Trust in marketing communications campaigns

16 October 2020 | Opinion

During 2020, we have adapted to digital-matter-of-fact at an exponential pace. The fireworks of newly launched online businesses and sales platforms were cheered on by all banks’ diverse offerings in online payment apps and tools. Cash has almost become frowned upon when listed as the only payment option. Measuring media engagement and reach has more visibly become connected to sales and overall business performance.

If your husband/wife leaves to join a secret mission for two years, you trust that they’ll keep contact with you at least so that you know they are safe (social economy), healthy (environment, and still committed (customer centric).

If they don’t communicate these (and more) elements to you effectively, you become disappointed and ultimately lose trust.

Staying connected

Marketing communications are best utilised when staying connected with your customer. To show off (the good stuff like sponsorships, green energy, innovation and social commitments), to show up (political or economic involvement), and to ‘stay in’ (consistency).

You will notice that many corporates have dedicated corporate social responsibility foundations and industries they support. MTC for the love of sport, and local artists. Standard Bank for the love of #BuyABrick and securing homes to families that have no resources to achieve this dream by themselves.

Old Mutual towards women empowerment (summits) or recall Bank Windhoek’s popular cancer apple campaign.

It is creating a movement for consistent seasonal peeks to ensure your message is heard, and above the awareness threshold. Strategic partnerships and associations uplift and co-build brands. They show commitment to these relationships by means of ongoing communications.

It is also about ensuring that you have a share of voice, and that you’re not outsourcing it to those who have no connection with your brand.

It’s going back to the basics: Sing, laugh, dance, have fun, be curious, explore, adventure on, family love. It’s like creating the tides that become the waves that your brand wants to ride.

“If the tide is too high and rising, each successive wave will push higher, while if the tide is high and falling, the energy in the waves will decrease with each wave. As the tide approaches low tide, the waves will be less powerful”. (Hey Google!)

Ultimately, you plan and guide these campaigns in order to create an impactful energy amongst your audience.

Learning from trends

The overwhelming shift of the public agenda towards alarmingly high rates of gender-based violence teaches us a couple of things. What are the accepted norms of our society, as guided by value-based campaigns that have been below the media’s awareness threshold in the past months? Could stakeholders have played a more active (and communicative) role by informing victims of their rights and options, towards disabling ongoing rape, abuse or neglect of women staying in abusive relationships for various reasons? Let us not disregard co-dependency, lack of public services, peer pressure to submit in all ways or the influence of poverty and alcohol abuse on many families’ psychological well-being.

Public communications and marketing communications are part of what mobilises people towards seeking and becoming the change we need. It has the ability to enable, encourage and question, and leads to public discourse.

Facing many challenges, the influencers are competing to voice their concerns and contributions towards various sponsorship and investment initiatives, which remain an obligation rather than a tool.

The role played by media (print, radio, TV, online, social media) can never be underestimated, and this is why it must be used as an ongoing reputation management (and at times intervention) tool for whichever cause you serve.

Quality communication

The quality of communication is linked to the quality of our lives. Nelson Mandela said: “If you talk to a man in a language he understands, it will go to his head. If you talk to him in his language, that goes to his heart”. The biggest mistake we can make is to assume that conversations took place when we communicated below the awareness threshold. Cherish the big tidal waves, and use them to drive for social, economic, and political change.

*Natasja Beyleveld is the managing director of NaMedia.

Similar News

 

EDITORIAL

14 hours ago | Opinion

We are not okay. Most of us are struggling. Uncertainty, fear, anxiety and depression have become deeply interwoven into our collective psyche as Namibians amid...

EDITORIAL: The good and bad of Kenneth Kaunda

3 days ago - 18 June 2021 | Opinion

Zambia’s founding president Kenneth Kaunda passed away yesterday – and Namibia owes him a debt of eternal gratitude.Kaunda was a witty politician, revered statesman and...

EDITORIAL: Kudos on shutting down Agribusdev

4 days ago - 17 June 2021 | Opinion

One thing the Geingob administration is getting right is culling public enterprises that continue to be a burden on fiscal coffers.The principle of establishing these...

EDITORIAL: Making teachers the sacrificial lambs

5 days ago - 16 June 2021 | Opinion

Yesterday the National Assembly slammed its doors closed after it reported nine cases of Covid-19, including Speaker Peter Katjavivi.The precaution taken is correct. But it...

EDITORIAL: No genuine appetite to fight poverty

6 days ago - 15 June 2021 | Opinion

Research by the Namibia Statistics Agency (NSA) shows that almost half of the Namibian population lives in multidimensional poverty.Multidimensional poverty essentially means a concoction of...

Schools rugby players react on sports ban

6 days ago - 15 June 2021 | Opinion

The Zone Team went out to find out how the HTS rugby team feels about the new suspension of contact sport amid an alarming increase...

EDITORIAL: President must address the nation

1 week ago - 14 June 2021 | Opinion

The clarion calls for President Geingob to crawl from under his rock and provide leadership insofar as the deadly surge in Covid-19 infections is concerned...

EDITORIAL: Mitigate Covid with productive measures

1 week ago - 11 June 2021 | Opinion

We are reliably informed that plans are afoot to tighten Covid-19 regulations in the coming days, as the country undergoes its most deadly spell of...

A fact check: AstraZeneca vaccine still safe, really?

1 week ago - 11 June 2021 | Opinion

WERNER GERTZOn 11 March, during an official visit to President Geingob, the World Health Organisation (WHO) representative to Namibia, Dr Charles Sagoe-Moses, made the following...

The agreement that resolves nothing

1 week ago - 11 June 2021 | Opinion

YARUKEEKURO S. NDOROKAZE Dear Ambassador Beck,I am Yarukeekuro Steven Ndorokaze, a maturing male from Oruuua, Ovitoto Area of the Omatako Constituency in the Otjozondjupa Region,...

Latest News

Vehicles sales unresponsive to low...

14 hours ago | Economics

PHILLEPUS UUSIKUDespite interest rates being low to make borrowing attractive, new vehicle sales remained weak for the month of May.Last week, the Bank of Namibia...

Nightmare ride with father’s dead...

14 hours ago | Health

Henriette Lamprecht WINDHOEKA woman whose father died of Covid-19 at home in Okahandja was...

More succumb to acute oxygen...

14 hours ago | Health

JEMIMA BEUKES WINDHOEKNamibia’s Covid-19 battle is now characterised by critically ill patients gasping for air as they line up in desperate need...

Only six vaccinated dead from...

14 hours ago | Health

Jo-Maré Duddy WINDHOEKOnly six people who were vaccinated against Covid-19 have died since the third wave hit Namibia in May.All of them...

ILO, EU supporting Namibia’s fisheries...

14 hours ago | Economics

The International Labour Organization (ILO), with support from the European Union (EU), has launched the Sustainable Supply Chains to Build Back Better (SSCBBB) project which...

2.6% wage increase for construction...

14 hours ago | Labour

Kenya Kambowe RUNDUDespite the Covid-19 pandemic’s negative impact on the economy, construction industry...

EDITORIAL

14 hours ago | Opinion

We are not okay. Most of us are struggling. Uncertainty, fear, anxiety and depression have become deeply interwoven into our collective psyche as Namibians amid...

Namdock and MANWU signed an...

14 hours ago | Economics

On 3 June 2021, established ship repair and wholly Namibian-owned company Namdock (Namibia Drydock and Ship Repair), signed a Recognition and Procedural Agreement with trade...

Nigeria urged to make forex...

14 hours ago | Economics

CHIJIOKE OHUOCHA AND ESTELLE SHIRBONThe World Bank urged Nigeria to provide a clearer and more predictable foreign exchange management system, suggesting that its response to...

Load More