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Thanks to Digital Marketing, Every Entrepreneur can go Global
The dream of every entrepreneur is to have a global customer base. After all, nothing shows you’ve made it like people all around the world buying your products or digital services. Until recently, getting to that point was reserved for a select few who manage to expand outward after saturating their home markets.
Today, thanks to ecommerce and digital marketing in particular, even entrepreneurs in niche fields can build a global customer base. Whether they’re building an online fashion empire or selling handcrafted designer decor, an entrepreneur in Accra or Lagos can compete on a global scale with their counterparts in Paris or New York.
To ensure that they have the best chance of doing so, however, it’s critical that they market themselves on the most relevant online platforms with the highest reach of potential consumers.
The growth potential of emerging markets
This growth opportunity is especially true for entrepreneurs targeting emerging markets with rapidly growing online populations. Nigeria, for example, is set to add 35 million new internet users by 2026, according to Statista. In Ghana, meanwhile, World Bank figures indicate that 58% of the population is online, with the number of internet users having grown more than six percent between 2020 and 2021.
Not only does this opportunity for growth exist from industry momentum, it also exists from demographic dynamics. Both of these markets have incredibly young populations. In Ghana, the median age is 21 and in Nigeria, it’s a shade over 18. As populations in the rest of the world age out, it’s to these often underserved markets that businesses around the world will look to for growth.
This young population is increasingly becoming tech-savvy and connected. They want and expect the same kinds of consumer experiences they see their counterparts in other parts of the globe having. This means that with the right messages on the right platforms, businesses can reach these consumers and make sales, no matter where they might be based.
But these young people are also looking to develop their digital skills so they can seek careers in the high-growth industries that promise economic advancement. In Nigeria, for example, the Digital Development Program Trust Fund estimates that 35% to 45% of jobs will require some level of digital skill.
These same young people are also entrepreneurial and have a growing pool of successful entrepreneurs from across the region and continents to draw inspiration from. Outside of the tech unicorns like Flutterwave, Jumia, and Wave there are local entrepreneurs in fields as diverse as fashion, healthcare, and decor who have proven that with more equal access to the digital marketing ecosystem, it’s possible to expand regionally and internationally, ultimately building businesses that thrive at a bigger scale and enrich the rest of the world through their products and services.
Building the right skills through access to digital media education
In order for that to happen at scale, they also need the requisite skills to market themselves online in whatever markets they want to reach. At the very least, those entrepreneurs should have easy access to people with those skills.
It’s important to note here, that these aren’t just fundamental digital marketing skills, but ones that relate to the specifics of marketing on the world’s leading digital advertising platforms such as Twitter, Snapchat, and Spotify where people across the globe spend most of their time online. With the right types of messages, these platforms are the most effective places to reach new customers across a broad range of markets.
This is something that we’re passionate about at Aleph Group and is the reason we launched our Digital Ad Expert programme, which aims to educate, certify and connect thousands of Africans with the digital skills needed to succeed in a rapidly digitising economy. While it’s entirely possible that someone with the right degree of determination and curiosity could develop those skills on their own, it’s critical that more and more resources are accessible to build them up at scale.
This is crucial to ensuring that markets such as Ghana and Nigeria aren’t just growth targets for international companies, but incubators for a new generation of entrepreneurs capable of competing on a global level themselves.
Turning small businesses into international players
Fortunately, there is a strong base of small businesses across the region with untapped potential. With the requisite skills, those businesses will be ready to take the next step and globalise their customer base.
In Nigeria, for example, SMEs contribute 48% of national GDP, account for 96% of businesses and 84% of employment. And in Ghana, it’s estimated that more than 90% of the country’s businesses are SMEs, employing 60% of the labour force and accounting for 70% of the country’s GDP. If even just a small fraction of those SMEs are able to build international customer bases they’ll unlock and drive economic growth in these growing countries, bringing momentum for the next wave of entrepreneurs.
Thanks to currently available digital marketing tools and increasing access to digital marketing skills, that’s entirely achievable too.
Broadcasting
NERC Discloses $5.7 Million Debt Owed by International Customers for Q3 2024 Electricity Supply
Nigerian Electricity Regulatory Commission (NERC) has disclosed that international customers owe $5.7 million for electricity supplied in the third quarter (Q3) of 2024.
The debtors include Paras-SBEE and Transcorp-SBEE from the Benin Republic, Mainstream-NIGELEC from Niger, and Odukpani-CEET from Togo.
Under an international treaty, Nigeria exports electricity to neighbouring countries like Benin Republic, Togo, and Niger.
In its latest quarterly report, NERC stated that market operators (MO) issued invoices totaling $12.19 million to six international firms for services rendered in Q3, out of which $6.49 million was paid.
“In 2024/Q3, the six (6) international bilateral customers purchasing power from the grid-connected GenCos made a cumulative payment of $6.49 million against the $12.19 million invoice issued to them by the MO for services rendered in 2024/Q3,” the report said.
“Similarly, the domestic bilateral customers made a cumulative payment of ₦1,566.51 million against the ₦2,100.79 million invoice issued to them by the MO for services rendered in 2024/Q3.”
NERC highlighted that some bilateral customers—both domestic and international—made payments in Q3 2024 to settle outstanding invoices from previous quarters. “Odukpani-CEET made a payment of $1.33 million towards outstanding invoices from previous quarters,” the report revealed.
“Similarly, the MO received ₦31.51 million from the domestic bilateral customers (North-South/Star Pipe; ₦9.50 million and Trans-Amadi (OAU/FMPI); ₦22.01 million) towards outstanding invoices from previous quarters.”
However, NERC noted that its special customer, Ajaokuta Steel Co. Ltd, along with the host community, failed to make any payments towards the ₦1.26 billion (NBET) and ₦0.11 billion (MO) invoices received in Q3 2024.
“This continues a longstanding trend of non-payment by this customer, and the Commission has communicated the need for intervention on this issue to the relevant FGN authorities,” the commission said, warning that continued non-payment could lead to total disconnection from the national grid.
In September, Shuaibu Audu, the Minister of Steel Development, signed a memorandum of understanding (MoU) with Messrs Tyazhpromexport (TPE) for the rehabilitation, completion, and operation of the Ajaokuta Steel Plant and the National Iron Ore Mining Company (NIOMCO).
By December, Natasha Akpoti-Uduaghan, chairperson of the Senate Committee on Local Content, announced plans to commence the revitalisation of the Ajaokuta Steel Company plants in the first quarter (Q1) of 2025.
QNET, a global lifestyle and wellness-focused direct-selling company, has partnered with the Lagos Food Bank Initiative (LFBI), a non-profit organization dedicated to nutrition and hunger relief, to provide nutritious food and gifts to 1,000 vulnerable children in Makoko, Lagos.
This initiative is part of QNET’s end-of-year social impact activities.
Supported by QNET’s legal partner, Transblue Limited, the project is part of LFBI’s Education Enhancement Intervention for Food Insecure Students (EDUFOOD) program that addresses malnutrition and food insecurity among underserved students by providing healthy meals and essential educational resources.
A report by the United Nations International Children’s Emergency Fund (UNICEF) highlights that Nigeria has the second-highest burden of stunted children globally, with a national prevalence rate of 32% among children under five.
Furthermore, an estimated 2 million Nigerian children suffer from severe acute malnutrition (SAM).
Biram Fall, QNET’s Regional Manager for Sub-Saharan Africa, highlighted the importance of this initiative: “Guided by our principle – Raise Yourself To Help Mankind (RYTHM), we believe that education and good health for children are the cornerstones of a thriving society.
Partnering with LFBI allows us to make a tangible impact on vulnerable children’s lives, reflecting our mission to empower youths and improve communities.”
Akeem Ajisafe, Managing Director of Transblue Limited, shared his thoughts: “This collaboration not only addresses food insecurity but also brings joy to young hearts, allowing them to truly experience the spirit of Christmas. Together, we are fostering hope, joy, and a brighter future fo r all.”
Michael Sunbola, Executive Director of LFBI, expressed gratitude for the partnership:“QNET’s support empowers us to reach even more children during this season of celebration, improving their health and unlocking their potential. Together, we are building a foundation for a brighter future.”
The partnership underscores QNET’s commitment to sustainable development, aligning with the United Nations Sustainable Development Goals (SDGs), particularly Zero Hunger (SDG 2) and Quality Education (SDG 4).
Spotify today announced the launch of its ‘Detty December’ hub with playlists for December, a celebration of the vibrant festive season in West Africa and South Africa.
The hub is a one-stop shop for all things Detty December, with curated playlists featuring the biggest hits and emerging sounds of the season.
Users can find everything from Afrobeats and Amapiano anthems to chilled-out vibes for those much-needed recovery days.
“Detty December is a special time for our users in West Africa and ke Dezemba symbolises South Africa’s spirit of celebration,” said Phiona Okumu, Head of Music at Spotify Sub-Saharan Africa.
“We’re excited to be part of their celebrations with this dedicated hub and playlists, bringing them the best music to soundtrack their festive moments.”
This unapologetic season of street jams, back-to-back concerts, and endless summer fun has developed its own culture that draws diaspora and local fans alike.
The curated sounds of Spotify’s Detty December hub will pay homage to the Lagos rooftop lounges, Accra’s beachside festivals, and South Africa’s township tunes that keep people grooving.
In addition to the hub, Spotify has also launched a new playlist called ‘Songs of Detty December’.
This playlist is a curated list from Spotify Africa’s editors on the songs predicted to dominate this year’s Detty December. From DJ Skelm’s Afro Tech sounds to Flytime Fest’s tour of songs that tell Africa’s aspirational stories, the hub will be the home of takeover playlists that display Africa’s diverse talent.
Barrier-breaking Amapiano talent Kamo_ww has taken over a South African Summer playlist too.
Spotify is also supporting Jerk x Jollof, a popular event making its way to Africa for the first time, through its Frequency program. Held at The Ostrich event space, the Jerk x Jollof Cape Town takeover will feature DJs and artists such as TxC, DBN Gogo, Spinall, Sarz and Odeal, merging the spirit of Detty December and ke Dezemba experiences and bringing South and West African cultures and artists together.
“We’re committed to supporting African music and culture,” said Okumu.
“We believe that music is a powerful way to bring people together, and we’re excited to be part of the Detty December celebrations.”
You can keep the good vibes going as you make your way to the hotel, beach or next Detty December party with Spotify’s curated and immersive sound selection. Discover something new or run the year’s best party anthems back on your app today.
The ‘Detty December’ hub is available now on Spotify.
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Spotify’s ‘Detty December’ Hub and Spotify’s ‘Songs of December’ now live
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