Understanding and embracing digital marketing can be used as a tool to realise Botswana’s Vision 2016 goal of being an educated and informed nation. Speaking at a Digital Marketing Stakeholder Engagement workshop at Cresta Hotel, the Botswana Housing Corporation (BHC) Chief Executive Officer, Reginald Motswaiso said e-business can also go a long way in helping deliver services.

 

“Digital Marketing is an opportunity for all present here today to drive a culture of lifelong learning that maximizes the potential within all citizens as well as accelerate innovation to develop knowledge based choices and decisions,” Motswaiso stated. He added that digital technologies continue to give his organisation ‘fantastic new platforms’ on which to reach and collaborate with scores of stakeholders, fast and efficiently. “Due to its interactive nature, digital marketing plays a pivotal role in shaping communications and experience of the brand in real time,” he said.

 

“Digital marketing methods are faster, more practical and versatile. In addition to social media and mobile marketing, some of the most common forms of digital marketing include :Website (SEO content);Blogs; Internet banner ads; Online video content; Pay-per-click advertising; and Email marketing to mention but a few.”

Botswana government launched its Maitlamo National Information and Communications Technology (ICT) Policy in 20017 with the policy designed to provide all Batswana with new and exciting opportunities in the era of global connectivity. The policy led to the development of the Botswana National E-Governance Strategy 2011-2016 which advocates for the use of ICT and internet to deliver public services.

According to Motswaiso, BHC embraces positive trends in the technology space without hesitation as they see the potential to efficiently facilitate its varied customer interactions.

He stated that they recognise the need to have a common platform and understanding in spheres of technology, business process and organisational structures especially with stakeholders. Motswaiso added that the corporation he leads progressively endeavors to be innovative in its service delivery by embracing the National ICT Policy.

“The Digital Marketing Stakeholder Engagement Workshop we are gathered here for is but part of our business DNA at BHC, that of continuously aligning to and living our values, most relevant today being Excellence, Innovation and Teamwork,” he pledged.

“By this exercise we are placing our services within easier reach of those who look upon BHC for their accommodation. At BHC we are cognisant, and indeed appreciate that our services in accommodating Batswana cannot be achieved unilaterally.”

Motswaiso revealed that one of the challenges highlighted by the Botswana National E-Government Strategy 2011-2016 is the lack of collaboration among key partners when implementing their projects.

He said BHC has undertaken a project to improve its services to its customers and the general public by revamping its website to ensure that it places all ‘our services within reach of our targeted and extended potential markets’.

It was hoped that during the workshop, stakeholders would learn how they can collectively leverage websites through link building to provide an ICT based one stop service centre for Batswana. They were expected to also gain insights on pivotal collaboration elements of Digital Marketing, including Search Engine Optimisation (SEO).

The Digital Marketing Stakeholder Engagement Workshop is a platform to discuss the creation of an enabling environment for the growth of an ICT industry in Botswana, the provision of universal services and access to information and communication facilities in the country through ICT and Making Botswana a Regional ICT Hub so as to empower Batswana and to make the country’s services sector globally competitive.