Broadcasting
Digital Spam: Retailers must Strike a Balance between Staying Visible and Avoiding Marketing Communication Overload
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.
TVC News has broken new ground in Nigeria’s media space with the launch of the country’s first Artificial Intelligence (AI) news presenters.
Rolled out in May 2025, the AI anchors will deliver news bulletins in English, Yoruba, Hausa, Igbo, and Pidgin, reflecting the broadcaster’s commitment to technological advancement and linguistic inclusion.
The initiative is designed to enhance news delivery by supporting human journalists, not replacing them.
TVC Communications, the parent company of TVC News, described the development as a milestone in its efforts to integrate cutting-edge technology into broadcast journalism.
“We are thrilled to pioneer this innovation in Nigeria’s media industry,” said Victoria Ajayi, chief executive officer, TVC Communications.
“Our AI news anchors represent a new era in news reporting, and this move underscores our dedication to using technology as a tool for growth and progress.”
Ajayi clarified that the AI-generated content will undergo thorough editorial review.
“Trained journalists and editors will assess every output to ensure it meets our standards of accuracy, balance, and credibility,” she noted.
In response to concerns about the potential misuse of AI, the organisation said it had established rigorous editorial safeguards, including watermarking and verification protocols. It also reaffirmed its adherence to the Nigerian Broadcasting Code and journalistic ethics.
With this launch, TVC News has become a trailblazer in AI-assisted journalism in Africa, setting a bold example for future media innovation across the continent.
FXTM Academy recently hosted the Pedal for Progress charity cycling event, bringing together 200 participants from cities across Nigeria, including Port Harcourt, Ilorin, Ibadan, Abeokuta, and Lagos.
Held on Saturday, April 19, the competition featured six race categories—Professional Male, Professional Female, Junior Male, Junior Female, Veteran Male, and Veteran Female—allowing cyclists of all skill levels to compete.
The race began at 8:00 a.m., with Juniors completing 10 laps, Veterans tackling 14 laps, and Professionals racing 20 laps, each lap spanning 2.8 kilometers.
Participants competed for significant cash prizes, with winners in the Professional categories receiving ₦800,000, ₦500,000, ₦300,000, and ₦200,000, while those finishing 5th to 15th place earned ₦50,000 each. Junior and Veteran winners also received substantial rewards.
Spectators and participants praised FXTM Academy for fostering unity, sportsmanship, and talent development, with many eagerly anticipating future events.
The academy emphasized its commitment to empowering communities and promoting values such as perseverance, discipline, endurance, and continuous improvement.
FXTM Academy’s Country Representative, Kelechi Ehibudu, highlighted the academy’s dedication to blending sport, charity, and empowerment, setting a new benchmark for community-focused initiatives in Nigeria.
Broadcasting
Davido Unites Superfans in Lagos for Exclusive 5IVE Album Experience, Powered by Spotify
To celebrate the release of his fifth studio album, 5IVE Davido hosted a select group of superfans and media at Ona Restaurant in Lagos for an exclusive meet-and-greet, presented by Spotify.
The event offered a rare, behind-the-scenes look at the Afrobeats superstar, with 50 lucky fans and 5 media partners given the chance to connect with the artist in an intimate setting.
Rather than handing out invitations, Spotify put fans to the test, requiring them to pass a five-question quiz on Davido’s music to earn a spot at the roundtable. Once inside, attendees were treated to an afternoon of music, conversation, and surprises. The event was hosted by Ireculture, who set the tone with her infectious energy, while SmallztheDJ kept the vibe going with smooth, Afrobeats-driven selections.
In true Davido fashion, a playful twist took centre stage: after teasing his absence, the artist made a dramatic, surprise entrance, sending fans into a frenzy. The moment was a perfect reflection of Davido’s personality – engaging, unpredictable, and larger-than-life.
Victor Okapala, Spotify’s Artist and Label Partnerships lead for West Africa, noted, “This event is a testament to the power of music to bring fans and artists closer together. Working with Davido on the release of 5IVE highlights the energy surrounding Afrobeats globally, and the deep connection we see between the artist and his fans.”
The event’s highlight was a close-knit roundtable conversation, where fans shared their love for 5IVE, with “10 Kilo” emerging as an early favourite. Each guest left with a gift box featuring five fashion items from Nigerian streetwear brand Severe Nature, who also designed the official 5IVE merch.
Reflecting on his journey, Davido shared, “When you see artists like Beyoncé, Drake, Kendrick Lamar, and Rihanna, you realise the work it takes to get there. This time, I wanted to go all out, and I’m seeing the results.”
Spotify data underscores Davido’s growing global influence. In the past 12 months, his music has been added to over 12 million playlists worldwide.
The artist’s reach spans key markets including Nigeria, the U.S., U.K., South Africa, and France, with 34% of his listeners aged 18-24 and 41% aged 25-34.
As 5IVE continues to captivate listeners, this intimate event further solidified Davido’s position as one of Afrobeats’ leading voices, fostering a deeper connection between him and his dedicated fanbase.
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