Customize Consent Preferences

We use cookies to help you navigate efficiently and perform certain functions. You will find detailed information about all cookies under each consent category below.

The cookies that are categorized as "Necessary" are stored on your browser as they are essential for enabling the basic functionalities of the site. ... 

Always Active

Necessary cookies are required to enable the basic features of this site, such as providing secure log-in or adjusting your consent preferences. These cookies do not store any personally identifiable data.

No cookies to display.

Functional cookies help perform certain functionalities like sharing the content of the website on social media platforms, collecting feedback, and other third-party features.

No cookies to display.

Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics such as the number of visitors, bounce rate, traffic source, etc.

No cookies to display.

Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.

No cookies to display.

Advertisement cookies are used to provide visitors with customized advertisements based on the pages you visited previously and to analyze the effectiveness of the ad campaigns.

No cookies to display.

Connect with us

Broadcasting

Optimising success: How digital marketers can leverage ChatGPT for strategies, ad campaigns

Published

on

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
Kindly share this post

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

Over the past few months, OpenAI’s ChatGPT has taken the world by storm. If you haven’t been following news about the artificial intelligence (AI) tool, you might think that sounds hyperbolic. But it’s not.

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

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

In February this year, it became the fastest consumer tool ever, with 100 million users, taking just two months to reach that point.

While the tool isn’t perfect (like many AI applications, it’s prone to occasional bouts of hallucination), it is still incredibly powerful. When used correctly, it can be transformative for people working across a broad range of industries. Digital marketing is no exception.

Although AI-based image, audio, and video generation tools seem like more of a natural fit for marketing (at least from a creative point of view), ChatGPT can be very effective both on its own and in combination with those other tools. It really comes into its own when it comes to putting together marketing strategies and campaigns.

Research and information gathering

In fact, ChatGPT can play an important role from the very early stages of putting strategies and campaigns together. As anyone with extensive experience in digital marketing will tell you, good research can be vital to a successful campaign. But even basic background research can take an extended period of time.

Even if you’re a search engine whiz, getting the information you want can take hours upon hours of searching. That’s to say, nothing of the expertise needed when the research gets more granular, and you need to analyse large volumes of data. ChatGPT can make both basic research and deep analysis significantly quicker. In the case of the former, you’ll get a much quicker answer to something like “How many 15 to 24-year-olds are there in Nigeria?” (useful for figuring out your total addressable market) on ChatGPT than if you had to search for and sift through the relevant statistics yourself.

And when deeper knowledge is required, ChatGPT can assist in market research by analysing large volumes of data, identifying trends, and generating insights. Marketers can utilise this information to understand consumer preferences, monitor competitors, identify emerging market trends, and refine their marketing strategies accordingly.

ChatGPT can also be used for A/B testing and optimisation. Using the AI tool, marketers can run simulated A/B tests for campaign messaging and variations. By inputting different prompts or content options, they can generate responses from ChatGPT and assess which approach resonates most with the target audience. This can help them better optimise campaign elements before implementation.

Beyond that, ChatGPT can interact with website visitors or social media users to collect information, qualify leads, and gather customer preferences. With those capabilities, marketers can design conversational flows that capture relevant data, segment prospects, and identify potential opportunities for personalised marketing campaigns.

Fueling creativity 

Using an AI tool like ChatGPT for those research and insight-gathering purposes would likely make intuitive sense to digital marketers. After all, many of the tools they currently use already have some AI capabilities. ChatGPT just takes things a step further and makes it easier to gather that information.

But those are far from the only capabilities that ChatGPT has. It can also be used in the creative conceptualisation process and, assist in generating high-quality content for various marketing channels, such as blog posts, social media updates, email newsletters, and website copy.

With the correct input of prompts and descriptive  briefings, ChatGPT can provide creative ideas, headlines, product descriptions, and engaging narratives.

Of course, it might not deliver the same level of quality as you’d get from an experienced copywriter, but it would provide a useful start or send you in a direction you wouldn’t previously have thought of. Think of it a bit like GPS. You could use it to find the most direct route from A to B, or you can use it to take roads you’ve never been down before without worrying you’ll ever get lost.

ChatGPT can also allow you to take more creative approaches to things like the customer engagement elements of a campaign. For example, it can be integrated into chatbots or live chat systems on websites and social media platforms. That, in turn, means that it can handle customer inquiries, provide personalised recommendations, and offer support in a conversational manner.

Partnerships still matter 

With all  those capabilities, it would be tempting to think that you could ditch your digital marketing agency and do it all yourself. But, as impressive as the technology is, it’s not quite there yet. The right marketing partner, with deep expertise and experience on the internet’s most popular platforms, is still crucial to ensuring that your marketing messages are seen by the right people. Chances are, such a partner will also have the technical expertise and understanding needed to get the most out of such evolving AI tools like ChatGPT.

So, if you want to make the most of ChatGPT in your digital marketing efforts, don’t go at it alone. That doesn’t mean you shouldn’t get familiar with it and explore its capabilities yourself. AI will  play a profound role in future careers, and we should learn how to use all of the relevant tools. But unless you have the deep industry knowledge needed to get the most out of these tools, you will be better off partnering with experts who hold that knowledge for a good while yet.


Kindly share this post

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

Broadcasting

Netflix Hikes Subscription Fees Again in Nigeria over “Market Conditions”

Published

on

Kindly share this post

Netflix has increased its subscription fees in Nigeria for the third time since 2024, with the Premium Plan rising by 21.43%, from ₦7,000 to ₦8,500 per month.

Netflix Hikes Subscription Fees Again in Nigeria over “Market Conditions”

This marks the streaming platform’s first price adjustment in 2025.

Other subscription tiers have also been affected.

The Standard Plan now costs ₦6,500, up from ₦5,500—a hike of 18.18%.

The Basic Plan has increased from ₦3,500 to ₦4,000, while the Mobile Plan moved from ₦2,200 to ₦2,500, reflecting increases of 14.29% and 13.64% respectively.

The latest adjustment aligns with Netflix’s broader global pricing strategy, which the company has linked to its ongoing investment in content and platform development. In a previous communication to investors, Netflix stated, “As we invest in and improve Netflix, we’ll occasionally ask our members to pay a little extra to reflect those improvements. Which in turn helps drive the positive flywheel of additional investment to further improve and grow our service.”

While the company did not explicitly cite inflation in its most recent update, its website indicates that local economic factors influence its pricing structure.

“Price changes are made to respond to local market changes, such as changes to local taxes or inflation,” the statement read.

The move mirrors similar pricing shifts among other major digital and entertainment services in Nigeria.

Companies including Google, DSTV, GOtv, and Microsoft have also raised subscription rates, attributing their decisions to continued inflationary pressures and a weakening naira.


Kindly share this post
Continue Reading

Broadcasting

NBC, Nigcomsat Launch Satellite Plan to Transform Broadcasting

Published

on

Kindly share this post

National Broadcasting Commission (NBC) and Nigerian Communications Satellite Limited (NIGCOMSAT) have jointly introduced “The Big Picture’, a flagship initiative under Nigeria’s renewed Digital Switchover (DSO) project.

NBC, Nigcomsat Launch Satellite Plan to Transform Broadcasting

Under the project,  Nigerian households will for the first time, gain access to high-quality digital broadcasts via affordable satellite dishes, hybrid devices, and internet-enabled set-top boxes.

Backed by President Bola Ahmed Tinubu and in line with his Renewed Hope Agenda, this strategic shift marks a significant step toward transforming Nigeria’s broadcasting landscape by leveraging the country’s sovereign satellite infrastructure.

At the heart of the initiative is NigComSat-1R, Nigeria’s only communications satellite in orbit, which will play a critical role in delivering Direct-to-Home (DTH) broadcasts across the entire Nigerian territory.

This satellite-first approach eliminates the traditional dependence on terrestrial transmission towers, accelerating the nationwide rollout of digital broadcasting by over 65%.

It also offers a scalable, cost-effective, and future-ready model for expanding digital access and promoting national storytelling.

Key figures, including: Charles Ebuebu, director-general, NBC; and Jane Nkechi Egerton-Idehen, managing director, Nigcomsat, have welcomed this forward-thinking strategy, emphasising its importance in maximising the use of national satellite assets and ensuring inclusive access to digital content.

An estimated 10 million homes equipped with DVB-S2-compatible televisions or decoders will have immediate access to free-to-air channels, while others will benefit from next-generation hybrid devices that combine satellite feeds with online streaming capabilities.

These new branded devices are designed with the country’s youth-dominated demographic in mind over 60% of the population is under the age of 25.

They will feature pre-installed apps, voice search functionality, parental controls, and seamless integration with NigComSat’s Electronic Programme Guide (EPG), offering an intuitive and engaging user experience.

In a data-driven upgrade to Nigeria’s  broadcasting ecosystem, NBC is also partnering with global analytics firm GARB to introduce real-time audience measurement technology.

This will enable broadcasters, advertisers and content creators to analyse viewership trends across regions and devices, helping to tailor content more effectively and drive higher audience engagement. The introduction of this system is expected to boost advertising revenue by as much as 300% by 2026.

The success of “The Big Picture” will rely on robust collaboration between public and private stakeholders.

The Broadcasting Organisation of Nigeria (BON) and other content partners are expected to supply 60% of programming for the new 120-channel platform, using both original and repurposed content.

Meanwhile, local manufacturers will contribute by producing around 5 million compliant devices annually, a move projected to create over 20,000 jobs in assembly plants nationwide.


Kindly share this post
Continue Reading

Broadcasting

ACAMB Champions Bankers Wellness with Aerobics Fitness Session

Published

on

Kindly share this post

As part of its commitment to promoting a healthier and more resilient banking workforce, the Association of Corporate Affairs Managers of Banks (ACAMB) is organizing a special Aerobics Fitness Session on Saturday, May 31, 2025 at the Lagoon Front of the Eko Atlantic City.

The session is open to all bankers and marketing communication professionals within the industry and will feature a lineup of fun and energizing activities aimed at boosting physical and mental wellbeing.

With stress levels and burnout on the rise in high-pressure sectors like banking, ACAMB is taking, as it has done over the years, proactive steps to encourage lifestyle habits that support overall wellness and productivity.

Participants will begin the morning with a body warm-up and short walk to get their energy flowing, followed by an exciting dance aerobics session designed to elevate heart rates and lift spirits.

The day will continue with interactive fitness games that promote movement and team bonding, and will wrap up with a friendly but motivating fitness challenge to inspire healthy competition and personal bests.

“Bankers are vital to the financial ecosystem, and their wellness must be a priority,” said Rasheed Bolarinwa, President of ACAMB.

“This aerobics session is a powerful way to foster a culture of health, team bonding, and preventive care. It reflects our belief as ExCO that a strong mind and body, are essential for long-term professional excellence.”

The session is expected to kick off early in the morning to take advantage of the fresh morning air, allowing participants to start their weekend with energy, movement, and connection. It also presents an opportunity to unwind and build camaraderie amongst colleagues outside the traditional office setting.

This initiative is one of several wellness-focused programms ACAMB is rolling out to reinforce the importance of employee wellbeing in corporate and marketing communication and the broader banking ecosystem.

The Association of Corporate Affairs Managers of Banks (ACAMB) is the recognized professional association for marketing communications and public affairs executives in Nigeria’s banking industry.

ACAMB drives ethical communication standards, promotes internal and external stakeholder engagement, and supports member banks in advancing reputation, trust, employee growth and wellbeing.


Kindly share this post
Continue Reading

Trending