The new playing field: why digital presence is no longer a luxury but a lifeline for brands

In an age where digital footprints often precede physical interactions, no individual, brand, or organization can afford to be left behind. The world is moving online—fast at a jet speed—and in Ghana, the trend is unmistakably clear.

Today, social media is more than just a space for sharing selfies and dance challenges. It has become the loudest microphone for the voiceless, the modern-day town square where individuals express opinions, share experiences, celebrate wins, and voice frustrations—often without a second thought. It is also the new battleground for brands—where reputations are made, customer relationships are tested, and visibility translated  directly into value now and then.

According to the DataReportal: Ghana Digital 2024 report, over 7.4 million Ghanaians are active social media users, with more than 24.2 million using the internet. Platforms like WhatsApp, Facebook, Instagram, and TikTok are no longer mere pastimes; they are now ecosystems of influence and commerce. This raises a crucial question for every business leader reading this: Can your brand afford not to be visible online?

The numbers speak for themselves. With most consumers starting their buying journey online—be it through Google searches, Instagram reels, or TikTok reviews—brands that fail to invest in a strategic digital presence risk being forgotten. In today’s ecosystem, a brand’s website, social platforms, and CRM tools are its storefronts, customer service desks, and public relations (PR) offices combined.

The Misunderstood Role of Social Media Managers

Despite the boom in digital presence, the role of a social media manager is still largely underestimated. Many assume it’s just about “posting pictures online.” But behind every tweet, reel, or carousel post is an intricate web of planning, storytelling, data analysis, and emotional intelligence.

A day in the life of a social media manager involves aligning with marketing objectives, studying audience behavior, monitoring real-time trends, and crafting content that not only informs but resonates. It’s about understanding brand language and translating that into formats that inspire engagement. At Jumia Group, we develop our content pillars based on customer insights—ranging from promotional content and entertainment to community building and brand education.

We plan around what matters most to our customers. Why? Because relevance is the currency in the digital space.

 

Branding in the Digital Era: More Than Just a Logo

Branding goes beyond a beautiful logo or a catchy tagline. It’s how people feel when they see your content, interact with your customer service, or unbox your product.

For Jumia Group, branding is embedded across all touchpoints. From a cheerful TikTok unboxing video to a clean and intuitive website experience, or even how we manage customer queries through CRM platforms like Sprinklr —it all speaks the same language: accessible, affordable, and trusted shopping for Africa.

In one of our most recent campaigns for Jumia Ghana, “Deals Mu Hene” (King of Deals) during Black Friday, we blended local language, bold visuals, influencer collaborations, and emotional storytelling to create a campaign that didn’t just sell products—it connected with people.

What Every Brand Should Learn

The digital space has leveled the playing field. Small brands can now compete with bigger players if they understand the game. But the rules are clear:

1. Understand your audience – Don’t just post. Listen.
2. Invest in storytelling – Facts tell, but stories sell.
3. Be consistent – Your voice, tone, and message should echo across platforms.
4. Use data wisely – Measure what matters and adjust constantly.
5. Empower your social media team – They are not just “posting.” They are protecting your reputation and pushing your brand forward.

Final Thoughts

As Ghana and the rest of Africa become increasingly digital, the question for brands is no longer if they should go online—but how well they do it. Brands have two choices: evolve or dissolve.

As the Ghanaian digital economy grows, it’s essential for organizations to not only be present online but to be intentional and strategic about how they show up. For any organization looking to scale in the digital age, it is time to invest in your brand’s online presence—and the professionals who make it happen.

By Joojo Thompson

Joojo Thompson is a digital media expert, whose expertise includes; Training, developing and executing digital media strategies for brands & government institutions from diverse industries, digital transformation leadership, developing content strategies and driving business growth through digital.

Education:
MA in Public Relations & Marketing, UNIMAC GIJ
Certified in Digital Marketing, IPMC
Certified in Copywriting and Content Development, Alison Online
Bachelor’s Degree in Communication Studies from the Ghana Institute of Journalism.

With over 6 years experience in the industry, he has worked with both local and international brands such as Jumia Group, UNICEF, Ghana Health Service, WaterAid, Nissan Ghana, Foton, Yamaha, Ridge Royal Hotel, CapeMay Properties, KAIPTC, Sunseekers Tours, Eden Heights, Global Media Alliance, Ghana COVID-19 Private Sector Fund, just to name a few.

Joojo Thompson currently serves as the Digital Marketing Strategist for Jumia Group, overseeing Ghana, Ivory Coast, Morocco, Tunisia, South Africa, Kenya, bringing his extensive digital media expertise to drive the brand’s online presence and engagement in the region.

 

 

The post The new playing field: why digital presence is no longer a luxury but a lifeline for brands first appeared on 3News.

Read Full Story