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Leveraging Search Intelligence for Year-End Product Positioning

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Reuben Kalu
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By Reuben Kalu

As the year draws to a close, businesses face a critical period where consumer spending typically surges. This presents an exceptional opportunity to position your products and services for maximum visibility and sales. However, achieving the best positioning requires a well-thought-out strategy that leverages search intelligence, consumer behavior insights, and market trends.

Reuben Kalu

In this article, we’ll explore the most effective strategies to enhance your product and service positioning as we approach the end of the year.

Understanding Search Intelligence and Its Importance

Search intelligence involves the use of data from search engines and online behavior to gain insights into consumer intent, preferences, and trends. By understanding what consumers are searching for, when they are searching, and how they are interacting with content, businesses can tailor their marketing strategies to meet consumer needs more effectively.

As we approach the end of the year, leveraging search intelligence becomes even more crucial. Consumers are actively searching for holiday gifts, seasonal deals, and solutions to year-end problems. Understanding these search patterns allows you to position your products and services where they are most likely to be seen and purchased.

  1. Leverage Seasonal Trends and Keywords

The end of the year is marked by several key events such as Black Friday, Cyber Monday, Christmas, and New Year’s Eve. Consumers’ search behavior shifts dramatically during these periods, focusing on deals, gift ideas, and festive essentials. To capitalize on this, your strategy should include:

  • Identifying Relevant Keywords: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify trending keywords related to the season and your products. Focus on long-tail keywords that capture specific consumer intent, such as “best holiday gifts for men” or “affordable New Year’s party supplies.”
  • Creating Targeted Content: Develop content that addresses the specific needs and interests of your audience during the holiday season. This could include blog posts, gift guides, holiday-themed product pages, and promotional emails. Ensure your content is optimized with the identified keywords to improve search engine rankings.
  • Updating Product Descriptions: Tailor your product descriptions to highlight their relevance to the season. For example, if you’re selling watches, emphasize how they make great gifts or how they complement festive outfits.
  1. Enhance Your Visual Appeal with Seasonal Imagery

Visuals play a significant role in capturing consumer attention and conveying the value of your products. As the year-end approaches, updating your visual content to reflect the festive season can make your products more appealing. Consider the following:

  • Seasonal Product Photography: Refresh your product images to include seasonal elements such as holiday decorations, winter settings, or festive colors. This helps your products resonate with the emotions and themes of the season.
  • Thematic Website Banners: Update your website banners to feature holiday promotions, countdowns to special sales events, or seasonal greetings. This not only enhances the user experience but also reinforces your positioning as a go-to destination for holiday shopping.
  • Video Content: Create short, engaging videos that showcase your products in festive settings or demonstrate their use during holiday activities. Video content is highly shareable and can boost your brand’s visibility on social media and search engines.
  1. Optimize for Mobile and Voice Search

With the increase in mobile and voice search usage, especially during the holiday season, it’s essential to ensure your online presence is optimized for these platforms. Consider the following strategies:

  • Mobile Optimization: Ensure your website is mobile-friendly, with fast loading times, easy navigation, and responsive design. A seamless mobile experience is crucial as more consumers shop on their smartphones during the holiday rush.
  • Voice Search Optimization: As more people use voice-activated devices to search for products and services, optimize your content for voice search. This includes using natural language, answering common questions, and incorporating conversational keywords.
  • Local SEO: Many holiday shoppers look for local businesses to support or need last-minute gifts. Optimize your Google My Business listing with updated hours, contact information, and holiday-specific promotions to capture local searches.
  1. Implement Strategic Promotions and Discounts

End-of-year sales events are synonymous with discounts and promotions. However, to stand out in a crowded market, your promotions must be strategic and compelling. Here’s how:

  • Exclusive Offers: Create limited-time offers or exclusive deals for loyal customers or email subscribers. This not only drives urgency but also fosters customer loyalty.
  • Bundle Deals: Encourage higher spending by offering bundled deals where customers can purchase multiple products at a discounted rate. This is particularly effective for complementary products.
  • Free Shipping and Returns: Offering free shipping, especially during the holiday season, can be a powerful incentive for consumers. Ensure your shipping policies are clearly communicated and easy to understand.
  1. Leverage Social Media and Influencer Marketing

Social media platforms become a hub of activity during the holiday season, with users sharing gift ideas, holiday plans, and shopping experiences. To tap into this, your strategy should include:

  • Holiday Campaigns: Launch holiday-themed campaigns on social media platforms like Instagram, Facebook, and Pinterest. Use festive hashtags, run giveaways, and encourage user-generated content to increase engagement.
  • Influencer Partnerships: Collaborate with influencers who align with your brand to promote your products. Influencers can create authentic content that resonates with their followers, driving awareness and sales.
  • Social Commerce: Utilize features like Instagram Shopping or Facebook Shops to enable direct purchases through social media platforms. This streamlines the shopping experience and captures impulse buyers.
  1. Create a Sense of Urgency and Scarcity

Scarcity and urgency are powerful psychological triggers that can drive consumer action. As the year-end approaches, leverage these tactics to boost conversions:

  • Countdown Timers: Use countdown timers on your website or in your emails to indicate the time left for special promotions or sales. This creates a sense of urgency, encouraging customers to act quickly.
  • Limited-Edition Products: Introduce limited-edition products or holiday-specific versions of your existing offerings. The exclusivity of these items can drive demand and increase sales.
  • Low Stock Alerts: Display low stock alerts on product pages to create a sense of scarcity. This can prompt customers to purchase before the item runs out.
  1. Invest in Paid Advertising

Paid advertising can significantly boost your visibility and drive traffic to your website during the competitive holiday season. Consider these approaches:

  • PPC Campaigns: Run targeted Pay-Per-Click (PPC) campaigns on Google Ads and Bing Ads, focusing on high-intent keywords relevant to the holiday season. This can help you capture search traffic from users actively looking to make purchases.
  • Social Media Ads: Invest in social media ads on platforms like Facebook, Instagram, and Pinterest. Use demographic and interest-based targeting to reach your ideal audience with holiday-specific ads.
  • Retargeting Campaigns: Implement retargeting campaigns to re-engage visitors who have shown interest in your products but haven’t made a purchase. Retargeting ads can remind them of what they’re missing and encourage them to return to your site.
  1. Utilize Email Marketing to Engage and Convert

Email marketing remains one of the most effective channels for driving conversions, especially during the holiday season. Here’s how to make the most of it:

  • Holiday-Themed Newsletters: Send out holiday-themed newsletters that highlight your best products, exclusive deals, and gift guides. Use catchy subject lines and visually appealing content to capture attention.
  • Personalized Recommendations: Leverage data from previous purchases or browsing behavior to send personalized product recommendations. This makes your emails more relevant and increases the likelihood of conversions.
  • Abandoned Cart Reminders: Send timely reminders to customers who have left items in their carts without completing the purchase. Offer incentives like discounts or free shipping to encourage them to finalize their purchase.
  1. Measure and Optimize Your Strategy

As you implement these strategies, it’s crucial to continually measure their effectiveness and optimize your approach. Use the following metrics to gauge success:

  • Conversion Rate: Track the percentage of visitors who make a purchase. If conversion rates are low, consider adjusting your landing pages, offers, or checkout process.
  • Traffic Sources: Analyze where your traffic is coming from (e.g., organic search, social media, paid ads) and invest more in the channels that are driving the most sales.
  • Customer Feedback: Gather feedback from customers about their shopping experience. Use this information to make improvements and address any pain points.
  • ROI on Marketing Spend: Calculate the return on investment (ROI) for your marketing campaigns to ensure you’re spending effectively. If certain campaigns aren’t delivering results, reallocate your budget to more profitable channels.

Conclusion

The end of the year presents a unique opportunity to drive significant sales and position your products and services at the forefront of consumer minds. By leveraging search intelligence, optimizing your online presence, and implementing strategic marketing tactics, you can enhance your visibility and capture the attention of holiday shoppers.

Remember, the key to success lies in understanding your audience, staying agile, and continuously optimizing your strategy based on performance data. With the right approach, you can end the year on a high note, driving both sales and brand loyalty that will carry into the new year.

 


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Public Outrage, Legal Threats as Abuja Council Demands N500, 000 as TV Levy

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Nyesom Wike Minister, Federal Capital Territory of Nigeria
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The recent demand by Abuja Municipal Area Council’s (AMAC) for a business owner in the area council to pay a N500,000 levy for owning a television set has sparked outrage across AMAC.

Public Outrage, Legal Threats as Abuja Council Demands N500, 000 as TV Levy

Nyesom Wike Minister, Federal Capital Territory of Nigeria

The demand notice, which surfaced online, has triggered widespread criticism and legal challenges over excessive taxation in Nigeria.

The controversy began when AMAC issued a demand notice to Tela Network Ltd, an Abuja-based infotech firm, requiring it to pay N1 million in arrears for 2023 and 2024, a N500,000 fine, and a N500,000 levy for 2025—totaling N2 million.

The notice directed payment to a designated bank within 14 days.

 

In response, Tela Network Ltd, through its legal representatives, contested the levy, arguing that the company does not engage in radio or television broadcasting and should not be subject to such charges.

The firm requested AMAC to clarify the legal basis for the demand.

AMAC defended its position, citing a 2012 by-law that classifies businesses into tax categories. The council maintained that “Computer Service Generally” falls under Category B, requiring an annual TV/Radio license fee of N1 million.

The levy has drawn sharp criticism from Abuja residents and legal experts. Many describe it as an unfair financial burden, especially in light of Nigeria’s economic struggles.

Residents argue that taxation should be tied to service delivery, questioning why they should pay exorbitant fees for television ownership when public services remain inadequate.

Social media users have also condemned the levy, with many calling it excessive and exploitative.

A legal expert, Iroh, representing Tela Network Ltd, described the law as draconian and suggested it should be challenged in court.

He acknowledged that while AMAC has the authority to make by-laws, the levy’s implementation appears arbitrary and oppressive.

Liborous Oshoma, human rights lawyer criticized the tax, stating that such levies disproportionately affect low-income individuals while the wealthy often evade enforcement. He urged residents to challenge the demand legally.

Efforts to reach Emeka James, spokesperson, AMAC, were unsuccessful, further fueling speculation and frustration among the affected parties.


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The challenge facing 95% of IT leaders when it comes to AI agents – and how to overcome it

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By Linda Saunders, country leader and senior director solutions engineering Africa at Salesforce

Generative AI has transformed how people interact with technology through prompts, and the next frontier promises an even greater impact. As organisations refine their AI strategies, we are witnessing the next chapter of work and the emergence of digital labour with agentic AI.

Since the launch of Chat GPT  many business leaders focused on what they thought was the right topic – the Large Language Models ( LLMs). But these models are quickly becoming a commodity, as each one races to build the best for a specific use case.

To truly unlock value from AI, you need to focus on everything around the model such as the orchestration, the low code / no code approach to building and refining, the metadata framework and a data engine that compliments the data strategy. It’s this platform advantage that is seeing agents across the globe stand up and deliver value with real data, leveraging real integration in a few short weeks.

To unlock the action and value of generative AI requires  a deeply integrated and connected platform with a one code base, but this takes significant time and money to build unless you have already been empowering your human employees on the Salesforce platform. Our platform leverages everything you have built to empower your digital workforce. Its a win-win where even for those who are not quite ready for a digital workforce – will be unlocking their ability to pivot to an agentic workforce with every flow, cloud, integration and build – Ultimately  future proofing their business.

Agentic technology is a multi-trillion-dollar industry opportunity. The agentic enterprise  will operate with unprecedented independence capable of responding to queries and handling complex tasks autonomously. This autonomy will optimise workflows, drive innovation, and break down barriers related to the need for continuous human intervention.

By 2028, Gartner predicts that 33% of enterprise software applications will include agentic AI, up from less than 1% in 2024, allowing 15% of day-to-day work decisions to be made autonomously.

Yet, AI agents are only as good as the data they have. They need connected data—both structured and unstructured—to understand user queries and make informed decisions. That’s where integration and APIs come in, building a solid foundation for these agents.

While 93% of IT leaders are either implementing or planning to implement AI agents within the next two years, they face significant integration challenges that hold back the full potential of these agents.

According to the latest MuleSoft Connectivity Benchmark Report, which surveyed more than 1,000 IT leaders globally, 95% struggle with data integration across systems. On average, only 29% of applications are connected, which really affects the accuracy and usefulness of AI agents.

The report found that, on average, enterprise organisations are using 897 applications, and those with AI agents are using even more—1,103 applications. 90% of IT leaders say data silos are creating business challenges.

The more applications and AI models there are, the harder it gets to integrate everything. Data silos make it even tougher, limiting agents’ access to the data they need and leading to less accurate and useful outputs.

Disconnected data also places major strain on IT resources. IT leaders are looking for ways to boost efficiency and productivity, but they expect their teams’ workload to increase in the next year. Balancing current capabilities with integrating AI agents across hundreds of unique applications while maintaining those systems, is a real challenge.

To unlock the full potential of AI agents, businesses need to align their integration and AI strategies. APIs and integration solutions can simplify and unify data infrastructure, allowing AI agents to access critical data and interact with existing systems and automations. This can significantly improve IT infrastructure, enable data sharing across teams, and integrate disparate systems.

Organisations that have successfully integrated their data and systems using APIs are reaping the rewards: increased productivity (49%), faster response to business needs (49%), and higher revenue generation (45%). On average, half of an organisation’s internal software assets and components are available for reuse, which means companies can leverage their existing investments, instead of starting from scratch.

The reliance on IT teams highlights the need for a clear automation strategy, along with robust governance and monitoring to ensure everything runs smoothly and securely.

A well-rounded automation strategy is crucial for integrating AI effectively, but many teams are still working on theirs. One key part of this strategy is making AI accessible to non-technical users, which is essential for broader adoption and creating a solid foundation for employees to build on, and this is where agents are changing the game.

Every company, team, and employee will soon have an agent. But how useful is a team of agents if they can’t interact with other systems or agents to coordinate and take action across the entire business? AI must have a smooth handoff to a human, and if that transition isn’t well-coordinated and seamless, any benefits are quickly undone

As AI, integration, automation, and API use continue to drive transformation and performance, organisations that invest in these technologies to harness unlimited digital labour are best placed to stay agile, efficient, and ultimately succeed.


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Here’s Why We’re Investing In Building Nigeria’s Future Olympians – MTN

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MTN Nigeria has reaffirmed its commitment to nurturing Nigeria’s future Olympians through the MTN Champs athletics competition, which kicked off its third season today in Benin City, Edo State.

The telecommunications giant aims to revolutionise grassroots sports development in the country, providing a platform for young athletes to showcase their talents and potentially represent Nigeria on the global stage.

Osaze Ebueku, Senior Manager, Go-to-Market at MTN Nigeria, emphasised the company’s long-term vision for the initiative. “Our message from day one has been clear. We’re building future Olympians for Nigeria,” Ebueku stated. He highlighted that MTN Champs is not just about competition, but about changing lives and providing opportunities that many young athletes wouldn’t have had otherwise.

The impact of the program is already evident, with five standout athletes from MTN Champs representing Nigeria at the Paris 2024 Olympics. This achievement, coming just two years after the program’s inception in 2023, demonstrates the initiative’s effectiveness in fast-tracking talent from grassroots to global competitions.

Season 3 of MTN Champs has attracted 2,056 registered athletes to participate in Benin City alone, according to Bambo Akani, founder and CEO of Making of Champions, MTN’s partner in executing the championship. The competition will span three cities – Benin (March 13-15), Lagos (April 9-12), and Uyo for the Grand Final (April 30-May 3) – with a total of 7,000 athletes expected to participate across all locations.

Osaze Ebueku, Senior Manager, Go To Market at MTN, likened their approach to spotting “rough diamonds” and refining them into world champions. “We are on this journey for the long haul, working with our partners to elevate the standard of athletics in the country,” Ebueku explained.

The initiative has garnered support from state governments, with Edo State Governor Senator Monday Okpebholo approving the use of the Samuel Ogbemudia Stadium and providing logistical support for the event. This collaboration underscores the growing recognition of MTN Champs’ potential to transform Nigeria’s athletic landscape.

As the competition unfolds, all eyes will be on the tracks of Benin, Lagos, and Uyo to witness the emergence of Nigeria’s next generation of athletic stars. MTN Champs continues to provide not just a competition, but a comprehensive platform for talent discovery, development, and the realisation of Olympic dreams for young Nigerian athletes.


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