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Mastering digital-age marketing communications skills (3)

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By Goke Ilesanmi

Last week, we examined guidelines for the digital marketing communications team. We said adoption of the Digital Marketing Communications strategy means there must be effective collaboration among the Information and Communications Technology, Marketing and Corporate Communication Departments to be able to achieve an impressive digital marketing result and corporate profitability. We discussed guidelines for the team to achieve success.

Specialised analytics tools

There are specialised tools that organisations can use to monitor communication activities and gauge the effectiveness of their (marketing) communications tools on digital platforms, including their corporate websites.  They are called ANALYTICS TOOLS. There are many ANALYTICS TOOLS available, both for free and for fee. But it is important to set clear goals upfront, so that you know what to analyse.

Popular free, off-the-shelf tools for aggregating social media accounts and doing basic analytics include: Seesmic and Hootsuite. Other analytics tools are available, include:Westminster Reputation Tracker: This is used as a tool to help plan for communications activity as well as helping us to plan communications activity). It is also used to assess progress of campaigns throughout the year.

Web analytics: Web analytics is essentially about looking at how your website is being used. It gives you a feel for how many visits your site gets over a given time period, how many of these visits are unique, what the most popular pages are, as well as a whole range of other information. From an evaluation perspective, with web analytics we can relatively easily find out the impact of communications activity.

Nigerian English usage and digital-age challenges of global understanding

Research shows that the problem of Nigerian English usage is depriving many organisations and individuals in Nigeria of the opportunity of enhancing their business or career prospects globally due to communication breakdown. That is, even though the world has become a global village with many opportunities, due to information and communications technology explosion, lack of global understanding of the so-called Nigerian English has not allowed organisations and individuals here to reap bountifully.

Negative language transfer: Another feature of Nigerian English is negative language transfer. This refers to errors arising out of directly transferring (transliteration) expressions from our mother tongue into English. Examples of these errors are “I am coming” when you are actually going; “Do you understand what I have been saying since morning” even when you started in the afternoon; “They are calling you” when it is only one person that is calling the person; “Yes, I wasn’t” when we agree with a negative statement, etc. The correct expression for “I am coming” is “I will be (right) back” when it is the case you are actually going. “I am coming” is direct translation of the Yoruba expression “Mo n bo”.

Lack of knowledge of dictionary short forms: Examples of these abbreviations are “n” for noun; “v” for Verb; “adv” for Adverb; “adj” for Adjective; “pron” for Pronoun, etc. Lack of knowledge of these short forms makes many people in Nigeria pluralise uncountable nouns like “Potential”, “Fallout”, “Legislation”, “Equipment”, etc., despite the fact that the symbol [U] which means “Uncountable” is placed against them in the dictionary. Also, the abbreviation “adj” is placed against a word like “Mediocre” to show it is an adjective. But lack of knowledge of what the abbreviation “adj” means makes most Nigerians use the word as a noun by saying “You are mediocres” The correct usage is “You are mediocre people”.

Wrong redeployment of meanings: This is another feature of Nigerian English. It is about misinterpreting the original meanings of the existing words of English Language. Examples of words that have their meanings wrongly redeployed in Nigeria are “Do-or-Die”, “Tout”, “Dowry”, “Minerals”, etc. “Do-or-die” is a positive idiom that means “Strong determination” (check a dictionary). “Tout” means “Marketer” or “Canvasser” not “Hooligan”. “Dowry” basically refers to the money and other property that a bride gives to the bride-groom not money that a bridegroom pays on the bride as wrongly used in Nigeria.

We wrongly use “Minerals” for “Soft drinks”; “Hot drinks” for “Hard drinks”; “Machine” for “Motorcycle”. We have also wrongly created the word “Send-forth” in place of the correct version “Send-off”; “Drainages” in place of the correct one “Drains”.  Most Nigerian speakers of English wrongly say “Send-forth” instead of “Send-off”, probably because the adverbial particle/preposition “off” is considered negative. Similarly, we use “Do-or-die” negatively probably because of the negative word “Die”.

Overgeneralisation of rules of English: The verb “Realise” has the noun “Realisation”, we often overgeneralise the rule by wrongly thinking the noun from the verb “Vandalise” is “Vandalisation” instead of the correct noun “Vandalism”. Also, because we have the idiomatic expression “The best/worst is yet to come”, we overgeneralise this idiom when we are using “Yet” with “To”-infinitive verbs in other situations. We wrongly say “I am yet to go there” instead of “I have yet to go there”.

Most speakers of Nigerian English wrongly say “I am a staff of this organisation” instead of “I am a member of staff of this organisation”. They also wrongly say “I that is not afraid” instead of “I that am not afraid”; “Night vigil” instead of “Vigil”; “Wake-keeping” or “Wake-keep” instead of the correct version “Wake”. They say “Doctorate degree” instead of the correct version “Doctorate” or “Doctoral degree”; “Electioneering campaign” instead of “Electioneering”.

Final note

Organisations that want to succeed in this digital age must reinforce their Traditional Marketing Communications tools with innovative Digital Marketing Communications strategies so as to enhance their reputation online and offline and therefore boost their profitability.

PS: For those making inquiries about our CV/Profile Writing and Speech Writing Services; Political Persuasion and Presentation Course; General Public Speaking and Business Presentation Course; Professional Writing Course, etc., please visit the website indicated on this page for details.

GOKE ILESANMI (FIIM, FIMC, CMC), CEO of Gokmar Communication Consulting, is an International Platinum Columnist, Professional Public Speaker, Career Mgt Coach and Certified Mgt Consultant. He is also a Book Reviewer, Biographer and Editorial Consultant. Tel: 08056030424; 08055068773; 08187499425

Email: [email protected]

Website: www.gokeilesanmi.com.ng

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Minister tasks NDC participants on principles of cooperation, diversity

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The Minister of Foreign Affairs, Amb. Yusuf Tuggar, has challenged the participants of the National Defence College (NDC) Course 32, to reaffirm commitment to upholding the principles of cooperation, tolerance and respect for diversity.

Tuggar, who was represented by Amb. Tiwatope Elias-Fatile, made the call at the NDC International Day organised for allied participants of Course 32, on Saturday in Abuja.

He said the event was organised by the college to foster the existing cordial relationship between Nigeria and the countries of all international participants on the course through showcasing of different cultural heritage

”I also understand that variety of foods from different countries will be served at this event,” he said.

The minister commended the college for the increase in the number of foreign participants

He said that NDC environment had become a diplomatic hub of a sort and not only an academic institution and I think this is highly commendable.

According to him, NDC has provided a platform for them to come together, share their heritage and strengthen the bonds as they appreciate the artifacts, cuisine, traditional dresses and music on display.

“Today, as we celebrate International Day for international participants, let us reaffirm our commitment to upholding the principles of cooperation, tolerance and respect for diversity.

“Let us embrace the notion that our differences are a source of strength, not division, and that by working together, we can overcome even the most formidable of challenges.

“Let us recognise that cultural diversity is a strength, not a weakness.

“For us in Nigeria, we have success stories of how our different cultures have brought us together and make us very strong in a world where division and conflicts often dominate the headlines,” he said.

According to him, this event reminds us that our shared humanity is greater than our differences.

“Let us continue to build bridges of understanding, foster dialogue and promote peace.

”We should strive to create a world where diversity is cherished and inclusivity is the norm,” he said.

Tuggar challenged participants from the 19 countries to continue to be ambassadors and representatives of their nations

He added that their stories, traditions and customs were the bridges that connect them with each other.

In his address of welcome, the Commandant of the College, Rear Adm. Olumuyiwa Olotu, said the International Cultural Fiesta was a routine part of the NDC’s academic programme.

Olotu said said the event culminated the Country Briefs by the international participants where the history and culture of their peoples were highlighted, showing similarities with Nigeria.

He said the briefs by the international participants also highlighted government policies on the economy, security and development in heir respective countries.

According to him, the participants display the culture, artefacts, maps and culinary specialities of their countries during this event.

“This tradition is to foster and deepen the existing cordial relationship between Nigeria and all the countries here represented by our dear international participants.

“This is in addition to the need to strengthen the bond, friendship and comradeship amongst participants.

“In a nutshell, it is a pleasant event that brings joy to the entire college community and today we have participants of NDC Course 32 to do us the honours.

“It is also a family gathering and an avenue for us to take a break from academic work and unwind in a relaxed atmosphere,” he said.

The Commandant said the 2024 edition had participants from 19 countries and Nigeria which  include; the Republic of Benin, Botswana, Brazil, Chad, Congo, Cote d’ Ivoire the Gambia, Germany and Ghana.

Others according to him, are; India Liberia, Mali, Nepal, Senegal, Sierra Leone, South Africa, Tanzania, Zambia as well as Zimbabwe.

The Representative of the Diplomatic Corps, Mr Tunde Spencer, from Liberia, said the college had contributed immensely to various aspects of Liberia’s national development.

He commended NDC for the initiative to promote cultural diversity, foster understanding and cultural exchange  among the participants.

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NYSC Trust Fund Bill will create job opportunities for graduates – Senate

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The Chairman, Senate Committee on Youth and Community Engagement, Sen. Yemi Adaramodu, (APC Ekiti South), said that the recently passed National Youths Service Corps (NYSC) Trust Fund Bill would provide jobs for graduates.

Adaramodu disclosed this when he led a delegation of the committee on official visit to Oyo State NYSC Orientation Camp at Iseyin on Saturday.

He said that the bill would soon be sent to the President for assent and had scaled through both first, second reading and other crucibles of legislation.

The lawmaker said that the provision of the Bill was basically to ensure that corps members get established through the training they had acquired through NYSC Skill Acquisition and Entrepreneurship Development (SAED) programme.

He added that the provision of the Bill also cater for corps members who might wish to go into business after their service year.

“The issue of unemployment and what next for corps members after the service year will be a thing of the past soon.

“The bill will ensure that the dreams of every Nigeria graduate become a reality, “he said.

Adaramodu disclosed that the Senate, in collaboration with relevant government departments, agencies and other stakeholders, would soon work on the upward review of corps members’ allowances across the country.

He said that the Senate, in its legislative agenda, would also consider other youth development programmes aside from those embedded in the NYSC trust fund Bill.

Also speaking, the Oyo State NYSC Coordinator, Mr Abel Odoba, said that NYSC SAED training aimed to empower corps members to consider the possibilities of self-employment or initiating their own businesses.

Odoba noted that the NYSC trust fund Bill would practically eradicate unemployment among graduate youths in Nigeria.

He said that statistics have shown that many corps members who actively engaged in SAED programmes have become employers of labour after their service year.

“The Bill will provide soft landing for corps members who have undergone SAED in securing startup funds.

“Through the trust fund, skilled corps members will be given startup grants so that they will become employers of labour and contribute to development of the nation.

“Country like China and other fast developing nations are exploring skills development to address unemployment.

“A time is coming that certificate will no longer be useful but skills acquired will always make way at all times, “he said.

The News Agency Nigeria(NAN) reports that members of the Senate delegation include Sen. Salisu Afolabi (APC Ogun Central), Sen. Aminu Abbas(PDP Adamawa Central), the clerk – Mrs Ijeoma Chikwem and other principal officers of senate youth development committee.

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Power: Amukpe substation to experience power outage for 2 weeks – TCN

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The Transmission Company of Nigeria (TCN), on Saturday in Benin said that there would be power outage in its Amukpe substation for two weeks.

This is according to a statement signed by the General Manager, Public Affairs TCN Ndidi Mbah.

Mbah said the disruption would begin on May 4 and last till May 17.

The outage according to TCN, is to enable contractors have safe environment to erect two 132KV transmission towers at the substation.

The company also said d that as a result of the intending power outage, there would be no bulk power supply to Benin DisCo through the Adeje industrial, woodland, Mosogar, Sapele and Abraka feeders for the period.

“The transmission Company of Nigeria (TCN) hereby states that it will commence the erection of two (2) number 132kV transmission towers at its Amukpe Transmission Substation.

” And will equally restring a portion of the Benin-Delta and Delta-Oghara 132kV double circuit transmission lines from Saturday, May 4 to May 17, 2024.

“Consequently, Amukpe Substation will be out of power for the duration of the work.

“Also, there will be no bulk power supply to Benin DisCo through the following feeders: the Adeje, industrial  Woodland, Mosogar, Sapele and Abraka feeders.

“The outage is necessary to create a safe working environment for the contractor. Completion of the projects will put in place N-1 redundancy that would enable TCN supply bulk electricity to the substation from either the Benin or Ughelli transmission line.

“This means that when one transmission line is faulty, bulk electricity can still be received in the substation from the second line., ” Mbah said.

According to her, TCN apologises for the inconvenience electricity consumers in the substation will experience within the period.

She said that the projects would help ensure a more flexible and consistent bulk power supply through the Amukpe transmission substation when completed

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