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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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NUJ commends Governor Abiodun for appointing Journalist as Head of Service

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The leadership of the Nigeria Union of Journalists (NUJ) South West Zone has commended the Ogun State Governor, Prince Dapo Abiodun, on the appointment of Mr. Kehinde Onasanya, as the Head of Service.

It would be recalled that Onasanya, a leading journalist in the service of Ogun State Government, was recently appointed by the governor as the 20th Head of Service.

In a communique issued at the end of the zonal meeting of the union held in Ibadan, the Oyo State capital on Friday, Abiodun was lauded for appointing Onasanya as the first journalist to become Head of Service in the State.

The NUJ also praised the governor for his unflinching support for the Ogun State Council of the Union since his assumption of office in 2019, calling on other State Governors to emulate Abiodun’s exemplary gesture.

“The leadership of the NUJ Zone B specifically appreciated the Governor of Ogun State, Prince Dapo Abiodun, for appointing a journalist, Mr. Kehinde Onasanya, as the first NUJ member to be the Head of Service of the state.

“The Union appealed to other state governors to magnanimously elevate qualified journalists/information officers to the position of permanent secretary, Head of Service and other key public offices,” the communique reads in part.

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CNG-powered vehicles will save Nigeria $2.5bn yearly – FG

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The Federal Government has said that about $2.5 billion would be saved yearly from every one million vehicle converted into Compressed Natural Gas-powered cars.

The Programme Director, Presidential Initiative on Compressed Natural Gas, Michael Oluwagbemi, disclosed this during the South-South/South-East Stakeholders Engagement Meeting on Presidential Initiative on CNG held in Port Harcourt, Rivers State on Friday.

Oluwagbemi explained that the initiative has the capacity to reduce the current inflation bedevilling the nation’s economy

He said the push for CNG by the Federal Government is germane for the economic development of the nation and to end the era of pollution and environmental degradation.

He noted that while the country has abundant, it lacked what it takes to utilise, pointing out that CNG is cleaner, cheaper and would reduce the cost of transportation.

Oluwagbemi stated, “The initiative of the government is critical to our national development and to the well-being of the people. Rivers State is the heart of the oil and gas region. Over the last five to six decades, these resources have continued to waste.

“Nigeria is the second largest waste of oil and gas. We exploit it and waste it then continue to suffer poverty. The president has set us on natural gas features and set up the nation on the path of growth. The use of gas ensures we have energy savings, mind you the price of Natural gas is controlled by the government.

“What the president is asking is to do more with the blessings God has given us. If we are able to move three million vehicles in the next three years we are going to end the era of environmental degradation.”

Oluwagbemi averred that the nation stands to benefit much with the energy transition, insisting that CNG is more reliable for the transportation sector of the country.

“Nigeria stands to gain a lot from the energy transition in the transportation sector. First and foremost, CNG is our own resource. Natural gas is everywhere in Nigeria. It is a much more reliable source of fuel in the transportation sector. No longer will there be crises out of Nigeria impact the economic livelihood of the country?

“It has the capacity of reducing inflation. It is cheaper. You can realize between 40 per cent to 50 per cent savings from patrol. This is good for Nigeria and it is safer. It is 18 times safer than petrol and diesel. It is cleaner and safer for the environment,” he added.

The Programme Director further said, “We will stop subsidising poverty importing unemployment and exporting jobs. We will be using our own natural gas to drive our transportation sector. To a common man, this translates to a reduction in the cost of transportation. Our job is to give incentives to the CNG vehicle. To ensure we close the financing gap that exists.

“There is enough demand for natural gas all we need to do now is to open stations, pipelines and conversation centres. When we convert our vehicles, 1,000,000 vehicles they will convert, it saves the country about $2.5 billion a year.

“This will also save us 6,000,000 litres a day. These are monies that we can spend on hospitals on roads.”

Also speaking, the Chief Executive Officer of FEMADEC Energy Limited, Fola Akinola, disclosed that modalities have been concluded to open two CNG refuelling stations and two vehicle conversion parks in Port Harcourt.

Akinola said, “CNG is an old technology. We want to tell you that you have the opportunity to convert your vehicle from fuel to CNG. The stations will be launched in Port Harcourt and we are launching a refueling unit alongside. Rivers State is going to have a micro refuelling unit at Stadium Road and in GRA.

“For those that want to invest in CNG refuelling units it is available. Even those who have fuel State facilities can as well invest in this.”

Meanwhile, the Abia State Government said it has already diverted its N2bn subsidy palliative from the Federal Government for investment in CNG.

The Abia State Commissioner for Energy and Environment, Prof. Joel Ogbonna, informed the Presidential Initiative on the CNG committee that his state has set all grounds ready to key into the presidential directive, saying the state was ready to kick off.

He stated, “When Governor Alex Otti came, he declared a State of emergency on the environment. The governor has set aside N2 billion for the fuel subsidy for CNG. Abia State has set aside the Abia State Polytechnic for training in CNG.

“We have also developed an industrial park to be able to produce gas. We also want to pass a bill so that people will be told what to do to ensure safety so that there will not be hazards. We are ready to take off with the CNG.”

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Jega, Elechi, others get varsity governing council appointments [FULL LIST]

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About 555 persons have been appointed to serve as chairmen and members of governing councils of tertiary institutions in Nigeria.

President Bola Tinubu, according to the Ministry of Education in an advertorial signed by the ministry’s Permanent Secretary, Mrs. Didi Esther Walson-Jack, gave the approval of the pro-chancellors and chairmen of the Governing Board of universities, polytechnic and colleges of education.

He approved the appointment of Air Cdre. Emmanuel Jekada as the Pro-Chancellor and Chairman of the Governing Board of Abubakar Tafawa Balewa University, Bauchi State.

Members are Usua Charles Akpan, Sen. Lanre Tejuosho, Modu Mustapha and Olusegun Olufemi White

Also, a former Minister of Budget and National Planning, Udoma Udo Udoma, was appointed as the Pro-Chancellor and Chairman of the Governing Board of Bayero University, Kano, Kano State. Prof. Idris Nasiru Maiduguri, Prof. Uchenna Newi, Salisu Mohammed Birniwa and Ms Fola Akinsete are members.

The President appointed a former Ebonyi State Governor, Chief Martin Elech, as the Pro-Chancellor and Chairman of the Governing Board of Federal University, Dutse, Jigawa State. Members are Imamuddeen Ahmed Talba, Ismalla Monammed, Prof. Seun Liberty and Moses Osogi.

A former Secretary to the Government of the Federation, Alhaji Yayale Ahmed, was named the Pro-Chancellor and Chairman of the Governing Board of Ahmadu Bello University, Zaria, Kaduna State. Members are Opeyemi Aisha Oni, Rufus Bature, Wumi Ohwovoriole and Matthew Raymond Akpan.

For the University of Calabar, Cross River State, he appointed a former Governor of Adamawa State, Bala Ngalari, as Pro-Chancellor and Chairman of the Governing Board and Dr. Adebisi Obawale, Idowu Mafimisibe, Nbadiwe Emelnmna and Sadat Garba as members.

Also, a former Governor of Zamfara State, Aliyu Shinkafi, was made the Pro-Chancellor and Chairman of the Governing Board of the Federal University in Jos, Plateau State.

Members are Malandi Sabo, Chijioke Okeifufe, Ayo Afolabi and Mohammed Abdullahi

Tinubu appointed a former Governor of Bauchi State, Isa Yuguda, as the Pro-Chancellor and Chairman of the Governing Board of the National Open University of Nigeria. Members are Mrs Betty Efekodah, Bawuro Bapetel Yahaya, Dr. Gidado Bello Kumo and Mr Bola Akinola

A former Chairman of the Independent National Electoral Commission, Prof. Attahiru Jega, was also appointed as the Pro-Chancellor and Chairman of the Governing Board of Usmanu Danfodiyo University Sokoto, Sokoto State.
Members are Miss Mary Nyieor Yisa, R. O. Kazeem, Prof. Usman Musa and Dr. Anthony Usoro

Chief Wole Olanipekun, SAN, was made the Pro-chancellor and Chairman of the Governing Board of the University of Lagos, Akoka, Lagos State. Members are Prof. S. E. Ogbeide, Rufai Chanchangi, Chief Mrs Glory Ekpo-Oho, and Patricia Seubittere Yakubu

See the list below:

                                

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