Embrace digitisation to spur growth- Expert urges businesses ahead of Graphic Business/Stanbic Bank breakfast meeting tomorrow

A digital marketing and communications expert, Mr Stephen N. Boadi, is encouraging businesses to embrace digital marketing by increasing their online presence to reach more customers and clients.

Mr Boadi was speaking to the Daily Graphic in an interview ahead of the Graphic Business/Stanbic Bank breakfast meeting tomorrow at the Labadi Beach Hotel in Accra where he is scheduled to help patrons understand the disruptions and new opportunities on the continent as a panellist.

Other speakers are the Chief Executive Officer of ABN Holdings, Mr George Twumasi, who will lead a discussion on the changing landscape of the industry in a post-COVID-19 era while the Board Chairman of the Graphic Communications Group Limited (GCGL), Professor Kwame Karikari, will help participants to understand the people’s factor in media and social cohesion and personal fulfilment.

Mr Boadi said a significant number of the population was spending more time online, making the digital space a fertile ground to grow businesses.

"While online penetration in the country has gone up, there is also a significant increase in social media access. About 28 per cent of the population are on social media so what this means is that we are spending time on social media and brands must take advantage of this," he said.

Traditional media

Beyond online reach, Mr Boadi said brands must have in mind that the traditional media remained the trusted source of information for the population hence the need to involve the traditional media for all campaigns to serve as a validation for them.

" We believe that the traditional media is more scrutinised so it can help customers to validate your services," he said.

Mr Boadi said businesses that advertised online must be willing to use the research online buy offline (ROBO) approach, where customers saw products online and requested to buy them offline.

" Our system is not advanced like elsewhere where people see products online, purchase online and it is shipped to them. Here people will like to order for the product only but pay for it when it is delivered, so businesses must take that too into account," he said.

Mr Boadi said one of the key topics which should dominate any discussion on digital marketing was the production of compelling content.

He said the online space was full of competition and for a brand to endeared itself to consumers, it needed to have a clear and compelling content that could attract and sustain attention.

"If you want customers to keep coming back then the content must be compelling and competitive because with COVID-19, businesses are cutting budget but one can be smart to get enough with a small budget online," he said.

Breakfast meeting

This edition of the esteemed breakfast meeting series will see patrons discuss how media and marketing communication can become the springboard for the revival and advancement of African businesses and economies in a post COVID-19 era.

The event is on the theme: “Media and Marketing Communication Post COVID-19: A catalyst for Africa’s Socio-Economic Resurgence”.

It will bring together captains of industry, members of the business community, investors and policy makers to discuss how media and marketing communications can spur the resurgence of Africa’s economies after the pandemic.

The event has the Graphic News App, Joy News and the Labadi Beach Hotel as partners and will commence at 7a.m. prompt.

Participants, who may not make it to the Labadi Beach Hotel to be part of the discussions, can join the event via Facebook @Dailygraphicghana or @StanbicBankGhana. 

A live telecast of the event will also be available on www.graphiconline.com with regular updates on the Graphic Business twitter handle @graphicbusines.