Give Online Advertising Attention Or Lose Out — Businesses Told



womanBusinesses in the country should cede part of their advertising budgets to online media or risk losing out on the large chunk of Ghanaians who spend more time on the internet than on the traditional media, the Country Manager of online advertising firm, Wild Fusion, has advised.

Ms. Elizabeth Opoku-Dakwa, who recently relocated from the United States of America (USA) to take up the post, said in an interview that the changing terrain of the media industry called for flexibility in advertising, especially for companies that were keen on getting value for the action.

“I don’t think the issue of online and traditional media advertising is, but if you put the two side by side, then I think online advertising is more result-oriented than the rest.

Besides, most customers nowadays are continually online than they are with other media,” she said. Wild Fusion is one of the pioneering online advertising agencies in the country and has since assembled a team of experts to assist its clients do internet marketing, online advertising as well as study, analyse and come out with digital strategies to online consumer insights for interested companies.

It entered the country recently after setting up its operations and assisting businesses in neighbouring Nigeria to go online with their goods and services.

Having established in the country for close a year, its Country Manager said the time had now come for corporate Ghana to also access the professional expertise that the agency brings to the country.

“All I can say is they (businesses) should have a conversation on online marketing, get professional advice on it and give it a try. They won’t be disappointed,” Ms Opoku-Dakwa said.

She was, however, disappointed that most companies were beginning to see the opening and running of social media accounts as amounting to online marketing, explaining that such actions were just a tip of the online marketing iceberg.

“You may have a Facebook or twitter account through which you interact with your customers. That is fine but it’s not online marketing. With online marketing, we mean doing proper consumer insight analyses, where you can monitor and be able to measure the results of your investment there,” she added.

Wild Fusion already has some blue chip companies it is doing online marketing for and its Country Manager was optimistic corporate Ghana would give it the chance to use it to help sell their products and services to the ever-changing consumer.

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