success in Nigeria’s evolving economic landscape.
