Marketers have been urged to make understanding their customers their overriding objective.

According to Thomas Delabriere, Vice-President of Marketing at Mars in the Middle East, Turkey and Africa, placing customers at the heart of what a brand does is often talked about at many organisations.

However, he said this is frequently as far as it goes, with this approach never actually being adopted.

Mr Delabriere put this down partly to the fact that a marketer must juggle many different priorities during a typical day.

Nevertheless, he insisted that knowing what drives their customers must come ahead of anything else if they are to get the best results.

“Be obsessed about understanding your consumers,” Mr Delabriere commented.

“Bombarded by multiple requests, torn between priorities, you need to exercise your sense of focus to cut off the noise.”

He stated that if marketers can do this, they will be able to perform “the mission that is the most important one for your function”.

Mr Delabriere, who hails from France, added that he is now based in Dubai and works across all the Middle Eastern and African markets.

As a result, achieving a detailed understanding of the consumers he is targeting is “definitely” one of his “top priorities”.

Be obsessed about understanding customers, says Mars’ Thomas Delabriere, Marketing Magazine