Broadcasting
Digital Marketing in Africa: Bringing Much-needed Skills to Nigeria’s Youth
By Brian Abel – Team Lead, Greater Africa, Ad Dynamo by Aleph
There is a huge demand for digital marketing skills around the world, hardly surprising in a vastly online world, in which the majority of people are considered to be permanently plugged in. In essence, if you’re not marketing to people digitally, you’re not really marketing to them at all. Considering this, it is astonishing just how big of a skills gap remains.
Prior to 2020, we already witnessed a wide digital marketing skill gap, and this has only increased in recent years thanks to the rapid digital transformation brought about by the COVID-19 pandemic. In fact, according to research by Salesforce and Rand Europe, the skill divide is so large that it could cause 14 G20 countries to lose out on US$11.5 trillion in cumulative GDP growth.
Africa is not excluded from this growing divide either. Despite difficulties ascertaining the precise figures on digital marketing within Africa, it is worth noting that research from the International Finance Corporation (IFC) shows that some 230 million jobs across the continent will require digital skills by 2030.
However, thankfully, within that same skill gap, there is a significant opportunity for young Africans and Nigerians. If young professionals are equipped with the necessary skills to succeed, especially within digital marketing, doors will begin to open for them. This will enable them to not only guide domestic businesses through their digital marketing transformations, but also become significant players on the global digital stage.
The Importance of Digital Marketing Skills
In order to understand the scale of the opportunity, it’s worth remembering that Nigeria’s GDP, already the largest in Africa, is set to reach US$450 billion in 2022, having returned to a growth trajectory post-COVID-19. Furthermore, increasingly large proportions of that economy are also either wholly digital or digitally enhanced. In fact, digital revenues in the country are expected to hit US$16.43 billion by 2025, up from US$11.38 billion this year.
Moreover, it is also worth noting that only 51% of Nigeria’s population currently have internet access. However, as the infrastructure for connectivity becomes more ubiquitous and prices fall, that number will grow rapidly, and it is anticipated that 35 million additional Nigerians will be online by 2026. It is therefore clear that there remains plenty of room for growth within Nigeria’s economy, and in parallel, it will become increasingly important for both multinationals and home grown businesses to market themselves online. That in turn makes it critical to not only foster, but also grow digital marketing skills, and ensure that those companies have the best possible on-the-ground support.
The Youth Opportunity
Fortunately, Nigeria already benefits from a booming young population, with the average age of 18, and many of which are digital natives, having grown up with mobile phones, and access to the internet. Therefore, having already been indoctrinated into the digital world, they are unafraid of technology, understand its potential to connect people with brands, and are eager to expand their knowledge.
Therefore, by equipping Nigeria’s youth with in-demand digital marketing skills, it is possible to not only ensure success for business marketing, but also that these young professionals get the chance to enter high-growth industries with the promise of economic advancement. This is undoubtedly critical in a country where unemployment for people aged 15 to 24 is as high as 53.4%.
Nevertheless, in order for any digital marketing skills initiative to make a tangible difference, it cannot be solely focused on providing young people just general skills. Thus, instead must ensure that everyone has the relevant skills needed to effectively market to people across the world’s leading digital platforms, including Twitter, Snapchat, and Spotify.
This notion is in fact at the core of our commitments at Aleph Group. Our Digital Ad Expert Programme aims to educate, certify, and connect thousands of Africans with the digital skills needed to succeed in a rapidly digitising economy.
Our aim is to create a generation of young people that are capable of driving their local digital economies to the next level.
Beyond Marketing
It is, of course, important to consider the additional benefits of these skills, as they will not only serve individuals who choose to pursue careers in marketing. In fact, the skills and certifications provided may also complement entrepreneurial enterprises or symbolize a diving board into the broader digital landscape, and thus, ultimately result in added developers, technicians, and well-rounded generalists crucial to building the digital economy.
The digital opportunity in Nigeria is massive, it is therefore crucial that the country’s young generations are given the best possible chance to embrace it, and therefore equipping them with essential digital marketing skills may well be the best place to start.
Broadcasting
NLC Shuts Lagos TV, Radio Stations over non-Implementation of N85,000 Minimum Wage
Nigeria Labour Congress (NLC), Lagos State chapter has shut down normal operations of Lagos Television, Eko FM/Radio Lagos and Lagos Traffic Radio in protest over the non-implementation of the N85,000 minimum wage to workers,
NLC, in collaboration with workers of the three broadcast stations under the aegis of Radio, Television, Theatre and Arts Workers Union of Nigeria (RATTAWU), on Monday picketed the station.
The workers, few weeks ago, had notified the management of the three stations of their readiness to down tools following the failure of the stations to implement the minimum wage being implemented by the Lagos State Government.
The workers were seen on Monday morning blocking the entrance and exit to the Agidingbi complex of the broadcast stations, displaying placards.
The placards with various inscriptions read, “Oracle is the answer, it’s all we need”, “Pay us minimum wage,” among others.
Speaking with newsmen, Comrade Funmi Sessi, chairman of NLC, said the protest was peaceful to draw the attention of the management to the demands of workers.
“We started in a peaceful manner, and we are going to end it in a peaceful manner. No body is going to push us the wall.
“I assure everybody that we shall be peaceful because we are Lagosians.
“We are here this morning you can see the workers of government in communication departments that is LTV, Eko FM, Traffic Radio, all here to show their displeasure against the injustice that is been meted out to them.
“They work to the best of their abilities and now at the receiving end by being shortchanged. And not receiving the new minimum wage as being approved and agreed by the law set by the Federal Government of Nigeria
“This is an injustice to the set of workers. The managements have been given the mandate to pay the minimum wage has been announced by the Lagos State Government. They are Lagos State workers.
“Since the government has commenced implementation of the N85,000 minimum wage since November, they have never collected the minimum wage.
“The arrears of the three months and the 13th months; they have not been enjoying the benefits. So, why this disparity for these set of workers even in the face of this hardship?
The leadership of their union had engaged the management previously. They gave a-21-day notice to dialogue.
“After several engagements with managements, they gave 14 days, then seven days. They followed due process, yet there was no resolution. Now when they saw that the workers are resolute to fight for their right, they are saying sheathe your sword.”
Comrade Sessi noted that the state governor had been doing a lot by showing compassion on workers, urging him to prevail on the management to do the needful.
“Though, the governor has been doing a lot and showing empathy to workers, we are hereby appealing to him to prevail on the management to do the needful and avoid unnecessary disruption to operations in the interest of the majority.
“We will sustain this struggle until the government listens and takes appropriate action on these demands,” she said.
Broadcasting
New WAEC Program Offers Faster Route for Students to Improve WASSCE Grades
West African Examinations Council (WAEC) in Ghana, has announced a new initiative, which will allow students to resit their WASSCE papers as early as January and February 2025.
This is a change from the norm in Ghana, where candidates had to wait for the next private exam cycle.
The Head of Public Affairs at WAEC, John Kapi, disclosed this while speaking on JoyNews’ AM Show in Ghana.
He explained that the new programme, referred to as WASSCE PC1, provides a faster route for students to improve their grades.
“Students who access their results now and realise they need to resit one or two papers have until 8th January to register online through our website or at WAEC-accredited internet cafés. The exams will take place from 24th January to 15th February 2025,” Mr Kapi stated.
According to him, to aid candidates in their preparations, WAEC plans to expedite the release of chief examiners’ reports, saying, “These reports will provide detailed feedback on where students may have gone wrong and how they can better approach their studies and the examination process.
“We’ve advertised this programme widely through banners, our website, and our results checker platform to ensure that both students and parents are aware,” Mr Kapi added.
He said students whose results have been cancelled are also eligible to sit the WASSCE PC1 exams, provided they have not been banned for some years for malpractice.
“For now, the exams will be conducted in regional capitals due to the limited number of candidates. Prospective participants are urged to complete their registration by the 8th of January to take advantage of this opportunity.”
WAEC, however, expressed optimism that this initiative will allow candidates to quickly improve their grades and qualify for the next cycle of admissions, avoiding a year-long delay in their academic progress.
Broadcasting
NBC Okays Radio Station for CMCM
Christ Miracle Church Mission (CMCM) in Ojodu Berger, Lagos, has received approval from the National Broadcasting Commission (NBC) to operate its new state-of-the-art radio station.
The commission said the radio was ready to commence transmission after expressing satisfaction with the facility.
Mr Raphael Akpan, zonal director, NBC, stated this while leading a team of officials on an assessment tour of the radio station.
During the visit, the officials inspected the studio area, the transmitter, the inverter, the mast, the generator, and other important places.
After the tour, the zonal director spoke with reporters and expressed his pleasure at the church being granted a broadcast license to operate a radio station. He noted that this would enhance the church’s voice in the community.
The director also mentioned that the purpose of his visit was to ensure that proper procedures are followed and that the content broadcast adheres to current laws.
Akpan praised Prophet Peter Abiola Adebisi, founder of the church, along with the church council for their initiative to establish the radio station.
“From our observation, we can say that the CMCM Champion broadcasting network 90.7FM is ready for transmission.
“It is our prayer that this radio station will go places,” he said.
The zonal director emphasized the importance of proper training for the personnel working at the radio station.
He encouraged them to familiarize themselves with relevant sections of the National Broadcasting Code to ensure they are well-informed.
It is vital for studio managers to engage in self-reflection regarding their adherence to the standards outlined in the Code.
“The operators in the studio should thoroughly understand the various sections of the NBC, which cover broadcasting standards, commercials, engineering, and more,” he stated.
Prophet Adebisi commended the NBC management for granting the church permission to operate the radio station.
He mentioned that the station would promote church programs and policies, share the CMCM story with the world, train members, who have a passion for broadcast journalism, and create employment opportunities for them, among other benefits.
Additionally, Adegbie Taiwo Jordan, chief executive officer of the station, assured that the operators would comply with all broadcasting regulations set by the regulatory agency.
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