Digital media has progressed rapidly due to the convergence of technology and easy availability of consumer technologies.
This has paved the way for interactive mediums that engages the audience, something that traditional media did not provide, said Kanu Iroegbu, a certified Digital Marketing Consultant.
According to him, “the digital landscape comprises of a mix of different channels such as websites launch, social networks, email; mobile devices such as smartphones or tablets; videos, widgets, kiosks, and gaming consoles. These mediums help marketers to build relationships with consumers, publicize their brands, and also sell their products or services.
“Digital marketing arrived on the scene more than 15 years ago but has evolved rapidly in the last couple of years. Social media has significantly transformed consumer behaviour. It has facilitated sharing of information with prospective buyers like never before through online advertisements, videos, blogs, tweets, and more.
He said that the digital space has clearly caught the fancy of savvy marketers, thanks to factors such as its huge impact on brand reputation; potential to quickly launch online campaigns; interesting mix of marketing technologies; ability to engage prospects in dynamic exchanges that influence buying decisions; measurability and cost-efficiency and creative potential of platforms such as rich media, gaming, and mobile applications.
Taking an in-depth look at how digital marketing has evolved over the years and how understanding it can help marketers influence buyer behavior, Iroegbu said that the evolution of digital landscape shares a ‘Convergence Story’
“It commenced with advancements in Internet technology that led to the launch of thousands of websites. This was still a passive communication medium since sites were not interactive. Then came email, the first dynamic medium that enabled direct communication between consumers and businesses in a cost-effective and meaningful manner. The revolution finally took off when ‘search’ became a part of the user experience. It was the arrival of social media, however, that made the digital landscape ‘interactive’ forever.
“The success of social media sites such as Facebook, Google+, YouTube, Pinterest, LinkedIn, and Twitter indicate how well connected today’s users are across multiple geographies. The digital experience has switched the role of users from a passive receiver to an active participant, circulating relevant, useful information and influencing buying decisions.
“The convergence of mobile technologies with location-based services and smart devices has now made real-time interactions a reality. Consumers are spending more time and money on these devices for their personal and business consumption. This means an increased opportunity for sellers to create interesting mobile applications that engage users.
“Marketers can now gain insight into the nature of information being accessed and shared. Since consumers are interacting through various digital channels, they play a critical role in building or demolishing a brand’s reputation. This makes it imperative to identify the most relevant consumers and understand their behaviour in order to target the right audience and deliver the intended message”.
He added that the “Reality of the New Digital Landscape” shows that digital media has emerged as a reality that is continuously challenging marketers. Adopting and promoting an apt digital strategy is easier said than done. It requires a shift in the way marketing functions approach digital media.
Thus, he listed some guidelines to help marketers successfully navigate the digital landscape to include “clearly define your business goal – is your focus brand building or lead generation or both?; Identify the channels that will help you achieve your goals; Define your target audience; Set the right expectations with stakeholders about what a digital strategy can achieve; Integrate your offline and online strategy and Provide engaging and consistently valuable content.
Other measures are to “Engage with the right agency that can tailor digital solutions to suit your customers’ needs-and it is okay to start small; Implement the right analytics and automation tools to understand your target audience behavior; Review your plans over a defined period to measure progress and results and Have a backup plan: the biggest boon of digital media could be its biggest bane as well. On one hand your customers can be your brand ambassadors, but on the other they can damage it irreversibly. Ensure that you have a backup plan or team to respond to crisis situations”.
He admonished the users that since the digital landscape is vast, success lies in having a consumer focused strategy and clear business goals.
“An effective integration of both with an overall marketing strategy can help organizations reap benefits and develop strong relationships with the consumers.
“Contact our Certified Digital Marketing Consultant to develop an integrated marketing campaign that leverages the best this digital landscape has to offer,” he advised.
FG to Boost Artificial Intelligence
Federal government on Tuesday announced that it has developed initiatives for the adoption of Artificial Intelligence technology in Nigeria.
The establishment of a Centre for Artificial Intelligence and Robotics in Nigeria (CFAIR) is also expected soon.
The National Information Technology Development Agency (NITDA) said that AI applications enable innovative solutions, improve risk assessment, better planning, and faster knowledge-sharing.
Abdullahi Usman Gambo, director of IT Infrastructure Solution, NITDA, spoke at a workshop in commemoration of International Day for Universal Access to Information (IDUAI) organised by the United Nations Educational, Scientific, and Cultural Organisation (UNESCO).
He noted that AI would open up opportunities for access to information and also help to achieve the Sustainable Development Goals (SDGs) set by the United Nations (UN) in the 2030 Agenda.
Gambo said: “Artificial Intelligence is poised to revolutionize the way we go about our daily lives – from governance to business, legislation to medicine to defence, etc. We can all agree that AI is humanity’s new frontier.
“We have developed initiatives for adoption of emerging technologies such as AI, strengthen cybersecurity, digital skills for digitally excluded citizens while enhancing the regulatory and market environment to increase access to ICTs, and promote seamless access to information.
“We believe AI and associated emerging technologies will completely enhance the speed, efficiency and effectiveness of information gathering during the exchange of data or the ways of communication,” he said.
Delivering his paper, Yushau Shuaib, publisher of PRNigeria, described access to information as the right of the citizens to accurate, transparent, and timely facts and figures.
The former National Emergency Management Agency (NEMA) spokesman stated that governments at all levels have obligations to communicate with people, while the public has the right to know and criticize authorities through constructive engagement.
The media executive, however, appealed to Nigerians not to use social media platforms for fake news dissemination.
“The merits of new media on affordability, accessibility and instant delivery are occasionally marred by the fact that social media is sometimes used to spread fake news”, he said.
Shuaib called for collaboration of stakeholders in ensuring appropriate legislation through public awareness campaigns in order to improve access to universal information.
Samsung Unveils Technologically Advanced 2020 Consumer Products
Samsung Electronics Nigeria has unveiled its 2020 consumer products range. The launch which held in Victoria Island, Lagos showcased the latest in its revolutionary and innovative QLED and Crystal UHD Television Series along with Wind Free Air Conditioners, Side by Side Refrigerators and Drum Washing Machines.
Keeping with its resolve to utilize its transformative ideas and technologies to shape the future and inspire the whole world, Samsung has once again demonstrated its determination to continuously redefine the living space and entertainment of its customers.
According to Mr. Caden Chiyeon Yu, Managing Director, Samsung Electronics Nigeria, “QLED uses exceptional and revolutionary technology which offers an unparalleled visual and auditory adventure from the comfort of your living room. QLED series is available in 4K or 8K and from 58″ to 98”, and was designed with options to fit any space and budget”. For Crystal UHD Television, Mr. Yu said, with cutting-edge Crystal Display, the new Crystal UHD TV will bring high-resolution content to life in a whole new way, delivering a viewing experience like never before in a mainstream UHD TV.
Also showcased at the launch were the new Windfree Air Conditioner, Drum Washing Machines and Side by Side refrigerators. The Windfree Air Conditioner is designed specially with the latest technology to provide coolness in quick time while ensuring that users don’t experience any chills through out its use. It also has an in-built digital inverter which reduces energy consumption by 73 percent. .
The newly introduced drum washing machine of 2020 from Samsung is very efficient and is built with eco bubble technolgy which allows it to provide cleaning of very dirty garments or clothes without the use of water. Futhermore, the new Side by Side Refrigetor was built with Spacemax technology which has enabled Samsung to offer more spacious interior without increasing the external dimentions or compromising energy efficiency.
Also speaking at the event, Mrs. Oluwaremilekun Adesola-Ogunsan, Head, Consumer Electronics, Samsung Nigeria stated that “Samsung understands the economic diffulties currently being experienced in the country and has consistently produced pocket friendly premium consumer products. We are very consistent in our approach as we understand that our customers like the good things of life and we have provided that without compromising our standards”. “So I can say boldy that there is a Samsung for everybody regardless of your income stream” She added.
In 2019, the Samsung consumer range of products received universal praise for its innovative quality and design and numerous pioneering features. This year Samsung has added even more beneficial features which its customers will appreciate in great deal.
CWG Plc Empowers Small Businesses in Nigeria with SME Solution
Pan-African Information and Communications Technology Company, CWG Plc has said the essence of its Enterprise Resource Planning Solution (SMERP) that runs on the cloud is to empower small and medium enterprises in Nigeria and offer them the required tools to manage their entire business.
Mr. Dolapo Orogbemi, Product Manager for SMERP, who disclosed this recently to the media, noted that with SMEs contributing massively to Nigeria’s economy and creating both direct and indirect jobs, SMERP was designed intentionally to help SMEs thrive.
“Since inception, it has been the number one goal for us here at CWG because we have always identified the potential for SMEs once they are provided with the right support.
Thus, SMERP was designed to make available enabling tools for all SMEs across Africa at a relatively affordable price and to also make their business operations lean where they can save more resources to increase profitability,” he said.
Dolapo explained that in support of SMEs, SMERP has provided an effective ERP tailored to the SME market, providing services such as Inventory Management, E-commerce platform, Accounting, Point of Sale and Customer Relationship Management tool.
He argued that one of the major reasons SMEs don’t survive beyond the early stage of their business is due to inadequate funding to scale the business and this has become a default gap in the SME sector.
But with the CWG’s SMERP solution, SMEs can take proper records of their day-to-day business transactions to present to financial institutions as proof of profitability and project business growth for them.
According to him, SMERP’s competitive edge is based on value to the SMEs where they can have access to a complete ERP solution at an affordable price, stressing that the solution enables each SME with special requirements to execute their business needs.
For more information on SMERP kindly visit www.smerp.ng to start a 14-days free trial.
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