Telecom
You Can Digitally Supercharge Yourself as an Entrepreneur: Here’s How
By Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
There is no doubt that Africa is an entrepreneurial continent. As far back as 2017, an African Development Bank report found that the continent had the highest rates of entrepreneurship among working-age adults in the world at 22%. Despite the devastating economic impact of the COVID-19 pandemic, things have hardly slowed down in recent years. A report from McKinsey, for example, found that the number of African tech startups tripled between 2020 and 2021.
Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
Nigeria and Ghana’s West African economic powerhouses are no exception to that economic fervour. World Bank data shows that 97,988 new businesses were registered in Nigeria in 2020, and in Ghana (with a population about a sixth as big as Nigeria’s) 18000 new businesses were forecast to be started in 2022.
Those businesses will, of course, be crucial to the region’s ongoing economic growth. But if you’re one of the entrepreneurs behind those businesses, you’ll know that success is far from guaranteed. That makes it critical that you do everything possible to ensure your business is primed for growth. And one of the most effective ways of doing so is to embrace digital marketing and that you get it right from day one.
Digital is still growing in importance, for everyone
That’s especially true when you consider how rapidly internet and smartphone penetration has grown in the region in recent years. Research suggests that there are more than 155 million internet users in Nigeria, representing 55.4% of the population and just under 17 million users in Ghana, representing 53% of the population. And as more and more undersea cables land on the continent, making internet access more affordable and ubiquitous, those numbers will keep growing.
The same is true of smartphones. According to Statista, smartphone penetration in Nigeria grew 10% between 2019 and 2022, hitting just over 37%, and is set to grow another 10% by 2027. While it’s difficult to find equivalent numbers for Ghana, it’s worth noting that nearly 100% of internet users there have a smartphone.
In other words, a sizable portion of any Nigerian or Ghanaian business’s customers are already online and an even more considerable portion will be in the very near future. So in order to reach them, that business has to be online too.
Of course, many early-stage entrepreneurs, in particular, either need help figuring out where to start with digital marketing or feel like they can’t afford it. Those barriers do not, however, have to be challenging to overcome.
As Gaston Taratuta, Founder and CEO of Aleph Group, Inc points out, you can build up digital marketing expertise relatively quickly.
“To become an expert in digital marketing, you have to be curious and certify yourself on digital platforms for free,” he says. “Learn things like Google Adwords; learn to do marketing on different social media platforms like Instagram, Snapchat, and TikTok. This can be achieved in more or less six months, and you can then put what you have learned into practice.”
As he further points out, building this expertise is already key to thriving as an entrepreneur and will be even more important in the near future.
Additionally, digital marketing is one of the most effective ways for any business to build awareness and engagement with both existing and potential customers. It’s also more targeted, meaning you can get a greater return on investment.
Using the right partner
As important as it is for entrepreneurs to understand the effectiveness of digital marketing and at least have a basic grasp of how to use them, it’s also important to remember that they don’t have to do it alone.
The right media buying partner will help ensure that they’re on the right platforms and are reaching their intended customer bases. They’ll also understand that a business doesn’t always have a major marketing budget and will get it started advertising with relatively small amounts, keeping costs to a predefined frame. Many partners that Aleph is working with additionally offer ‘trial’ budgets at lower minimum costs to allow new advertisers to give it a go and see if they gain value from it. Remember, if they see the same potential in a business as an entrepreneur, they’ll want to grow with it.
No reason to wait
Ultimately, it should be clear that African entrepreneurs can supercharge their growth journeys by embracing digital marketing. Moreover, they can get to grips with it relatively quickly and can affordably get help in maximising their digital marketing efforts.
MTN Group, Africa’s leading telecommunications provider, has joined forces with Meta to improve the quality and reliability of voice and video calls on real-time calling applications such as WhatsApp across 12 MTN markets.
The collaboration, which began at the Mobile World Congress (MWC) 2024, focuses on optimizing application-aware networks and network-aware applications to deliver a seamless and high-quality user experience. By leveraging data analytics and conducting comprehensive testing, MTN and Meta have successfully developed solutions that enhance the interaction between mobile networks and real-time calling applications.
Nigeria, MTN’s largest market, was the first to implement these enhancements. Early results indicate a remarkable 50% improvement in key performance indicators (KPIs), significantly enhancing the user experience for MTN Nigeria mobile users.
“This implementation further demonstrates our commitment to enhancing our customers’ digital experience.
“We’re pleased with the remarkable improvement in our real-time communication services, reflecting our commitment to innovative customer solutions,” said Yahaya Ibrahim, Chief Technology Officer (CTO) at MTN Nigeria.
Diego Marí, Head of Network Ecosystems Engineering at Meta, added, “The collaboration allows us to deploy advanced solutions for an unparalleled real-time experience in Nigeria and showcases our dedication to elevating service quality and improving user experience, while striving for continued efficiency in traffic delivery.”
The partnership underscores MTN and Meta’s shared vision of delivering cutting-edge solutions to enhance digital communication across Africa.
Rack Centre, West Africa’s premier Tier III carrier and cloud-neutral data centre, has unveiled its state-of-the-art 12MW IT Load Data Centre, the LGS2, in Lagos, Nigeria.
This innovative facility is set to redefine the digital landscape of Nigeria, offering unparalleled infrastructure, scalability, and reliability.
Speaking at the official commissioning on April 10, 2025, Rack Centre’s Chairman, Maher Jarmakani, emphasized the company’s dedication to innovation and sustainability.
He highlighted the LGS2 facility’s role in providing uninterrupted, energy-efficient solutions for enterprises, cloud providers, and financial institutions, reinforcing Rack Centre’s pivotal role in Nigeria’s digital transformation.
“This facility exemplifies our commitment to powering the nation’s digital future,” Jarmakani stated.
Governor of Lagos State, Babajide Sanwo-Olu, represented by his Deputy Chief of Staff, Sam Egube, praised the milestone during his keynote address.
He described the LGS2 facility as a cornerstone in Lagos’s journey toward becoming a globally competitive digital hub.
Sanwo-Olu also commended Rack Centre for prioritizing sustainability and energy efficiency in the centre’s design.
Rack Centre’s CEO, Lars Johannisson, expressed gratitude to the Lagos State Government for fostering an enabling environment to support the company’s vision.
Johannisson described the facility as a symbol of Nigeria’s commitment to cutting-edge technology, sustainable digitisation, and artificial intelligence.
He noted that with the LGS2 operational, Rack Centre’s data centre capacity would increase eightfold, solidifying its leadership in sub-Saharan Africa’s digital infrastructure space.
As a key player in Nigeria’s digital ecosystem, Rack Centre continues to connect people, businesses, and ideas, driving technological progress and cementing its legacy as a trailblazer in Africa’s digital economy.
Ralph Mupita, president,MTN Group, has announced plans to reduce its shareholding in MTN Nigeria through a public offer after it returns to profitability.
The group aims to cut its stake from 76 percent to 65 percent in line with its longstanding commitment to deepen local ownership, according to ITWeb, South African tech publication.
Mupita, who disclosed the plan during an editors’ roundtable meeting this week, said “The only localisation we have as MTN Group is we have potentially a sell-down in Nigeria at some point in time, approximately 11 percent. This is something we have said long ago, that over time, we would want more Nigerians owning the company, and we are prepared to sell down to 65 percent. We are at around 76 percent,” he said.
The anticipated offer would mark MTN’s second major retail public offering in Nigeria, following its 2021 sale of 575 million MTN Nigeria shares to local investors.
That offer was oversubscribed, resulting in the allocation of 661.25 million shares, including a 15 percent greenshoe option. This reduced MTN’s stake in its Nigerian unit to 75.6 percent from 78.8 percent.
More than 126,000 investors participated in that round, including retail and institutional investors such as Nigerian pension funds, representing approximately 6.5 million contributors.
At the time in 2022, MTN Group announced plans to further reduce its stake to approximately 65 percent from 75.6 percent.
Mupita confirmed that the Group would only proceed with a new offer once MTN Nigeria resolves its negative equity position and resumes dividend payments.
Currently, MTN Nigeria’s shares are trading at N235 per share.
Despite reporting a revenue of N3.36 trillion in 2024, a 36.03 percent bump from N2.47 trillion in 2023, it posted a loss after tax of N400.44 billion, a 192.25 percent rise from N137.02 billion in 2023.,
This negative performance was driven by macroeconomic headwinds, including record inflation and a steep devaluation of the naira, which raised operating costs and wiped out investor value.
MTN Nigeria has fallen behind MTN South Africa as MTN Group’s largest revenue contributor.
However, the Group is projecting a rebound in 2025, citing key drivers such as recent tariff adjustments, operational restructuring, and improving macroeconomic indicators in Nigeria.
Speaking at the roundtable, Mupita highlighted that the Group is anticipating a V-shaped recovery in Nigeria’s service revenue. He pointed to the recent structural reforms, such as the removal of fuel subsidies, the naira stabilisation, and improved dollar availability.
“The continued normalisation of these factors, particularly naira stability, should have positive impacts on consumer spending power and our business operations,” Mupita noted in the Group’s financial statement for 2024 recently.
NITDA, SecDojo Forge Partnership to Strengthen Nigeria’s Cybersecurity Resilience
KONFAM 89.5 FM Hits Airwaves in Lagos Tomorrow
CBN Pumps in Additional $150m into Forex Market to Safeguard Naira
Sanwo-Olu, Others Grace Launch of 50-Bed Hospital in Surulere by Avon Medical
GenCos Threaten Nationwide Blackout over N4 Trillion Debt
E-Business2 days agoNITDA Warns Against Fake Google Play Store
General News2 days agoLagos Commences Integration of NIN with State Single Social Register
News2 days agoNOA Uncovers Fraud by Banks, Universities in Students Loan Scheme
E-Financial2 days agoAfrica Loses $88.6Bn Yearly to Corruption- ECOWAS
E-Financial2 days agoUBA Redefines Banking with Next-Gen PoS Terminals and Revamped MONI App
E-Financial2 days agoNIBSS Heads to Court to Recover N4Bn Lost due to System Glitch
E-Financial2 days agoSEC Bans Unregistered Digital Asset Exchanges, Online Forex Platforms
General News2 days agoNigeria Records $6.83Bn Balance of Payments Surplus in 2024 Amid Economic Reforms