A powerful wind of change is reshaping storytelling, and those who have embraced this paradigm shift have shared insights on navigating the evolving landscape. The era of relying solely on traditional media to tell brand stories swiftly ends. As the Executive Director of the Advertising Association of Ghana, Isaac Cudjoe aptly states, ‘Digital storytelling is the heartbeat of marketing communication because traditional media is gradually phasing out.’
At the just-ended thought-leadership event on digital storytelling organised by Whoopro under the theme ‘The Art of Digital Storytelling,’ digital marketing experts assembled to explore how digital marketers can leverage digital tools to amplify narratives, engage audiences, and create an impact for brands and their customers.
In his keynote address, Mr. Isaac Cudjoe expounded that in today’s digital age, brands must ensure that the stories they craft for their audiences convey messages in “immersive, impactful, and relatable ways.” He noted that this immersive quality sets digital storytelling apart from traditional methods.
Mr. Cudjoe further highlighted the importance of cultural relevance in digital storytelling, asserting that a well-told story can inspire both public and customer action when it aligns with the audience’s values and context.
Marketing Content Manager at the African Leadership University (ALU), Kwabena Oppon-Kusi, on his part, emphasised the need for digital marketers not only to master digital tools but also to deepen their understanding of the world around them to reach their full potential in digital marketing.
“Be a person of the world who is ready to consume everything around you. You need to understand how this world moves. Pay attention to every little thing and find inspiration in every single thing. Be willing to learn how to use the tools that will aid you in telling the stories. You should be able to tell a good story if you understand the world around you and you are a student of the world,” he advised.
Digital Content Creator and Media Personality, Ivy Prosper, who has achieved notable success in sharing positive Ghanaian stories through her role in managing the digital storytelling for Beyond the Return over the past five years, passionately appealed to Ghanaians to use social media as a tool to promote a positive narrative of Ghana.
She made a strong case that Ghanaians can shift global perceptions and showcase the country’s best attributes to the world through social media. In a digital age, she noted, every citizen has the power to be an ambassador for Ghana, amplifying the nation’s strengths through their social media presence. “Culture is a big part of Ghana, and a single cultural post can go a long way,” she encouraged
Head of Marketing and Corporate Communications at UBA Ghana, Henry Dottey speaking at the event, highlighted the evolving nature of social media, emphasising that there are no fixed “dos and don’ts” because each campaign has unique objectives that guide its approach. He pointed out that brands should harness the spontaneity of social media and use visual storytelling to connect with audiences in their storytelling.
The communication expert also stressed that engaging with audiences through comments and interactions is essential, as it builds understanding and allows audiences to see the brand’s perspective. Hefurther encouraged brands to think globally in their storytelling while keeping a clear understanding of their audience in mind.
The Art of Digital Storytelling event is part of a series of activities organised by Whoopro under the auspices of Global Media Alliance to celebrate World Digital Marketing Day, celebrated on December 16. The day is set aside to spread awareness about the importance of digital marketing while celebrating and appreciating digital marketers who promote brands, websites, products, and services in the online space.
As part of this celebration, Whoopro has curated a lineup of renowned speakers, thought leaders, and industry experts who will share their insights, case studies, and best practices. In the weeks leading up to December 16, attendees can look forward to engaging panel discussions, interactive sessions, and valuable networking opportunities designed to foster collaboration and knowledge exchange.