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Debunking the great misconceptions of marketing

Published

3 years ago

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Marketing

For long, marketing has been narrowly misunderstood with numerous other terms. And the sole responsibility for this lies in the hand of marketers such as ourselves. This is because we haven’t really taken a bigger stance on putting our efforts in advocating or addressing the many false ideologies or misconceptions held by various stakeholders as well as the society at large. And too often, we find ourselves cooped up in the comfort of our own paradigm. At the outset, though the definition of marketing may vary from one person to another, I can confidently say that it will read something very similar or close enough to this – Marketing is the art and science of creating, managing and sustaining stakeholder value. In other words, it’s all about understanding human connections.

Marketers can be viewed as those who are responsible for; strengthening relationships and brand intimacy not just among consumers but with all stakeholders, challenging the status quo and leading meaningful entrepreneurial change, communicating and sustaining the organization’s beliefs and values, enriching value creation with a win-win mindset, creating a well-balanced autonomous environment, enabling creativity and innovation through knowledge leadership, and increasing responsiveness and resilience even during the most unprecedented times. Simply put, marketers are growth enablers, change makers and people leaders.

Whilst a majority of the efforts and time go into canvassing relevant segments and personas and establishing meaningful relationships with the brand and the consumer and everything that goes in between, marketers are also heavily engaged and responsible for creating value for all other stakeholders. For instance, managing and improving employee or internal communications, aligning and directing inter-organizational units, or instilling and strengthening the founding passion and values across all organizational relationships. Naturally with close and frequent interactions, this puts marketers at an advantage to know the depth and breadth of existing and future position of these relationships.

Many often confuse that marketing is just advertising. Rather advertising is a very minor part of the former though when done right, it often comes out stronger, appealing to the masses with a high cognitive impact that spurs eidetic memory. And adding to this is the numerous unethical and irresponsible approaches and messaging that often translates as lies in the eye of the beholder. Marketers are far beyond this, with a natural force to be responsible and strategic in their conduct. For instance, marketers are the torchbearers and ambassadors responsible for enriching and sustaining corporate image and identity that ultimately makes up the corporate reputation, and constantly manage the various elements and relationships between them through reputational frameworks and wisdom to succeed in its strategic direction.

The ability to distinct between marketing and sales is a great concern. Arguably one could safely say that marketing is an umbrella term of the latter. Sales often tend to focus greatly on behavioral economics specifically on consumer purchasing and decision making and analytics, aided by various automation and intelligence. The weightage of an organization’s leadership giving one more prominence over the other depends on factors that are seemingly unknown.

Gender inequality has been another surprising concern, specifically among leadership positions. The misconception that marketing requires a great deal of effort, often having to compromise work-life balance is just something one cannot agree at all. Women have much greater skills and competencies in not just making impactful and results driven strategies but also to empathize and champion all relationships across an organization. Great marketing comes about when marketing starts working for you, not the other way. Men undoubtedly have a lot to learn from the women in marketing, in developing the required abilities and level of patience to see the world through the eyes of others, breaking away from the long association of their own paradigm.

Many more things to say on this topic however words are insufficient. We as marketers have to draw inspiration from many aspects of our lives and be spontaneous in our approach than just routine planning. And I believe that marketers truly have the gift of this trait as naturally they are all about looking towards the future where much of is uncertain. Marketers should lead marketing, and not just do marketing. Various global surveys confirms that the former outperforms the latter. Leadership should be a marketing strategy and take a central role in the way we conduct ourselves; and most importantly to practice what is preached in a world where lust, materialism, deception, and speed dominates everything.

(Thanzyl Thajudeen MCIM CMktr MSLIM MCPM is a senior marketing and design consultant. He can be reached via thanzyl.thajudeen@gmail.com)

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What to Expect at Angola Oil & Gas 2025

Published

16 hours ago

on

April 2, 2025

By

independence

As Angola marks 50 years of independence, Angola Oil & Gas returns in 2025 with an expanded multi-track program, a larger exhibition space, a dedicated deal room and a pre-conference technical agenda

LUANDA, Angola, April 2, 2025/APO Group/ –With a $60 billion upstream investment pipeline, a 2025 licensing round and restructured block opportunities, Angola is positioning itself as the premier destination for upstream investors. Meanwhile, new downstream projects are opening up financing opportunities for technology and capital providers. Against this backdrop, the Angola Oil & Gas (AOG) conference and exhibition returns for its sixth edition from September 3-4 in Luanda, bringing together industry leaders to explore investment opportunities, forge collaborations and drive Angola’s oil and gas sector forward. Here is what to expect from this year’s edition:

Celebrating 50 Years of Angola

Taking place on the eve of Angola’s 50th anniversary of independence, AOG 2025 will celebrate five decades of growth in the country’s oil and gas sector. By reflecting on past successes, challenges and lessons learned, the event will not only highlight Angola’s profitability and potential, but also lay the groundwork for future investment and development.

Multi-Track Agenda

AOG 2025 offers a dynamic multi-track agenda designed to cater to all segments of the oil and gas value chain. Topics range from upstream exploration and production, to downstream refinery and petrochemical advancements, to regulatory and policy frameworks, and more. Keynote presentations and panel discussions will also provide insights into Angola’s latest licensing round and emerging opportunities in the oil and gas sector.

Pre-Conference Program

Leading up to the main event, AOG 2025 introduces an expanded pre-conference program, including specialized technical workshops and training sessions led by global energy experts. Designed for engineers, geologists, project managers and energy financiers, these sessions will explore cutting-edge advancements in drilling technologies, reservoir management, digital transformation and sustainable energy practices. To take part in the pre-conference program, contact sales@energycapitalpower.com

Dedicated Deal Room

A centerpiece of AOG 2025 is the exclusive Deal Room, designed as a high-impact ‘Dragon’s Den’-style platform where companies, service providers, SMEs and technology firms can showcase their solutions to investors, project developers and government representatives. This setup fosters direct engagement, driving collaboration and deal-making.

Expanded Exhibition

AOG 2025 will feature an expanded exhibition space, spotlighting the latest technologies, services and innovations shaping the oil and gas industry. Exhibitors will gain access to unparalleled brand exposure, senior decision-makers, high-value networking and targeted lead generation. The exhibition serves as a vital platform for companies looking to increase visibility and forge new business relationships.

Networking Prospects

As Angola’s largest oil and gas industry event, AOG 2025 welcomes the participation of over 2,500 attendees from 40 countries and 450 organizations. The event unites the entire oil and gas value chain, connecting upstream exploration and production to downstream infrastructure and services to finance, policy and technology. Delegates will have the unique opportunity to strengthen cross-sector collaboration and grow their brand in one of Africa’s most exciting oil and gas markets.

Secure Your Place at AOG 2025

Don’t miss the chance to engage with one of Africa’s largest oil and gas markets. Join the AOG 2025 conference today and be a part of the discussion on turning Angola’s oil and gas industry into a fuel for long-term, sustainable economic development. AOG 2025 offers a range of participating opportunities, including sponsorships, exhibition, speaking slots and delegation prospects. Visit www.AngolaOilandGas.com for more information.

AOG is the largest oil and gas event in Angola. Taking place with the full support of the Ministry of Mineral Resources, Oil and Gas; the National Oil, Gas and Biofuels Agency; the Petroleum Derivatives Regulatory Institute; national oil company Sonangol; and the African Energy Chamber; the event is a platform to sign deals and advance Angola’s oil and gas industry. To sponsor or participate as a delegate, please contact sales@energycapitalpower.com.

Distributed by APO Group on behalf of Energy Capital & Power.

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Equinix Strengthens Commitment to Nigeria’s Digital Economy with New LG2.3 Data Center Expansion

Published

17 hours ago

on

April 2, 2025

By

Equinix

Equinix remains steadfast in its mission to enable secure, scalable, and sustainable digital growth for economies across the world

LAGOS, Nigeria, April 2, 2025/APO Group/ –Equinix, Inc. (Nasdaq: EQIX) (www.Equinix.com), the world’s digital infrastructure company™, has officially opened its latest data center expansion in Lagos. Called LG2.3, the facility will support Nigeria’s growing digital transformation efforts, providing state-of-the-art colocation and secure interconnection solutions which will empower businesses across the region.  It also signifies Equinix’s unwavering dedication to advancing Nigeria’s position in the global digital economy, reinforcing the company’s commitment to the region.

As part of the inauguration, Bruce Owen, President of EMEA at Equinix, along with other Equinix executives, led the ribbon-cutting ceremony at the newly expanded site. In addition to an official visit to the Governor of Lagos State, Equinix hosted an exclusive customer engagement event, bringing together key customers and partners from Nigeria’s business and technology sectors. Attendees discussed shared successes and Equinix’s role in facilitating digital transformation, while also connecting directly with Bruce Owen for insights into how Equinix’s solutions drive innovation and business agility in the region.

Clear demonstration of our continued commitments to invest and grow digital infrastructure that will benefit the many thousands of businesses

Equinix executives also took part in a tree-planting ceremony, symbolising Equinix’s continued investment in sustainable initiatives across the globe and highlighting the company’s broader goal of reducing its carbon footprint while supporting greener practices across its operations worldwide.

Speaking about the expansion, Bruce Owen, President of EMEA at Equinix said “Nigeria is a crucial market for Equinix. Today’s opening is a clear demonstration of our continued commitments to invest and grow digital infrastructure that will benefit the many thousands of businesses in Nigeria and on the continent as a whole. I am deeply encouraged by the enthusiastic partnerships and innovations emerging from this dynamic region, which continue to inspire our commitment to Nigeria’s digital and sustainable future.”

Adding to this, Wole Abu, Managing Director of Equinix West Africa, highlighted the critical role of data centers in driving economic growth stating “Data centers continue to play a pivotal role in driving economic development in Nigeria, serving as critical infrastructure that supports digital transformation and economic growth. As governments and enterprises increasingly acknowledge their significance, global demand for data center capacity is poised to rise. While Africa’s demand for data solutions is still evolving compared to more mature markets, the continent is demonstrating strong potential for digital adoption and innovation. To meet this growing need, Equinix is actively advancing three major data center projects in Nigeria, with future expansion plans for Ghana, Côte d’Ivoire, and South Africa.”

Equinix remains steadfast in its mission to enable secure, scalable, and sustainable digital growth for economies across the world.

Distributed by APO Group on behalf of Equinix.

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Angolan Government Launches Tender for Concession of Passenger and Cargo Terminals in the Ports of Cabinda and Soyo

Published

23 hours ago

on

April 2, 2025

By

Cargo Terminals

Within 40 working days after the publication of the public tender notice in Jornal de Angola, investors interested in developing and optimizing the operation of these public assets can submit their proposals

LUANDA, Angola, April 1, 2025/APO Group/ —The Government of Angola launched this Wednesday, in Soyo, Zaire province, the Public Tender for the Concession of the Operation of Port Services in the Maritime Passenger and Cargo Terminals of the Port of Cabinda and in the River Passenger and Cargo Terminals of the Port of Soyo. This strategic initiative aims to strengthen regional logistics, improve mobility and boost the country’s economic growth.  

The process initiated today arises within the scope of Presidential Order No. 210/23, of August 29, which authorizes the opening of the tender for the award of concession contracts for the management, operation and maintenance of these terminals, for a period of 20 years.

Within 40 working days after the publication of the public tender notice in Jornal de Angola, investors interested in developing and optimizing the operation of these public assets can submit their proposals, in accordance with the requirements and factors set out in the documents of the procedure defined by the Ministry of Transport.

Connected to Luanda and ports in neighboring countries, Cabinda and Soyo are central hubs in maritime and river trade in the northern region, linking cities, populations and companies from different sectors, including oil.

In addition to the development of the cabotage sector in Northern Angola, the management of the concession will allow the creation of jobs, the improvement of freight and passenger transport logistics, and a better use of existing resources, ensuring a more competitive and sustainable operation, in line with efficiency and sustainability policies in the transport sector. in Angola.

The launching ceremony of the Tender for the Concession of the Passenger and Cargo Terminals of the Ports of Cabinda and Soyo was chaired by the Secretary of State for Civil Aviation, Maritime and Port Sectors, Rui Carreira.

More information about the competitors and proposals is available on the website https://www.Mintrans-Tenders.ao

Distributed by APO Group on behalf of Ministry of Transport of Angola

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