In the fast-changing world of digital communication, comms professionals need to continuously update their strategies to stay effective and relevant. By applying proven methods and staying on top of emerging trends, business communicators can improve audience engagement, broaden their reach and sharpen their digital skills.
We caught up with Dr. Lilian Ajayi-Ore, Ed.D., who will lead IABC’s upcoming Advanced Digital Acumen for Business Communicators Master Class, beginning 1 November. Get her take on integrating Erik Huberman’s ‘The Hawke Method’ and Uses and Gratifications Theory (UGT), as well as current trends like AI-driven personalization and the growing impact of short-form video content to help you stay ahead of the curve.
This master class integrates advanced concepts like the Hawke Method and Uses and Gratifications Theory (UGT). How do these frameworks complement each other in helping communication professionals refine their digital strategy?
By integrating concepts from the Hawke Method and UGT, professionals can enhance their ability to build digital communication strategies that drive awareness, expand audience connectivity and deepen brand engagement. The Hawke Method optimizes marketing efforts through awareness, nurturing and trust, while UGT helps professionals understand why audiences engage with specific content. Together, these frameworks provide a holistic approach to refining digital strategy and effectively meeting audience needs, as much of our success stems from both instinctual and tactical reactions.
What are some of the key trends in digital communication that every business communicator should be aware of, and how will this master class help participants stay ahead of the curve?
In today's digital marketplace, key trends such as personalization through AI, data analytics and the rise of short-form video content are shaping how businesses communicate with their audiences. While staying informed about these trends is essential, understanding your existing customers and their evolving preferences is the most critical factor.
Many organizations spend too much time chasing trends only to discover that their audience may be late adopters. This master class will equip participants with the tools to recognize critical trends and develop a deeper understanding of their audiences. By focusing on data-driven insights and customer behavior, participants will be able to craft tailored communication strategies that stay ahead of the curve and meet the specific needs of their audience.
What are some actionable steps communicators can take to improve their digital strategy immediately?
For a quick, actionable step, start by creating a series of questions that focus on the specific areas you want to improve. Once you identify those areas, prioritize them based on their importance to your organization and evaluate the effort and resources currently allocated to both. This reflective approach allows organizations to assess their existing strategies and use these insights to guide improvements. Potential improvements include refining channel planning, aligning campaign goals with business objectives, reassessing platform performance, enhancing content and engagement strategies, considering budget adjustments and optimizing resource allocation for maximum impact.
Advanced Digital Acumen for Business Communicators is an IABC Master Class that will take place in three parts, beginning 1 November 2025. Learn more and secure your spot today.
More About Lilian Ajayi-Ore, Ed.D
Lilian Ajayi-Ore, Ed.D., is an award-winning chief learning officer, digital marketing executive and data scientist with over 17 years of industry experience. She has been recognized as one of the top 50 learning and development executives globally and named a Top Voice in Leadership Development by LinkedIn. Dr. Ajayi-Ore serves as a lecturer, faculty lead and research scholar at Columbia University and is part of Marshall Goldsmith’s Top 100 Executive Coaches. She is the Founder of the Global Connections for Women Foundation (GC4W), an award-winning nonprofit organization.
In her role as head of data analytics and marketing communications, she has launched several integrated marketing strategies, overseeing big data analytics architecture and data strategy for numerous Fortune 500 and Fortune 100 companies. Some of these notable organizations include Saks Fifth Avenue, Comcast NBCUniversal, Panasonic, IBM Smarter Planet, The Home Depot, ASME, Children's Place, Macy's, Citibank, NYWIFT and MDLive. As a data scientist, Dr. Ajayi-Ore has applied advanced big data analytics techniques to drive incremental customer acquisition and boost profits.