19 February 2011 11 Comments

Brand communication in Nigeria:the future

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 communication in Nigeria’s landscape is now attractive. I have taken time to observe the activities of frontline gladiators in the field. Most of our brand communicators in the nation have mastered the act of their the future of brand communication in Nigeriaprofessional delivery in the offline space. I am aware that many agencies are doing well in this regard. They have in the past delivered excellent services to their clients. It must be made clear that we had witnessed fine cut strategy that delivered client’s side request to the letter in the offline space.

Having said that, I think time is now ripe to develop internal capacity (on social media) to help clients deliver excellent online communication. A casual observation of some big names in the agency side today points to the fact that there is need to develop internal capacity or hire competent hands that can deliver verifiable results. These new breeds of cutting edge professionals will help clients make an equivalent impact online.

If Nigerian Brand communication industry must move faster and catch up with the rest of the world, there is urgent need to look at the following and act where there is necessity:

Demonstrate commitment: the few agency guys I have spoken to all see the need for social media marketing skill but the energy to make the right move in this direction is still lacking. Some big industry players have created youth segment and online positions but what we noticed is that not many of these hired staffs have a good grasp of the necessary skills.

Curriculum development: Many schools in the western countries have Brand communication training In Nigeria started incorporating social media marketing as a mandatory course in their curriculum development. This is especially in courses like marketing, Mass communication, Advertising and public relations to mention a few. It is high time  Nigeria education curriculum developer take a good look at this loopholes.

Train staff and set right policy: The use of social tools as means of internal and external communication can no longer be denied. Denying staff access to relate and communicate on the social tools may not be the right approach. Instead organizations should encourage, train and set right policy which will guide proper use of this media. When this is done, it becomes a win-win approach. If this is not considered, staff will continue to privately access and use these social tools as they feel. We must not also forget that internet access is on the increase as the prices of Smart phones are becoming affordable to all. Not that alone, there are other phones that have similar function.

This is my thought for now. Let me hear from you if you are a stakeholder

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