Broadcasting
Empowering small businesses in Africa through digital communication solutions
By Abiola Ibrahim; Account Executive – Infobip
The African small business landscape is brimming with potential. From active markets to innovative entrepreneurs, the continent represents a vibrant hub of economic activity. Yet, in this dynamic environment, standing out and reaching customers can be a challenge.
Abiola Ibrahim
This is where digital communication steps in as a powerful tool for unlocking growth. By harnessing digital communication, these enterprises can amplify their brand presence, engage with their target audience effectively, and drive sustainable development.
Embracing mobile technology and data analytics
Mobile technology has emerged as an important tool for enhancing communication efforts and connecting with target audiences across Africa. According to GSMA Intelligence, mobile connectivity is playing a significant role in driving socioeconomic progress in Sub-Saharan Africa. Businesses can capitalise on this trend by adopting mobile-based communication strategies to reach and engage with their customers. For example, leveraging SMS marketing campaigns or developing mobile apps tailored to local preferences can enhance customer engagement and drive business growth.
Harnessing the power of data analytics, businesses can optimise their strategies, refine their messaging, and drive meaningful interactions to stay ahead of the competition. By embracing mobile technology and data analytics, small businesses can create a strong foundation for their digital communication efforts.
Personalisation and customer-centric approach
In an era dominated by personalised experiences, small businesses must tailor their communication efforts to resonate with individual preferences. This is more than just reaching customers; it is about engaging them in a conversation tailored specifically to their needs and desires. This involves a multifaceted approach, integrating various elements such as video content, storytelling, SEO optimisation, and community building into their strategies. Through video content, businesses can visually showcase their products or services, providing a more immersive and engaging experience for their audience. Unlike the traditional marketing storytelling, often perceived as one-way communication with customers, businesses who wish to build deeper relationships with their customers need to create conversational experiences. These experiences enable personalised, two-way communication that goes beyond simply using customer’s first name. They humanise the brand, making each interaction feel tailored to the individual customer and demonstrating that the company understands their preferences, from product choices to preferred communication channels.
Strategic use of digital communication solutions
Some small businesses have attained success by being strategic with their digital communication activities. They collect and store data using Customer Data platforms and use flow building solutions to trigger event-based conversations with customers on their preferred channels. This approach enables businesses to automate communication towards their target audience, ensuring the delivery of relevant and personalised messaging. Such strategies have been adopted by different organisations across various sectors to encourage purchases by customers who have abandoned their virtual carts, automate customer loyalty reward programs, set up efficient account signup and verification processes, and send automated reminders to customers to take certain actions.
Establishing a strong brand presence and maximising limited resources
Establishing a strong brand presence is vital for small businesses aiming to differentiate themselves in the market. Focusing on elements such as production, place, people, promotion, and process, businesses can define their unique value proposition and resonate with their target audience. Engaging in local connectivity and community engagement further strengthens brand authenticity, fosters trust, and fuels organic growth.
Small businesses often operate with limited budgets and resources, making it essential to adopt a strategic approach to digital communication campaigns. By setting attainable goals, leveraging technology, and prioritising audience insights, businesses can optimise their investments and maximise returns. Embracing AI-powered tools for content creation, targeted advertising and data-driven decision-making, can help unlock the full potential of digital communication.
Future opportunities and innovation
Looking ahead, the future of digital communication for small businesses in Africa is filled with opportunities for innovation and growth. As AI continues to reshape the marketing landscape, businesses can harness its capabilities to drive personalised experiences, automate processes, and explore new avenues for engagement. By staying agile, adaptive, and forward-thinking, small businesses can position themselves as industry leaders and capitalise on emerging trends to drive sustainable growth and prosperity.
As small businesses continue to evolve and adapt to changing market dynamics, their ability to effectively communicate will be instrumental in redefining entrepreneurship in Africa, shaping a prosperous future for themselves and their communities. Understanding what clients want is more important than ever, as it helps build stronger connections and fosters customers loyalty. Effective communication that delivers the best results involves knowing the right time and place to engage with customers. These preferences are discovered by analysing customer data and setting up events that make the communication most relevant to them.
In summary, the growth journey begins with building a community, getting to know your customers by collecting and analysing data, sending relevant information at the right time, and creating conversational experiences rather than talking at your customers.
Chinenye Anuforo, a distinguished journalist from The Sun Newspaper, has been recognized for her exceptional contributions to ICT journalism in Nigeria.
Chinenye Anuforo receiving the ATAEx Award presented by Mr. Gbolahan Awonuga, executive secretary of the Association of Licensed Telecoms Operators of Nigeria (ALTON)
Last week, she received the ICT Innovation Storyteller Award at the Africa Tech Alliance Excellence (ATAEx) Awards, celebrating her ability to craft compelling narratives that highlight the complexities and potential of the ICT sector.
“Chinenye’s dedication to her craft is evident in her insightful analysis and engaging storytelling,” said Mr. Chike Onwuegbuchi, co-convener of the ATAEx Awards.
“Her work has consistently illuminated the significant impact of technology on society, making her a deserving recipient of this award.”
The accolades continued as Anuforo was named the ICT Reporter of the Year at the Africa Digital Awards (ADA) just a week later.
This prestigious award further cements her status as a leading voice in the ICT industry.
Mr. Tayo Adewusi, Publisher/Coordinator of NIICF & ADA, who presented the award, praised Anuforo’s role in shaping public discourse on ICT issues.
“Her reports have not only informed but also inspired, making her a true champion of digital innovation,” he said.
Expressing her gratitude, Chinenye Anuforo stated, “I am deeply honored and humbled to receive these awards.
“I am grateful to my editors at The Sun Newspapers for their unwavering support and to the organizers of the ATAEx Awards and Africa Digital Awards for recognizing my work.
“It is a privilege to contribute to the growth of the ICT sector in Nigeria through journalism.”
Flymate Travel Limited, a pioneering travel solutions provider, has launched Visadoc, a cutting-edge travel app designed to streamline and enhance user experiences worldwide.
Visadoc simplifies Travel and enhancing convenience by empowering travelers to manage their journey from visa applications to booking accommodations and flights. Key features include:
– Seamless Visa Application Process: Easy application, documentation, and biometric scheduling
– Personalized Travel Recommendations: Tailored suggestions based on individual preferences
– Secure Electronic Payments: Convenient fee payments
– Real-time Travel Updates: Flight statuses, weather conditions, and travel advisories
Gbenga Badmus, CEO of Flymate Travel Limited, speaking at the launch on wednesday, explained that Visadoc is designed to offer customized services to the end users.
According to him, “Visadoc is designed to offer customized services to the end users. With its help, applicants can apply with ease by doing it themselves end to end.
“By completing the documentation process and waiting for the biometric capturing invite. Without putting a physical face to the agent’s office”.
Visadoc is available for download on the App Store and Google Play Store. The app is designed to cater to a wide range of travelers, including families, individuals, and business professionals.
“Families, Individuals with their specific needs and preferences, are an essential target audience for travel brands. Family travelers look for visas to destinations and accommodations that cater to the interests and safety of their children. They prioritize family-friendly activities, spacious accommodations, and convenient amenities,” said Abdullahi Yusuf, Project Manager at Flymate Travel Limited.
The target markets for a public travel tracking app can include frequent travelers, commuters, tourists, and individuals who must obtain their visa.
Flymate Travel Limited is committed to leveraging technology to enhance the travel experience and provide exceptional customer service. By utilizing data and user feedback, the company will continue to refine and improve the app to meet the evolving needs of travelers.
For more information about Flymate Travel Limited Contact:
Gbenga Badmus (CEO/MD) – [email protected], 07044132787
Abdullahi Yusuf (Project Manager) – [email protected], 08160253848
Eseigbe Godwin (Software Engineer) – [email protected], 09057379300
In the rapidly evolving world of sports betting, Dotun Ajegbile, the visionary founder of Betland, has proven that business success and social responsibility can go hand in hand. As a Nigerian-American entrepreneur, Ajegbile has utilized his platform not only to revolutionize sports betting but also to drive transformative initiatives that uplift communities across Nigeria.
Under his leadership, Betland has spearheaded numerous corporate social responsibility (CSR) programs aimed at tackling unemployment and fostering youth empowerment. One of the standout projects is the “Betland Future Stars Initiative”, a nationwide program providing financial grants, training, and mentorship to young entrepreneurs in underserved areas. This initiative has enabled over 2,000 youths to launch their own businesses, creating a ripple effect of job creation and economic growth.
Ajegbile’s commitment to sports development is equally remarkable. Betland sponsors grassroots tournaments in football, basketball, and athletics, offering young athletes opportunities to showcase their talent on larger platforms. Many participants in these tournaments have gone on to secure scholarships and professional contracts, demonstrating the power of combining sports with community building.
Collaboration has been central to Ajegbile’s philanthropic strategy. Betland frequently partners with NGOs and government agencies to amplify its impact. Through a partnership with the EmpowerNG Initiative, Betland has distributed scholarships to underprivileged students, ensuring that education remains accessible despite economic challenges.
Speaking about his philanthropic vision, Ajegbile says, “As a company, we believe in more than profit. Betland is committed to building a future where every young person in Nigeria has the tools to succeed, whether through sports, education, or entrepreneurship.”
Ajegbile’s philanthropic efforts highlight his deep-rooted belief in giving back to the society that helped shape his journey. By bridging the gap between corporate success and community impact, he is not just redefining sports betting in Nigeria but also inspiring a new wave of socially responsible entrepreneurship.
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