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Mastering digital-age marketing communications skills

Published

2 years ago

August 1, 2022

NewsDirect

By Goke Ilesanmi

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. The world is now a global village with many business and career opportunities as well as global threats of competition. We need to be able to communicate well to overcome the challenges and stay ahead of competition.

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. Marketers employ marketing communications tools to create brand awareness among potential customers, which means some image of the brand gets created in their minds thus helping them to make the buying decision.

Marketing Communications uses the following tools collectively referred to as Marketing Communication Mix or Promotion Mix:

Personal selling: This is the traditional method of marketing communication where the salesmen approach the prospective customers directly and inform them about the goods and services they are dealing in.
Public relations and publicity: Public relations is a strategic communication process of building mutually beneficial relationships between organisations and their publics. Public relations is all about reputation-building. It is used to gain trust and understanding between an organisation and its various publics. Organisations achieve effective public relations and publicity through effective relationship with the media by sending press releases on their achievements and/or activities to them for free publication.
Direct marketing: This is done through emails, letters, etc., to communicate directly with the prospective customers without involving any third party in between.
Advertising: It is an indirect, paid method used by the firms to inform (prospective) customers about their goods and services via television, radio, print media, etc.
Sales promotion: This includes the several short-term incentives to persuade the customers to initiate the purchase of the goods and services. This promotion technique helps in retaining the existing customers and attracting the new ones with additional benefits. This promotion technique includes rebates, discounts, paybacks, Buy-one-get-one-free scheme, coupons, etc., are some of the sales promotion tools.
Events and experiences or corporate social responsibility: Organisations employ this technique by sponsoring non-profit or community events, sports, entertainment, etc. The essence is to reinforce their brand image in the minds of existing customers, attract new customers and create long-term relationships with them. The name of an organisation sponsoring an event can be seen on the playground boundaries, player’s jerseys, trophies, awards, etc.
Word-of-mouth marketing: It is one of the most widely used methods of marketing communication. Here, satisfied customers share their experiences with their peers and friends about the goods and services they bought recently. This method is very crucial for the firms because the image of the brand depends on what customers feel about the brand and what message they convey to others.

Marketing communications versus corporate communication

It is noteworthy that both Marketing Communications and Corporate Communication use these communication tools with a different approach but towards the same end. The main difference between Corporate Communication and Marketing Communications is the target audience. Corporate Communication is targeted towards all stakeholders of an organisation, such as the customers, employees, media, investors, etc. Marketing communications is specifically targeted towards consumers of goods and services.

While Marketing Communications focuses on brand or product or service positioning to improve sales and boost profitability, Corporate Communication traditionally focuses on corporate branding. Corporate branding is about positioning an organisation itself as a brand. That is, creating massive awareness about its mission, vision, values, achievements, etc.

Research report: A recent report by McKinsey & Company shows that only 13 per cent of customers remained loyal to a brand in 2017. So, 87 per cent considered other brands while 58 per cent switched to a new one. Reasons for this were poor marketing communications and ineffective corporate communication.

Digital marketing communications

Today, corporate organisations must be versatile in digital (marketing) communications skills to succeed unlike what had obtained before the advent of digital or new media in those days. Therefore, organisations that want to succeed in marketing must effectively and innovatively apply all the marketing communications tools such as:

Digital Advertising
Digital Sales Promotion (through the corporate website, etc.)
Digital Public Relations and Publicity (through both digital news and social media)
Direct Marketing (through Email, WhatsApp, etc.)
Interactive Marketing (where customers interact with companies online and have their requests met as done by Amazon, etc.)
Digital Personal Selling (through platforms such as Skype, Slack, Google Hangouts and FaceTime, Zoom, etc.)
Word-of-Mouth Marketing also called Digital Influencer Marketing where a brand inspires or compensates influencers (e.g. celebrities, content creators, customer advocates and employees) to get the word out on their behalf.

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

3 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

4 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

4 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.