Marketers must be technologysavvy, creative — Rafidah
KUALA LUMPUR: Marketers must evolve in line with the advancement of information and communication technology (ICT) and be creative to stay relevant in the industry.
Former International Trade and Industry Minister, Tan Sri Rafidah Aziz said it was important for those involved in the marketing or selling of products and services to be technology-savvy and know how to apply various solutions to meet the demands of various market segments.
“If the marketer has only theory, without the ability to strategise using ICT, then he or she is behind time and would be overtaken by those more familiar with the new solutions.
“ICT has enabled them to restrategies the methods of reaching consumers and you find them now beginning to displace not only some functions of traditional market players, but also the market players themselves,” she told reporters after the Institute of Marketing Malaysia (IMM) Graduation Ceremony of Class 2/2016 and 1/2017, here.
Rafidah said companies, businesses and business entities must customise their marketing strategies by using ICT facilities to reach out to their consumers.
“The wants are different in marketing. If you go beyond just the promotion and into the actual buying and selling processes, than you complete the marketing value chain and get the deal. That is what the marketer has to do,” she added.
Rafidah, who is an IMM Honorary Fellow and former patron, earlier presented certificates to the 19 graduating students who completed the Certified Professional Marketer Asia (CPM Asia) certification programme.
The certification designation announces the professional competency, achievement of high standards of experience, knowledge and conduct to the employer, clients or customers, as well as to peers in the marketing profession.
Also present at the event was SME Corporation Malaysia (SME Corp) chief executive officer, Datuk Hafsah Hashim and Bernama chairman, Datuk Seri Azman Ujang. — Bernama