Broadcasting
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.
DStv has launched a new campaign tagged “We Got You”, aimed at giving customers more entertainment value at the start of the year without additional cost.
DStv
The campaign, which runs from January 1 to February 28, 2026, allows subscribers who pay for their current package in full to enjoy an automatic upgrade to the next DStv package.
The initiative is designed to ease the pressure that often comes with January, a period marked by school resumption, tighter budgets and increased household demands.
Through the offer, DStv is rewarding customer loyalty by unlocking more channels, stories, sports, children’s content, local productions and international programmes at no extra charge.
Speaking on the campaign, Tope Oshunkeye, Executive Head of Marketing, West Africa, MultiChoice, said, “We want our customers to step into the year feeling valued.
“When you buy your package, we upgrade you because you deserve more. This is our way of bringing extra excitement, choice and convenience into your home.”
According to DStv, the offer is open to existing subscribers who remain active during the promotion period, customers who reconnect their decoders, and new subscribers who join between January 1 and February 28.
Under the offer, subscribers who pay for DStv Yanga will be upgraded to DStv Confam, Confam customers will receive DStv Compact, Compact subscribers will be upgraded to Compact Plus, while Compact Plus customers will enjoy access to DStv Premium.
The upgrade applies only to decoder viewing, and subscribers will revert to their original packages at the end of the promotion period.
Federal Inland Revenue Service (FIRS) has officially given way to the Nigeria Revenue Service (NRS), signalling a pivotal shift in the country’s revenue administration framework as the Nigeria Revenue Service Establishment Act 2025 takes full effect from January 1, 2026.
NRS
President Bola Ahmed Tinubu signed the landmark legislation in June 2025, alongside a comprehensive package of tax reforms designed to streamline compliance, expand the tax net and bolster federal revenue for critical infrastructure and social services.
At a colourful ceremony in Abuja on December 30, 2025, NRS Executive Chairman, Dr Zacch Adedeji, unveiled the agency’s new logo and corporate identity, describing it as a beacon of modernisation and efficiency.
Adedeji, who doubles as the pioneer helmsman, stated that the fresh branding embodies “a renewed commitment to a unified, service-driven revenue system” in line with global standards and Nigeria’s economic aspirations.
“The new identity underscores continuity in mandate, enhanced capacity and proactive taxpayer support, fostering trust and shared prosperity,” he added, according to a statement by his Special Adviser on Media, Mr Dare Adekanmbi.
The NRS emergence caps decades of advocacy for tax overhaul, repealing the FIRS (Establishment) Act 2007 and vesting the new body with broader powers for revenue assessment, collection and accountability.
Judicial hurdles were cleared when an FCT High Court dismissed suits seeking to stall implementation, paving the way for the four key Acts — Nigeria Revenue Service, Tax Administration, Nigeria Tax and Joint Revenue Board — to roll out seamlessly.
Despite pockets of controversy, including claims of bill alterations, the Budget Office affirmed the laws’ authenticity, prioritising fiscal stability and investor confidence.
For ordinary Nigerians and enterprises, the NRS promises simplified processes, digital innovations and reduced red tape to ease compliance burdens while curbing evasion.
Technical Assistant on Broadcast Media to the Chairman, Mrs Aderonke Atoyebi, reassured that core values of integrity, fairness and professionalism persist, with staff nationwide driving the transition.
Industry watchers anticipate a surge in non-oil revenue, crucial as Nigeria navigates global headwinds, with the NRS positioned to elevate the tax-to-GDP ratio through transparent engagement.
Gold remains one of the most powerful commodities in the global financial architecture. It is widely recognized that, for traders in Nigeria, specifically, currency pressures, inflation expectations, and shifts in global liquidity make up the macro environment more often than not; hence, understanding the correlation of gold with key Forex assets is more of an economic insight than a trading tactic.
The correlation between gold and currencies, equities, bonds, and even energy markets provides a broader framework for interpreting global risk sentiment. A growing number of Nigerian investors use this correlation to hedge against inflation, read capital-flow trends, and adjust trading strategies across major currency pairs.
Why Gold Matters in Today’s Macro Environment
This can be explained by looking at the larger picture and how global factors either positively or negatively impact the price of gold: spiraling inflation, geopolitical tension, tightening by central banks, and the flight-to-safety dynamic that heightens in moments of market stress. African traders, especially those active with international brokers such as JustMarkets, are very sensitive to how gold performs not only as a commodity but also as a macro indicator.
Indeed, the strongest correlations of gold are more often found with the US dollar, major bond markets, equity indices, and energy instruments in periods of high geopolitical risk. Each one of these offers a different angle for Nigerian traders to approach macroeconomic changes.
Gold and US Dollar: The Most Watched Correlation
The inverse correlation between XAU and the USD remains one of the bedrock relationships in global finance. It usually weighs on gold because a stronger dollar raises the opportunity cost of holding the metal. Conversely, the opposite has occurred when the market has priced in rate cuts, rising inflation, or policy uncertainty.
This relationship provides Forex traders in Nigeria with a macro perspective:
USD strength; pressure on gold; bullish signals for USD-pairs like USD/JPY or USD/CHF
USD weakness; appreciation of gold; potential strengthening of the non-USD majors
This dynamic is often emphasized by platforms such as JustMarkets in their markets analytics, allowing traders to match the technical setup with real policy shifts from the Federal Reserve.
Gold and Bond Yields: A Window into Global Risk Appetite
Gold is highly sensitive to real interest rates. When US real yields fell, it sent gold higher because investors saw it as a hedge against inflation and thus a haven. Yet higher yields tend to dampen demand for precious metals.
To traders, this correlation is a reason for short-run volatility around announcements like:
US CPI
FOMC decisions
Results of Treasury auctions
In countries like Nigeria, when domestic inflation is high and Naira pressure amplifies sensitivity to global risk, the movement of gold often proves an early indicator of how capital might rotate between safe havens and risk assets worldwide.
Gold and Equity Markets: The Fear Gauge
While geopolitical tensions or recession fears tend to deflate equity markets, they strengthen gold. This negative relationship is considered helpful for traders looking to deduce spikes in volatility and risk-off flows. Examples include:
Sharp US30 or NAS100 declines coupled with XAU/USD rallies
Broad-based sell-offs driven by political uncertainty or commodity shocks
This dynamic helps explain to the Nigerian analysts focused on policy and political economy how global risk events transmit to the local market through capital-flow sentiment.
Gold and Energy: Transmission via the Inflation Channels
Although gold and oil are not directly correlated, both respond to inflation expectations. Surging oil prices can fuel inflation forecasts that support the price of gold.
This channel is particularly important in the case of Nigeria, a major oil exporter. When crude markets temporarily tighten due to supply disruptions or OPEC policy decisions, gold becomes a complement to hedge against global inflation risk.
Trading with the Use of Gold Correlations
A structured approach allows traders to put gold’s relationships into practice:
Start with the macro driver.
Identify whether inflation, geopolitics, or monetary policy is the primary force shaping markets.Translate the macro event into correlation expectations.
Example: falling bond yields lead to a weaker USD, which in turn supports gold and could lead to upside in EUR/USD.Use correlation clusters instead of isolated signals.
Gold + USD + bonds provide a more reliable picture than gold alone.Apply risk management aligned with volatility cycles.
Gold’s volatility often spills over into major currency pairs.
Market platforms like JustMarkets emphasize these cross-asset links to help traders simplify complex macro interactions into actionable insights.
Why Nigerian Traders Pay Close Attention
The Nigerian economy is highly integrated into global commodity flows; inflation cycles, dollar liquidity, and geopolitical developments tend to reach the local market faster than the pace at which policy adjustments can be made.
Gold serves as a barometer of global risk, a hedge against currency depreciation, and a signal of moves in the key USD pairs that headline Nigeria’s trading activity.
In a region increasingly active in the Forex market, understanding the relationships involving gold is not just about trading but also a strategic tool for analyzing global economic behavior
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