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Digital Marketing Budgets Will Increase by 8% in 2015-Gartner

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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.

Announcing result of the survey, Gartner  said it 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,” said Jake Sorofman, research director at Gartner. “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.”

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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E-Business

FG Determined to Protect Rights, Privacy Online- NITDA

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Federal government is determined to protect Nigerians’ rights and privacy in the digital space, according to Dr Ayodele Bakare, assistant director, Cybersecurity Department, National Information Technology Development Agency (NITDA),

FG Determined to Protect Rights, Privacy Online- NITDA

To achieve that, Bakare, said that the government has developed several policy and regulatory frameworks to strengthen cybersecurity.

Bakare, stated all these during an interview with the News Agency of Nigeria (NAN) in Abuja on Monday.

He said that cybersecurity governance in Nigeria was implemented through a collaborative approach involving multiple government institutions with different responsibilities.

According to him, the Office of the National Security Adviser (ONSA) provides overall coordination of national cybersecurity efforts through the National Cybersecurity Coordination Centre, which serves as its operational arm.

“At the national level, cybersecurity implementation is done collectively, and different government organisations are responsible for implementing different aspects of the national cybersecurity framework.

“At the top, however, the Office of the National Security Adviser coordinates these efforts through the National Cybersecurity Coordination Centre,” he said.

Bakare said that one of the key policy instruments guiding the country’s cybersecurity efforts was the National Cybersecurity Policy and Strategy Framework.

He also highlighted the legal framework provided by the Cybercrimes Prohibition and Prevention Act 2015, which was recently amended in 2024 to strengthen Nigeria’s response to cyber threats and digital crimes.

According to him, NITDA has also introduced sector-specific regulations to enhance cybersecurity in the country.

“One such regulation is the National Public Key Infrastructure Regulation, which is one of the core infrastructures required to ensure trust and security in digital communications and transactions,” he said.

Bakare said that NITDA played a pioneering role in Nigeria’s data protection landscape through the Nigeria Data Protection Regulation 2019, which laid the foundation for the current data protection framework.

He said the regulation had since evolved into a full legal framework implemented by the Nigeria Data Protection Commission.

Bakare disclosed that the agency was also finalising an Information Security Regulation that would soon be made available to the public.

He further explained that the regulation would provide organisations and individuals with clear guidelines on their responsibilities in safeguarding information and digital assets.

“Nigeria has continued to strengthen its legal and policy environment for cybersecurity, a development reflected in the country’s performance in the Global Cybersecurity Index.

“One of the pillars of the index focuses on legal measures and assesses the availability of national cybersecurity laws and regulations.

“Nigeria recorded a strong performance under the legal measures pillar, reflecting the country’s efforts to establish the necessary frameworks to support cybersecurity governance,” he told NAN.

He said that sustained collaboration among government agencies and stakeholders remained essential to effectively implement the existing policies and strengthen Nigeria’s digital security architecture.


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Firm Warns of Malware Aiming to Steal Data from Individuals, Organisations in Nigeria

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According to Kaspersky telemetry, in 2025, spyware and password stealers attacks showed the biggest year-over-year growth in Nigeria among different analysed malware types.

Spyware, which is a type of malicious software installed on users’ devices to collect their data, grew in the number of attacks by 28% compared with the previous year. Password stealers, designed to gather users’ account information, increased in the number of attacks by 22%.

Exploits decreased slightly in the number of attacks in Nigeria, however they remain an acute threat that should not be underestimated. These are programs designed by cyber attackers to take advantage of vulnerabilities in an application or operating system to gain unauthorised access to it and to cause unintended behaviour to occur on software.

Ransomware, though very targeted in distribution, remains a high-risk threat for organisations, who should also guard themselves from supply chain and trusted relationship attacks.

Overall, Kaspersky security tools blocked more than 4 million online attack attempts on users in Nigeria in 2025. Online threats typically include different types of malware attacks, such as for example, password stealers, exploits, spyware, etc. Another 9 million on-device threats were blocked in the country, including malware delivered via infected USB drives.

“Operations coordinated by INTERPOL, such as Serengeti to which Kaspersky has contributed, demonstrate how international cooperation and threat intelligence sharing can strengthen the fight against cybercrime across Africa. At the same time, both organisations and individual users in the region play an important role in improving cybersecurity by staying informed about evolving threats and practicing good cyber hygiene.

“Dedicated security solutions, including Kaspersky Next for organisations and Kaspersky Premium for individuals, can further help reduce exposure to cyber risks,” said Moses Munguti, Technical Expert & Team Lead in Africa at Kaspersky.

Malware often reaches a device through phishing messages and websites employing social engineering techniques. If an operating system, browser, or application is outdated, attackers may exploit security flaws to install malware. To significantly reduce the risk of infections with malware, Kaspersky experts advise individuals and organisations to follow these best practices:

  • Be cautious with links and attachments received, verify the sender before opening files or clicking links.
  • Download software only from official sources.
  • Install updates for systems and applications as soon as they become available.
  • Use strong, unique passwords and enable multi-factor authentication wherever possible.
  • Install reputable security software that can detect malware before it compromises the system.
  • Regularly back up important data.
  • Staying informed about current cyber threats and maintaining good digital hygiene helps keep devices and data safe.

 


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Nigus International, Elmirate Capital Ink $200m MoU for Nigeria’s Defense Tech, Satellite Hub

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Nigus International Investment Limited and Elmirate Investment LLC (Elmirate Capital) have inked a strategic memorandum of understanding to launch a next-generation defense technology, satellite systems, and advanced manufacturing platform in Nigeria, backed by up to $200 million in planned investment.

Nigus International, Elmirate Capital Ink $200m MoU for Nigeria's Defense Tech, Satellite Hub

Nigus International

The partnership, channeled through a new Special Purpose Vehicle called Nigus Tactical Systems Ltd, aligns with Nigeria’s push for sovereign defense capabilities under the Defense Industries Corporation of Nigeria (DICON) Act 2023.

It targets local production of drones, armored vehicles, munitions, cyber defense tools, and satellite networks to cut import reliance and boost regional security.

“Africa is entering a pivotal phase where technological capability defines economic strength and national security,” said HRH Prince Malik Ado-Ibrahim, Executive Chairman of Nigus International.

“This platform supports innovation, advanced manufacturing, and technology transfer to build a sustainable industrial base for national and regional needs.”

Pankajj Ghode, Managing Director of Elmirate Capital, added: “We’re proud to partner with Nigus to position Nigeria as a technology and aerospace hub.

“Our $200 million commitment connects global expertise in defense, cybersecurity, and aerospace with local talent for resilient growth.”

Key focus areas include Class C manufacturing platforms for tactical/ISR drones, unmanned aerial systems, ammunition, munitions, armored vehicles, and protected mobility; counter-terror surveillance with data analysis and border security tech; military cyber defense and cyber ranges; plus earth observation satellites, secure networks, and geospatial intelligence for defense and civilian use. The initiative aims to create high-value jobs, foster technology transfer, and establish Nigeria as a regional tech hub.


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