Cultivating authentic connections in digital communication
By Seun Johnson
In the age of digital advertising, with consumers placing a premium on authenticity amid a sea of online content, brands are advised to prioritize genuine connections that not only capture attention but also cultivate loyalty.
This approach according to Public Relations experts serves as a catalyst for building enduring relationships that go beyond the screen to resonate in the hearts and minds of consumers. It is a key factor in building trust, loyalty and emotional connections with the target audience.
In separate interviews conducted by MARKETING EDGE with perception managers at the digital NIPR Summit held recently, it was clearly established that authentic connection in digital communication is key for brands aiming to build lasting relationships in today’s digital space that is already saturated with information.
Mrs Comfort Obot, Chairman of the Nigerian Institute of Public Relations, Lagos State chapter noted that the value in digital ecosystem goes beyond the speed, saying authenticity is what sustains the relationship between brands and consumers.
According to her, where everyone can broadcast their messages to the world, it is the authenticity that will come through that noise. She said, “Authenticity in the digital space is about being consistent and genuine. One of the most powerful tools of fostering this connection is storytelling. In an age where message is consumed in a matter of second, storytelling that resonates on an emotional level stands out but this story must be real, grounded in AI experience so that we can be able to engage our audiences. They must reflect the challenges and successes of communities we serve.”
Mrs Bolanle Olukoju, Kwara State Commissioner for Communication, posited that brands can build genuine connections with audiences through empathy that aligns digital communications with societal realities. Citing how consumers value what they feel is real, Olukoju advised brands to create a digital presence that prioritizes simplicity and authenticity as the only way to foster more relatable and community-driven content.
Also sharing his opinion on the subject, O’tega Ogra, Senior Special Assistant on Digital/New Media to Nigeria’s President stated that trust is the most crucial factor for brands to stand out in a crowded digital space. He explained that while transparency can foster trust, there are moments where selective disclosure can protect brand’s interests without compromising its integrity.
The digital communication expert pointed out the role of emotional intelligence in authentic connection and encouraged brands to listen actively and use storytelling strategy to connect deeply with their audiences. While introducing the idea of “strategic vulnerability,” Mr. Ogra suggested that brands should learn to acknowledge their mistakes as this will turn their weaknesses into strengths. He however instructed them not to expose some aspects of their brands.
Also on his part, CEO of Optimus AI Labs, Adewale Basamta reiterated that content is the bridge that connects the brands and the consumers. According to him, in a world where everyone is a professional marketer, what stands out is content marketing and the only way to be successful in this regard, is to create a story that revolves around the brand that is being talked about.
He said, “the more we understand the audience, the more they feel relevant. While trying to establish a fact, you must always create a memorable story. Consumers may not remember fact because it is boring, but they will never forget the interesting story about your brand.”
Basamta, however, charged marketers to create contents that matter, attention-grabbing and memorable, noting that it is the only way to build and sustain authentic connection in brand communication.
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