How regulated industries can still get results from digital marketing

By our News Team | 2022

Marketers shouldn’t let regulations limit their creativity and the ways that they successfully engage with customers in the digital space.

Consumers are changing. They have less time, aren’t brand loyal, are more socially and environmentally conscious, and prefer experiences over products, according to a Deloitte study.

In regulated industries, marketing professionals have the additional challenge of compliance and government regulations, while attempting to engage with their difficult-to-reach audiences.

But regulations shouldn’t limit your creativity and how you engage with customers and potential clients in the digital space,” advises Desirée Gullan of G&G Digital, an African-based marketing and communications agency.

She gives three suggestions on how brands operating in regulated industries can still shine in the digital space.

Regulated Industries

Photo by Muneebfarman from Pixabay

Engage on the platforms your customers use

Use social to understand your clients’ wants, needs and behaviours, then design a strategy that resonates, provides solutions and adds value to their lives. You will save marketing budget and effort by selecting the same platforms your customers use. For example, if an organisation’s clients only use social media, developing a microsite won’t help you reach them or engage with them.

Use the appropriate digital touchpoints
Paid search, social media and influencer marketing are effective channels to reach audiences. But, for some industries, this may not be permitted. In addition, not all channels are appropriate for your goals. When regulations do intrude, work with key opinion leaders and influencers, use digital PR, tag visual content on your website, and optimise content to increase organic traffic.

Close the digital gap
Another Deloitte study shows that 75% of customers want consistency from their brands. You can achieve this with content that resonates and tells the same story, using a similar tone, across all digital touchpoints. Brands should also be consistent in their support services so that customers experience seamless interaction and don’t feel like they’re dealing with a business that operates in silos.

According to G&G Digital, regardless of the industry, online visibility is essential. Leverage opportunities and use the right digital platforms in smart, goal-orientated ways. Keep your audience at the centre of your content creation, deliver value and be consistent across all touchpoints.

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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.