E-Business
Marketers Need to Master the Unification of the Physical and Digital: Here’s why
By Stephen A. Newton, Managing Director for Africa, Aleph
There was a time when physical and digital marketing were approached in completely separate ways. This separation demanded distinct strategies, budgets, departments, and more often than not, personnel. It’s becoming increasingly clear, however, that businesses taking this approach are missing out and that a more integrated approach is required to hold the attention of today’s customers.
As more and more elements of the digital world are integrated into the physical world, marketing has followed suit. In this new world, the most successful marketers use measurable marketing strategies that combine digital and physical advertising in ways that encourage brand building and conversions. This kind of strategy also means that customers who see your brand’s physical marketing are also going to engage with your digital output. As connectivity becomes increasingly affordable and ubiquitous in Nigeria, that overlap will only become more pronounced.
As a result, customers increasingly expect a well-integrated and thorough mix of physical and digital touchpoints. They already experience it in the retail environment, with online shopping enhancing their brick-and-mortar experiences and vice versa, rather than one being preferable to the other. But how can brands and marketers best ensure they can deliver the kind of unified experiences customers want and set their businesses up for success, providing a unified and enhanced customer experience?
Integrated campaigns
Marketers must continue to develop a seamless marketing plan, integrating both physical and digital elements. For example, use traditional advertising methods like billboards or print ads to drive traffic to digital platforms, where customers can engage further with the brand or make online purchases.
Unified brand messaging
Marketers must ensure that they are consistent in their messaging across all channels, online and offline integrated into one comprehensive message. The brand’s values, voice, and image should remain cohesive, reinforcing a unified identity in the minds of consumers.
Cross-channel promotion:
Marketers must implement cross-channel promotions where activities in one channel complement and enhance the experience in another. For instance, using a QR code on a physical brochure or billboard could lead customers to an exclusive online offer, creating a seamless transition between the physical and digital realms.
Data Integration:
Marketers should leverage customer data collected from both physical and digital interactions to gain comprehensive insights into consumer behavior. This integrated data can inform more personalized and targeted marketing strategies, enhancing the overall customer journey. There are undoubtedly more privacy issues when dealing with data, so marketers have to ensure that they are compliant with data security, but the benefits of proper integration and usage of off/online data are immediately impactful.
Technology adoption:
Where possible, marketers should embrace emerging technologies like augmented reality (AR) or near-field communication (NFC) to bridge the gap between physical and digital experiences. Interactive elements in physical spaces can lead customers to engage with digital content, creating a more immersive brand experience. In bandwidth-challenged areas, this may prove more difficult, but the rewards of the immersive experiences some of these technologies offer are unrivaled.
Omnichannel retail:
Marketers in the retail space need to continually emphasize an omnichannel retail approach, where online and offline stores work in tandem. Provide services like click-and-collect, enabling customers to seamlessly transition between digital product discovery and physical purchase.
User-Generated content:
With the proliferation of social media adoption, marketers must encourage customers to share their experiences with the brand across both physical and digital platforms. User-generated content creates a sense of community and authenticity, fostering a stronger connection between the brand and its audience.
Adaptive marketing strategies:
As in most things business-related, marketers need to stay agile and adapt marketing strategies based on real-time feedback and performance metrics. This iterative approach allows for continuous improvement in delivering a unified and effective marketing mix.
Employee training:
C-levels need to ensure that their marketing professionals are well-versed in integrated marketing. A well-informed team can seamlessly assist customers in navigating both physical and digital touchpoints, enhancing overall satisfaction.
Continuous monitoring and analysis:
Don’t set it and forget it: Marketers must regularly monitor the performance of marketing efforts across all channels. Analyze data to identify successful strategies, areas for improvement, and emerging trends, allowing for ongoing refinement of their approach.
By implementing these strategies, brands can create a more integrated and customer-centric marketing approach, capitalizing on the synergy between physical and digital channels to achieve both brand-building and conversion objectives in a rapidly evolving market.
E-Business
NITDA Alerts Nigerians on Cybersecurity Risks Linked to Spotify
National Information Technology Development Agency (NITDA) has issued a public alert warning Nigerians about a cybersecurity threat involving the use of Spotify to promote malicious activities.
The agency, in a public notice issued on Tuesday, disclosed that threat actors are exploiting the popular music streaming platform to advertise game hacks, pirated software, and spam links that could expose users to cyber threats.
According to NITDA, cybercriminals embed malicious promotions in playlist names and podcast descriptions on Spotify, explaining that these promotions are used to advertise game hacks for popular video games such as Fortnite, GTA, Apex, and Roblox. Additionally.
They also promote pirated software (commonly referred to as ‘cracks’), spam links, and other malicious sites.
This abuse is said to leverage Spotify’s web player results to improve the search engine visibility of these harmful websites, putting unsuspecting users at risk of malware, scams, and other cyber threats.
NITDA warned that the exploitation of Spotify could lead to exposure to scams and phishing attacks, downloading of malware that can compromise user devices and Loss of personal and financial data through interactions with malicious websites.
To manage the risks, NITDA advised users to exercise Caution with suspicious playlists and podcasts and avoid engaging with playlists or podcasts that feature unusual or suspicious text in their descriptions.
It also warned users not to click Unknown Links, and also ensure the Spotify app is updated to the latest version to minimise vulnerabilities.
The agency further advised Spotify users in Nigeria to remain vigilant and adhere to cybersecurity best practices to safeguard their personal information and devices.
According to the agency, the websites posing as OpenAI’s popular AI, ChatGPT, are tricking users into downloading malicious files or software to their devices.
E-Business
Konga Yakata’s Last Week: Don’t Miss Out on Incredible Deals
Excitement is reaching a fever pitch among shoppers as the Konga Yakata Black Friday shopping fiesta enters its final week. Shoppers nationwide are gearing up for a rain of last-minute deals and irresistible offers, with the promotion set to end on Saturday, November 30, 2024.
The month-long Konga Yakata campaign, which kicked off on Friday, November 1, has delivered an unparalleled shopping experience, treating customers to incredible discounts, engaging promos, and unbeatable incentives.
In addition to massive price cuts across a wide range of products, Konga has thrilled shoppers with exciting events such as Treasure Hunts, Flash Sales, Bargain Bash, Brand Days, and specialized Black Friday packages like the Budget Store, Under 50k Store, and TGIF Epic Drop.
The highlight of the Yakata 2024 season will be this year’s Black Friday, which takes place on Friday, November 29. Thousands of customers will be able to score exclusive discounts on items including electronics, clothes, home appliances, computers, and groceries.
Reflecting on the experience so far, a satisfied anonymous shopper who snagged a TV at a discounted rate said, “Konga Yakata has been nothing short of amazing this year. The discounts are unbelievable but true, and the convenience of shopping online is unmatched.
“I’ve already made several purchases, and I’m excited to see what other deals are in store for the final week.”
Konga’s Black Friday sale has been a boon for consumers, offering respite from the economic challenges many Nigerians face. By providing access to affordable products and services, Konga has empowered shoppers to make the most of their money.
Despite the prevailing economic challenges, shoppers have embraced the Yakata season, targeting high-value deals and leveraging Konga’s tailored offerings to make significant savings. With the countdown underway, the excitement is expected to hit its peak on Friday as customers traditionally wait for that day to grab the most exclusive deals.
Speaking on the heightened anticipation, Kunle Ajani, Group Head of Marketing at Konga, stated, “We’re thrilled with the overwhelming response to Konga Yakata this year, and we’re committed to ensuring the final week delivers the biggest surprises yet.
“We are proud to offer a platform where shoppers can enjoy exceptional value, despite the economic realities.”
As the curtain closes on the 2024 Yakata season, shoppers can look forward to a flurry of last-minute deals, culminating at midnight on November 30. From tech enthusiasts to lovers of electronics and deal hunters, Konga Yakata continues to redefine the shopping experience, making it a season to remember for all Nigerians.
Take advantage of the final week of Konga Yakata. Visit Konga.com and experience the thrill of shopping at unbeatable prices.
E-Business
NITDA DG Harps on the Role of Innovation in Nigeria’s Sustainable Development
Kashifu Inuwa CCIE, the Director General, National Information Technology Development Agency (NITDA), has reiterated the critical role of innovation in driving Nigeria’s sustainable development, economic diversification, and global competitiveness.
Inuwa made this remark while delivering a keynote address at the 8th Annual Research Fair and Exhibition of Nasarawa State University, Keffi (NSUK), where he called on academia, industry leaders, and policymakers to embrace disruptive transformational innovation as a tool for addressing the nation’s challenges and unlocking its immense potential.
Speaking on the theme, “Disruptive Transformational Innovation; Shaping the Future,” Inuwa commended NSUK for organising an event that aligns with Nigeria’s pursuit of growth through knowledge-driven solutions.
Inuwa who was represented by the Deputy Director, eGovernment and Digital Economy Development Department, Engr Ya’u Garba, applauded the university’s increasing focus on transformation, noting that such initiatives reflect an understanding of the need for impactful innovations to address real-world issues.
Inuwa emphasised that while inventions remain a cornerstone of academic inquiry, their significance lies in their ability to move beyond theoretical exploration to become practical innovations. These innovations, he explained, have the power to reshape industries, tackle societal challenges, and accelerate national progress.
He urged institutions to prioritise creativity and bold thinking, ensuring that research outputs translate into tangible benefits for society.
Explaining the concept of disruptive transformational innovation, Inuwa described it as a profound force capable of altering established systems, processes, and products in ways that redefine societal functions. Unlike incremental innovations, which focus on improving existing frameworks, disruptive innovations introduce entirely new paradigms, addressing challenges in groundbreaking and previously unimaginable ways.
He cited historical examples such as the Printing Press, the Steam Engine, and Electricity, which have significantly transformed human existence and set the foundation for modern development.
Inuwa pointed out that Nigeria’s abundant human and natural resources present a unique opportunity to harness innovation for sustainable development. He called for a collaborative approach involving academia, industries, and government to build an environment that nurtures creativity, supports bold investments, and encourages inclusive growth. Such an ecosystem, he said, is vital for fostering homegrown innovations that can propel Nigeria to the forefront of global technological and economic advancements.
He further highlighted NITDA’s dedication to fostering innovation through various initiatives, including the National Adopted Village for Smart Agriculture (NAVSA) to digitally transform the agricultural sector, the National Blockchain Adoption Strategy to enhance digital trust and transparency, and the National Artificial Intelligence Strategy aimed at building a robust AI ecosystem in the country, among other impactful projects, which are part of the Federal Government broader strategy to position Nigeria as a leader in the global knowledge economy.
Inuwa also urged NSUK to deepen its commitment to innovation by establishing hubs that support facility-led startups, fostering collaborations with industry stakeholders, and equipping students with essential technological skills. He noted that such efforts would not only empower the university community but also contribute significantly to national development.
Inuwa expressed confidence in Nigeria’s ability to not only adopt global innovations but also create groundbreaking solutions that could influence the trajectory of Africa and the world.
He called on all stakeholders in the country to embrace the transformative power of innovation in order to drive sustainable development, economic diversification, and global relevance.
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