Ringier Ghana Limited, part of Ringier Africa Digital Publishing (RADP) and Chamber of Commerce and Industry France Ghana (CCIFG) organised a Business Breakfast on digital marketing strategies on the 5th of December, 2018 at the Kempinski Hotel Gold Coast City to promote digital innovation which has an impact on increasing brand visibility and sales.
The event was attended by over 100 business executives from diverse sectors in corporate Ghana.
Participants at the breakfast session were enlightened on new and emerging approaches to in the digital landscape, current and functional trends in online branding and advertising, how to engage with target audience, and deriving and analyzing results from marketing campaigns.
Mr Ibukun Onitiju, Country Head, Sales & Director of Digital at RADP started the training session with a discussion on two main marketing strategies, the “pull and push strategies”, as well as the need to own, pay for and earn any type of media for use in marketing.
He then walked participants through each step of The Buyer’s Journey and its impact on brand visibility.
Mr. Onitiju also touched on the major channels of marketing such as email marketing, social media marketing, mobile marketing, website & analytics. Concluding his session, he discussed how to identify ideal customers with a focus on the Buyer Persona approach.
The second session of the presentation was led by Mr. Moritz Boullenger, Chief Technical Officer of RADP who presented on Analytics on social media. He mentioned the added advantage of animated adverts in today’s digital age as this type of advert increases interaction rate.
Mr. Boullenger elaborated saying “these ads engage, entertain, provide more information and awareness.” Wrapping up his presentation, he gave some tips on how to get started with data analysis through concentration on content and audience.
Mr. Sena Quashie, Head of Play Studio at RADP took stage to make the third presentation on Content Creation. This presentation concentrated on how to use content to reach the right customers.
He started off saying content creation is the most effective form of inbound marketing because it produces better branding awareness and increases retention from customers.
He also gave some tit bits on how to create epic content by setting goals, knowing the audience and using the right format. According to Mr. Quashie, “consumers want content, not ads”.
The last presentation was given by Kobby Adu-Tutu, Senior Digital Strategist and Head of Agency Relations at RADP. His presentation focused on integrated marketing.
He begun by comparing the tastes and preferences of the traditional and digital generations and establishing the fact that inasmuch as the world keeps evolving, there is still the need to satisfy the specific needs of both generations.
Following an elaborate case study on Ghana that he shared with participants, he recommended using a mix of all type of media to reach specific customers.
The breakfast meeting was followed with an engaging Question and Answer session.