The main challenge is the lack of knowledge or appreciation by advertisers of the opportunities that exist in digital media . Specifically this challenge is more elaborate among SMEs , County Governments and Government affiliated organisations .
The other aspect is the fragmentation of audiences in digital whereas clients are looking for insant results without appreciating the need for a sustained digital marketing strategy over a period of time to achieve conversions .
In this regard , we have embarked on continuous training and capability development of our clients through NMG ’ s digital marketing agency TAG Brand Studio to better understand the opportunities and offer learnings .
It usually takes some time for products and services based on technology , especially digital to grow , and in the typical corporate speak it is not an understatement to say ‘ we overestimate the short term and underestimate the long term .’ How has your leadership schooled the team to buy into this noble futuristic venture whose exponential growth might not be realized over-night ?
NMG ’ s digital transformation strategy started with the full support and buy-in from the Board and Management . Nation . Africa was realised through involving cross-functional teams vertically and horizontally across the organisation . This created champions of the digital transformation journey who were spread across the organisation . The leadership has also ensured that the NMG team is involved in terms of their feedback on the digital journey and continuous communication to staff including celebrations of the key milestones and new products at every opportunity .
The team is also inspired and encouraged through the the global recognition it has received in relation to its digital transformation journey such as the iF Design Awards 2021 ( for the Nation . Africa brand identity design and its brand communication campaign ) and INMA Global Media Awards Finalist ( for Nation . Africa under best product and tech innovation and Nation Audio under best use of Audio ).
The team is constantly engaged on their assessment , building capability and a digital-first culture . Each of us at NMG is a champion of this mission , sharing a common mindset , driven by a set of values that we live by .
With some of your assets like modern state of art printing press , well-equipped studios manned by highly trained professionals , how do you feel when you realize that audiences are more attracted to platforms like Tik Tok ? Do we see such platforms incorporated going into the future in enriching your content generation .
Indeed , NMG is constantly exploring and interacting new age platforms to better understand them and we are open to incorporate them as part of enriching our content and more importantly engaging audiences .
One of the key barriers to getting people to pay for online content is the perception that the media houses are wealthy and should give online content for free , and that there is a lot of free content on the Internet . How are you demystifying this perception in your pursuit to on-board new sign ups and achieve acceptance for professionally generated content ?
We have been conducting an interactive communication campaign through various platforms that seek to educate the role of independent , indepth good journalism and the importance of supporting it through paid subscriptions to enable generation of high quality content . This has involved giving them access to Prime content to snack on it before registering and eventually paying for subscriptions . This communication has also included educating the audiences on how to sign-up and navigate the content . The campaign has led to converting our audiences into advocates who are now organically educating their fellow audiences on the importance of subscriptions .
Tell us more on the exploration of curating past content and availing it at a nominal fee on digital .
We have a rich Africa archive which is more than 60 years old . Few , if any , have this kind of indepth NMG ’ s archive has . This information accrues in value with time just like real estate or any other asset . Those who seek to access this kind of content are intentional and highly engaged . It is for this reason that before we launched , it was a safe zone to begin testing our paywall capability and demand .
Your conclusion on this discussion ?
In conclusion , for us at NMG , there is no reverse gear on our digital transformation journey . As Mutuma Mathiu , NMG ’ s Group Editorial Director put it aptly in his article ( which you can read on Nation . Africa ) when he said : “ Nation . Africa is an expression of massive ambitions , on a global scale . It will take many years to realise those dreams . We are like cathedral builders who knew that neither they nor their sons would live to see the completed work , but so strong was their dream that , with stout hearts , they built anyway .”
These are excerpts from the conversation with Clifford Machoka , Head of External Affairs & Marketing , Nationa Media Group PLC as recorded by Marketing Africa Crew . For more information or comments drop us a line on : Info @ marketingafrica . co . ke .