Anietie Udoh, Divisional Director of Marketing at Marketing Edge, has said for brands and marketers to collaborate swiftly and engage audience there’s need to adopt the 14 principles of Demings W. Edwards to provide the foundation for Positionless Marketing.
Anietie while speaking on the sidelines stated that Just as Deming revolutionised manufacturing with a relentless focus on quality, efficiency, and continuous improvement, modern marketing demands agility, real-time engagement, and AI-driven execution.
He stressed that Positionless Marketing breaks away from rigid, compartmentalised strategies, allowing brands to pivot instantly, just like a savvy Lagos entrepreneur navigating the market’s ever-changing tides.
From eliminating silos to fostering continuous learning and innovation, Udoh illustrates how businesses that embrace these principles will lead the charge in Nigeria’s dynamic digital landscape.
He pointed out, stating that for brands to stay ahead, Positionless Marketing is not just an option, it is the future while he highlighted the 14 Principles of Demings.
Anietie Udoh explained that W. Edwards Deming revolutionised manufacturing with his 14 principles, emphasising quality, efficiency, and continuous improvement. His approach was not just about making production lines more effective, it was about fostering a culture of excellence, adaptability, and long-term growth.
He declared that the marketing world is facing its own transformation adding that The traditional model, where campaigns are rigidly structured with separate teams handling data, creativity, and execution in a linear sequence, has become outdated in a world where consumers expect real-time engagement.
He affirmed that positionless Marketing built on Deming’s principles empowers marketers to act swiftly, collaborate seamlessly, and use AI-driven tools to engage audiences instantly, without sacrificing quality.
Underscoring the Principles of Deming, he said, it mirrors the agility and innovation required in a fast-paced economy like Nigeria’s, where businesses must constantly evolve to stay ahead.
Below, he explored how Deming’s 14 principles serve as the backbone of Positionless Marketing, showing that whether you’re running a multinational brand or a thriving business in Lagos, or anywhere else, adaptability is key
Establish a Constant Purpose for Improvement
Deming believed that businesses should be committed to continuous improvement rather than short-term fixes.
In Positionless Marketing, this means rejecting rigid, pre-planned campaigns in favor of AI-driven strategies that evolve in real time. It’s no longer about hitting quarterly targets alone but about staying relevant and responding dynamically to consumer behaviors. Think of it like Lagos traffic, those who adapt and find alternative routes reach their destination faster than those stuck on a single path.
Adopt the New Philosophy
Organisations that resist change are doomed to fall behind.
Positionless Marketing demands a shift in mindset, from a step-by-step, factory-style marketing process to an agile, real-time approach.
Instead of waiting for different teams to complete their tasks sequentially, marketers are empowered to act independently, reducing delays and staying ahead of the competition.
Just as Nigerian entrepreneurs have embraced Fintech, e-commerce, and digital banking to stay relevant, marketers must embrace AI and automation to remain competitive in today’s market.
Stop Relying on Inspections
In manufacturing, inspections don’t improve quality, they only catch mistakes after they’ve happened. Deming argued that quality must be embedded in the process. Positionless Marketing operates the same way. Instead of waiting for post-campaign reports to determine what worked, marketers can adjust messaging, creative, and targeting in real time using AI and automation.
The era of waiting weeks for insights is over, marketers now make immediate, data-driven decisions, much like a savvy trader in Balogun market, Lagos who knows exactly when to restock fast-moving goods.
Commit to Continuous Improvement
Deming’s philosophy of ongoing refinement is at the heart of Positionless Marketing.
Rather than running campaigns in a “set-it-and-forget-it” manner, AI-powered tools allow marketers to test, learn, and iterate constantly. Real-time feedback loops ensure that messaging stays fresh and relevant, similar to how Nigerian businesses pivot rapidly in response to market trends, from jollof rice delivery apps to viral social media campaigns.
Provide On-the-Job Training
Deming emphasised the need for continuous learning so that employees could adapt to industry shifts.
For Positionless Marketers, this means staying ahead of digital trends, understanding data analytics, and mastering customer engagement tools. While AI handles execution, human expertise remains invaluable.
Implement Leadership that Empowers, Not Micromanages
Deming believed leadership should guide and support rather than control.
Positionless Marketing embraces this by allowing marketers to make data-driven decisions without waiting for executive approvals. AI insights enable swift, confident action, ensuring speed without sacrificing quality. The true leader in marketing is the consumer, whose preferences dictate success.
Eliminate Fear in the Workplace
A culture of fear stifles innovation. Deming argued that employees should feel safe experimenting and making improvements.
Positionless Marketing removes unnecessary bureaucracy. Marketers are encouraged to test, iterate, and refine strategies without fear of failure, because AI and real-time analytics provide instant feedback for course correction. Others includes break down Silos Between Departments, Get Rid of Meaningless Slogans, move beyond vanity Metrics, Remove Barriers to Creativity, encourage Lifelong Learning, build a reliable system amongst others.
Deming’s principles revolutionized manufacturing, and today, they serve as the foundation for Positionless Marketing. In a rapidly evolving digital world, continuous improvement, real-time decision-making, and AI-driven execution define success., he said..