Broadcasting
Digital Spam: Retailers must Strike a Balance between Staying Visible and Avoiding Marketing Communication Overload
By Isaac Akanni, Customer Growth Manager – Africa at Infobip
In the rapidly evolving landscape of retail, where businesses strive to capture the attention of consumers in a fast-paced and interconnected digital world, marketing communication overload is becoming an all-too-common phenomenon that could actually have the opposite effect – turning customers off their brand. Consumers are overwhelmed on a daily basis by the sheer volume of messages they receive in their inboxes, social media feeds and mobile devices, and this aggressive approach could see businesses lose substantially more than they gain.
To make matters worse, consumers are burdened not only by the sheer magnitude and frequency of adverts across multiple channels, but also by the unfortunate reality that much of this marketing communication fails to resonate with their interests or needs. In some extreme instances, such messages can even come across as inappropriate or offensive, disregarding their unique preferences and personal boundaries.
Consequently, instead of attracting prospective buyers, an overabundance of marketing communication could essentially leave consumers frustrated. This frustration, in turn, can foster negative perceptions surrounding the brand and significantly impact long-term customer loyalty. When inundated with excessive marketing messages, individuals may perceive that the business lacks respect for its customers’ boundaries and prioritises profit-seeking over genuine customer relationships.
Such perceptions are not good for business as they are likely to negatively affect the company’s reputation, erode customer trust and impact sales, which in turn will hit the bottom line. Marketing communication overload is thus a sure way to make consumers feel disrespected and damage customer engagement.
Show what is relevant
It is very important that retailers strive to strike a balance between staying visible and avoiding communication overload. It is actually quite simple – show people what is relevant to them. The easiest way to achieve this is to segment your customer base and refine your messages based on individual preferences and behaviours.
Organisations must adopt a customer-centric approach, leverage data analytics and understand individual preferences. Only then can retailers tailor their marketing efforts to provide meaningful and engaging experiences. This shift towards strategic, targeted communication not only helps mitigate overload, but also builds stronger, long-lasting customer relationships.
At the same time, retailers must also recognise the importance of personalisation to remain relevant and strike the right chords with their customers. In sales, there is a concept known as “Show Me You Know Me”, which alludes to leveraging personalisation to let your customers know that you’ve done your groundwork and you care about their personal interests and needs.
Personalisation says to your customer: “I know you and I want to share this with you because I think it would benefit you”. But personalisation cannot happen without data and people generate mountains of data on a daily basis, which forms the bedrock of decision making.
Harnessing Artificial Intelligence
Once data about a consumer has been gathered, harnessing Artificial Intelligence (AI) technologies to perform data analytics and gain customer insights is key to tailoring marketing messages that are relevant to individuals, and this will avoid overload. With so much data available, businesses that are not targeting their messages to individual consumers can be perceived as lazy and are sending out the message that they are just not prepared to put in the work.
In an effort to regain customer trust and loyalty, retailers must be prepared to be transparent about their communication practices, while sending out content that resonates with their audience. In addition, by listening to customer feedback and by offering exclusive benefits or rewards to their customers, businesses can build a community around their products.
Ultimately, finding the right balance between staying visible and avoiding communication overload can be tricky, but retailers need to adopt strategic, targeted communication that will mitigate overload and also builds stronger, long-lasting customer relationships.
David Adedeji Adeleke, known professionally as Davido, has shared his past suicidal thoughts as he dropped Oriadé, his sixth studio album yesterday.
Davido
Davido said he chose the date on purpose as it marks exactly 15 years since he began his professional music career.
Oriadé is a Yoruba word combining “Ori,” meaning destiny, and “Adé,” meaning crown.
It translates to “the crowned head.” The album has 13 tracks and features Black Sherif, Aya Nakamura, Leon Thomas, Mayorkun, and Llona.
It follows his 2025 project, 5ive, which reached number two on the Billboard World Albums chart.
Davido also announced an international tour to support the new record.
In the days leading up to the release, Davido gave interviews that revealed personal details about his past and his current life.
Speaking to Vibe Magazine on Thursday, he described a 2014 incident in Ghana that left him feeling suicidal.
He said he invited a woman back to his hotel room after a show, and she later posted a photo of him sleeping online.
He said the fallout overwhelmed him.
“My daddy was calling me. My sisters were calling me. If I saw the balcony that day, I would have jumped,” he said.
He said he was young at the time and did not fully understand the consequences of his actions.
He described the experience as a turning point that changed how he thinks about privacy and fame.
In the same interview, he explained why he often dresses down in public despite his wealth.
He recalled a trip to the South of France where he went out in shorts and slippers without his watch.
“I’ve been on jets, I’ve been flying, I’ve been in all these places since I was a baby. I’ve been seeing money since I was a baby. So all these things don’t really excite me,” he said.
He added that he sometimes prefers to drive a Toyota to the supermarket in Atlanta instead of one of his luxury cars.
In a separate livestream with Davrel, Davido spoke about how his life has changed since marrying his wife, Chioma, and becoming a father.
He said his home no longer holds the large crowds it once did.
“I can no longer have 100 people in my house like before,” he said.
He said he speaks to Chioma every day regardless of his schedule.
He also disclosed that he spends between $200,000 and $300,000 a month on himself, not including costs for his wife, children, jewelry and cars.
He said the amount is lower when he is in the United States, where he described his lifestyle as quieter.
Africa Prudential Plc has reaffirmed its commitment to digital transformation, revenue diversification and sustainable growth after reporting a strong financial performance for the first half of 2026.
Dr Catherine Nwosu
The company made this known during its H1 2026 Investor Call, which brought together institutional investors, shareholders, investment analysts, regulators and other stakeholders to review its financial performance and strategic outlook.
Dr Catherine Nwosu, managing director and Chief Executive Officer of Africa Prudential, said the company’s performance reflected the resilience of its business model and the effectiveness of its long-term growth strategy despite prevailing macroeconomic challenges.
According to the company’s financial results, gross earnings rose by 27 per cent year-on-year to N4.28 billion, from N3.34 billion recorded in the corresponding period of 2025.
Profit before tax increased by 22 per cent to N2.41 billion, while profit after tax grew by 18 per cent to N1.59 billion.
The company also reported a 27 per cent rise in net operating income to N4.21 billion, while total assets increased by 13 per cent to N46.53 billion.
Shareholders’ funds equally rose by 13 per cent to N12.52 billion, reflecting continued financial strength.
Management attributed the performance to sustained growth in its core registrar business, increased corporate action activities in the Nigerian capital market, improved treasury earnings and rising adoption of its technology-driven solutions.
The company said it was steadily transforming from a traditional share registrar into a broader technology and business solutions provider serving Nigeria’s capital market ecosystem.
During the interactive session, investors sought clarification on the sustainability of earnings, particularly as interest rates are expected to moderate.
Responding, Nwosu said the company was deliberately expanding its recurring fee-based revenue streams to reduce dependence on treasury income.
“Interest rates influence our treasury income positively, but that is why we are deliberately diversifying our revenue streams.
“Our strategy is to grow recurring fee-based business lines such as our digital solutions, Know Your Customer (KYC) services, Annual General Meeting (AGM) technology, probate services and the SabiVest mobile app.
“Over time, this will reduce our reliance on interest income and create a more balanced and resilient earnings mix,” she said.
Nwosu noted that increasing capital market activities had created stronger demand for seamless digital investor experiences, improved operational efficiency and enhanced compliance solutions.
She said the company would continue investing in technology-enabled products capable of delivering long-term value to shareholders while strengthening its competitive position.
According to her, Africa Prudential has identified five strategic priorities for the second half of 2026.
The priorities include driving sustainable growth across its core registrar and emerging business lines, accelerating technology-led product innovation, strengthening brand leadership, investing in talent development and deepening corporate governance.
She said the investor engagement demonstrated the company’s commitment to transparency, accountability and regular engagement with shareholders and the investment community.
Africa Prudential reaffirmed its commitment to leveraging innovation, operational excellence and sound financial management to sustain growth and strengthen its leadership position in Nigeria’s capital market.
Gugu Gumede and S’Dumo Mtshali, the power couple in Netflix’s telenovela, The Polygamist, will be guest on this week’s edition of African Voices, which is sponsored by Globacom on Cable News Network (CNN).
The 22-episode sitcom focuses on the misadventures of an adulterous spouse who unknowingly entangles his family in the difficulties of polygamy.
The film depicts a series of intrigues, betrayals, and other events that shattered the harmony of a once-perfect marriage.
The fictional couple in Johannesburg are interviewed by the programme’s anchor, Larry Madowo, for a 30-minute show in which they discuss their personal experiences and the difficulties they have in the film industry, such as coping with popularity and typecasting and advocating for more actor protections.
Gumede, a 34-year-old South African who attended the American Academy of Dramatic Arts in Los Angeles to study acting, portrayed Joyce Gomora in the telenovela.
In addition to her part in The Polygamist, Gumede has portrayed Mamlambo, a prophetess on “Uzalo”, the most watched television program in South Africa, and Mandisa in “Generations”, one of the country’s most popular series.
Mtshali, a 43-year-old South African actor who portrayed Jonasi Gomora, gained notoriety in 2010 after competing in and winning the SABC1 reality program, “Class Act”. In the same year, he landed his first major part in the drama series “Intersexions” on SABC1.
Among other films, he has starred in “Inside Story” (2011), “Avenged” (2013), “iNumber Number: Jozi Gold” (2023), “Back of the Moon”, and “The Four of Us” (2025).
This special double-cast episode will feature on DSTV channel 401 on Saturday at 8a.m. It will be repeated same day at 11a.m., Sunday at 3.30a.m.,6p.m., Monday at 3a.m. and 5.45p.m. as well as on Tuesday,5.45p.m.
The repeats continue next week Saturday at 7.30a.m., 11a.m.;Sunday 3.30a.m., 6p.m.,and on Monday at 3a.m.
Police Uncover Fake Diplomatic Number Plate Syndicate in Abuja
Davido Shares Past Suicidal Thoughts, Drops Oriadé Album
Gavi Okays $500m for Vaccines, PHCs in Nigeria
82% of Organizations Concerned about AI Risks Even as Adoption Accelerates – Survey Reveals
The Journey to Financial Freedom: Priscilla, a PalmPay Agent Now Owns a Store
NRC, Ponzi Scheme Collapses Resulting Loss of Billions of Naira
EFCC Busts NIS Visa Overstay Racket, Uncovers N700m in an Account
From Scarcity to Scale: What Africa Can Learn from India’s Agricultural Transformation
Tokenization, Blockchain Technology will Transform Financial Institutions – IMF
BON Establishes Six Ad Hoc Committees to Modernize Broadcasting
Telecom2 days agoClydestone Ghana Sues MTN Over Mobile Money
News2 days agoIHS Nigeria Donates Business-Support Equipment to Empower People with Disabilities in Abuja Community
E-Business2 days agoKaspersky Uncovers New Mirage Kitten Malware Used in Cyber-espionage Campaign Across Africa, Others
News2 days agoAfrica Prudential Unveils Digital Growth Strategy
E-Financial2 days agoAfreximbank Raises $1.5b in Largest-ever Bond Issuance
E-Financial2 days agoCBN Fines Banks N430m for Ignoring Customers’ Complaints
E-Financial2 days agoSEC Begins Full e-Registration for Capital Market Operators
E-Financial2 days agoElon Musk Launches Invite-only X Money with Visa Debit Card