THE ADVENT OF DATA-DRIVEN COMMUNICATION IN GHANA

By Jubi Gloria

The advent of the Internet and its high-speed data and voice connectivity even in inaccessible and hard-to-reach areas across Ghana means there is an urgent need for businesses in the media space to change the way they create, market and distribute information. The PRO of JG & Associates PR Firm, Lawrence Manu-Gyan, who stated this in an interview  further said ICT and traditional media are moving hand in hand to create a future where data-driven communication is the norm.

BACKGROUND

ICT and traditional media are gradually integrating to create a future where data-driven communication is seamless.
In an interview with the PRO of JG & Associates PR Firm, Lawrence Manu-Gyan, he disclosed that broadcasters, news organizations, publishers and PR Agencies in the media sphere should put into practice what Netflix unearthed a decade ago that is, the idea that content creation and distribution should be driven by data, adding that there is an urgent need for businesses in the media space to change the way they create, market and distribute information. He said today’s consumers search and access content anywhere, at any time and on any device, that is why with the help of tech experts from Dzills Solutions, a local station like GBC'S radio BAR is now accessible easily online to reach a global audience.

Lawrence Manu-Gyan also addressed how Mass consumer platforms like Facebook, Google and Amazon have become consumer-centric disruptors. He emphasized how these platforms generate data and insights that offer granular audience segmentation for targeted communication such as advertising and PR to their consumers.

He advised that Media companies need to leverage the value of their brands, content, and audience relationships to create personalized services. Echoing that they can extend their reach and capabilities by adopting a platform-centric business model to concentrate on content creation and online blogging.

The PRO of JG and Associates PR Firm, Lawrence Manu-Gyan also said Data-driven communication is the future and media organizations need to master the use of relevant and reliable data to inform, persuade, and engage audiences not only in the local space but globally by crafting compelling messages and tailoring content to different segments whiles using the right Analytics tools to measure impact.