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Gartner says Digital Marketing Budgets Will Increase by 8 Percent in 2015

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Marketers are investing in the customer experience to drive business advantage and profitable revenue growth, according to a survey of marketing executives by Gartner, Inc.

The survey found that marketing budgets remained healthy in 2014, with, on average, companies spending 10.2 percent of their annual 2014 revenue on overall marketing activities, with 50 percent of companies planning an increase in 2015.

Digital marketing spending averaged one-quarter of the marketing budget in 2014. The survey found that of the 51 percent of companies who plan to increase their digital marketing budget in 2015, the average increase will be 17 percent.

These findings are included in Gartner’s Digital Marketing Spending report that is based on a survey of 315 individuals located in the U.S., Canada and the U.K. Respondents represent organizations with more than $500 million in annual revenue across six industries: financial services, high-tech, manufacturing, media, retail and transportation, and hospitality. The survey took place in July and August 2014 to gain insight into marketing and digital marketing spending priorities and plans for the future.

“The amount of the marketing expense budget spent on customer experience in 2014 is remarkably consistent across all key survey demographics, averaging 18 percent. The survey also found that the highest marketing technology investment in 2014 is for customer experience. Customer experience is also considered by many companies to be the top innovation project, just edging out product innovation,” said Jake Sorofman, research director at Gartner.  

Not only are marketing budgets remaining healthy, they are forecast to grow in 2015, with half of the companies surveyed planning an increase in 2015.

The larger the company, the higher the marketing expense budget as a percentage of revenue — those with revenue of $5 billion or more reported 11 percent, compared with 9.2 percent for those with revenue between $500 million and $1 billion.

Marketing budgets as a percentage of revenue varied widely, with 46 percent spending less than 9 percent of revenue, 24 percent spending between 9 percent and 13 percent of revenue, and 30 percent spending more than 13 percent of revenue.

The 50 percent of companies planning an increase report their average 2015 increase will be 10.4 percent. Of those, the ones that report outperforming competitors said their planned 2015 increase will be 13.6 percent.

“The line between digital and traditional marketing continues to blur,” said Laura McLellan, research vice president at Gartner.

“For marketers in 2014, it’s less about digital marketing than marketing in a digital world. Hence, marketers manage a much more balanced and integrated marketing mix than in previous years, which were characterized by online and offline silos. The resulting digital experience moves customers toward a more self-service buying model, allowing reductions in sales budgets that were designed around older, physical models.”

Sixty-eight percent of respondents said that their company had a separate digital marketing budget. However, it’s difficult to gauge just how much companies are spending on digital marketing because the treatment of budgets varies by company, with some having a digital marketing budget in total (32 percent of respondents), others in detail (36 percent), and yet others that have incorporated digital marketing into each function of the marketing budget (23 percent) or none of the above (eight percent).

As in prior years, the survey revealed that when it comes to allocation of the digital marketing budget by activity, digital advertising takes the top spot. However, there appears to be less difference between this and other activities this year compared with last year, as marketers hedge their bets.

Expenditures for digital advertising will grow in 2015, as brands, ad agencies and publishers invest in ways to deliver more-relevant advertising to people.

Fueling this trend is the use of programmatic media, which allows marketers to target the audience they want and automate bidding rules for ads based on the business value they deliver.

Nevertheless, the survey suggested that in 2015, digital advertising will share its top ranking with mobile marketing.

With digital marketing spending on the rise, respondents were also asked where additional funding was coming from:

“Gartner’s 2014 CEO Survey found that digital marketing was the No. 1-ranked CEO priority for technology-enabled business capability for investment during the next five years,” said Yvonne Genovese, managing vice president at Gartner. “It therefore comes as a little surprise that the digital marketing spending survey found that over 60 percent of companies that justified an addition to the marketing budget for digital marketing obtained incremental funding from elsewhere in the organization.”

 


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Chams Carves Out Subsidiary to Support Africa’s Digital Transformation

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Chams Holding Company Plc, (Chams Holdco), digital payments and verification firm, has created a new subsidiary which is expected to strengthen the push for Africa’s digital transformation.

Chams Carves Out Subsidiary to Support Africa’s Digital Transformation

The creation of the new subsidiary, ChamsCorp Plc, which took effect from February 1, was made known in a filing to the Nigerian Exchange Limited , according to an announcement.

Chams said that the new subsidiary, which is its 5th, will give a new dimension to its more than 40 years of work in building the digital ecosystem not only in Nigeria, but across the continent and the rest of the world.

The newly created company will focus on three major aspects, namely the manufacturing of digital devices and development of digital infrastructure and services; data center design, construction and operations, and the development and implementation of AI infrastructure and intelligent systems.

It will also contribute to its parent company’s digital ID, digital verification, and trust services offering.

“For nearly four decades, we’ve enabled trust in transactions and identity. Now, we go furthe”

Chams is expanding into AI, data centre infrastructure, and intelligent systems, building the backbone for Africa’s digital transformation,” the company wrote in a LinkedIn post.

“We are not just participating in the future. We are engineering it,” the message added.

According to the Chams announcement, a decision of its Board of Directors appointed members of the pioneer board of ChamsCorp Plc, with renowned banker Mohammed Bashir Yunusa designated as Chairman.

He is described as a well-known finance expert who specializes in deal structuring, corporate and retail finance, business strategy, digital transformation, and Islamic Finance and Banking.

With more than 10 years of experience in the financial services industry, Yunusa currently serves as head of Consumer and Digital Banking for Non-Interest Banking Retail at Sterling Bank Nigeria, and will also serve as a non-executive director on the board.

“Chamscorp is designed to take our most ambitious ideas to market at speed and scale. As Africa’s digital economy evolves, we are focused on delivering transformative solutions that empower governments, businesses, and citizens alike,” Femi Oyenuga, CEO, Chams, commented on the development.

Chams has over the years played a major role in contributing to Nigeria’s digital ID ecosystem development to facilitate access to financial services.

In 2023, the company Group Chairman publicly stated that in providing such digital services to the Nigerian government, it had incurred debts estimated at $100 million and were planning to change their business model as a result.


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Nigeria, South Africa Drive Stablecoin Spending in Africa

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Africa has emerged as the global frontrunner in stablecoin adoption, with Nigeria and South Africa leading the charge with the fastest adoption rate, as transactions surge across the continent.

This is according to the Stablecoin Utility Report, compiled by YouGov on behalf of fintech firm BVNK.

The study, conducted in partnership with Coinbase and Artemis, surveyed over 4 600 early adopters and crypto-natives in 15 countries across five continents.

It shows people are turning to stablecoins to move money more quickly, securely and affordably – and how this shift in behaviour is becoming a worldwide trend beyond its roots in the Global South.

Stablecoin adoption is accelerating particularly rapidly across Africa in 2026, driven by currency volatility, high inflation and the need for cheaper, faster cross-border payments, it finds.

The Stablecoin Utility Report shows that 79% of African respondents hold stablecoins − the highest ownership rate globally − while 76% say they intend to acquire them in the near future.

Nigeria and SA lead the continent in everyday stablecoin spending, highlighting a shift from holding digital dollars as a store of value, to actively using them for commerce.

The appetite to be paid in stablecoins is even stronger: 95% expressed interest in receiving income via dollar-pegged digital assets, whether for salaries, freelance work or cross-border services, according to the study.

Anthony Yim, co-founder and CEO of crypto research firm Artemis, explains: “We’re experiencing a significant behavioural shift in the way people are using stablecoins.

“Crypto natives and early adopters are fully on board with stablecoins, using them to pay and be paid. This is driving mainstream, global adoption – stablecoin supply has increased 500% over the past five years. Alongside the passage of multiple legislation initiatives in numerous countries, it’s clear we’re experiencing a tipping point.”

From hedge to household spending

Unlike in some developed markets where stablecoins are viewed primarily as a payments upgrade, African users are deploying them as practical financial tools. Key use cases include hedging against inflation, facilitating remittances and funding day-to-day purchases.

The report finds that 92% of African respondents say the condition of their national economy directly affects their stablecoin usage − a reflection of currency volatility, capital controls and high remittance costs across several markets.

Africa also recorded the highest likelihood globally (89%) of users adopting stablecoin-linked debit cards, signalling demand for tighter integration between digital assets and traditional payments.

Infrastructure, not ideology

Taken together, the findings reinforce a broader thesis: stablecoins are evolving beyond a payment method into payments infrastructure, states the report.

For individuals, this means receiving income faster and at lower cost. For businesses, it enables borderless treasury operations and supplier payments. For financial platforms, it opens opportunities to embed stablecoin wallets, debit cards and cross-border settlement into core offerings.

This demand for institutional-grade integration is evident globally, with 77% of survey respondents saying they would open a stablecoin wallet if offered by their primary bank or fintech provider.

As adoption deepens in Africa and regulatory frameworks mature in developed markets, the data suggests stablecoins are no longer a niche crypto product − but a structural layer in the future of global money movement, notes BVNK.


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Kaspersky Reports 15% Growth in Malicious email Attacks in 2025

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According to Kaspersky telemetry, almost every second email – 44.99% of global traffic – was spam in 2025. Spam consists not only of unsolicited emails, but can also include various email threats such as scam, phishing and malware.

In 2025, individuals and corporate users encountered over 144 million malicious and potentially unwanted email attachments, representing a 15% increase compared to the previous year figures.

In 2025, APAC had the largest share of email antivirus detections: it reached 30%, followed by Europe with 21%. Next came Latin America (16%) and the Middle East (15%), Russia and CIS (12%) and Africa (6%). As for individual countries, China had the highest rate of malicious and potentially unwanted email attachments, with the share of email antivirus detections of 14%. Russia ranked second (11%), followed by Mexico (8%), Spain (8%) and Turkey (5%).

Email antivirus detections peaked moderately in June, July and November.

Key trends in email spam and phishing

Kaspersky’s annual analysis has also identified several persistent trends in the email spam and phishing threat landscape that are expected to continue into 2026:

  • Combination of various communication channels. Attackers lure email users into switching to messengers or calling fraudulent phone numbers. For instance, scam investment mailings may redirect victims to fake websites, where they are asked to provide their contact information, and then cybercriminals will follow up with a phone call.
  • Usage of diverse evasion techniques in phishing and malicious emails. Threat actors frequently try to disguise phishing URLs, for example, with the help of link protection services and QR codes. These QR codes are often embedded directly in email bodies or within PDF attachments, which not only conceals phishing links but also encourages users to scan them on mobile devices, potentially exploiting weaker security measures than corporate PCs.
  • Mailings exploiting diverse legitimate platforms. For example, Kaspersky experts discovered a fraudulent tactic that abuses OpenAI’s organisation creation and team invitation features to send spam emails from legitimate OpenAI addresses, potentially tricking users into clicking scam links or dialing fraudulent phone numbers. Additionally, a calendar-based phishing scheme, which originated in the late 2010s, resurfaced last year with a focus on corporate users.
  • Refining tactics in business email compromise (BEC) attacks. In 2025 attackers attempted to become even more persuasive by incorporating fake forwarded emails into their correspondence. These emails lacked thread-index headers or other headers, making it difficult to verify their legitimacy within an email conversation. 

“Email phishing shouldn’t be underestimated. Our report reveals that one in ten business attacks starts with phishing, with a significant proportion being Advanced Persistent Threats (APTs). In 2025, we saw an increase in the sophistication of targeted email attacks. Even the smallest details are meticulously crafted in these malicious campaigns, including the composition of sender addresses and the tailoring of content to real corporate events and processes.

“The commodification of generative AI has significantly amplified this threat, enabling attackers to craft convincing, personalised phishing messages at scale with minimal effort, automatically adapting tone, language and context to specific targets,” comments Roman Dedenok, anti-spam expert at Kaspersky.

 


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