E-Business
Gartner says Digital Marketing Budgets Will Increase by 8 Percent in 2015

Marketers are investing in the customer experience to drive business advantage and profitable revenue growth, according to a survey of marketing executives by Gartner, Inc.
The survey found that marketing budgets remained healthy in 2014, with, on average, companies spending 10.2 percent of their annual 2014 revenue on overall marketing activities, with 50 percent of companies planning an increase in 2015.
Digital marketing spending averaged one-quarter of the marketing budget in 2014. The survey found that of the 51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent.
These findings are included in Gartner’s Digital Marketing Spending report that is based on a survey of 315 individuals located in the U.S., Canada and the U.K. Respondents represent organizations with more than $500 million in annual revenue across six industries: financial services, high-tech, manufacturing, media, retail and transportation, and hospitality. The survey took place in July and August 2014 to gain insight into marketing and digital marketing spending priorities and plans for the future.
“The amount of the marketing expense budget spent on customer experience in 2014 is remarkably consistent across all key survey demographics, averaging 18 percent. The survey also found that the highest marketing technology investment in 2014 is for customer experience. Customer experience is also considered by many companies to be the top innovation project, just edging out product innovation,” said Jake Sorofman, research director at Gartner.
Not only are marketing budgets remaining healthy, they are forecast to grow in 2015, with half of the companies surveyed planning an increase in 2015.
The larger the company, the higher the marketing expense budget as a percentage of revenue — those with revenue of $5 billion or more reported 11 percent, compared with 9.2 percent for those with revenue between $500 million and $1 billion.
Marketing budgets as a percentage of revenue varied widely, with 46 percent spending less than 9 percent of revenue, 24 percent spending between 9 percent and 13 percent of revenue, and 30 percent spending more than 13 percent of revenue.
The 50 percent of companies planning an increase report their average 2015 increase will be 10.4 percent. Of those, the ones that report outperforming competitors said their planned 2015 increase will be 13.6 percent.
“The line between digital and traditional marketing continues to blur,” said Laura McLellan, research vice president at Gartner.
“For marketers in 2014, it’s less about digital marketing than marketing in a digital world. Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos. The resulting digital experience moves customers toward a more self-service buying model, allowing reductions in sales budgets that were designed around older, physical models.”
Sixty-eight percent of respondents said that their company had a separate digital marketing budget. However, it’s difficult to gauge just how much companies are spending on digital marketing because the treatment of budgets varies by company, with some having a digital marketing budget in total (32 percent of respondents), others in detail (36 percent), and yet others that have incorporated digital marketing into each function of the marketing budget (23 percent) or none of the above (eight percent).
As in prior years, the survey revealed that when it comes to allocation of the digital marketing budget by activity, digital advertising takes the top spot. However, there appears to be less difference between this and other activities this year compared with last year, as marketers hedge their bets.
Expenditures for digital advertising will grow in 2015, as brands, ad agencies and publishers invest in ways to deliver more-relevant advertising to people.
Fueling this trend is the use of programmatic media, which allows marketers to target the audience they want and automate bidding rules for ads based on the business value they deliver.
Nevertheless, the survey suggested that in 2015, digital advertising will share its top ranking with mobile marketing.
With digital marketing spending on the rise, respondents were also asked where additional funding was coming from:
“Gartner’s 2014 CEO Survey found that digital marketing was the No. 1-ranked CEO priority for technology-enabled business capability for investment during the next five years,” said Yvonne Genovese, managing vice president at Gartner. “It therefore comes as a little surprise that the digital marketing spending survey found that over 60 percent of companies that justified an addition to the marketing budget for digital marketing obtained incremental funding from elsewhere in the organization.”
E-Business
Kaspersky, Partners Launch a Career Orientation Test to Inspire more Girls into Cybersecurity

Kaspersky, together with Smart Africa and Africaines in Tech, has launched an innovative, science-backed career orientation test “Future You in Tech” created to promote professional development for young women in the cybersecurity industry and help remove potential entry barriers. The test is designed to help them discover which career paths best align with their interests, skills, and personality.
The IT industry continues to face a significant gender imbalance. While technology is one of the fastest-growing fields shaping the global future, women remain underrepresented due to systemic barriers such as stereotypes and unequal workplace opportunities.
According to the World Economic Forum’s Global Gender Gap Report 2024, women make up only 28.2% of the global STEM (Science, Technology, Engineering, Mathematics) workforce.
With this new initiative, Kaspersky and its partners aim to lower these barriers by sparking interest, building awareness, and offering guidance to the next generation of women in cybersecurity.
The orientation test is designed to help young women discover which cybersecurity career paths best align with their interests, skills, personality, and values. The test guides participants through scenarios that reveal their natural problem-solving styles and strengths.
Once completed, the results highlight each participant’s top two matches out of six possible cybersecurity roles. The six cybersecurity paths covered in the test are:
- Threat Intelligence — analysing cybercriminal groups and predicting their next moves.
- Security Operations (SOC) — monitoring systems, detecting threats, and responding to incidents.
- Malware Analysis — reverse-engineering malicious code and creating detection rules.
- Network Security — protecting IT infrastructure, running penetration tests, and securing networks.
- Information Security Research — uncovering vulnerabilities, exploring new attack techniques, and designing security standards.
- Security Assessment — testing and auditing systems to identify risks before attackers exploit them.
By taking just a few minutes to complete the test, young women can gain a clearer picture of how their abilities and passions align with the cybersecurity profession and take their first step towards a rewarding career protecting people, organisations, and the digital society at large.
Alongside these personalised matches, participants receive explanations of the roles and advice from Kaspersky’s female experts who work in these fields.
They also receive suggested next steps such as recommended readings or practical activities to try, developed together with Smart Africa, Africaines in Tech, and Kaspersky Academy.
“We recommend young women to take this orientation test — even if you never considered a career in cybersecurity. This test would provide you with an unbiased view — while cybersecurity is a field, that requires technical skills development, it also needs curiosity, creativity, problem-solving, and resilience — qualities many young women already have.
The test would help one to connect strengths with real career paths, empower to see a future in cybersecurity and to take first steps with confidence,” comments Evgeniya Russkikh, Head of Academic Affairs at Kaspersky.
This launch builds on Kaspersky’s long-term commitment to supporting women in technology. As of early 2023, women represented 25 percent of the company’s global tech workforce — a 6.9 percentage point increase over four years.
To further amplify women’s voices, Kaspersky also runs the Empower Women digital project, which raises awareness of gender-related challenges, shares expert perspectives, and offers practical advice for building fairer and more inclusive environments in tech and beyond.
E-Business
Nigeria Sets Regulatory Working Committee to Deepen Africa Digital Market Penetration

The Federal Government through the Ministry of Trade and Investment has set up a regulatory committee to deepen digital market penetration and boost exportation of African products.
The committee was set up at the AfCFTA Digital Trade Market Access Roundtable organised by the Federal Ministry of Industry, Trade and Investment, hosting regulatory stakeholders from Egypt, Ghana, Kenya, Rwanda, and South Africa.
Jumoke Oduwole, minister for Industry, Trade and Investment speaking at the event said, “The Federal Ministry of Industry, Trade and Investment is committed to support your expansion into African markets. To do this, we will actively steer the regulators’ working group established yesterday. This group will continue the momentum of regulatory cooperation beyond this event, creating a working channel for addressing challenges and advancing solutions.
“Also, we will explore opportunities for the passing of licenses. The goal is to create mechanisms where regulatory approvals in one jurisdiction can facilitate or expedite approvals in others, reducing barriers for firms operating across multiple markets,” Jumoke said.
The minister lamented poor exportation of Africa’s digitally delivered services globally despite the talents and resources, urging the continent to collaborate to achieve desired results leveraging enormous potentials that the Digital Trade Protocol holds.
“For digital services, the AfCFTA opportunity is particularly compelling. Africa currently accounts for less than 10 per cent in digitally delivered services exports globally. But we have the talent, the demand, innovative experience, and now the regulatory framework to dramatically transform our levels of digital trade.”
The minister added that, “Currently, only 5 percent of Africa’s digitally delivered services are traded within the continent. This represents an extraordinary untapped opportunity for intra-African digital trade and overarching digital transformation.
“The time to act is now. Nigeria has been designated as the African Union co-Champion of the AfCFTA Protocol on Digital Trade. This is both an honour and a responsibility. To demonstrate our resolve, we commenced regulatory alignment and harmonization of standards with our regional commitments with a Digital Economy and E-Governance bill currently before the National Assembly. As co-Champion, we are committed to demonstrating practical leadership.”
Jumoke said the programme is designed to gain a clear understanding of market entry rules and processes across the countries as they present regulatory categories, licensing requirements, and market entry processes and also have direct access to regulators through our clinic sessions this afternoon.
She tasked Nigeria’s digital service providers for compliance with domestic regulatory requirements at home in order to get the backup from the government at international stage.
“As the government creates these enabling structures, we also have clear expectations of Nigerian digital services providers. First, compliance at home is a prerequisite for support abroad. The Corporate Affairs Commission, Nigerian Copyright Commission, Nigerian Communications Commission, Federal Competition and Consumer Protection Commission, Securities and Exchange Commission, and Central Bank of Nigeria are all represented here today to provide consultations.
“The government cannot vouch for your credibility in foreign markets without confidence that you have fully satisfied domestic regulatory requirements. Use today’s clinic sessions to ensure you are in good standing. Second, reflect clearly and strategically on your ambitions to invest across Africa.”
The minister promised that the Federal Ministry of Industry, Trade and Investment will continue to support the efforts of digital services providers through targeted initiatives which will be announced before the end of the year.
Calvin Phume, director, African Bilateral Economic Relations, Department of Trade and Industry, South Africa described the collaboration as a transformational agenda crucial to harness untapped potentials in Africa’s digital market.
“This is a transformational agenda. We are trying to make sure that we take these opportunities that are derived by AFCTA. Under the digital trade Protocol, it gives us access as South Africans to collaborate with other Africans in terms of ICT and other digital services,” Phume said.
The director added that South Africa will target key areas of collaboration including ICloud, AI innovation, among other.
Elhanan Asara, deputy director, Fintech and Innovation, Bank of Ghana emphasised the importance of the collaboration describing it as an avenue to find solution to export barriers and boost market penetration across Africa.
“There is a deficit. There is a lot of I.T import to the country really formed by Europe and the western world in general compared to Ghana exporting IT services. This is also an opportunity to see if this is utilised in Africa instead of going to the western world.”
E-Business
NITDA to Build Websites for All LGAs in Nigeria

Kashifu Inuwa, director-general, National Information Technology Development Agency (NITDA), has reaffirmed the agency’s commitment to enhancing digital transparency by creating websites for all 774 Local Government Areas (LGAs) in Nigeria.
Inuwa made this pledge when he led NITDA’s management team on a courtesy visit to the headquarters of the Independent Corrupt Practices and Other Related Offences Commission (ICPC) in Abuja.
He explained that “the initiative would not only improve citizen engagement but also bolster Nigeria’s anti-corruption efforts by making local governments more visible, accountable, and closer to the people.”
“Majority of our local governments don’t have websites. So we are ready to support and provide a website for them to promote digital transparency.
“All local governments should have websites for that. They should be able to put what they are doing online and citizens also can contribute. I believe doing this will help also in improving the anti-corruption practises in Nigeria,” Inuwa said.
The NITDA chief further disclosed that the agency is introducing a licencing regime following a review of the IT clearance guidelines to standardise and improve government IT projects nationwide.
He said; “Recently, we reviewed the IT clearance guideline, and we are coming up with a licencing regime, because part of the challenge globally is that more than 93% of IT projects don’t meet their expectations.”
“From our data, since 2017 we have cleared more than 1,280 projects from 326 federal public institutions.
“This represents just about 28% of the federal public institutions. Many are not complying because we have more than 1,300 federal public institutions. Then also, we have IT projects valued at more than 3.4 trillion.
“So we believe by having this new guideline and having partnerships to strengthen our relationship with you, it will help us achieve a lot,” he stated.
In his response, Dr Musa Adamu Aliyu, chairman of ICPC, welcomed NITDA’s initiative and pledged his commission’s support in promoting digital transparency across government institutions.
He said; “One problematic area we want to address is this issue of digital transparency. We want the Local Government Councils to embrace this issue of allowing people to have access to information.
“Our people need to know what’s happening. They need information. And everywhere in this country people have access to more information.”
“You can go to websites to see what you are doing. Put your project there. Let us see your digital footprints.
“Let us see what you are doing. Because once you are not visible digitally as far as I’m concerned, there’s a problem. Because you don’t want us to know what you are doing,” Aliyu said.
The strategic partnership between NITDA and ICPC reflects a shared commitment to transparency, closing the information gap, reducing corruption risks, and promoting trust between government and citizens.
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