With an increasing growth in the digital economy, countries are making policy shifts that adapt to the developments happening under the Fourth Industrial Revolution. According to a United Nations Agency on Trade and Development (UNCTAD), new data from 43 countries indicates that e-commerce sales grew by about 60% reaching a total of $27 trillion from 2016 to 2022. This is just a microcosm of the huge impact the digital economy has on the general economy of a country with other aspects that are yet to be fully realised. New media plays a central role in driving this growth through impactful storytelling, as was the main theme of a public forum dubbed “let’s talk digital” on Wednesday in Accra. The forum, part of a series of virtual discussions organised by Whoopro in partnership with Global Media Alliance (GMA) ahead of World Digital Marketing Day celebrated on December 16, drew an audience made up of advertising professionals, students, public relations practitioners, and academia.
Delivering a keynote at the event, Executive Director of the Advertising Association of Ghana, Isaac Cudjoe explored the uses of powerful storytelling that create memorable experiences for consumers. According to him, logos and slogans do not do anything for brand identity however deploying storytelling in the digital age enhances a brand’s identity; shapes how people perceive a brand. His presentation touched on 4 ways of creating lasting consumer experiences through powerful digital storytelling:
- Culturally relevant;
- Emotional resonance;
- Focus on real stories;
- Strategic use of social media.
He said, “Digital storytelling must be culturally relevant. Using local narratives, not esoteric narratives that are above our heads, because then you’re not connecting with us. Local narratives, visuals, language that people connect with naturally. And by language, I’m not even talking about local languages, the language that every ordinary, average, real, normal Ghanaian uses in a day, “Chale, wo kc hen?” “beer de3 3noa ne Club”. You know, those kinds of things that makes the story impactful.”
Mr. Cudjoe noted the role that digital platforms play in pushing a cultural narrative about a brand that adds to the customer experience citing examples like MTN’s “everywhere you go” which was derived from “pieces of stories of unity, resilience, optimism of real people, centering the narrative around the daily experiences of everyday Ghanaian”, thus referencing MTN as a ‘culture’ because the company developed a brand identity that was less corporate and more relatable and cultural. Moreover, the type of platform determines which audience to target with your service offerings.
“Right now, if you’re using digital approach and not traditional media, then you are targeting people who are educated, who’ve been to at least SSS, Gen Z, Gen Alpha, people like Prof who’ve been to school and are using the tools, the target is in this group.”, He continued
The let’s talk digital dialogue was designed to drive key digital conversations in the marketing industry and beyond. The Head of Digital Innovations and Whoopro’s Team Lead at GMA, Felix Afriyie, was hopeful that let’s talk digital will “stimulate relevant and forward-thinking digital conversations not just for marketers but for everyone” as it has become imperative to understand the potential of digital marketing in the economy.
As the organisation that is leading Ghana to mark World Digital Marketing Day in December, GMA has lined up a number of activities designed to educate, inspire and engage. The company said in a statement on Wednesday the 2024 celebration which focuses on thought leadership and innovation as central themes will include a mix of masterclasses, thought leadership sessions and a main summit. The GMA statement was optimistic that the future of marketing is digital promising the event will “equip marketers with the tools and inspiration needed to thrive in this ever-evolving industry”.