Digital engagement in 2023 could be a whole new marketing ballgame​

By our News Team | 2022

Strategies needed to optimise digital commitment from consumers have shifted as the global business and geopolitical landscape changes.

Geopolitical uncertainty, inflation and the looming threat of recession mean that few businesses feel entirely comfortable about their short to medium-term growth prospects.

Within this environment of uncertainty, digital engagement remains crucial. But just as the global business environment has again shifted, so have the factors driving the importance of digital communication.

Consumer Engagement

Photo by Edmond Dantès from Pexels

“This growth and change of priorities mean that the strategies needed to optimise digital engagement have shifted too. And they will continue to move,” says Brent Haumann, Managing Director of digital customer communications firm Tilte (formerly Striata).

He suggests several key strategies the businesses should implement to optimise digital engagement in 2023.

  1. Double down on engagement as online and social growth slows

Today, there are an estimated five-billion people around the planet who are online. With the planet’s population having passed eight-billion people this year, that suggests  there’s still a lot of room left for growth. But growth is stalling. 

At the same time, it’s estimated that more than 75% of eligible populations already use social media.

For organisations, this slowing growth suggests that there’s more to be gained from doubling down on digital engagement with the customers already on your digital channels than persuading the people who aren’t on them to join.

Remember, if you get engagement right, you’ll get to the point where your most loyal customers become brand advocates and bring in new customers.

  1. Don’t rip out the carpets

Similarly, in the face of overwhelming change, it can be all too tempting for businesses to overhaul their digital engagement practices completely. But that’s unnecessary, expensive and may even set the business further back than it was before.

A far better approach is for the organisation to maximise and complement its existing platforms. This allows it to continually improve engagement and adapt as it goes, rather than having to start from scratch.

  1. Always be where your customers are

Maximising existing platforms does not, however, mean that organisations should be averse to exploring new ones. Research shows that, even as internet penetration has grown globally, the average time a person spends online hasn’t.

That means that any time consumers start engaging in a new online activity, it’s likely because they’re spending less time doing something else online. 

Companies need to be aware of these ‘new’ online activities and whether they can leverage them for engagement. That does not, for example, mean setting up a stall in the Metaverse ‘just in case’.

What it does mean is keeping an eye on shifting consumer behaviour and ensuring that you’re prepared to build a presence on a new platform if need be.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.