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.
Independent National Electoral Commission (INEC) has announced the establishment of an Artificial Intelligence (AI) Division within its ICT Department.
This marks a significant stride toward enhancing electoral integrity, efficiency, and innovation in Nigeria’s democratic process.
This decision was reached at the Commission’s regular weekly meeting held in Abuja, following a series of consultations and engagements on the global and continental impact of AI on elections.
In a statement issued by Sam Olumekun, national commissioner and chairman of the Information and Voter Education Committee, INEC underscored that the growing relevance of AI in electoral matters necessitated a proactive institutional framework to manage both the risks and opportunities it presents.
“Our interactions with electoral bodies across Africa highlighted both the risks of AI—such as fake news and content manipulation—and the vast potential it holds for data-driven decision-making, risk mitigation, automated voter services, and geo-spatial intelligence for logistics,” Olumekun noted.
According to him, the newly created division will centralise the Commission’s AI efforts, ensuring a harmonized approach to deploying intelligent systems that enhance decision-making, improve voter engagement, and boost the credibility of the electoral process.
“The creation of this division puts the Commission at the forefront of institutionalizing AI capabilities in electoral management.
It is also part of our ongoing reforms in areas where administrative action is sufficient to drive change,” he said.
He added that the AI Division will help INEC better coordinate its existing technological investments while providing safeguards against the misuse of AI technologies.
“We are positioning ourselves to maximise the positive impact of AI while mitigating its negative implications. This step strengthens the credibility and transparency of elections in Nigeria,” Olumekun concluded.
The initiative, INEC emphasised, reflects its commitment to embracing innovation in safeguarding democracy and improving electoral services nationwide.
Corporate Affairs Commission (CAC) in partnership with the Nigeria Inter-Bank Settlement System (NIBSS) has unveiled a new Application Programming Interface (API) integration system to allow private firms access company data from the Commission’s database.
Hussaini Ishaq Magaji (SAN), registrar general of CAC, who spoke in Abuja at the unveiling said the system would give selected private organizations access to CAC services through technology-based companies, called “super agents.”
“This is a practical step to show that the Commission is committed to meeting the expectations of our customers,” he said.
Magaji explained that the integration allows the agents to retrieve data from the CAC database for use in specific client requests, outside the standard services provided by the Commission.
“Before now, only a few government agencies had this integration, especially those involved in investigations, anti-money laundering, and terrorism financing. Now, private companies that meet the criteria can also access it,” he said.
He said the system complies with the Nigerian Data Protection Act 2023, and information such as residential addresses, phone numbers, and dates of birth may be restricted.
“This is a call to law firms and companies with the right technology. We’ve started with NIPS because of their credibility. Embassies and banks can now authenticate company records directly through them.”
“There are prescribed fees. We already collect them on our portal, and now customers can also pay through these agents,” he explained.
He named NIPS, MoneyPoint, and OPE as some of the companies involved.
“OPE and MoneyPoint handle only registrations. But NIPS has moved further into validation and verification,” he said.
Ngover Ihyembe-Nwankwo, executive director at NIBSS, who represented Premier Oiwoh, managing director, said the service allows secure and efficient data verification.
“This is the result of years of effort to connect our systems with CAC. It will help users verify data within the limits of data protection laws,” she said.
She said the move is a way to lower costs and promote interoperability across the financial sector.
Ministry of Interior has announced the launch of a new Online Citizenship and Business Management Platform in line with the Renewed Hope Agenda of President Bola Tinubu.
A statement signed by Dr Magdalene Ajani, permanent secretary, Ministry of Interior’s said the initiative forms a key part of its ongoing reforms aimed at promoting transparency, enhancing operational efficiency, and significantly improving service delivery to the public.
The new digital platform is designed to streamline the application and processing of citizenship and business-related services, ensuring faster turnaround times and improved user experience.
The platform allows users to apply for and manage business permits, ensuring that both local and foreign businesses operate legally in Nigeria.
It includes an Expatriate Quota System to manage work permits for foreign employees, helping companies hire skilled workers while complying with Nigeria’s immigration laws.
The Citizenship Administration and Management System provides a streamlined online process for applying, tracking, and managing Nigerian citizenship applications and related services.
Members of the public, corporate entities, and other stakeholders are expected to access the platform through the ministry’s website: https://interior.gov.ng , Direct Portal Access: https://candb.interior.gov.ng , or contact candb-support@interior.gov.ng for support and inquiries.
“The Ministry of Interior remains committed to establishing a more efficient, transparent, and secure framework for citizenship administration, while continuously enhancing service delivery through digital transformation,” the statement read in part.
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