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.
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
Data Commission, NAICOM Partner to Safeguard Data in Insurance Industry
Nigerian Data Protection Commission (NDPC) and National Insurance Commission (NAICOM) have signed a Memorandum of Understanding (MoU) to protect data pilfering in the insurance industry.
The agreement was finalised on Friday and aims to address critical concerns around data privacy and ensure that the insurance sector complies with global best practices in data management.
Some of the objectives of a MoU include training and capacity building to enhance awareness and skills in data protection, setting up specialized clinics to address data protection concerns and provide guidance; conducting compliance activities by regularly, monitoring and enforcing compliance with data protection regulations and educating insurance companies on the importance of data protection and the benefits of adhering to best practices.
Mr Olusegun Ayo Omosehin, commissioner for Insurance/ chief executive officer, NAICOM, said, “The collaboration marks a significant milestone in safeguarding the personal data of insurance policyholders and promoting trust in the insurance sector”.
To ensure the effective implementation of the Memorandum of Understanding (MoU), an Implementation Committee will be established.
This committee will comprise representatives from the 2 agencies, as well as other key industry associations, including the Nigerian Insurers Association (NIA) and the Nigerian Council of Registered Insurance Brokers (NCRIB).
The committee’s primary responsibility will be to monitor progress, provide guidance, and facilitate collaboration among stakeholders to guarantee the successful execution of the MoU.
Officials from both NAICOM and NDPC have expressed confidence in the partnership’s potential to strengthen data privacy frameworks within the insurance sector.
They noted that the initiative would boost public confidence, enhance compliance, and position the sector for greater innovation and credibility.
This collaboration is expected to pave the way for a more secure and trustworthy insurance landscape in Nigeria, ensuring the protection of personal data while fostering the industry’s growth.
E-Business
NDPC to Begin Prosecution of Data Privacy Offenders from 2025
Nigeria Data Protection Commission (NDPC) will start prosecuting data privacy offenders from the beginning of 2025, according to Babatunde Bamigboye, head of the Legal Enforcement and Regulation Department of the commission.
This move is part of its efforts to enforce regulations and promote responsible data handling in Nigeria.
Bamigboye, disclosed this during a one-day cybersecurity awareness campaign with the theme “Utilising AI-Powered Services for Proactive Cybersecurity” in Abuja.
The event was organised by SOPHOS UK in collaboration with SPOKES Network and Net-Trix Solutions to foster networking with industry experts on how AI is shaping the future of cybersecurity.
Bamigboye explained that, due to the significant implications of data privacy breaches in Nigeria, the commission has embarked on awareness programmes to educate individuals on their data protection rights and inform data processors and controllers of their obligations.
To this end, he announced that beginning next year, the commission would prosecute any data controllers or processors found in breach of the law.
“At this moment, we have investigated quite a number of cases, and in terms of prosecution—as you know, as a lawyer, this means going to court—but we haven’t taken any matters to court yet.
“This is the formative stage; we understand the implications for the country as a whole. And usually, when you talk about prosecution, it also involves some criminal activities. So, at this moment, our focus has been on creating awareness.
“But from next year, we will step up enforcement in this area. What we have done so far is to take remedial actions against certain data controllers and processors who defaulted under the Act,” he noted.
He assured investors that Nigeria’s cyberspace is secure for digital transactions.
“Nigerian cyberspace is safe; otherwise, we wouldn’t be experiencing the smooth flow of digital transactions in Nigeria. It is safe but not without threats, and we are doing our best as a country to combat these threats.”
Christopher Odutola, a sales engineer at SOPHOS UK, noted in his presentation that 100% cybersecurity cannot be guaranteed, hence the need for proactive measures.
“A lot of people will come to you and say, ‘We can give you 99.9% or 100% cybersecurity.’ It’s not true.
“Nobody can provide 100% security anywhere in the world. What they can do, as I mentioned earlier, is reduce the risk for you. However, determining the extent of risk reduction is difficult.
“It’s impossible to eliminate 100% of risks anywhere in the world. What we provide is what we call a cybersecurity breach protection warranty. This warranty covers incidents such as data breaches or ransomware attacks. For instance, if you lose your files while we manage your SOC as a service, we will reimburse up to one million dollars in response costs.”
Odutola further stressed the importance of organisations reducing cyber threat risks to secure cyberspace.
“There are risks to businesses, risks from downtime, attackers, scammers, and the rest, trying to infiltrate networks.
“The risk is always high. As cybersecurity professionals, we are doing as much as possible to reduce these risks.
“The various security controls we implement—antivirus software, firewalls, email security, cloud security, network security, and others—are aimed at reducing risks. We must focus on minimising risks. For instance, we currently see risks originating from third-party suppliers and vendors.”
According to him, “We have a process called risk assessment, which helps to evaluate vendors to ensure they do not introduce risks into our environment. This is why these security controls are crucial.
“We have them in place. It’s equally important to involve senior management in the discussion, as this is often where the gap lies. Unfortunately, cybersecurity is often perceived as a cost centre.”
Harrison Oloye, chief executive officer (CEO) of Net-Trix Solutions, said the event aimed to raise awareness about cyber threats and equip users to manage potential attacks.
“What we did, as Net-Trix Solutions Limited in conjunction with Spokes Network, is to create awareness and educate the public and private sectors on how to use Artificial Intelligence (AI) to combat cyber threats.”
Speaking further on achievements in creating awareness, he said: “As part of our Corporate Social Responsibility (CSR), we educate and train as many people as possible on the dangers of cyber threats and cyber-related crimes.”
Ms. Sifon Ufot, head of Business at SPOKES Network, emphasised the need to take proactive measures against cyber threats.
“We need to stay cyber-safe because hackers working behind the scenes are not joking—they work 24/7. For us, staying proactive is essential. With the help of AI, we can stay proactive; it provides information beforehand and even prevents some attacks from reaching us.”
E-Business
Nigeria, Others Confront Flood of Cyber-Attacks
Check Point, a cyber security company has reported that Nigeria, South Africa, Kenya, and Morocco are seeing targeted cyber-attacks on government, education, and financial institutions.
In its just released 2024 African Perspectives on Cyber security report, Check Point, said that the cyber security sector is growing by 20-25% annually, fuelled by investments in infrastructure and Artificial Intelligence-driven solutions.
The report said that South Africa has seen 3,312 attacks on government institutions every week and a 90% increase in ransomware, with cybercrime costing the country nearly 1% of GDP.
Kenya, in East Africa, sees 4,719 attacks on the government sector each week, indicating an urgent need for enhanced defenses.
According to the report, Nigeria sees 4,718 attacks every week, which is one of the highest in Africa.
In a recent incident, the report states that a banking trojan assault affected 100,000 customer accounts, resulting in a $3 million loss.
Morocco is one of Africa’s most targeted countries, with 8,733 attacks on government entities reported each week, the report said.
According to Check Point, the Moroccan government recently faced a state-sponsored cyberattack that compromised classified communications, raising significant national security concerns.
“Organisations in Africa are attacked roughly 3300 times per week, if we look at the global average it is about 1 800, it is almost double the attacks,” said Hendrik de Bruin, head of security consulting at Check Point SADC during the presentation.
Check Point noted that the continent’s GDP is predicted to exceed $4 trillion by 2027, and digital infrastructure has emerged as a key driver of economic growth. However, rapid digitisation has resulted in increased vulnerability.
De Bruin explained: “We are slowly, but surely digitalising our industries, we are digitising our governments, private sectors are digitising themselves, so we have got an expanding digital attack footprint.
“We also have cloud adoption, which is not new, but picking up pace in Africa. That is another way that these attackers are using to gain access to organisations, and we also see a large uptake on cloud specific attacks as well.”
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