Marketing environment is turbulent and hence requires a relevant strategy that can effectively plug into the constantly changing trends. Successful businesses realise that gaining insight and applying next generation marketing strategies ensures a more flexible response to this volatile business situation. Investments in marketing programmes are expected to generate revenue and as such return on marketing investments is always an area that marketers have to optimise in their marketing activities.
The fast changing business environment requires that businesses readjust the way they do business. Businesses insisting on engaging in cyclical planning processes face the risk of making their business and their products obsolete in the current dispensation. Businesses must have to make strategic decisions outside the normal planning cycle if they are to efficiently deal with rapidly changing consumer preferences, media channels and competitor profiles. The environment that marketing professionals ply their trade is witnessing an unprecedented change of trends as the traditional means of marketing are being challenged on a daily basis by the emergent technologies and strategies.
This conference on Next Generation Marketing Strategies, boasting of top marketing professionals in East Africa, will bring together the best minds in marketing from the region to deliberate and network on the current trends and what they mean for the region. The increasing role of the consumer in the co-creation of values for the market will be explored while interactive discussions involving all delegates on new media channels. There will also be a mini workshop on marketing return on investments where delegates are guided through the best practices required in making your marketing activities translate to better balance sheet.
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