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Overlooking Digital Analytics Will Cause Companies Revenue Loss- Achi

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Celestine Achi is the founder and Chief Digital marketing strategist at Cihan Group. Celestine is a seasoned Digital PR strategist, social techpreneur, digital PR blogger and also the founder of KairoswebTV. He is a graduate of the University of Nigeria Nsukka; an Associate member of the institute of management consultants; Nigerian institute of Public Relations; a member of the African evaluation association and a reviewer, the scientific journals of the WSEAS working group on energy and ecosystems as it relates to poverty alleviation. In this interview with peter ugwu, Celestine bares his mind on the digital marketing & PR in Nigeria while expanding on the concept behind setting up Kairoswebtv.

 Big Data, Analytics & Digital Marketing In Nigeria

I can authoritatively say that big data analytics is the next frontier for innovation, competition, and productivity and infact the the next big thing to happen to the digital world. In other words, any media or brand that shy away or still not digital analytics conscious stands a chance to lose reputation and revenue. That is the next big bang that will occur globally, therefore, for the wise brand, plugging to digital analytics becomes a must.

The ‘Bullish’ Kid In The Block- KairosWebTv

What we have here today as KairosWebTv is a propitiatory system, a next-generation online Tv that is not dependent on YouTube or any open source like WordPress. What actually informed this particular innovation is to inspire and motivate our viewers. Secondly, we want to create a sort of happyTv; we are reading all the bad news on other platforms, let us make viewers happy, especially in the face of global turmoil. What we have done is to introduce seven (7) channels. Each channel, specifically, meets our objectives. For instance, the Entrepreneur Channel seeks to inspire and motivate aspiring entrepreneurs and emerging others. To help us do this, we have the likes of Fate Foundation, Real Success (SA) and some motivational speakers like Les Brown and Leslie Samuel from the United States and in Africa, we have Brian Walsh, Sam Adeyemi and Fate Foundation who can give us content on this. Aside that, we have an in-house one hour programming called ‘the Testimony’ where we meet both the successful and ‘unsuccessful’ entrepreneurs to tell their stories. The essence is for those coming behind to will see the very high and very low.

KairosWebTv also recognizes the need to inspire creativity. That is why we have the Winlos Channel; your source to go for creative, inspiring and hilarious skits, sketches and dramatic illustrations on real life issues that inspires. The TechSavvy Channel delivers news and insights on the latest technology trends, while ‘E-Event” Channel will be exclusively for live streaming of events, products launch, conferences, among other, while the EduSense Channel, an edutainment channel will be utilized to inspiring pupils, students and undergraduates on core subjects. Now, as a way of giving back to the society, we have a Digital PR Channel that offers masterclass training and courses in social media and Digital PR. Any organized that wants to be relevant, mediawise, in this digital disruption era, must have competencies in digital marketing and other kits. So, we want to train people FREE, through online channel.

Scaling Up Digital Marketing Skills In Nigeria

Some few months ago, we organized the Digital Marketing Masterclass in collaboration with the PRCAN. Why we introduced the masterclass was to address the particular issue of lack of DigitalPR skills which informed the introduction of a DigitalPR channel on KairosWebTv. Therefore, we want to use that channel to train Nigerians, free, on digital PR and social media related topics. On weekly bases, we will be training them online. There is also an aspect of pay-per-view, which will be on premium subscription. And that model will look at analytics and advanced topics.

Rolling Out KairosWebTv To Viewers

For some reasons, we don’t want to toe the line of developing an app for the platform. He space is already clogged and virtually all platforms today wants to get an app; getting an app has become ‘officious’ rather than disruptive. But, as long as your platform is responsive and scalable, you don’t really need an app. What we intend to do is to unleash contents on the go; where ever you are, with your tablet or smartphone, you can have access to KairosWebTv. Like I mentioned during our media launch of the platform, it is data friendly. Every piece of content is fusion-encoded; whether you are using 2.5G or 4G LTE, you still get to save significant data.

The Impact On Digital Broadcasting Migration

Well, as you can see, we are already playing in that field. People have this notion that digital disruption has not started, but fortunately, it has commenced in earnest. I keep saying that any traditional medium that fails to hook unto digital transformation now, is already a dying medium. It might be probably too late for them. Same time, digital migration is not finite; digital disruption happens daily. Even as we speak, digital disruption is taking place somewhere. That’s why we are saying this platform is not just available, but scalable.

Welcoming Digital Migrants, Retaining Digital Natives

Although we do not want to blow our trumpets for now, but we have measures to attract digital migrants while keeping the natives constant. We are up to date on real time information on digital migration and disruption. We are doing that in collaboration with a topnotch media platform. So, as it happens, we already know where it is going. We are the one of the firsts in Nigeria to break the news that Facebook is introducing Response Time unto Facebook pages. Through that process they can tell you that this page is very responsive or not. So, up to date information that drills-down to digital analytics, we have equipped ourselves to leverage that.

Overcoming Copyright Related Matters

Yes, we understand the seriousness of copyright issues. In view of that we have two models: the in-house, where we generate our contents. We have one hour programming on each channel. But beyond this, for every content partner that signs agreement with us, part of the spirit of that agreement is that they must have total right or partial right to the content, otherwise, we will not upload. We have actually entered into partnership with a particular crew in Nollywood. The idea is for us to churn out drama series for Nigerians, with the aim of overriding the ‘telemundo’ spirits in some Nigerians, replacing same with the Nigerian Telemundo. In that light, we are open to partnerships as long as the contents are genuine.

Specific Content For Particular Audience

We are using an audience specific ‘retargeter’ tool to deliver our contents based on audience behaviour and interest online. What the tool does is that it tells me the behaviour of a particular audience on Facebook or Twitter or whatever channel. Shockingly enough, disruptive outbound techniques convert at a much lower rate than inbound marketing strategies, where someone chooses to engage with your brand and actively seeks you out and this is what we seek to achieve in KairoswebTV. In majority of the Websites, you see advertisements scattered all over the spaces, you are losing audience which leads to high bounce rate.

 

 

 

 


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Defending the foundations for connectivity

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By Engr. Gbenga Adebayo

In 2001, when the first GSM call was made in Nigeria how many of us would have envisaged the digital world that we live in today? The pace of growth and the rate of adoption of telecoms solutions in Nigeria has been revolutionary. It is a globally acknowledged case study that we should be proud of and a clear demonstration of what can be achieved.

Almost all of us today are reliant on the network connectivity that it has enabled in different shapes and forms. From the simple need to communicate with loved ones, to the digital platforms that enable our access to and consumption of entertainment, financial products and other critical services. Our reliance on these systems is becoming more and more acute, whether it is citizens, governments, or corporations. System downtime is increasingly disruptive and offline manual redundancies are often in the advanced stages of being phased out. The pace of this transition is not slowing down. With the core infrastructure in place, innovation is driving the exponential growth of services that ride on it. From the fully adopted social media that has changed the way we interact, to the emerging Artificial Intelligence (AI) revolution.

While this innovation is enabling exciting new possibilities, there is a tendency to focus on those opportunities, to the detriment of the core infrastructure on which it rides. It is imperative that we retain a focus on the optimisation of that infrastructure and enable continued investment in its development. We have seen how the transition from 2G, through to 3G, 4G and 5G have each enabled the development of more and more sophisticated solutions.

The continued development of core infrastructure has to be sustainable, and over the last few months we have begun to see the challenges that the operators that provide it are facing. Both MTN and Airtel have declared significant foreign exchange (FX) losses in Nigeria, and the stress is not linked to them alone. The entire ecosystem is battling with a range of challenges that must be addressed. If we fail to do so, the downstream impact on innovation will be severe. Telecoms infrastructure requires a base level of investment to maintain its current capabilities, and significant additional investment to expand and grow. It is capital intensive and that capital has to be generated through sustainable business models.

At the heart of the challenge the industry faces is the issue of rising costs. Recent financial losses are directly linked to the cost of operating towers that rely on inputs like diesel, which have increased significantly as the Naira has depreciated. The provisions large telecom companies have had to make, and the consequent losses and impact on their reserves is a red flag. It tells us that business as usual is not sustainable. If we continue as we are, then those companies will struggle to continue to invest in and maintain existing services.

But those costs are not the only challenge. General cost inflation, multiple taxation, regular and damaging vandalisation of infrastructure and the costs associated with regulatory compliance all help contribute to the high cost of operations. We cannot continue to follow a path that asks those companies to simply accept those rising costs. It is no longer sustainable, and we have reached an inflection point.

This is a critical moment for the industry. How we approach and resolve it will define the future of Nigeria’s digital economy. If you want to be able to enjoy the benefits that digitisation brings. If we want the infrastructure that enables AI and helps us drive growth, then we must take action now.

Cost-reflective tariffs, like it or not, are simply non-negotiable. We have seen the impact of price controls in other segments of the economy, like power. If providers cannot operate sustainable business models, then they stop investing. When that happens, the existing infrastructure starts to crumble. For power, a consumer can choose to take ownership of the solution by buying a generator, or a solar panel. For fuel, the government can step in as the provider of last resort and manage a subsidy regime that mitigates the impact on the population. Those options are not available in the telecoms sector. There is no self-help solution.

We fully understand and appreciate the financial stress that Nigerians are experiencing today. The cost of living is the single most significant factor in most people’s daily lives. But those people are still able to enjoy the benefits that connectivity brings, at the price they paid before these challenges became so acute. Imagine a future in which the gains of the last twenty years are reversed. Nigeria, and Nigerians simply cannot afford it. The pain that we would feel under those circumstances would be exponentially worse.

We need to find a long-term, sustainable and manageable solution to this problem. Prices will need to rise, but action needs to be taken in a measured way, through sustainable conversations and partnership with the government. It is time to address this head on.

Engr. Gbenga Adebayo is the Chairman, Association of Licensed Telecoms Operators of Nigeria (ALTON)


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LCCI Urges FG to Simplify Trade Procedures to Boost Economy

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The Lagos Chamber of Commerce and Industry (LCCI) has said that the government needs to simplify and harmonize trade procedures and address bottlenecks in order to boost economic growth in the country.

President of LCCI, Mr. Gabriel Idahosa, gave the charge at a Quarterly media briefing on the State of the Economy yesterday in Lagos.

He said that the government has to create an atmosphere that promotes export growth and competitiveness, which is projected to boost export earnings, raise domestic revenue, improve citizens’ welfare, and increase business productivity.

“We recommend that reforms must include simplifying and harmonizing trade procedures as well as addressing bottlenecks such as port logistics, congestion, and transportation costs. This is expected to position the country as the commercial centre of the region and a springboard into regional value chains,” he stated.

On managing the persistent high inflation, the LCCI president said both monetary and fiscal authorities should focus on the factors driving the inflation rates by tackling the supply-side deficiencies instead of focusing too much attention on the demand-side management.

“We urge the Central Bank of Nigeria (CBN) to continue with its foreign exchange (forex) market reforms with intense discipline, as the high exchange rate against the naira is a major driver of the skyrocketing inflation rates.”

Idahosa acknowledged the improvement in the naira exchange rate in the last few days, moving towards the level of N1000 per dollar or lower.

“CBN needs to sustain its policy and regulatory reforms in the FX market, adopt policies that would attract more FX inflow into the economy as well as build market confidence in the performance of the FX market,” he added.

 


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Dufil Takes Donation of Indomie Noodles Cartons to Vulnerable Communities in Abuja and Environ

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In line with its commitment to provide critical support to indigent members of communities around the country in the face of the ongoing economic challenges, Dufil Prima Foods Limited, makers of Indomie Instant Noodles, in partnership with Golan Helps Abuja Food Bank Initiative (GHAFBI) and Meluibe Foundation on Wednesday, April 17 distributed Indomie noodles cartons to vulnerable communities in Kuje and Kubwa Local Government Areas in Abuja.

With the goal of alleviating hunger and supporting communities across Nigeria, Indomie Instant Noodles has committed to donating a substantial quantity of noodle packs to various NGOs working tirelessly to address food insecurity.

These organizations play a crucial role in reaching remote and underserved areas, ensuring that nutritious meals reach those who need them most.

“We are deeply committed to making a positive impact in the communities where we operate,” said Olusola Olayinka Idowu OON, former Permanent Secretary, Budget and National Planning, and the CEO/Founder of GHAFBI.

“At GHAFBI, we believe that everyone deserves access to wholesome and nourishing food. Our partnership with Dufil Prima Foods to donate Indomie Noodles packs is a big step towards addressing food insecurity and supporting vulnerable communities in Abuja”, said Idowu who was also the former National Conveyor, UN Food System Dialogues in Nigeria.

Speaking in the same vein, Obialunanma Nnaobi-Ayodele, Executive Director, The Meluibe Empowerment Foundation, expressed her gratitude to Indomie Noodles for the partnership. “Our vision as an NGO is to change the world one step at a time, by providing relief and support to vulnerable communities.

This is achieved through collaborations and partnerships, one of which is what we have done with Indomie Noodles. We remain grateful for their support through this food relief initiative”, she said.

By partnering with NGOs, Indomie Instant Noodles works closely with local leaders and community heads in directly engaging with rural communities to distribute noodle packs and provide immediate relief to families facing hunger and ensuring that food assistance reaches those who are most in need, especially in hard-to-reach areas.

“We are grateful for the opportunity to collaborate with NGOs and community leaders to make a meaningful difference in the lives of people facing food insecurity”, said Temitope Ashiwaju, Group Corporate Communications and Events Manager, Dufil Prima Foods Limited. “Together, we bring hope, love and relief for all”.

The community leaders and some of the beneficiaries also expressed their immense gratitude to Indomie for the support, stressing the impact the products donated will have in alleviating hunger in their communities.

Speaking at the outreach centre, His Royal Highness, Muhammed D. Jibril, Community Leader of Gbazango Community in Kubwa Local Government Area said: “I am very grateful to Indomie Noodles for coming to our aid in these challenging times. I pray for more expansion and growth for the business and may God bless Indomie Noodles”.

Other communities who benefited from the product donations include Wunmi, Tondo, Godoji and Shazhi communities in Kuje Area Council of Abuja.

Dufil Prima Food’s donation of Indomie Noodle packs underscores its commitment to corporate social responsibility and its dedication to supporting communities in need. By providing essential food relief, Dufil Prima Foods is contributing to the well-being and resilience of vulnerable populations in Nigeria.

Indomie Instant Noodles remains dedicated to bringing joy to mealtimes and making a positive impact in communities around the world.


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