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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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TikTok Deletes over 2m Videos in Nigeria for Policy Violations

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TikTok, social media giant, has reaffirmed its commitment to online safety by removing more than two million videos in Nigeria between July and September 2024 for violating its Community Guidelines.

TikTok Deletes over 2m Videos in Nigeria for Policy Violations

According to its Q3 Community Guidelines Enforcement Report, 99.1 percent of these videos were taken down within 24 hours of being posted.

With millions of videos uploaded daily by its over one billion users worldwide, TikTok has continued to improve its content moderation efforts through advanced technology.

The platform’s proactive detection rate has now reached 98.2 percent globally, allowing it to identify and remove harmful content before it reaches viewers.

 

Between July and September 2024, TikTok removed over 147 million videos worldwide, with 118 million taken down through automation.

In Nigeria, 92.1 percent of all removed videos were taken down before any user reported them, reflecting the platform’s proactive moderation strategy.

The report highlights the most common policy violations that led to content removal in Nigeria.

These include sensitive and mature themes, where 99.4 percent of flagged videos were removed before any user report.

Content related to regulated goods and commercial activities, including scams and the illegal sale of items such as firearms or explosives, accounted for 99.1 percent of removals before user reports.

Additionally, content categorized under mental and behavioral health, which could negatively impact users, particularly younger audiences, saw a 99.9 percent removal rate before any user reports.

TikTok maintains that its mission to inspire creativity and bring joy is built on a foundation of user safety and content integrity.

The platform continues to invest in Trust and Safety professionals who work alongside advanced technology to enforce its Community Guidelines, Terms of Service, and Advertising Policies.

By prioritising a positive and secure digital space, TikTok aims to ensure that users can create, connect, and be entertained without exposure to harmful content.

 


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Nigeria’s Brightest Young Minds to Compete in Spelling Bee Finals

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The highly anticipated finals of the Spellingbee in Nigeria (SpIN) will take place on Saturday, February 15, 2025, at the U.S. Consulate’s Residence in Lagos.

This milestone event will see 64 outstanding finalists from Abuja, Lagos, Osun, and Taraba States competing for the championship title, marking a historic moment as Nigeria makes its debut in the prestigious Scripps National Spelling Bee, USA.

The winner of SpIN ’25 National Finals receives an all-expense-paid trip to represent Nigeria at the 100th edition of the Scripps National Spelling Bee in the United States, a centennial celebration of academic excellence that has shaped young minds for generations.

Beyond crowning a champion, the National Finals underscores SpIN’s core mission: cultivating academic excellence, linguistic mastery, and a commitment to fostering educational and leadership opportunities for young learners.

Speaking on the upcoming event, Eugenia Tachie-Menson, Convener of Spelling Bee in Nigeria, an affiliate of the Scripps National Spelling Bee, USA, emphasized the competition’s transformative impact on young learners.

“This competition is more than just spelling—it builds confidence, public speaking skills, and critical thinking, preparing students for global opportunities.

“We are thrilled by the enthusiasm it has received and the doors it will open for Nigeria’s brightest young minds.”

The event, which is set to attract members of the diplomatic corps, C-Suite executives, high net worth parents and educational leaders, is made possible through the support of key partners: Indomie Noodles (Title Sponsor), Checkers Custard (Co-Sponsor), and partnerships with Lucid Education Initiative, the U.S. Consul-General Lagos, the American Business Council of Nigeria, the Rotary Club of VI East, and AT3 Resources – The Muvmnt Agency (PR Partner).

Spellingbee in Nigeria is a prestigious competition affiliated with the globally renowned Scripps National Spelling Bee, USA. It is dedicated to promoting literacy, vocabulary development, and critical thinking among Nigerian students, equipping them with skills to compete on a global stage.


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Canal+ to Carve, Spin out MultiChoice’s LicenceCo in Aggressive Takeover Bid  

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Canal+ S.A., a French media and telecommunications conglomerate based in Paris, will restructure MultiChoice Group and carve out its broadcasting licence and South African DStv subscribers into “Licence Co” as a new separate entity while the remainder contains its video assets as the MultiChoice Group.

Canal+ to Carve, Spin out MultiChoice's LicenceCo in Aggressive Takeover Bid  

This is in its push for aggressive takeover of MultiChoice through successfully and circumvent the country’s regulations preventing a majority-owned share in local media.

According https://teeveetee.blogspot.com, Canal+ is progressing with its aggressive buyout of R32 billion for MultiChoice although various regulatory hurdles are supposed to prevent foreign ownership of a large South African media company like MultiChoice.

Canal+’s plan for a “post-transaction structure” for MultiChoice is to carve out MultiChoice’s broadcasting licence in South Africa, overseen by the Independent Communications Authority of South Africa (Icasa) and MultiChoice South Africa’s DStv subscribers in South Africa into a new company called Licence Co.

Canal+’s Licence Co will be a new entity, while the remainder of MultiChoice’s video entertainment assets will then remain part of the MultiChoice Group.

The MultiChoice broadcast licence carve out is part of Canal+ plan to circumvent and get around South Africa’s broadcast and ownership regulations.

The dilemma Canal+ and MultiChoice have is that they can’t legally get around a foreign entity owning a South African broadcast licence, in this case for traditional pay-TV.

The plan is now for this “problem-part” preventing Canal+’s MultiChoice takeover from going through – MultiChoice South Africa and its South African broadcasting licence and South African set of DStv subscribers – to be siloed as Licence Co.

Licence Co. in South Africa will literally hold the pay-TV licence and manage the DStv subscribers, while MultiChoice Group will legally-technically no longer be a broadcaster but a video content supplier.

Like a family trust, Licence Co, although an “independent” company, will exist with the express aim to benefit the MultiChoice Group.

Also to note: MultiChoice Group, belonging to French owners and as the so-called “video content hub”, will now mean that Canal+ and MultiChoice’s French owners will now be paying to keep the South African public broadcaster’s SABC News, eMedia’s eNCA and Newzroom Africa’s as South African TV news channels on the air on DStv.

This is, in effect, a French private company paying for and in control of South African TV news, as well as news elsewhere in sub-Saharan Africa.

Canal+ and MultiChoice has to secure approvals for the mega-takeover deal from Icasa, the Takeover Regulation Panel, South Africa’s Competition Tribunal, shareholders, the Financial Surveillance Department and adhere to other requirements like black-economic empowerment (BEE) and with Canal+ not have voting rights of more than 20% as mandated by the Electronic Communications Act.

On paper Licence Co will be a new “independent company” but in real effect work in tandem with MultiChoice Group – as it exists currently containing MultiChoice’s operational structure, technology, staff and content assets.

Licence Co will become/remain the entity dealing with South African DStv subscribers.

Canal+ and MultiChoice plan to spin out Licence Co’s ownership as majority-owned by the current Phuthuma Nathi scheme (27%), as well as two black-owned companies – Identity Partners Itai Consortium with Sonja de Bruyn and Afrifund Investments from the former Telkom CEO Sipho Maseko – as well as a Workers’ Trust (ESOP).

With smart accounting and legal wrangling, Canal+ and MultiChoice are crafting it so that the MultiChoice’s Group’s shareholding in the new Licenco Co will be 49% and 20% on the dot in terms of voting rights – right what the regulators require.

“MultiChoice Group will retain its existing 75% direct interest in MultiChoice South Africa, which will exclude Licence Co. Phuthuma Nathi will similarly retain its existing 25% interest in MultiChoice South Africa,” Canal+ and MultiChoice announced in a takeover update statement on Tuesday.

“The transaction will not lead to any disruption for LicenceCo’’s South African viewers, who will continue to access its services as normal. Licence Co will enter into various commercial agreements with MultiChoice Group subsidiaries in relation to the services currently provided to Licence Co by other MultiChoice Group entities,” they stated.

“These relate to, among other things, the provision of content, technology, subscriber management and support and other functions.”

“Canal+ and MultiChoice are confident that the envisaged structure meets the requirements of all applicable laws, including the restrictions on foreign ownership and control of broadcasting licences contained in the Electronic Communications Act.”

Webber Wentzel and DLA Piper are the joint legal advisors to MultiChoice, while Herbert Smith Freehills and Werksmans are the advisors to MultiChoice on competition and broadcasting matters.

Citigroup Global Markets Limited and Morgan Stanley & Co International plc and the joint financial advisors to MultiChoice, while FTI Consulting are the so-called “strategic communications” advisors to MultiChoice.

Bowmans is the South African legal advisors to Canal+, with Bryan Cave Leighton Paisner LLP repping as the international legal advisors to Canal+, and BofA Securities and J.P. Morgan as Canal+’s joint legal advisors.

The Brunswick Group is the “strategic communications” advisors for Canal+.

In the joint statement, Maxime Saada, Canal+ CEO – and notably having his prepared quote placed first at the top – says “This transaction is an opportunity to create a unique global media company, with a strong presence across Africa, with the scale, expertise and creativity to compete and partner with the largest players within the media sector and beyond”.

 


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