23 April 2009 30 Comments

Brands and technology

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-technologybrand-technology2A couple of days ago I was discussing with a client from banking industry about the level of fast phase changing technology and why many are not taking advantage in the technology to bond. Despite the level of noise with regards to insecurity occasioned by constant allegation of low liquidity level, de-marketing in the industry among other factors. Our banks here seem to be interested in making money. They work on the population and level of docility that is attributed to our people. Some western countries have population of two hundred and eighty million people yet no one dare to take them for granted. Here we are more in the business of showing off in terms of how much budget we have for mainstream media advertisement. Many will still continue to believe that hanging to the old warrior tools is the major thing to do. Interestingly since some of their advisors will want to make more at the expense of their ignorance, they will rather keep quite and reap them off.

The level of changing technology is offering greater visibility platform to reduce cost and it is still  effective. One may say that we are still coming up in terms of access to internet, but as soon as people are moving, brands should move with them. The Facebook phenomenon has remained a mystery. The success of facebook over age-long Hi5 can not be denied. More importantly, there are several other platforms where brands can build a strong community but they are not using them. Gradually, our environment is moving toward online relationships building yet our brands have stayed with the old terrain. The best options brands have today is to go through the demands of age of adaptation that we are. Marketing communication is already in that age. With changing technology and all its new advancement, there is need for adaptation. It is high time brands make the necessary U-turn to be relevant. When it comes to effective brand communication today, brand must adapt, plan and execute. Martin Allsop says “Social media is not going to go away anytime soon. But the businesses(brands) who dismiss it as a passing fad just might”.

30 Responses to “Brands and technology”

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