To commemorate World Digital Marketing Day 2024, Global Media Alliance and Whoopro held a Digital Masterclass on November 13, 2024, under the theme “The Art of Digital Storytelling.”

The event underscored the powerful role of storytelling in the digital space, illustrating how public relations practitioners, content creators, and brands can shape compelling narratives to effectively engage their audiences.

Expert speakers from media, marketing, and public relations fields shared their insights on the evolution of storytelling in the digital age. Isaac Cudjoe, Executive Director of the Advertising Association of Ghana, who delivered the keynote address, emphasized that storytelling is the foundation of brand projection. He noted that digital storytelling is now essential in marketing communications and will continue to be so for generations.

He further highlighted how engagement, authenticity, cultural relevance, relatability, and visual language distinguish digital storytelling from traditional methods. Stressing that effective digital storytelling needs to be immersive, engaging, and culturally relatable, as these qualities drive positive business outcomes.

Kwabena Oppon-Kusi, Brands and Marketing Manager at African Leadership University, discussed how brands can enhance identity and loyalty through digital storytelling. He advised marketing communication professionals to be aware of global happenings and align their storytelling with audience needs. “It’s not about your brand. It’s mainly about the people facing a problem your brand solves,” he shared. He also encouraged content creators to understand the unique advantages of digital platform to optimize their storytelling efforts.

Henry Dottey, Communication and Marketing Executive at UBA, underscored digital storytelling’s importance in Public Relations. He explained that PR practitioners serve as bridges between their organizations and audiences, making it essential to balance audience needs with organizational goals. He added that digital storytelling is impactful when it is human-centric and relatable. “When telling a story, you should know your audience on each platform to meet your story’s target effectively,” he advised.

Ivy Prosper, a Digital Creator, Media Personality, touched on telling Ghana’s brand story through a digital lens. She highlighted the role of digital storytelling in promoting a positive national identity for Ghana. Drawing from her experience as a tourism promoter in Ghana’s government sector, she emphasized the potential of digital tools to amplify Ghana’s positive stories on the global stage. “Have pride in where you come from and tell positive stories that highlight what you are proud of ”, she urged Ghanaians.

The event concluded with an engaging Q&A session, where participants had the chance to interact with the speakers and dive deeper into digital storytelling strategies and tools. The masterclass drew a lively audience of content creators and marketing communications professionals, including members of Women in PR Ghana, eager to enhance their storytelling skills.