Journalism principles

JOURNALISM PRINCIPLES THAT CAN BE APPLIED TO DIGITAL MARKETING AND WHY?” 

By: Palesa Chidi

Over the years, marketing has been a process which was long. Some companies did not have an online presence and those that did had no audience. Even people back in the olden days did not have access to technology therefore they could not see the advertisements of products on television or on the internet. The companies marketed their products on radio which could be accessed by everyone at that time. Nowadays, digital marketing has been introduced and has made this world a better place. Majority of the people have access to television and the internet so companies or/and small businesses can have an online presence that people can easily accesses.

In our country, unemployment is one of the most crucial and pressing issues. The unemployed can create their small businesses online and expand later online by creating a website that people can see and follow. Rather than not doing anything at all. Digital marketing provides access to new learning opportunities so when someone claims to not know “things” it is because they don’t want to learn for themselves. It also creates new employment opportunities, jobs are advertised online so people can easily apply and supply their document online via email, fax or any other digital platform that the company would acknowledge, prefer or accept.

In marketing the five Ps to sell their products. The product which they want to sell, price- they must always make sure that they are selling at the right price, they must advertise to the right people/audience. They must always use advertisements(promotion) and they must always include a specific place or location where their products can be accessed. The 5Ps are no longer used in marketing instead they are replaced by much better things. Brands can always communicate with their customers online. Their websites contain everything from their prices, location and contact details making it easier for the customers to communicate with them.

The marketing industry has evolved a lot since the 80s.  marketing went from just selling products and satisfying and retaining customers to actually wanting to make the world a better place. In the 80s, they were just selling products because of the industrial revolution. They moved on to satisfying and retaining customers due to information technology. Now the new wave technology has been introduced and the marketing industry is focusing on making the world a better pace for all its people.

In digital marketing, a journalist has to apply certain journalism principles. Accuracy, the journalist must provide correct information and all the right facts. Accountability, the journalist must be responsible for all their work and actions taken. Reliability, the journalist must always be reliable so that people can be able to believe what they write. They must keep it real, they are not supposed to say only one side of the story. They must focus on human interest, journalists are writing for the people so they must always consider what the people want and need in order to gain more viewers, readers and followers. They must always apply knowledge to what they say and write so that what they say and write does not come back to haunt them. Journalists must always communicate what is new. No one wants to be informed on what took place three weeks ago, people want current news and breaking news. When they are writing or reporting, they must always start with the most important facts so that they do not bore people. People easily get bored so they do not want someone who will beat about the bush and does not get straight to the point.

Journalists always have to apply journalisms principles in digital marketing in order to keep the professionalism. They are the ones advertising so they must know what the people want and they must give the people what they want and when they want it. They cannot do so if they do not know their principles and do not apply their principles in whatever it is that they do which is work related. Also they must follow principles when writing for an audience. They must ask themselves who they are writing for? What is the main message that they want to deliver? When it is relevant? And why it is important? It is important that they ask themselves this question before going digital in order to fulfil what they want and do what they have to do.

Digital marketing is not an easy thing/ job to do but if one is committed- like journalists are- they can always do it and achieve. You can always build an online presence in the sense of website or social media. It is possible to do so nowadays at no cost rather than back in the olden days when you had to pay for an online presence.