This archive report was first published on 19 August 2021.
Patience Atsango, a seasoned brand strategist, has made a name for herself in the industry with her expertise in business and personal brand development. With a background in managing 23 countries in Africa, the US, and Europe, Atsango has a unique perspective on what it takes to succeed in digital marketing.
Atsango's company, Digitech Brands Limited, offers a range of services, including business and personal brand development, IT, and cleaning industries. Her clients include DST East Africa, Diaspora Alliance, NCBA, and Techno Brain Group, among others.
According to Atsango, digital marketing is the promotion of brands to connect with potential customers using the internet and other forms of digital media. Unlike physical marketing, which involves door-to-door sales, digital marketing uses digital channels such as websites and social media as tools for marketing communication.
When it comes to marketing themselves digitally, Atsango advises entrepreneurs to invest in sales and marketing, as it determines the growth of the business. She emphasizes the importance of branding, which involves positioning a business and creating a positive perception of it. This can be achieved through memorable logos, use of color, captions, slogans, or corporate social responsibility.
Atsango also stresses the need for entrepreneurs to familiarize themselves with social media tools that can boost their market. She recommends using free resources and learning platforms to learn how to position their brand. Additionally, she suggests using tools like Canva to design photos for marketing, as well as videos and pictures to market themselves.
When it comes to paid advertising, Atsango notes that many entrepreneurs prefer organic marketing, but it is not as profitable as paid advertising, which can reach more potential customers. She advises entrepreneurs to remember that marketing is the enablement of the brand and to stick to their brand identity, especially when marketing.
Atsango highlights the benefits of digital marketing, including attracting a bigger audience to products and services, selling beyond one's locality, and venturing into the international market. She also notes that digital marketing lowers operational costs, making it cheaper compared to traditional marketing.
Finally, Atsango encourages female entrepreneurs to be intentional about their brands, as people buy from recognized brands. She emphasizes the importance of making branding intentional and memorable.
