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E-Business

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

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Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
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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

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.


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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

E-Business

NITDA Warns Against Fake Google Play Store

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National Information Technology Development Agency (NITDA) has issued a public advisory warning Nigerians about a fraudulent website impersonating the Google Play Store.

NITDA Warns Against Fake Google Play Store

Mrs Hadiza Umar, head of Corporate Affairs and External Relations at NITDA, made this known on Friday in Abuja.

Umar stated that the fake website was distributing a new malware strain known as the Play Praetor Trojan.

“Cybercriminals are using fraudulent websites designed to mimic the Google Play Store to lure victims into downloading malicious applications,” she said.

She explained that the fake Play Store links were being circulated through various social engineering tactics, including phishing emails, malicious advertisements, and SMS messages.

According to Umar, once the fake application is installed, the Play Praetor Trojan gives attackers unauthorised access to the victim’s device.

“This access can lead to data theft, credential harvesting, financial fraud, remote control of the device, and further malware deployment,” she warned.

She urged the public to download apps only from the official Google Play Store or other trusted sources.

Umar also advised users to verify app developers, read reviews before installation, regularly update their devices and apps to patch vulnerabilities, and use reputable mobile security solutions to detect and block threats.

 

 


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Cyberattacks: ‘56 Percent of Cases Stem from Existing Logins

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A new report by Sophos, ybersecurity firm, has said that attackers primarily gained initial network access—56 per cent of all MDR and IR cases—by exploiting external remote services like firewalls and VPNs using valid credentials.

Cyberattacks: ‘56 Percent of Cases Stem from Existing Logins

The 2025 Sophos Active Adversary Report details attacker behavior and techniques from over 400 Managed Detection and Response [MDR] and Incident Response [IR] cases in 2024.

According to the report, the combination of external remote services and valid accounts align with the top root causes of attacks.

For the second year in row, compromised credentials were the number one root cause of attacks [41% of cases]. This was followed by exploited vulnerabilities [21.79%] and brute force attacks [21.07%].

When analysing MDR and IR investigations, the Sophos X-Ops team looked specifically at ransomware, data exfiltration, and data extortion cases to identify how fast attackers progressed through the stages of an attack within an organisation.

In those three types of cases, the median time between the start of an attack and exfiltration was only 72.98 hours [3.04 days]. Furthermore, there was only a median of 2.7 hours from exfiltration to attack detection.

“Passive security is no longer enough. While prevention is essential, rapid response is critical. Organisations must actively monitor networks and act swiftly against observed telemetry.

Coordinated attacks by motivated adversaries require a coordinated defense. “For many organisations, that means combining business-specific knowledge with expert-led detection and response.

Our report confirms that organizations with proactive monitoring detect attacks faster and experience better outcomes,” said John Shier, field CISO.

The 2025 Sophos Active Adversary Report further reveals that attackers can move quickly, with a median of just 11 hours between initial access and a breach attempt on Active Directory, a critical asset in Windows environments.

Akira emerged as the most prevalent ransomware group in 2024, followed by Fog and LockBit, the latter still active despite a major takedown.

Attack detection has improved overall, with dwell time—the time attackers remain undetected—dropping from four days to just two, thanks largely to the inclusion of MDR (Managed Detection and Response) cases.

Dwell time varied depending on the type of case: it held steady at 4 days for ransomware and 11.5 days for non-ransomware cases in incident response (IR) investigations.

In contrast, MDR cases showed much faster response times—3 days for ransomware and just 1 day for non-ransom – ware attacks.

The report also highlights that 83% of ransomware deployments occurred outside local business hours, showing attackers favor overnight activity.

Additionally, Remote Desktop Protocol (RDP) was exploited in 84% of cases, making it the most commonly abused Microsoft tool.

To strengthen their cybersecurity posture, Sophos advises organizations to take several key steps.

First, they should close any exposed Remote Desktop Protocol (RDP) ports and implement phishing-resistant multifactor authentication (MFA) wherever feasible to reduce unauthorized access risks.

Additionally, companies should prioritize timely patching of vulnerable systems, especially those exposed to the internet. Deploying Endpoint Detection and Response (EDR) or Managed Detection and Response (MDR) solutions with 24/7 monitoring is crucial.

Finally, having a well-defined incident response plan—and regularly testing it through simulations or tabletop exercises—can greatly improve preparedness for potential attacks.


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Kaspersky Presents Insight on 14% Increase in Spyware Attacks on Businesses in Africa @ GITEX Africa

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As part of the company’s participation at the GITEX Africa conference, taking place in Morocco on 14-16 April 2025, Kaspersky will address the dynamics for cyberthreats in the African region as per the latest anonymised data from the Kaspersky Security Network (KSN)¹.

From 2023 to 2024 businesses in Africa were targeted by web threats, on-device threats, and attacks aiming to steal data, including spyware and password stealers.

Phishing and ransomware continue to be significant threats in the region, with 66 million phishing link clicks seen by Kaspersky in the African region in 2024, including over 14.8 million phishing link clicks by corporate users.

Web-based threats, or online threats, are a category of cybersecurity risks that may cause an undesirable event or action affecting users browsing the Internet.

According to Kaspersky data, there were 131 580 587 web threats detected in 2024 in the African region, including almost 20 million attack attempts in Kenya, almost 17 million in South Africa, and 12.6 million in Morocco. Businesses were targeted by web threats more often in 2024 than in 2023, with threat detections increasing by 1.2%.

Local (on device) threats include malware that is spread via removable USB drives, CDs and DVDs, or that initially makes way onto the computer in non-open form (for example, programs in complex installers, encrypted files, etc.).

According to Kaspersky telemetry, local (on device) threat detections in organisations in the African region in 2024 increased by 4% compared to 2023. Among the countries that saw growth in local threats detected in organisations were Nigeria (169% increase), Ethiopia (86%), South Africa (32%), Senegal (11%), and Morocco (9%).

There has been a spike of threats related to data theft. According to Kaspersky data, there was a 14% growth in spyware attack detections on businesses in the African region from 2023 to 2024.

Spyware is secretly installed on a user’s computer to monitor their actions and collect their data. Apart from that, there has been a 26% increase in password stealer detections. Password stealers are a type of malware designed to harvest login credentials and other sensitive data.

“Our statistics show an increase in attack detections for several types of cyberthreats, and the factors driving these increases are multifaceted. In the B2B sector, the continuing shift toward hybrid work models and the rush to digitise operations — often outpacing cybersecurity investments — may leave businesses in Africa exposed to advanced persistent threats.

In the B2C space, the explosion of digital financial services, coupled with low digital literacy rates, makes individuals prime targets for opportunistic attacks,” comments Maher Yamout, Lead Cybersecurity Researcher with Kaspersky Global Research and Analysis Team.

“Organisations in Africa should prioritise a unified approach by enhancing collaboration, investing in specialised cybersecurity training, and promoting digital literacy to effectively combat the rising tide of cybercrime. Initiatives like the African Cyber Surge operation and targeted educational programs can serve as blueprints for building a resilient digital ecosystem across the continent.”


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