Even in creative industries, which many once thought AI would never infiltrate, is starting to have a tangible impact. Nowhere is that truer than in digital marketing. 

Always at the forefront of adopting new technologies, professionals in the digital marketing space have embraced a variety of AI tools. Those tools are used for everything from generating creative collateral for campaigns to ensuring that they’re as personalised as possible and, ultimately, to analyse campaign performance. 

What’s really great about the current AI explosion, is that it’s made tools that were once the preserve of technical specialists available to ordinary people. So, even if you don’t know the ins and outs of AI, you can use it to boost your digital marketing capabilities.

Here’s how. 

Know what’s out there

Before fully committing to the use of AI tools, it’s important for businesses to understand what AI tools are out there and how they can be used. 

Tools such Midjourney, DALL-E, and Stable Diffusion can, for instance, be used to develop visual concepts for a specific campaign. While the resultant images are increasingly impressive, they’re best used as references that you take to an agency or in-house designer. Doing so can save you significant amounts of time when it comes to campaign conceptualisation. 

Other tools, such as current flavour of the month ChatGPT, can be used for a variety of purposes. You might, for instance, get it to generate some suggested taglines based on a few simple inputs or to help draft a customer email.

Some companies are even integrating it into their broader customer service offerings, using it for everything from responses to reviews and customer queries to sentiment analysis.  

It’s also worth noting that many of the same big platforms that businesses should concentrate their digital marketing spend on are also actively investing in AI tools. Meta, for instance, is experimenting with AI-powered chatbots on Messenger and WhatsApp. While it’s initially rolling out the product to consumers, it will likely start offering it as a customer service option to businesses in the near future.

Spotify, meanwhile, has been a pioneer in the AI space for some time and will likely also roll out some features from its latest advances in its advertising offerings.

And for its part, Snapchat says that its My AI offering can “answer a burning trivia question, offer advice on the perfect gift for your BFF’s birthday, help plan a hiking trip for a long weekend, or suggest what to make for dinner.”

Run with the right partners 

Of course, most business owners’ areas lie in something other than AI and marketing. And as user-friendly as AI tools have become, navigating them can still feel overwhelming to many.

Here having the right partners, particularly when it comes to things like digital media buying, can be incredibly helpful. 

A good advertising partner will be able to help you navigate what’s possible when it comes to using AI on all of the most popular platforms.

Moreover, they’ll be able to help you navigate the regulatory frameworks surrounding AI in your own market as well as international ones. And if they’re really good, they’ll also be conducting their own AI research to find innovative ways of using AI in digital advertising. 

Don’t be afraid, but act sensibly 

Ultimately, the message to businesses should be not to be afraid of AI. Utilised properly and in partnership with the right people, it can make their digital marketing efforts faster, more personalised, effective, and capable of driving both reach and returns.

But they should also act sensibly (much as you would when using GPS in an area you’re not familiar with).

The very last thing they should do, on the other hand, is adopt a wait-and-see approach, because that’s a sure-fire way to get left behind. 

The post AI is Changing the Rules of Digital Marketing, Here’s How to Take Advantage of it appeared first on Tech | Business | Economy.

He will bring a wealth of experience to his new position, having worked at the intersection of media and technology for over two decades.

A key focus for Carl Jordan will be to grow partner representation, including territory footprint and, by extension, revenues.

This includes platform acquisition and representation, country launches, and advertiser and agency engagements.

“I am excited to work for a global company that is serving both developed and emerging countries and understands the link between growing the SSA region’s digital ecosystem and social impact. I’m especially pleased about the opportunity to educate businesses about the efficiency of digital channels, as well as to collaborate with the telcos, to make it more cost effective, for consumers to access the digital economy,” says Carl.

According to PWC’s Insights from the Entertainment & Media outlook report, In key markets such as Nigeria, Ghana, and Kenya, digital advertising still accounts for less than 20% of total media spend, suggesting that the SSA region offers substantial growth potential for the digital economy.

“The development of local / regional businesses, the creation of jobs and delivering social impact, are all made possible by serving communities,” Jordan explains.

Carl Jordan has held a number of leadership and commercial positions, most notably for Yahoo, Google, and Thomson Reuters in the UK, as well as Outbrain and Datafree across SSA.

He has contributed to the growth of Africa’s digital economy and start-up (disrupter) ecosystem over the last three years with Meta, in collaboration with VCs, brands, agencies, and startups.

The post Ad Dynamo by Aleph appoints Carl Jordan Regional Sales Director SSA appeared first on Tech | Business | Economy.

Ad Dynamo by Aleph is Spotify, Twitter, Snap, and  Yahoo’s  exclusive media buying extension in Africa. As an enabler of digital advertising in emerging markets, the organisation is helping to break down barriers.

“As both  a developing market and a continent with a rapidly growing population, Africa is poised to house not only a sizeable portion of the world’s population but also a sizeable portion of the world’s eligible workforce,” says Newton. “I am excited to play a part in implementing Aleph’s goal of breaking barriers.”

“At Ad Dynamo by Aleph, we plan to continue to grow in anticipation of our partners’ needs and solidify our position as a preferred partner,” he adds. “We will build where they need us using tried and trusted methodologies, and we will continue to collaborate to create platforms that reduce the friction associated with doing business in these markets.”

Stephen Newton, an entrepreneur at heart, has more than 25 years of experience leading EMEA businesses across the digital space.

He is currently on a number of advisory boards for startups and mid-sized African companies that work in different parts of the online space.

He is also the chairman and co-founder of The Illuminate Africa Group Ltd., a consulting firm that helps companies achieve their African expansion goals.

Stephen Newton has worked as managing director of Google South Africa, vice president and managing director of the Ad Exchange for Google-bought DoubleClick EMEA, managing director of Africa for PostivoBGH, chief executive officer of Date.ce, and interim chief operating officer of Universal Music Group Africa.

The post Stephen Newton joins Ad Dynamo by Aleph as MD for Africa appeared first on Tech | Business | Economy.

Prior to 2020, we already witnessed a wide digital marketing skill gap, and this has only increased in recent years thanks to the rapid digital transformation brought about by the COVID-19 pandemic. In fact, according to research by Salesforce and Rand Europe, the skill divide is so large that it could cause 14 G20 countries to lose out on US$11.5 trillion in cumulative GDP growth.

Africa is not excluded from this growing divide either. Despite difficulties ascertaining the precise figures on digital marketing within Africa, it is worth noting that research from the International Finance Corporation (IFC) shows that some 230 million jobs across the continent will require digital skills by 2030. 

However, thankfully, within that same skill gap, there is a significant opportunity for young Africans and Nigerians. If young professionals are equipped with the necessary skills to succeed, especially within digital marketing, doors will begin to open for them. This will enable them to not only guide domestic businesses through their digital marketing transformations, but also become significant players on the global digital stage. 

The Importance of Digital Marketing Skills 

In order to understand the scale of the opportunity, it’s worth remembering that Nigeria’s GDP, already the largest in Africa, is set to reach US$450 billion in 2022, having returned to a growth trajectory post-COVID-19.

Furthermore, increasingly large proportions of that economy are also either wholly digital or digitally enhanced. In fact, digital revenues in the country are expected to hit US$16.43 billion by 2025, up from US$11.38 billion this year. 

Moreover, it is also worth noting that only 51% of Nigeria’s population currently have internet access. However, as the infrastructure for connectivity becomes more ubiquitous and prices fall, that number will grow rapidly, and it is anticipated that 35 million additional Nigerians will be online by 2026.

It is therefore clear that there remains plenty of room for growth within Nigeria’s economy, and in parallel, it will become increasingly important for both multinationals and home grown businesses to market themselves online. That in turn makes it critical to not only foster, but also grow digital marketing skills, and ensure that those companies have the best possible on-the-ground support. 

The Youth Opportunity

Fortunately, Nigeria already benefits from a booming young population, with the average age of 18, and many of which are digital natives, having grown up with mobile phones, and access to the internet.

Therefore, having already been indoctrinated into the digital world, they are unafraid of technology, understand its potential to connect people with brands, and are eager to expand their knowledge.  

Therefore, by equipping Nigeria’s youth with in-demand digital marketing skills, it is possible to not only ensure success for business marketing, but also that these young professionals get the chance to enter high-growth industries with the promise of economic advancement.  

This is undoubtedly critical in a country where unemployment for people aged 15 to 24 is as high as 53.4%.

Nevertheless, in order for any digital marketing skills initiative to make a tangible difference, it cannot be solely focused on providing young people just general skills. Thus, instead must ensure that everyone has the relevant skills needed to effectively market to people across the world’s leading digital platforms, including Twitter, Snapchat, and Spotify.  This notion is in fact at the core of our commitments at Aleph Group. Our Digital Ad Expert Programme aims to educate, certify, and connect thousands of Africans with the digital skills needed to succeed in a rapidly digitising economy. 

Our aim is to create a generation of young people that are capable of driving their local digital economies to the next level.  

Beyond Marketing 

It is, of course, important to consider the additional benefits of these skills, as they will not only serve individuals who choose to pursue careers in marketing.

In fact, the skills and certifications provided may also complement entrepreneurial enterprises or symbolize a diving board into the broader digital landscape, and thus, ultimately result in added developers, technicians, and well-rounded generalists crucial to building the digital economy. 

The digital opportunity in Nigeria is massive, it is therefore crucial that the country’s young generations are given the best possible chance to embrace it, and therefore equipping them with essential digital marketing skills may well be the best place to start. 

The post Digital Marketing in Africa: Bringing Much-Needed Skills to Nigeria’s Youth appeared first on Tech | Business | Economy.

In order to thrive, new businesses require the marketing skills relevant in our current digital age, and there has never been a better time to be a digital marketeer, capturing audiences and achieving business targets by curating campaigns and crafting narratives.

Lagos has been ranked the best city for start-ups by StartupBlink, maintaining its standing as the continent’s sole entry, within the top 100 global destinations, to stake a digital business.

Moreover, in Nigeria the digital sector is contributing about 10% to GDP, making Nigeria the best home for digital skills in the continent.

That said, the youth unemployment rate in Nigeria has accelerated to over 53% during the pandemic. Many of these so-called digital natives, born during the digital age, despite their confidence engaging in the digital world, lack the skills or the funds to unlock the potential of this emerging tech market through traditional academic streams. There are, however, still other paths that can be explored.

Get a Digital Ad Degree

Aleph, a global leader in digital advertising, is the driving force behind the geographic expansion of the world’s biggest tech companies, across emerging markets. Aleph is committed to educating more than 50,000 people across over 90 countries, thus forming the core of the next generation of digital professionals. 

The training is provided through Digital Ad Expert, featuring the flagship programme of Digital Ad Degree, all you need is access to the internet and to Zoom.

The course runs over 12 weeks with a mix of live and on-demand sessions, covering the basics of strategy and analytics, as well as platform specific advertising methodologies for all the major social media platforms.

The Aleph degree awards badges upon completion allowing you to showcase acquired skills across all social profiles.

The programme also provides overviews of the current Nigerian and Ghanaian job markets so that you can put your skills immediately into practice. 

The Latest Research     

Digital Ad Expert also benefits from Aleph’s industry leadership through regular uploads, featuring the latest marketing trends and insights from the company.

Tap into a unique well of knowledge and content to enhance your digital skills, enabling you to stay ahead of the competition, and discover real world examples from the experts.  

Listen Carefully

While social media can seem overwhelming, it can also be a valuable learning tool, allowing you to interact directly with your role models, and locate mentors.

The Twitter Spaces tab is your door to topical discussions that are relevant to your interests and is the perfect way to further expand your digital understanding, wherever you are, at your convenience. 

Similarly, applying the same strategy to podcasts and you’ll quickly build an audio library that will enrich your personal skills and feed your future career ambitions.

Watch and Learn

True digital natives already know that almost anything can be learnt from watching a few YouTube videos, but what you might not know is that the development of digital skills is no exception. The real magic of the internet is in the flood of webinars you can attend for free. 

Yes, the pandemic taught workplaces that workers can be productive outside of the office, and that anyone can host a webinar.

Therefore, keep a close eye open for event listings on relevant industry association websites (such as IAB for digital marketers), and discover an endless list of informative sessions to attend.

Sign up to Ad Experts for Free

Applications for the next group of Digital Ad Expert are now open. The first session is scheduled to kick off on August 17th, 2022. Candidates can apply to complete a free three-month comprehensive digital ad degree here. The program will be conducted in English, twice weekly, over Zoom.

Post Script:

Ad Dynamo is Africa’s largest digital media sales house. We partner with brands to achieve long term results through advertising.

Aleph is a leading global enabler of digital advertising connecting thousands of advertisers in emerging countries with the world’s leading digital platforms.

Aleph represents the world’s leading platforms in 90+ markets across the globe where they don’t have a physical presence, enabling platforms like Twitter, Meta, Snapchat, and nearly 30+ others to expand into new markets and enabling advertisers to take full advantage of the platforms’ advertising capabilities. Through these long-lasting partnerships, Aleph creates the opportunity for all people and businesses to advertise at a local and global level without limits.

The post Four Ways Young Nigerians Can Enhance their Digital Skills for Free appeared first on Tech | Business | Economy.