AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
LEADERSHIP
Marketing yourself and your business through thought leadership
By our News Team | 2021
How do you do thought leadership right? Handled effectively, it can build a powerful brand for individuals and businesses.
Thought leaders have the creative courage to move past the ‘now’ and to demonstrate a vision for how things could be. They share ideas about a topic that seems radical and ahead of its time – which is what attracts desirable audiences.
These independent thinkers are fuelled by a confidence that drives them forward. They have a vision which is contagious to their intended audience. There is no time to waste discussing the current zeitgeist (the mood of the present) when ‘what can be’ is more exciting.
A concept might not be completely new, but a thought leader’s take on it most certainly is. The writer or speaker is leading the thinking on a topic or theme – not just reporting on it.
There’s a risk, though: given the volume of fake news, thought leaders can’t simply wax lyrical about a revolutionary idea. It has to be research-based and coherent. It has to answer the questions, ‘Why should this information matter to me? Can it improve the ROI of my business, make me happier, or bring clarity where there is confusion?’
What formats are most effective?
If thought leadership is a strategic objective for your business, think about how each article, blog, visual or voice-based story you put out contributes to your overarching brand story.
What do you want to tell, and what formats are most effective in conveying that message? Does all thought leadership have to be blog-style articles? What about a podcast or a 60-second video? How do you cut through the clutter with a magnetic message that attracts the right kind of attention?
Build trust and connection with ideas that teach audiences something in a few minutes minutes that they can apply for a lifetime.
There has to be an actionable takeaway, a friendly dare or a call to action. Be clear about what you want to say, how best to say it and understand why you think it is important to say it at all. Now that’s an idea worth spreading.
Source: By Samantha Page of John Brown Media, issued by Dentsu
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