Positionless Marketing Built on Demings Principles Empowers Marketers to Engage Audience, Collaborate Swiftly with AI driven tools, Says Anietie Udoh

Anietie Udoh, Divisional Director of Marketing at Marketing Edge, has said for brands and marketers to collaborate swiftly and engage audience there’s and urgent 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are rigidly structured with separate teams handling data, creativity, and execution in a linear sequence, has become outdated in a world where consumers expect real-time engagement.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.

While 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.
-Break Down Silos Between Departments

Deming believed that inefficiencies arise when teams work in isolation.

Positionless Marketing removes silos by integrating data, creativity, and execution into a single, AI-powered system. This ensures that marketing teams function like an interconnected ecosystem rather than separate departments. The result? Faster execution and higher engagement.
-Get Rid of Meaningless Slogans

Deming discouraged vague corporate slogans, urging businesses to communicate with clarity.

Positionless Marketing achieves this by replacing generic messaging with hyper-personalized engagement. AI ensures that brand interactions are relevant and specific to each customer, making marketing more effective. Instead of the old-school “Buy Now!” approach, brands must communicate authentically.
-Move Beyond Vanity Metrics

Deming warned against focusing on numbers alone without considering long-term impact.

Positionless Marketing prioritizes sustainable engagement over short-term vanity metrics. Instead of chasing likes and clicks, brands focus on deeper customer relationships and lifetime value. In a country like Nigeria, where trust is a key factor in purchasing decisions, authentic engagement matters more than inflated analytics.
-Remove Barriers to Creativity

Deming advocated for giving employees ownership over their work.

Positionless Marketers enjoy creative freedom, adjusting messaging dynamically based on real-time customer behavior. Marketers in a Positionless framework have the flexibility to craft narratives that resonate deeply with their audiences.
-Encourage Lifelong Learning

Deming pushed for continuous education and skill development.

Positionless Marketers must evolve with the industry, staying informed about AI advancements, consumer psychology, and digital trends.
-Build a Reliable System, Not a Patchwork of Tools

Deming believed that consistency in production came from a reliable, streamlined process.

For Positionless Marketing to work, brands must invest in cohesive, AI-driven platforms rather than cobbling together multiple disjointed tools. Just as Fintech platforms like Flutterwave and Paystack have simplified digital payments in Nigeria, Positionless Marketing thrives on seamless technology that enables independence and efficiency.
-Make Transformation Everyone’s Responsibility

Deming emphasized that change should not come from leadership alone but from every level of an organisation.

Positionless Marketing follows the same principle. Marketers at all levels are empowered to execute independently while still collaborating when needed. It’s about fostering an agile, proactive culture.

Why Positionless Marketing is the Future

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.

Much like Nigeria’s dynamic business landscape, where innovation thrives in tech hubs, markets, and creative industries, Positionless Marketing is about staying ahead by being flexible, fast, and forward-thinking. If Deming were alive today, he wouldn’t just be optimizing production lines, he’d be reimagining them for the AI-powered, Positionless future.