Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

No cookies to display.

Connect with us

Broadcasting

Digital Spam: Retailers must Strike a Balance between Staying Visible and Avoiding Marketing Communication Overload

Published

on

Kindly share this post

By Isaac Akanni, Customer Growth Manager – Africa at Infobip

In the rapidly evolving landscape of retail, where businesses strive to capture the attention of consumers in a fast-paced and interconnected digital world, marketing communication overload is becoming an all-too-common phenomenon that could actually have the opposite effect – turning customers off their brand. Consumers are overwhelmed on a daily basis by the sheer volume of messages they receive in their inboxes, social media feeds and mobile devices, and this aggressive approach could see businesses lose substantially more than they gain.

To make matters worse, consumers are burdened not only by the sheer magnitude and frequency of adverts across multiple channels, but also by the unfortunate reality that much of this marketing communication fails to resonate with their interests or needs. In some extreme instances, such messages can even come across as inappropriate or offensive, disregarding their unique preferences and personal boundaries.

Consequently, instead of attracting prospective buyers, an overabundance of marketing communication could essentially leave consumers frustrated. This frustration, in turn, can foster negative perceptions surrounding the brand and significantly impact long-term customer loyalty. When inundated with excessive marketing messages, individuals may perceive that the business lacks respect for its customers’ boundaries and prioritises profit-seeking over genuine customer relationships.

Such perceptions are not good for business as they are likely to negatively affect the company’s reputation, erode customer trust and impact sales, which in turn will hit the bottom line. Marketing communication overload is thus a sure way to make consumers feel disrespected and damage customer engagement.

Show what is relevant

It is very important that retailers strive to strike a balance between staying visible and avoiding communication overload. It is actually quite simple – show people what is relevant to them. The easiest way to achieve this is to segment your customer base and refine your messages based on individual preferences and behaviours.

Organisations must adopt a customer-centric approach, leverage data analytics and understand individual preferences. Only then can retailers tailor their marketing efforts to provide meaningful and engaging experiences. This shift towards strategic, targeted communication not only helps mitigate overload, but also builds stronger, long-lasting customer relationships.

At the same time, retailers must also recognise the importance of personalisation to remain relevant and strike the right chords with their customers. In sales, there is a concept known as “Show Me You Know Me”, which alludes to leveraging personalisation to let your customers know that you’ve done your groundwork and you care about their personal interests and needs.

Personalisation says to your customer: “I know you and I want to share this with you because I think it would benefit you”. But personalisation cannot happen without data and people generate mountains of data on a daily basis, which forms the bedrock of decision making.

Harnessing Artificial Intelligence

Once data about a consumer has been gathered, harnessing Artificial Intelligence (AI) technologies to perform data analytics and gain customer insights is key to tailoring marketing messages that are relevant to individuals, and this will avoid overload. With so much data available, businesses that are not targeting their messages to individual consumers can be perceived as lazy and are sending out the message that they are just not prepared to put in the work.

In an effort to regain customer trust and loyalty, retailers must be prepared to be transparent about their communication practices, while sending out content that resonates with their audience. In addition, by listening to customer feedback and by offering exclusive benefits or rewards to their customers, businesses can build a community around their products.

Ultimately, finding the right balance between staying visible and avoiding communication overload can be tricky, but retailers need to adopt strategic, targeted communication that will mitigate overload and also builds stronger, long-lasting customer relationships.


Kindly share this post

Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

Broadcasting

Eedris Abdulkareem Teases New Protest Anthem following NBC Ban

Published

on

Eedris Abdulkareem, veteran hip hop artiste
Kindly share this post

Eedris Abdulkareem, veteran hip hop artiste, is showing no signs of backing down as he hints at releasing another protest song, shortly after his last track was banned by the National Broadcasting Commission (NBC).

Eedris Abdulkareem, veteran hip hop artiste

He recently again stirred the political waters as he hinted at the release of a new protest song, only weeks after his controversial track Tell Your Papa was banned by the National Broadcasting Commission.

The outspoken musician took to social media on Wednesday, April 16, 2025, to share an animated cover design with the words “3 Arms of Government,” suggesting the theme of his upcoming release.

Though the title remains undisclosed, the post was captioned simply with “Stay tuned,” fueling speculation that another hard-hitting social commentary is on the way.

Abdulkareem, known for his unapologetic political views, recently described the NBC’s decision to ban Tell Your Papa as hypocritical. Undeterred by censorship, he appears set to continue using music as a platform to criticize injustice and demand accountability.

The rapper also recently reaffirmed the relevance of his classic hit Jaga Jaga, stating that it would remain the country’s “second unofficial national anthem” until key issues like security, electricity, and governance are addressed.

With another protest song on the horizon, fans and critics alike are bracing for what may be Eedris Abdulkareem’s most direct political message yet.

 

 


Kindly share this post
Continue Reading

Broadcasting

MultiChoice Brings Easter Home with Dedicated Pop-Up Channel

Published

on

Kindly share this post

In celebration of the Easter season, MultiChoice has announced the launch of a dedicated Easter Pop-Up Channel, offering DStv and GOtv subscribers across Nigeria the chance to experience live broadcasts of key Easter events and services from the Catholic Archdiocese of Lagos.

The special channel, which runs from Thursday, April 17 to Monday, April 21, will be available on DStv channel 196 and GOtv channel 28, bringing the significance and beauty of Easter directly into viewers’ homes.

Throughout the Easter period, the channel will broadcast a rich lineup of live religious events. The programming begins on Thursday, April 17, with the Chrism Mass in the morning, followed by the Mass of the Last Supper in the evening.

On Good Friday, April 18, viewers can join in the Good Friday Tenebrae and the Seven Last Words service, followed by the Stations of the Cross from St. Gregory’s, and later the Passion Service.

The spiritual journey continues on Saturday, April 19, with the Easter Vigil Mass late in the evening, leading into the Easter Sunday Mass on April 20. The channel’s special programming concludes on Monday, April 21, with the Easter Monday Mass from Galilee.

This dedicated pop-up channel is designed for those who may be unable to attend church services in person, as well as for anyone seeking to deepen their spiritual observance during the Easter holidays. By broadcasting these significant events, MultiChoice reaffirms its commitment to providing content that resonates with the cultural and religious values of its viewers.

Subscribers are encouraged to tune in to DStv channel 196 and GOtv channel 28 throughout the Easter period to take part in these important religious celebrations from the comfort of their homes.


Kindly share this post
Continue Reading

Broadcasting

Maximise Your Easter Getaway in Nigeria with Smart Travel Hacks

Published

on

Kindly share this post

Easter is almost here, and with it comes the perfect opportunity to escape the everyday hustle and embark on a memorable adventure. Whether you’re craving some ‘chilling’ time, quality ‘family’ time, or a ‘pepper dem’ getaway, Nigeria offers endless possibilities for exploration. And the best part? Travelling locally has never been easier or more affordable.

Whether you’re a ‘newbie’ traveller or a seasoned pro, we’ve got you covered with essential hacks that will make your trip a breeze. Say goodbye to stress and hello to smooth sailing as you navigate your Easter getaway like a true travel expert.

Planning your trip is like packing your suitcase – essential, not optional

Just like you wouldn’t leave home without your power-bank (just in case!), don’t head off on a quick trip without a plan. A little prep can save you time, money, and stress — from booking flights and sorting transport, to packing light and right.

Nigeria has endless ways to travel. Flying with local airlines like Air Peace or Ibom Air is quick and budget-friendly, while renting a car gives you the freedom to explore scenic routes like the drive to Erin-Ijesha Waterfalls or the journey to Obudu Cattle Ranch. Not into driving? Buses like Peace Mass or God is Good are easy and affordable. And for a truly luxurious experience, you could even consider a chartered flight – if you’re balling!

Travel like a pro: The art of smart packing

Packing smartly is a crucial travel hack that can save both time and money. Amelia Campher recently shared on TikTok how she organised her hair, beauty, makeup, and personal accessories into different vanity cases and toiletry bags from Temu. Each one perfectly stores her daily essentials, keeping everything neat and accessible. She excitedly told her followers, “This is your sign to buy these bags!” Her clever packing strategy ensures that she’s ready for any trip without unnecessary clutter or stress.

Take Jasmin’s experience, for example. After getting hit with extra carry-on fees on a previous flight, she decided to be smarter about her upcoming family trip. In her search for a solution, she found the perfect backpack on Temu for just under ₦40k. Ticking all the boxes, it avoided extra carry-on fees and allowed her to efficiently pack 16 items plus a makeup bag. When they arrived at the airport, Jasmin’s family breezed through check-in with no issues, their backpacks meeting size requirements perfectly. No extra charges, no stress; just a smooth start to their unforgettable five-day family trip.

Backpacks aren’t just ideal for air travel – they’re also perfect for road trips. Whether you’re cramming your car with family and their belongings or flying high, packing smart and light is essential. A compact, well-organised backpack can make your journey easier, no matter the mode of transport.

To avoid unexpected charges when flying within Nigeria this Easter, it’s crucial to familiarise yourself with airline baggage policies; while Economy Class typically permits 15kg to 20kg of checked luggage, and Premium Economy or Business Class allows up to 30kg, always verify specific weight limits with your chosen airline to prevent costly excess baggage fees, especially if you plan on packing more than the standard allowance.

No passport needed: Pack your bags for a Naija Detty Easter

Why travel halfway across the world when Nigeria has it all? This Easter, skip the long-haul and discover the treasures on your doorstep. From the buzzing streets of Lagos to the ancient city of Benin and the serene hills of Jos, unforgettable adventures are just a short trip away.

By travelling locally, you’re not only creating new memories — you’re also supporting local tourism and helping grow our economy. With so many destinations to explore, there’s something for every kind of traveller. So pack your bags, plan smartly, and make this Easter your best Naija Detty holiday yet.


Kindly share this post
Continue Reading

Trending