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Empowering small businesses in Africa through digital communication solutions

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Abiola Ibrahim
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By Abiola Ibrahim; Account Executive – Infobip

The African small business landscape is brimming with potential. From active markets to innovative entrepreneurs, the continent represents a vibrant hub of economic activity. Yet, in this dynamic environment, standing out and reaching customers can be a challenge.

Abiola Ibrahim

This is where digital communication steps in as a powerful tool for unlocking growth. By harnessing digital communication, these enterprises can amplify their brand presence, engage with their target audience effectively, and drive sustainable development.

Embracing mobile technology and data analytics

Mobile technology has emerged as an important tool for enhancing communication efforts and connecting with target audiences across Africa. According to GSMA Intelligence, mobile connectivity is playing a significant role in driving socioeconomic progress in Sub-Saharan Africa. Businesses can capitalise on this trend by adopting mobile-based communication strategies to reach and engage with their customers. For example, leveraging SMS marketing campaigns or developing mobile apps tailored to local preferences can enhance customer engagement and drive business growth.

Harnessing the power of data analytics, businesses can optimise their strategies, refine their messaging, and drive meaningful interactions to stay ahead of the competition. By embracing mobile technology and data analytics, small businesses can create a strong foundation for their digital communication efforts.

Personalisation and customer-centric approach

In an era dominated by personalised experiences, small businesses must tailor their communication efforts to resonate with individual preferences. This is more than just reaching customers; it is about engaging them in a conversation tailored specifically to their needs and desires. This involves a multifaceted approach, integrating various elements such as video content, storytelling, SEO optimisation, and community building into their strategies. Through video content, businesses can visually showcase their products or services, providing a more immersive and engaging experience for their audience. Unlike the traditional marketing storytelling, often perceived as one-way communication with customers, businesses who wish to build deeper relationships with their customers need to create conversational experiences. These experiences enable personalised, two-way communication that goes beyond simply using customer’s first name. They humanise the brand, making each interaction feel tailored to the individual customer and demonstrating that the company understands their preferences, from product choices to preferred communication channels.

Strategic use of digital communication solutions

Some small businesses have attained success by being strategic with their digital communication activities. They collect and store data using Customer Data platforms and use flow building solutions to trigger event-based conversations with customers on their preferred channels. This approach enables businesses to automate communication towards their target audience, ensuring the delivery of relevant and personalised messaging. Such strategies have been adopted by different organisations across various sectors to encourage purchases by customers who have abandoned their virtual carts, automate customer loyalty reward programs, set up efficient account signup and verification processes, and send automated reminders to customers to take certain actions.

Establishing a strong brand presence and maximising limited resources

Establishing a strong brand presence is vital for small businesses aiming to differentiate themselves in the market. Focusing on elements such as production, place, people, promotion, and process, businesses can define their unique value proposition and resonate with their target audience. Engaging in local connectivity and community engagement further strengthens brand authenticity, fosters trust, and fuels organic growth.

Small businesses often operate with limited budgets and resources, making it essential to adopt a strategic approach to digital communication campaigns. By setting attainable goals, leveraging technology, and prioritising audience insights, businesses can optimise their investments and maximise returns. Embracing AI-powered tools for content creation, targeted advertising and data-driven decision-making, can help unlock the full potential of digital communication.

Future opportunities and innovation

Looking ahead, the future of digital communication for small businesses in Africa is filled with opportunities for innovation and growth. As AI continues to reshape the marketing landscape, businesses can harness its capabilities to drive personalised experiences, automate processes, and explore new avenues for engagement. By staying agile, adaptive, and forward-thinking, small businesses can position themselves as industry leaders and capitalise on emerging trends to drive sustainable growth and prosperity.

As small businesses continue to evolve and adapt to changing market dynamics, their ability to effectively communicate will be instrumental in redefining entrepreneurship in Africa, shaping a prosperous future for themselves and their communities. Understanding what clients want is more important than ever, as it helps build stronger connections and fosters customers loyalty. Effective communication that delivers the best results involves knowing the right time and place to engage with customers. These preferences are discovered by analysing customer data and setting up events that make the communication most relevant to them.

In summary, the growth journey begins with building a community, getting to know your customers by collecting and analysing data, sending relevant information at the right time, and creating conversational experiences rather than talking at your customers.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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NCC, Wikimedia Nigeria Discuss Responsible Access to Creative Works in Digital Space

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The Nigerian Copyright Commission (NCC) has reaffirmed its commitment to promoting responsible, responsive and sustainable access to creative works in the digital environment, in a manner that balances the interests of all stakeholders within the copyright and knowledge ecosystem.

Dr. John Asein, Director-General, NCC, made this known while receiving a delegation from the Wikimedia Nigeria Foundation, led by its President, Mr. Olushola Olaniyan, during a courtesy visit to the Commission’s headquarters. The visit was aimed at exploring potential areas of collaboration between the two organisations.

Dr. Asein acknowledged the significant role Wikimedia plays in making knowledge and information widely accessible, while stressing the need for responsible use of copyright-protected works in the digital space.

He noted that although the Commission may not endorse unrestricted open access to all creative works, it supports responsible access that ensures a fair balance between public interest and the rights of creators.

He encouraged Wikimedia, other digital platform operators, and Internet Service Providers (ISPs) to promote the responsible use of the copyright system to safeguard the interests of rights holders and strengthen the knowledge economy.

Dr. Asein cautioned the public that freely available doesn’t mean that creative works online are all free. “We want to see more people buy into the responsible use of copyright system in the digital space, in a manner that will further edify right owners and keep the knowledge cycles running for the good of all stakeholders” he stressed.

The DG also highlighted the importance of the public domain and assured that the Commission will continue to draw attention to its value, as part of a broader effort to help all parties benefit from the copyright framework. He further briefed the Wikimedia delegation on key provisions of the Copyright Act, 2022, including updates on the NCC’s e-Registration System, copyright duration, compulsory licensing, and the protection of folklore and cultural heritage.

In response, Mr. Olaniyan expressed appreciation to the NCC management and staff for their ongoing work in strengthening Nigeria’s copyright landscape. He reaffirmed Wikimedia Nigeria Foundation’s commitment to supporting the Commission’s efforts to advance and protect the nation’s creative and knowledge economy.

The meeting concluded with a discussion on potential areas of collaboration, including joint copyright awareness campaigns, digital space engagement, and enlightenment training sessions.

The Wikimedia Nigeria Foundation, an affiliate of the Wikimedia Foundation Inc., is dedicated to promoting free knowledge and open access to information by encouraging the creation and dissemination of locally relevant content under open licenses such as Creative Commons.


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LASAA reaffirms commitment to fairness, safety and industry growth

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Prince Fatiu Akiolu, MD, LASAA
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Lagos State Signage and Advertisement Agency (LASAA) has responded to recent apprehensions suggesting a resurgence of heavy-handed regulation and arbitrary enforcement in the State’s outdoor advertising sector. While acknowledging the concerns, LASAA sought to reaffirm its commitment to regulatory fairness, industry professionalism and the sustainable growth of outdoor advertising in Lagos.

Refuting claims that LASAA intends to “wield the big stick,” the Agency drew attention to its longstanding practice of fostering dialogue and partnership with industry stakeholders.

Prince Fatiu Akiolu, Managing Director of the Agency stated, “The era of mutual suspicion is firmly behind us,” adding that the Agency “regularly convenes stakeholder fora, maintains cordial relationships with industry players, offers concessions such as discounts on vacant billboard charges and seeks stakeholders input before making major policy decisions.”

Prince Akiolu clarified that LASAA does not compete with private operators commercially. Instead, it manages a limited number of state-approved advertising structures primarily reserved to amplify government programmes, public awareness initiatives and regulatory oversight. These, with the Agency’s core mandate focusing on orderliness, public safety, and environmental aesthetics.

He said these efforts aim to serve the broader interests of Lagos residents and reiterated that the Agency’s core mandate remains the enforcement of orderliness, public safety and environmental aesthetics within the state.

On licensing, the Managing Director explained that stringent criteria ensure only qualified practitioners operate in the market. Addressing concerns about billboard oversupply, particularly around military and police formations where illegal structures are common, he noted that LASAA has imposed a moratorium on new registrations and permits since early 2025. “This moratorium intends to uphold industry integrity and elevate professional standards.”

Prince Fatiu explained that, “the Agency’s Health and Safety team actively verifies that outdoor installations meet engineering and safety benchmarks to mitigate risks to life and property.”

He noted that LASAA’s regulatory approach is primarily preventive rather than punitive and relies on monitoring, early warnings and corrective interventions, with enforcement used only when absolutely necessary.

Acknowledging ongoing challenges such as violations of spacing, setback and structural regulations, the MD attributed these mainly to lapses in operator compliance rather than regulatory overreach. He urged stakeholders, including the Outdoor Advertising Association of Nigeria (OAAN) and licensed professionals, to strengthen self-regulation and collaborate in reporting infractions to enhance Lagos’s safety, visual appeal and economic vibrancy.

To prevent a relapse into disorder, LASAA has launched a comprehensive enforcement and cleanup operation targeting unlawful advertising installations to restore urban order and protect public interests. Prince Fatiu stressed the essential role outdoor advertising plays in defining Lagos’s visual identity and called for responsible industry stewardship.

He reiterated LASAA’s commitment to maintaining a balanced regulatory framework that ensures oversight while supporting industry sustainability. This approach aims to create a transparent environment that safeguards investments and enhances the city’s aesthetics.

The Managing Director reassured the public and outdoor advertising professionals that LASAA’s mandate is not to stifle growth or punish legitimate operators but to ensure a fair, regulated and sustainable outdoor advertising sector in Lagos. He reaffirmed his dedication to nurturing an environment that protects investments, safeguards the public and enhances the beauty of Lagos.


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BBNaija Housemates Pick Tinsel, Princess on a Hill, and My Flatmates as Must-Watch Shows on Showmax

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Big Brother Naija Season 10 is now in its fourth week, and it’s already been a rollercoaster, packed with unexpected twists, bold new strategies, and all-round entertainment that has kept us glued to our screens.

The season kicked off with 29 housemates, with KayiKunmi, Danboskid, Ibifubara and Otega now evicted and Sabrina making a voluntary exit. Ships have sailed, sunk, and more are on the way. In short, it has been an exciting season of 10/10 drama.

Before stepping into the house, the housemates curated a list of their top shows to watch on Showmax, placing popular Nigerian shows like Tinsel, Princess on a Hill and My Flatmates at the top of their watch list.

Leading the pack is Tinsel. Considered Nigeria’s longest-running drama, the soap opera weaves a story of drama, romance, betrayal, and triumph, all set against the glamorous yet cutthroat world of Nigeria’s film industry. With standout performances from Nollywood veterans like Ireti Doyle, Funlola Aofiyebi-Raimi, the late Victor Olaotan, and breakout stars like Gideon Okeke and Linda Ejiofor, its spot on the list is incontestable.

Joining Tinsel is the Showmax Original, Princess on a Hill (POAH), a Showmax original that delivers high-stakes drama in a corporate setting. The story follows Zara Osara (Onyinye Odokoro), an underdog who wins a reality show only to find herself thrust into the most powerful boardroom in the country. Tasked with salvaging the very company that gave her fame, Zara must navigate ruthless corporate politics and stand her ground against the merciless CEO, Moyosore Lawson (Bimbo Manuel). It’s thrilling and reminiscent of the drama many Nigerians face in the corporate world.

For a perfect balance between reality and comedy, My Flatmates brings the laughs with a tale centred around four friends navigating adulting, relationships, and rent money in Lagos. Featuring comic heavyweights like Basketmouth, Okey Bakassi, and Buchi, it’s equal parts witty and ridiculous.

While the housemates love their fair share of homegrown dramas, acclaimed international series also made their lists. Sci-fi epics like Dune, with its surreal visuals, and fantasy period dramas like Game of Thrones and House of the Dragon dominated the list as well. Meanwhile, for lovers of unscripted drama, the housemates recommended shows like Nelly & Ashanti, Love Island USA and The Real Housewives of Atlanta.

Even though the housemates are cut off from the world, their taste is reflective of what Nigerians love to watch. From nostalgic classics to hilarious comedy dramas, Showmax has it all and more.


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