like those who stack the fireplace but do no light the fire , the fact that one knows what should be done does not necessarily translate into action .
What we need are people with passion and priorities who will stack the fireplace , light the fire and enjoy the heat and light that the fire produces . This will require a leader and a team whose passion and priorities are aligned and have a dream for the profession .
No one is going to invite us to the national banquet so we will have to invite ourselves by reclaiming our seat by becoming so visible that we can no longer be ignored or misunderstood . We have been a dormant force for far too long . We need the power of a dream . A dream will help the profession prioritize on what needs to be done immediately to get the profession back on track . It must no longer be an option whether one belongs to the profession or not since this loosely understood association is not binding .
The dream will also be the best predictor of the future of the profession . We can only become as big as we collectively allow ourselves to be so in this case the bigger our dream the better . We need to encourage each other to dream big .
Marketers also need to have direction and a common goal to pursue so that the full potential of the profession can be felt on the national platform and this requires involvement at various fora where marketing can lend a hand for development .
Marketers can pursue their dream no matter where we are today since the great thing in this world is not so much where we are but in what direction we are moving as Wendell Holmes noted . We have to set the right course right from where we are .
It is important to remember that one can pursue one ’ s dream irrespective of where one is today . What happened in the past isn ’ t as important as what lies ahead in the future . As the saying goes , no matter what a person ’ s past may have been , the future is spotless .
Marketers in Kenya will at some time also have to espouse the principles of modern marketing which is being influenced by technology and big data . With an internet access of 85 % Kenya may be ripe for transitioning into modern marketing .
We say maybe because the internet access referred to is mainly through smartphones and this may not necessarily translate into full scale modern marketing as what is preferable is high internet access into offices and homes rather than intermittent access through mobile bundles .
Modern marketing is about customer experience at every touch point , building relationships with customers , adapting continuously to new digital landscapes , and marketing across multiple channels to reach different consumers . Modern marketing is personal .
There are however several sectors in the Kenyan economy that would benefit greatly if the marketing fraternity was to get organized and focused . These sectors have not had the type of attention that they need to blossom and become positive contributors to GDP .
But before we delve into these sectors it would be helpful to focus on a few qualities that a change agent needs to have to be effective . These qualities should be part and parcel of the marketer and we are reviewing them to ensure that they are not overlooked .
A marketer needs flexibility , being open to change and an entrepreneurial attitude . A marketer needs to be open to nontraditional ways of doing business and the ability to scan the environment for opportunities . People skills are important .
A marketer needs wide exposure that ensures he is not stuck to the confines of his industry . By remaining curious and by learning what other industries are doing one may be able to spot hidden opportunities for growth .
A marketer must be able to set priorities and focus on the required results . It a good practice to tie specific priorities to overall business goals to enable progressive measurement of progress towards meeting the overall objectives .
A marketer worth his name must be ready to take responsibility and ownership of the changes they propose . They must be able to hold themselves responsible for the team ’ s performance and have the courage to make decisions that go against dissenting opinions with conviction .
A marketer develops effective listening skills to enable them to sift through various perspectives and take them into account when trying to reach at an optimal solution . A team wants to feel valued and their ideas taken into consideration when a change is planned .
We are reviewing these qualities because we are aware that the journey ahead will not be for the faint hearted and we need to start making a general appeal for help from professionals of good will who may have in the past despaired and withdrew support for the profession .
It needs to be reiterated that we increase our potential as a profession if our members are empowered and see actual value in participating in professional activities . Our first job is marketing to marketers who will then market the profession to the nation .
One of the very first sectors that we need to address as soon as the profession gets its act together is the SME sector which has been in need of marketing intervention to organize it into a viable economic engine as it is the biggest employer in Kenya .
There have been many well-meaning attempts to properly integrate this sector into the economy by government effort supplemented by banks and NGOs but the effort has lacked marketing input to make the support and investment in the sector worthwhile .
The government ’ s vision for the sector has always lacked a marketing framework highlighting all the various components making up the strategy , plan , tactical execution and measures that work together to bring that vision into reality . The professional absence has failed the government .
The profession should be able to eventually set up a customer service help desk for SMEs to provide direction on the important functions of marketing and ensure that the business training that they get has a heavy dose of marketing which would ensure their survival
SMEs need to transition from copy cats by being assisted in the design and development of products and services that will meet the needs of prospective customers . They need to make what they can sell not make what they hope to sell .
The cover piece was pieced together by the Marketing Africa editorial crew . For feedback or any more discourse please drop us a line at : Info @ marketingafrica . co . ke .