A Digital Expert, Mr Abasiama Idaresit, has decried lack of use of the listening and monitoring tools available online by brands and putting proper plans in place to aid success in the digital technology space.
The Chief Executive Officer of Wild Fusion made this known on Monday in Lagos, during a Virtual conference organised by GAGE Award Online platform.
The topic of discussion was ‘Data and Targeting the Right Audience for Brands’.
According to him, individual brands must first have a social media philosophy which should be full proof and in place for two to three years.
“Making use of tools such as listening and monitoring tools will put a brand on track to closing gaps that need to be filled.
“All these digital tools are online for your usage especially as technology has empowered mankind and liberating humans in every sense of the word
“A failure to have a proper plan will bring about gaps, especially when in the long run, the brand has not been targeting its own audience due to lack of understanding of its audience as well as their consumer journey.
Idaresit, who was the Google AdWords first certified digital partner in Nigeria, said there were steps that led to sale that must start from awareness, consideration, and conversation before any sustaining sales and market share was created.
He also identified some of the gaps that existed in the digital space.
“Many brands do same thing as making use of promotions on social media, making use of influencers, and the likes, when a brand can stay distinct on its own, avoiding shortcuts that give only temporal recognition.”
He advised brand owners to be distinct with the aim of targeting certain audience.
“Don’t be online because your competitors are online. Be online because your target audience is online.”
“Staying at the top of your share of voice in the digital space is easy, if you give 120 per cent delivery, render exceptional service and stick to excellence.
“Deliver what you promised, remain consistent, and worry less about your competitors,” the expert said.
Idaresit said that free opportunities offered by the digital space could be maximised only by brands that understood the role of professionals in developing clear cut digital strategy.
Edited By: Chidinma Agu/Donald Ugwu (NAN)