E-Business
Marketers Need to Master the Unification of the Physical and Digital: Here’s why

By Stephen A. Newton, Managing Director for Africa, Aleph
There was a time when physical and digital marketing were approached in completely separate ways. This separation demanded distinct strategies, budgets, departments, and more often than not, personnel. It’s becoming increasingly clear, however, that businesses taking this approach are missing out and that a more integrated approach is required to hold the attention of today’s customers.

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
As more and more elements of the digital world are integrated into the physical world, marketing has followed suit. In this new world, the most successful marketers use measurable marketing strategies that combine digital and physical advertising in ways that encourage brand building and conversions. This kind of strategy also means that customers who see your brand’s physical marketing are also going to engage with your digital output. As connectivity becomes increasingly affordable and ubiquitous in Nigeria, that overlap will only become more pronounced.
As a result, customers increasingly expect a well-integrated and thorough mix of physical and digital touchpoints. They already experience it in the retail environment, with online shopping enhancing their brick-and-mortar experiences and vice versa, rather than one being preferable to the other. But how can brands and marketers best ensure they can deliver the kind of unified experiences customers want and set their businesses up for success, providing a unified and enhanced customer experience?
Integrated campaigns
Marketers must continue to develop a seamless marketing plan, integrating both physical and digital elements. For example, use traditional advertising methods like billboards or print ads to drive traffic to digital platforms, where customers can engage further with the brand or make online purchases.
Unified brand messaging
Marketers must ensure that they are consistent in their messaging across all channels, online and offline integrated into one comprehensive message. The brand’s values, voice, and image should remain cohesive, reinforcing a unified identity in the minds of consumers.
Cross-channel promotion:
Marketers must implement cross-channel promotions where activities in one channel complement and enhance the experience in another. For instance, using a QR code on a physical brochure or billboard could lead customers to an exclusive online offer, creating a seamless transition between the physical and digital realms.
Data Integration:
Marketers should leverage customer data collected from both physical and digital interactions to gain comprehensive insights into consumer behavior. This integrated data can inform more personalized and targeted marketing strategies, enhancing the overall customer journey. There are undoubtedly more privacy issues when dealing with data, so marketers have to ensure that they are compliant with data security, but the benefits of proper integration and usage of off/online data are immediately impactful.
Technology adoption:
Where possible, marketers should embrace emerging technologies like augmented reality (AR) or near-field communication (NFC) to bridge the gap between physical and digital experiences. Interactive elements in physical spaces can lead customers to engage with digital content, creating a more immersive brand experience. In bandwidth-challenged areas, this may prove more difficult, but the rewards of the immersive experiences some of these technologies offer are unrivaled.
Omnichannel retail:
Marketers in the retail space need to continually emphasize an omnichannel retail approach, where online and offline stores work in tandem. Provide services like click-and-collect, enabling customers to seamlessly transition between digital product discovery and physical purchase.
User-Generated content:
With the proliferation of social media adoption, marketers must encourage customers to share their experiences with the brand across both physical and digital platforms. User-generated content creates a sense of community and authenticity, fostering a stronger connection between the brand and its audience.
Adaptive marketing strategies:
As in most things business-related, marketers need to stay agile and adapt marketing strategies based on real-time feedback and performance metrics. This iterative approach allows for continuous improvement in delivering a unified and effective marketing mix.
Employee training:
C-levels need to ensure that their marketing professionals are well-versed in integrated marketing. A well-informed team can seamlessly assist customers in navigating both physical and digital touchpoints, enhancing overall satisfaction.
Continuous monitoring and analysis:
Don’t set it and forget it: Marketers must regularly monitor the performance of marketing efforts across all channels. Analyze data to identify successful strategies, areas for improvement, and emerging trends, allowing for ongoing refinement of their approach.
By implementing these strategies, brands can create a more integrated and customer-centric marketing approach, capitalizing on the synergy between physical and digital channels to achieve both brand-building and conversion objectives in a rapidly evolving market.
E-Business
Court Affirms ARCON’s Power to Regulate Ads on Social Media, Others

Federal High Court sitting in Lagos has declared that Advertising Regulatory Council of Nigeria (ARCON) has the legal authority to regulate advertising across all media platforms, including traditional outlets such as print and broadcast, as well as digital and social media.
The landmark ruling strengthens the regulatory powers of the Advertising Regulatory Council of Nigeria.
The ruling was delivered by Honourable Justice Aluko in Suit No. FHC/L/CS/1262/2024, filed by Digi Bay Limited (trading under the name and style of Betway Nigeria), Super Group Limited, and Otunba Kunle Olamuyiwa against the Attorney General of the Federation and ARCON.
The originating summons, dated 12 July 2024, sought a judicial determination of ARCON’s powers, particularly concerning advertising content published on digital platforms and by individuals not registered as advertising practitioners.
The court held that ARCON possesses the statutory authority to regulate all forms of advertising, regardless of the platform on which they appear.
The judgement also stated unequivocally that ARCON’s regulatory mandate extends beyond registered advertising agencies and includes private individuals who engage in advertising activities.
Justice Aluko emphasised that the determining factor is the nature of the activity—advertising—not the status of the individual or entity as a practitioner or non-practitioner.
One of the most significant outcomes of the ruling was the court’s position on social media regulation, affirming that ARCON, as the apex regulatory body in the nation’s advertising ecosystem, has the power to regulate advertisements on platforms such as Instagram, despite being privately owned.
The court noted that social media platforms are publicly accessible spaces used to broadcast advertising to wide audiences and, as such, fall under ARCON’s jurisdiction.
Regarding whether ARCON has the power to impose sanctions or fines on erring individuals or entities, the court provided clarity by affirming that ARCON may issue letters of violation or notices of infractions.
However, the power to determine and impose sanctions, it stated, resides solely with the Advertising Offences Tribunal, as prescribed by law.
The court also ruled that all advertising content—whether created by agencies, organisations, or individuals—must be vetted and approved by ARCON before being published or aired.
This decision reinforces ARCON’s role as the central authority responsible for ensuring that all advertising materials conform to ethical and professional standards, regardless of the platform.
Several practitioners in the nation’s advertising sector view the judgement as a significant legal victory for ARCON, especially in light of the increasing challenges it has faced since transitioning from the Advertising Practitioners Council of Nigeria (APCON) to ARCON under a revised legal framework, which extended the scope and influence of its powers.
In recent years, the agency has faced legal and media scrutiny from various quarters regarding the extent of its regulatory powers, particularly in the rapidly growing and often unregulated digital advertising space.
The decision, they argued, will have far-reaching implications for content creators, influencers, advertisers, and brands operating within the country, as compliance with ARCON’s vetting and regulatory processes becomes legally binding.
The ruling also signals a new phase in Nigeria’s advertising industry, where regulatory oversight will no longer be limited to traditional media and certain digital channels but will encompass the entire spectrum of public communication.
E-Business
Zoho Suspends $700m Chipmaking Plan

Zoho, Indian software firmhas suspended its year-long pursuit of a $700 million plan to expand into chip manufacturing, its co-founder said, confirming a story and dealing another blow to the Indian government’s semiconductor plans.
Zoho struggled to find the right technology partner required to advise on complex chipmaking processes, one source familiar with the matter told newsmen earlier.
Report said that Indian billionaire Gautam Adani’s group has also paused discussions with Israel’s Tower Semiconductor for its $10 billion chip project following an internal evaluation by the Indian group.
Zoho, valued at around $12 billion, offers cheaper alternatives to cloud-based software tools made by the likes of Microsoft.
Its billionaire co-founder, Sridhar Vembu is known for his popular and unconventional approach of locating business operations in rural villages.
Vembu confirmed the decision after the story was published, saying “we did not have that confidence in the tech,” in a social media post.
“Since this business is so capital intensive, it requires government backing, we wanted to be absolutely sure of the technology path before we take taxpayer money,” he said.
In a bid to diversify, Zoho had planned to invest $400 million in a semiconductor facility in Karnataka state in south India.
The entire chipmaking plan, first reported by newsmen in May 2024, has for now been suspended.
Representatives for Karnataka state did not respond to a request for comment.
Zoho’s retreat will be a setback to Prime Minister Narendra Modi, who has for several years tried to lure companies in his pursuit to make India a global chip manufacturing hub.
India does not have a single operational chipmaking facility.
Zoho, established in 1996, offers software and related services on subscription to businesses in 150 countries and has over 18,000 employees and more than 120 million users.
Zoho’s Silectric Semiconductor Manufacturing last year made a handful of hires and formed a board to oversee chipmaking efforts, the source, who gave the reason for the failed plan, said.
The Karnataka government said in December it had given landmark approval to Zoho’s planned $400 million facility in Mysuru region, which would have generated 460 jobs and been the first such project in the state.
E-Business
FG Partners UK to Combat Cross-border Cyber-crime

The federal government and the United Kingdom signed an agreement Tuesday to combat the growing threat of cyber-crime. The Memorandum of Understanding was signed following a courtesy visit by David George Hanson, minister of the home office, UK, to the Nigeria Police Force headquarters, Louis Edet House in Abuja.
Transnational crime is a big problem for both the UK and Nigeria, so the governments intend to strengthen existing collaboration efforts to crack down on cyber-criminals and protect their industries from unlawful activities.
Offences such as online fraud, identity theft, digital extortion, and ransomware , operate across many jurisdictions, and frequently necessitate sophisticated cooperation efforts, according to the two governments during a press conference.
Furthermore, Lateef Fagbemi, Nigeria’s attorney-general and minister of justice, established the Joint Case Team on Cybercrime, which aims to address the need for a coordinated and robust approach to combating cybercrime, as stated in the Cybercrimes Act of 2015, which criminalises cyber-related offences.
Hanson underlined the importance of ongoing cooperation efforts to combat international crime in a number of areas, affecting vulnerable individuals.
He said: “We need to look again at how we can build cooperation between the Federal Government, the federal police, and our police forces and National Crime Agency to take action against these international criminals, who are exploiting vulnerable people in a whole range of areas. The National Crime Agency, the Home Office Fraud Department, and the High Commission need to make sure we make a big impact on this transnational crime.”
“The collaboration between the Nigerian Police Force and National Crime Agency continues to serve as a model in international law enforcement cooperation. We have successfully conducted joint operations into many cases of cybercrimes and online fraud. With your [UK government] cooperation, we have continued to bust other criminal networks around the world,” added inspector-general of Nigerian Police Force, Kayode Adeolu Egbetokun.
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