15 August 2011 11 Comments

Digital communication: Starting point to stardom

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


Digital communication is no longer an issue of if brands want to; it is more of how to do it well. Digital communications today offer valuable opportunities which brands can use to prospect, connect and build valuable relationship with potential and actual consumers. The major advantage associated with digital marketing is its fast and cost effective way of achieving its goal. That is if there is an original strategy which fits in to the brand’s channels, positioning, location and other vital factors which should not be taken for granted.Digital-communication-online-communication-social-media-digital-tools

In every communication process, it is expedient to know your objective, the target, the message as well as the channels that are most appropriate. In digital Communications, things are not all that different only that sensitivity, platform rules, behind the scene behaviours is vital signal for success. Content has to be helpful also. Content must serve as bait, prepare afresh each new day. There is an urgent need to master the use of language in order to be effective in today’s world. While trying to find the best way to go from starting point to stardom in digital communication, I came across an acronym that I do think will fly if any brand wants to move from grass to grace in digital communication. I do hope the acronyms ( 4 Ts) is not copyrighted?  But before then, never forget that listening, research will help the brand to achieve greater result and will serve as foundation for success in digital communication endeavour. So here is it

Tailoring: from starting point, Digital communications must be tailored to suit the user and producers need. Any digital communication that is not tailor made for specific target will miss its mark. The niche market thing/bug is biting hard. Mass communication will never achieve much in today’s attention deficiency world. Be sure you know what the brand want, who is it for and best to present the offering to the target audience.

Testing: No matter how accurate the brand’s digital communication effort is, there will still be room for message testing and evaluation. Never be afraid to keep testing.

Timing: To reach the peak where brand gains better value for brand’s activities, brand must keep working on ensuring brand’s digital communication efforts are  applied at the right time. Learn to strike when the iron is hot. When you strike at wrong timing no matter how create the effort is, it will not achieve best result.

Tracking: No one can measure success without adequate tracking. How do you measure success if there is no goal post? Have you ever imagine why football tournament has half time? The purpose is to help each team reassess the tactics, formation and success achieved. So a digital communication also needs to continuously track its effectiveness.

Do you have any addition? Over to you, use the comment section.

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