E-Business
Iroegbu Shares Guidelines for Successful Digital Landscape Navigation
Digital media has progressed rapidly due to the convergence of technology and easy availability of consumer technologies.
This has paved the way for interactive mediums that engages the audience, something that traditional media did not provide, said Kanu Iroegbu, a certified Digital Marketing Consultant.
According to him, “the digital landscape comprises of a mix of different channels such as websites launch, social networks, email; mobile devices such as smartphones or tablets; videos, widgets, kiosks, and gaming consoles. These mediums help marketers to build relationships with consumers, publicize their brands, and also sell their products or services.
“Digital marketing arrived on the scene more than 15 years ago but has evolved rapidly in the last couple of years. Social media has significantly transformed consumer behaviour. It has facilitated sharing of information with prospective buyers like never before through online advertisements, videos, blogs, tweets, and more.
He said that the digital space has clearly caught the fancy of savvy marketers, thanks to factors such as its huge impact on brand reputation; potential to quickly launch online campaigns; interesting mix of marketing technologies; ability to engage prospects in dynamic exchanges that influence buying decisions; measurability and cost-efficiency and creative potential of platforms such as rich media, gaming, and mobile applications.
Taking an in-depth look at how digital marketing has evolved over the years and how understanding it can help marketers influence buyer behavior, Iroegbu said that the evolution of digital landscape shares a ‘Convergence Story’
“It commenced with advancements in Internet technology that led to the launch of thousands of websites. This was still a passive communication medium since sites were not interactive. Then came email, the first dynamic medium that enabled direct communication between consumers and businesses in a cost-effective and meaningful manner. The revolution finally took off when ‘search’ became a part of the user experience. It was the arrival of social media, however, that made the digital landscape ‘interactive’ forever.
“The success of social media sites such as Facebook, Google+, YouTube, Pinterest, LinkedIn, and Twitter indicate how well connected today’s users are across multiple geographies. The digital experience has switched the role of users from a passive receiver to an active participant, circulating relevant, useful information and influencing buying decisions.
“The convergence of mobile technologies with location-based services and smart devices has now made real-time interactions a reality. Consumers are spending more time and money on these devices for their personal and business consumption. This means an increased opportunity for sellers to create interesting mobile applications that engage users.
“Marketers can now gain insight into the nature of information being accessed and shared. Since consumers are interacting through various digital channels, they play a critical role in building or demolishing a brand’s reputation. This makes it imperative to identify the most relevant consumers and understand their behaviour in order to target the right audience and deliver the intended message”.
He added that the “Reality of the New Digital Landscape” shows that digital media has emerged as a reality that is continuously challenging marketers. Adopting and promoting an apt digital strategy is easier said than done. It requires a shift in the way marketing functions approach digital media.
Thus, he listed some guidelines to help marketers successfully navigate the digital landscape to include “clearly define your business goal – is your focus brand building or lead generation or both?; Identify the channels that will help you achieve your goals; Define your target audience; Set the right expectations with stakeholders about what a digital strategy can achieve; Integrate your offline and online strategy and Provide engaging and consistently valuable content.
Other measures are to “Engage with the right agency that can tailor digital solutions to suit your customers’ needs-and it is okay to start small; Implement the right analytics and automation tools to understand your target audience behavior; Review your plans over a defined period to measure progress and results and Have a backup plan: the biggest boon of digital media could be its biggest bane as well. On one hand your customers can be your brand ambassadors, but on the other they can damage it irreversibly. Ensure that you have a backup plan or team to respond to crisis situations”.
He admonished the users that since the digital landscape is vast, success lies in having a consumer focused strategy and clear business goals.
“An effective integration of both with an overall marketing strategy can help organizations reap benefits and develop strong relationships with the consumers.
“Contact our Certified Digital Marketing Consultant to develop an integrated marketing campaign that leverages the best this digital landscape has to offer,” he advised.
Nigeria Data Protection Commission (NDPC) has signed a Memorandum of Understanding with Mastercard to enhance data protection in Nigeria.
Dr. Vincent Olatunji, commissioner, NDPC and Derek Ho,deputy chief privacy officer, Mastercard
The agreement was sealed during a workshop where 150 Data Protection Officers (DPOs) were trained on Data Protection Impact Assessments (DPIAs).
Dr. Vincent Olatunji, commissioner, NDPC, said the event kicks off activities for the 8th NADPA conference, highlighting government efforts to train more certified DPOs.
Olatunji also disclosed the Federal Government’s commitment to increasing the number of certified DPOs with the required skills to manage data protection.
He noted that Nigeria’s digital-savvy youth are key to driving this agenda.
“Human capital is really key to us, and the ecosystem we are regulating is very special. It is still new, still emerging, and we need all we can to build the capacity of officers.
“We want to build the capacity of our people so we can be able to deliver on our mandate and fully deepen privacy in Nigeria.
“We are targeting to build the capacity of 250,000 DPOs annually, and we are working with partners like Mastercard to achieve that,” he said.
Derek Ho,deputy chief privacy officer, Mastercard, also stressed the need for collaboration to build trust in the digital economy and urged participants to embrace training as data protection keeps evolving.
Central Securities Clearing System PLC (CSCS) has announced the launch of *7270#, its Unstructured Supplementary Service Data (USSD) code service, set to go live on May 8th, 2025.
The USSD code service is an innovative solution designed to enhance the ease and accessibility of investment services for all users.
Also, this service leverages the network capabilities of MTN Nigeria to bring unparalleled convenience to investors.
Driven by a relentless commitment to innovation, CSCS aims to revolutionize information access within the Nigerian capital market through this USSD code service.
As the Central Securities Depository (CSD), CSCS focuses on enhancing investor experiences and providing deeper market insights with unparalleled convenience.
The CSCS USSD code service offers seamless access to essential market information directly from mobile phones, eliminating the need for internet connectivity or specialized trading platforms.
Investors can now effortlessly retrieve Clearing House Number (CHN), check Direct Cash Settlement (DCS) status, view stock positions, account balances, and account status confirmations.
Haruna Jalo-Waziri, managing director/chief executive officer of CSCS, said ” We are excited to launch the *7270# USSD code service, a significant step in leveraging mobile technology to democratize access to account and portfolio information.
“This service empowers every investor, regardless of their location or resources, to stay informed about their investments. At CSCS, we believe that financial inclusivity is key to driving economic growth.
“Our partnership with MTN Nigeria on this project represents a significant leap toward a more inclusive financial landscape, leveraging the spread of the MTN network.
“This collaboration enhances the investing experience, reinforcing our shared commitment to empowering individuals with the tools they need to manage their financial futures effectively.” he added.
The CSCS USSD code service will initially be available to MTN users only. However, CSCS plans to expand this service to other networks soon.
This innovative service offers investors streamlined and secure access to critical market information at their fingertips.
Aisha Umar Mumuni, chief digital officer of MTN Nigeria, said, “This collaboration with CSCS on the *7270# USSD service underscores MTN’s commitment to harnessing the power of mobile technology to simplify complex processes for our users.
“By making critical investment information available at the touch of a button, we are helping to democratize access to the capital markets and, in the process, enhance investor engagement and market transparency,” she said.
CSCS continues to lead the way in technological advancements, reinforcing its position as a pivotal player in the Nigerian capital market ecosystem.
This initiative underscores our dedication to enhancing market efficiency and empowering investors with the tools they need for informed decision-making.
The need to maximise local digital assets, amid dwindling Oil revenues and a struggling economy, has been reiterated by the Chief Executive Officer of Quomodo Systems Africa, Oluwole Asalu, who maintained this measure remains the path to prosperity.
Asalu, while addressing the press in Lagos, recently asserted that global shift towards digital economies, presents a pivotal opportunity for Nigeria at this time to mobilise sufficient resources towards effective governance.
He emphasised harnessing the burgeoning local digital economy to expedite national diversification goals, while break away from overdependence on oil output.
Asalu, boasted further that Nigeria’s tech-savvy, youthful population and increasing recognition from global tech giants already position its digital sector as a driver of inclusive growth and job creation.
“Nigeria’s overreliance on oil is no longer tenable. As global markets shift towards renewable energy, the urgency to diversify has never been greater. Technology stands out as the most promising avenue, not merely as a sector, but as an enabler of growth across all facets of the economy,” he explained.
According to him, Nigeria’s tech talent remains the new oil, a renewable resource with the potential for significant returns, if strategically harnessed.
Like India’s successes in information technology services, Asalu want Nigeria to tap into lucrative outsourcing industry to draw foreign investment.
“Foreign investment in Nigeria’s tech sector is rising. Programmes like Digital Explorers have led European firms such as Telesoft to establish operations in Nigeria. Tech giants like Microsoft and Facebook have followed suit, injecting capital and creating jobs,” he stated.
He again pointed to the emergence of three unicorns within Nigeria’s tech ecosystem as a breakthrough and sign of maturity.
“Nigeria’s tech ecosystem is already showing signs of maturity, with three unicorns emerging from its soil. These success stories, powered by local innovation, underscore the viability of a home-grown, world-class tech sector,” he affirmed.
He however emphasized urgent need to close existing gap in skills and infrastructure, in addition to embracing governance and collaboration to fully harness digital potential cum future.
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