By Rachel Nyambura Mugisha
Picture this: A once-thriving Ugandan business, known for its TV and radio ads, is now struggling to get noticed. Their ads used to bring customers through the doors, but today? Nothing. The world has changed, and they need to change with it.
Friend, we all moved on to the digital age - where people have more choices, shorter attention spans, and less patience for traditional ads - welcome home. If your brand wants to stay relevant, it’s time to rethink how you connect with your audience. I am putting this piece together to share with you how not only to keep up but win in this new era.
The Shift from Traditional to Digital Advertising
Not too long ago, advertising was simple. Buy a prime-time TV spot, place an ad in the newspaper, or dominate the radio waves, and you are set. Those channels still matter, but digital platforms - social media, video streaming, and online news - are where the real engagement is happening now.
I am privileged to head Commercial, or what many call Sales, at Next Media, and over the last couple of years, we have seen businesses that embrace digital strategies outperform those that rely only on traditional ads. The key takeaway for me has been that if you’re not COMBINING traditional and digital, you are leaving money on the table. I believe that our ability to effectively provide this to our clients is what has kept us ahead of the curve.
The Power of Storytelling in Marketing
My experience continues to show that people don’t like being sold to, but they will take a good story any day. They want content that speaks to them, entertains them, and makes them feel something.
Would you rather watch a dull 30-second ad about a product, or a short, engaging video showing how that product changed someone’s life? Brands that tell great stories - through blogs, videos, social media, name it - don’t just sell, but instead create lasting connections.
We have seen it first-hand: Branded content drives more engagement and trust than traditional ads. If your brand isn’t using storytelling yet, yesterday was the time to start.
Smarter Advertising with Data
Guessing who might see your ad isn’t a strategy. Data is.
With the AI-driven advertising and audience analytics that a communications agency such as Next Com provides, brands can target the right people at the right time with the right message. Instead of wasting money on broad campaigns, data-informed marketing ensures every shilling works harder and delivers real results.
Winning Through Strategic Partnerships
Success in today’s media world isn’t a solo effort. The smartest brands are collaborating – be it through influencer partnerships, co-branded campaigns, or even sponsored content.
We have seen brands come to work with us as media houses, and we have lined them up with the right content creators, and influencers through our Next Influencer platform, which has always seen them gain credibility and reach much faster than those trying to do it alone.
A Hybrid Approach
We no longer have the luxury of choosing between digital and traditional media in Uganda - it’s now, more than ever, about blending the two. The brands that combine the trust of traditional media with the precision of digital will be the ones that thrive.
So, the big question is: Will your brand adapt and lead, or be left behind?
The brands that embrace digital transformation (take Next Media as an example in Uganda’s media space), invest in storytelling, use data wisely, and build strong partnerships will be the ones that win. The time to make your move is now if you haven’t already!