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Mastering digital-age marketing communications skills (2)

Published

2 years ago

August 8, 2022

NewsDirect

By Goke Ilesanmi

Last week, we said the concept of effective communication, whether Marketing Communications and/or Corporate Communication, has changed in scope and dynamics in this digital age with the multiplicity of technological devices and social media platforms. We added that the world is now a global village with many business and career opportunities as well as global threats of competition. We said we need to communicate well to overcome the challenges and stay ahead of competition.

We said Marketing Communications refers to the various media, means and/or tools adopted by corporate organisations to convey messages about their products, services and/or brands either directly or indirectly to (prospective) customers with the intention to persuade them to buy. We differentiated between Marketing Communications and Corporate communication. We also discussed the concept of digital marketing communications.

Guidelines for the digital Marketing Communication team

Adoption of the Digital Marketing Communication 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. Effective use of digital communication platforms requires organisational alignment; shared goals and guidelines as well as allocation of resources so as to appropriately assign staff support roles and build capacity. The following are some of the necessary guidelines for the team to achieve success.

Understanding target audience and their needs: The team must select the right audience for the product or service. This is one important part of every marketing strategy. They will conduct marketing research to achieve market segmentation and targeting and therefore embark on Relationship Marketing based on available resources and competitive advantage as revealed by strengths, weaknesses, opportunities and threats (SWOT) analysis. This is necessary because if you offer your products to the wrong target group, then the whole strategy goes to waste.

Creating an authentic brand voice: Sarah Jessica Smith, a Sydney-based logger and expert in business, marketing, productivity and workspace issues says what distinguishes one brand from another is its unique voice. This voice concerns the way the brand communicates not only externally but also internally. To create a distinctive voice, eam members have to communicate among themselves and discuss ideas and plans. Since we live in a technological era, you should provide innovative communication tools for them to collaborate and come up with great marketing strategies.

Good business communicationand literate English: The team must ensure effective communication facilitated by use of standard British English and persuasion strategies. Without good business communication, any kind of business is doomed to fail right from the outset. Great communication skills are necessary especially for performing key functions online, especially if the area concerns marketing strategies, tactics and product placement. In digital marketing, communication has a massive impact on launching campaigns, finding prospects and sales.

Socialisingwell on the social media: The team must interact very well on the social media to be able to win the hearts of prospects through the establishment of strong social credibility. Social networks play an important role in the business world. Most organisations think of them as a great opportunity for customer service. Social media is the top choice of a diverse audience that loves to spend hours socialising and discovering new products and brands. This makes them the ideal platforms for promoting, targeting, raising brand awareness, and most of all — communication. Still, many companies dislike social media and avoid them altogether. Those that recognise their potential and power, use social platforms to interact with customers and drive their sales. When it comes to interaction on social media, you have to be available and responsive to customers and their comments and messages. Responding to their questions and acknowledging their opinion are small details but they can take you a long way in communication and marketing.

Digital marketing strategy: The team must have a digital marketing strategy in place. The digital marketing strategy can be integrated with the traditional marketing strategy or put separately.

Enhancement of corporate reputation: The team must enhance corporate perception and reputation online through massive and effective public relations, positive publicity and comportment.

Engaging audience with valuable posts: The team must post fresh and timely contents that stimulate dialogue with target audience.Contents contributed to social media platforms are public and often cannot be edited or deleted later. Even if you can delete them later, copies may have spread through reposting, and links to your original posts may show cached information. Therefore, the team must nclude key information that makes sense even if reposted out of context.

Never delete negative feedback: The team should not remove or alter feedback just because it is negative. Deleting negative comments or feedback creates the appearance that you are censoring/hiding something and discourages open, authentic dialogue. Instead, post compelling responses to criticism and consider them as opportunities for growth.

Remove inappropriate comments: While the team will not delete negative FEEDBACK, especially genuine complaints, inappropriate COMMENTS about the products, services or organisations should be removed as quickly as possible. These include contents that are completely out of point or offensive.

Be the first to correct mistakes: If the team members make a mistake, they should admit it and make a quick and upfront correction.

To be continued

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

News

Shettima departs for 2024 US-Africa Business Summit in Dallas

Published

8 hours ago

May 5, 2024

NewsDirect

Vice-President Kashim Shettima is expected to depart Abuja for Dallas, United States of America, to represent President Bola Tinubu at the 2024 US-Africa Business Summit.

The summit is organised by the Corporate Council on Africa.

Mr Stanley Nkwocha, the Senior Special Assistant to the President on Media and Communications, Office of The Vice-President, said this in a statement on Sunday in Abuja.

Nkwocha said Shettima would join other political and business leaders across Africa, the USA and beyond for the summit.

According to him, the summit will feature high-level dialogues, networking business sessions and the plenary, all scheduled for the Kay Bailey Hutchison Convention Center in Dallas, Texas.

He said that the African leaders expected at the summit include, the President, Republic of Liberia; Joseph Boakai, President, Republic of Malawi; Lazarus Chakwera and the President, Republic of Angola, Joao Lourenço.

Nkwocha said other African leaders that would grace the summit are the President, Republic of Botswana, Mokgweetsi E. K. Masisi, President, Republic of Cabo Verde, José Maria Neves, and the Deputy Prime Minister, Kingdom of Lesotho, Nthomeng Majara.

He said besides the summit’s plenary, Shettima would speak at the Roundtable on African Infrastructure Investment with a focus on impact and returns.

” He (Shettima) is also scheduled to speak on a high-level panel on agribusiness, focusing on transiting “from food insecurity to thriving agribusinesses.

” Additionally, the Vice-President will speak at a plenary session on Navigating Africa’s Energy Future as well as chair a session dedicated to promoting the ‘invest in Nigeria’ initiative.

” He is also expected to attend other meetings and engagements on the sideline of the summit.”

Nkwocha said that Vice-President Shettima is expected back in the country at the end of his engagements in the US.

News

Israeli to close Al Jazeera’s operations in the country – PM Netanyahu

Published

9 hours ago

May 5, 2024

NewsDirect

Prime Minister Benjamin Netanyahu said his Cabinet has unanimously voted to close broadcaster Al Jazeera’s operations in Israel.

The move came after Israeli lawmakers recently approved a new media law widely referred to as the “Al Jazeera law” that gives the government powers to ban foreign broadcasters if they are deemed a risk to state security.

Netanyahu announced the Cabinet decision in a post on X, formerly Twitter, in which he called Al Jazeera “the hate channel.”

Israeli Communications Minister Shlomo Karhi said on Sunday that he had signed the closure order and that it would be implemented immediately.

According to Israeli reports, this means that offices in Israel could be closed, broadcasting equipment confiscated, the station removed from cable and satellite television channels and its website blocked.

The Israeli government had accused Al Jazeera, which is based in the Gulf emirate of Qatar and has a wide reach in the Arab world, of biased reporting on the ongoing war against Hamas militants in the Gaza Strip.

Al Jazeera has reported extensively on the catastrophic situation in the Palestinian territory and shown images of death and destruction that are rarely seen on Israeli television stations.

The channel also regularly shows videos of attacks on Israeli soldiers by Hamas’ military arm, the Qassam Brigades.

The channel has rejected allegations of bias and, in the past, accused Netanyahu of spreading “new lies and inflammatory slanders” against the network.

Al Jazeera has also accused the Israeli military of deliberately targeting journalists on several occasions.

Netanyahu has accused Al Jazeera of “damaging Israel’s security, actively participating in the massacre on October 7 and inciting against Israeli soldiers.”

Al-Jazeera was founded in 1996 and is headquartered in Doha. It was one of the first Arab TV stations to publish critical reports on the region and quickly gained popularity.

The Israeli government’s efforts to ban Al Jazeera have drawn criticism from some of the country’s most prominent allies, including the United States and Germany.

The U.S. State Department expressed irritation of the decision and reiterated support for the free press all over the world.

A German Foreign Office spokesman also criticised the so-called Al Jazeera law last month: “A free and diverse press landscape is the cornerstone of a liberal democracy.”

News

OTC 2024: PETAN leads stakeholders on sustainable energy solutions for Africa’s future

Published

9 hours ago

May 5, 2024

NewsDirect

The Petroleum Technology Association of Nigeria (PETAN) has led delegates to the 2024 Offshore Technology Conference (OTC) in Houston, Texas U.S. to discuss sustainable energy solutions for Africa’s future.

Mr Kevin Nwanze, Executive Secretary, PETAN, disclosed this in a statement on Sunday in Lagos.

Nwanze said that PETAN’s Nigerian pavilion at OTC 2024 would be hosted under the theme, “Sustainable Energy Solutions for Africa’s Future”.

He said that the conference would have more than 200 hours of multidisciplinary discussions and networking events, including a wide range of topics, suited for every participant.

PETAN scribe, however, called for stakeholders’ participation at the 2024 OTC, holding between May 6 and May 9 at the NRG Park, Houston, Texas, US.

According to him, PETAN has been responsible for hosting stakeholders at the OTC for many years.

“The association is calling on government agencies, stakeholders, oil and gas companies, and Nigerian investors to participate at the Nigerian pavilion at the prestigious event in Houston, U.S.

“Participation in the Nigerian pavilion shall deliver a unique opportunity for exhibitors and delegates to interact with global professionals

“As they share their insights on technological advances, energy transition, safety, environmentally focused solutions, and economic and regulatory impacts of the offshore energy sector,” he aded.

Nwanze said: “It allows organisations to engage with world leaders, CEOs, and government officials from around the world, with the chance to create and develop business relationships.

“And also tap into emerging regions vital to offshore development and obtaining recognition necessary for growth and visibility to thousands across the globe.

“Showcase your company’s capabilities to over 1,000 delegates and over 250 companies in the industry.

“Promote products and services to operators and contractors in the local region.

“Gain access to the latest industry news and access to networking opportunities with professional contacts from across the world.

“Network with the upstream, midstream, and downstream organisations and high-profile government officials and key decision-makers in the industry.

“Build and establish new leads as well as entrench a global presence in the industry.

“Get familiar with competitors’ capabilities to stay ahead in the industry,” the statement read.

The OTC 2024 expects over 31,000 energy professionals as attendees, 45 technical sessions, 450 presentations and over 1,300 exhibitors drawn from different countries, including Nigeria.