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

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.”
E-Business
Identy.io, US Firm Eyes 1Bn Biometric Verification Transactions in Nigeria

Identy.io, a United States-based cybersecurity and mobile biometric authentication company, has announced plans to process one billion biometric identity verification transactions in Nigeria within the next few years as digital banking adoption continues to expand across the country.

The company said increasing demand for secure digital identity systems within the banking, telecommunications, and public sectors is creating fresh opportunities for biometric authentication solutions, especially as financial institutions strengthen compliance and anti-fraud measures.
Speaking at an executive roundtable on mobile biometric innovation in Lagos, Jesus Aragon, chief executive officer, Identy.io, said Nigeria’s fast-growing digital financial services sector requires more reliable and scalable identity verification technology to support customer onboarding and transaction security.
He explained that the company’s mobile biometric solution enables users to verify their identities directly from their smartphones without depending on physical scanners, external devices, or centralized processing infrastructure.
The technology supports fingerprint and facial verification while functioning effectively in areas with limited internet connectivity.
According to Aragon, the platform is designed to integrate with Nigeria’s Bank Verification Number (BVN) system and the Nigeria Inter-Bank Settlement System (NIBSS), allowing financial institutions to carry out secure remote identity authentication.
He stated that the company’s technology includes liveness detection and deepfake identification features capable of detecting fake fingerprints, manipulated images, masks, and other fraudulent identity attempts during digital onboarding processes.
The Identy.io boss added that the company’s offline verification capability distinguishes it from several existing solutions in the market, noting that biometric authentication can be completed entirely on users’ mobile devices without constant internet access.
He further disclosed that biometric information captured during authentication remains on the user’s device instead of being transferred to external servers or centralized databases, reducing exposure to data breaches and cyberattacks.
Industry stakeholders at the roundtable also discussed the increasing pressure on Nigerian banks to improve customer verification processes following stricter regulatory directives by the Central Bank of Nigeria on Know Your Customer (KYC) compliance and fraud prevention.
Participants noted that agency banking operations in rural and low-connectivity locations continue to face security and onboarding challenges, creating demand for stronger and more flexible authentication systems.
Aragon maintained that biometric authentication could significantly reduce fraud associated with passwords and one-time passwords (OTPs), stressing that biometrics provide stronger identity assurance for financial transactions.
The company also confirmed that it has expanded its footprint across Africa, Latin America, and the United States, with operational presence already established in Nigeria and Kenya.
Aragon expressed confidence that Nigeria’s banking and telecom industries would generate massive biometric verification volumes in the coming years as financial inclusion and digital payment systems continue to deepen nationwide.
E-Business
TD Africa, HPE Drive Conversations on the Future of Intelligent Networking

TD Africa, in collaboration with Hewlett Packard Enterprise (HPE) Operated by Selectium, hosted a high-level partner engagement event on May 14, 2026, focused on emerging trends shaping the future of enterprise networking and infrastructure transformation.

TD Africa
The engagement brought together key partners to explore how organisations can build smarter, faster, and more secure network infrastructures capable of supporting today’s rapidly evolving digital economy. Central to the discussions was the growing relevance of WiFi 7 and the shift from traditional networking models to intelligent, AI-driven infrastructure ecosystems.
As businesses continue to accelerate digital transformation, conversations at the event centred on a critical question: Is your infrastructure ready for the speed of transformation? From edge-to-cloud connectivity and IoT integration to AI-enabled networking and advanced security frameworks, the session highlighted the increasing demand for agile, scalable, and resilient enterprise solutions.
Speaking at the event, Dr. Ifee Kojo, Country Manager, HPE Operated by Selectium, highlighted HPE’s commitment to helping organisations modernise their infrastructure and navigate the future of connectivity. “HPE is driving transformation across the entire technology ecosystem, from the data centre to the edge, from IoT to AI-powered connectivity.
“Our focus is on helping businesses strengthen security, improve scalability, and build intelligent infrastructures that support innovation and growth.
“Through our strong partner TD Africa, we can extend these solutions more effectively into the market, ensuring organisations have access to the right technologies needed to compete and thrive in a rapidly evolving digital world,” she said.
Also speaking, Chioma Chimere, Coordinating Managing Director at TD Africa, emphasised the importance of future-ready networking in enabling business resilience and long-term digital growth. “Networking today is no longer just about connectivity; it has become the backbone of enterprise transformation.
“As organisations embrace AI, cloud environments, remote operations, and data-driven systems, the need for secure, intelligent, and scalable infrastructure becomes even more critical.
“TD Africa is committed to ensuring our partners are equipped with the right technologies, insights, and support needed to navigate this shift successfully.
“Our collaboration with HPE reflects our shared commitment to helping businesses modernise confidently and prepare for the future of digital innovation,” she stated.
Through strategic collaborations with global Original Equipment Manufacturers (OEMs) like HPE, TD Africa continues to strengthen its position as a key distributor of enterprise and networking solutions across Africa, enabling partners and organisations to access cutting-edge technologies backed by technical expertise, market reach, and ecosystem support.
E-Business
Jumia Nigeria Records Strong Q1 2026 Growth as Technology-Led Strategy Drives Market Expansion

Jumia has announced strong first-quarter 2026 performance results, with Nigeria emerging as one of the company’s standout growth markets across Africa, reinforcing the country’s position as a critical driver of the company’s long-term expansion strategy.

According to the company’s Q1 2026 financial results released May 7th, 2026, Nigeria recorded a 42% year-on-year increase in physical goods Gross Merchandise Value (GMV), making it one of Jumia’s strongest-performing markets during the period.
Commenting on the performance, Temidayo Ojo, CEO of Jumia Nigeria, said, “Nigeria continues to demonstrate the strength and resilience of its digital commerce ecosystem. The growth we recorded in Q1 reflects increasing consumer confidence, stronger engagement across our platform, and our continued investment in technology, logistics, and customer experience.”
“We are seeing more Nigerians embrace e-commerce not just for convenience, but as a trusted part of everyday life. Our focus remains on building a platform that is more accessible, more reliable, and more relevant to the evolving needs of Nigerian consumers and sellers,” Ojo further mentioned.
The company attributed its broader growth trajectory to disciplined execution, operational efficiency, and increased deployment of technology and AI-driven systems across its operations.
According to the report, Jumia leveraged artificial intelligence and automation across operations, finance, customer support, cybersecurity, seller management, logistics, and technology teams to improve service quality while reducing operational costs company-wide.
The company also noted that technology and content expenses declined year-on-year due to ongoing headcount optimisation and savings from renegotiated technology contracts, while operational leverage continued to improve. They further highlighted increased use of AI tools among its technology teams, alongside automation in call centres and operational systems, as part of efforts to scale sustainably while improving efficiency across African markets.
Across the platform, Jumia reported significant gains in customer retention and marketplace engagement. Quarterly Active Customers reached 2.5 million, while physical goods orders climbed to 5.9 million in Q1 2026.
The company also expanded usage beyond major urban centres, with 62% of total orders now coming from secondary cities and upcountry regions, emphasising the growing reach of digital commerce across Africa.
Despite global economic pressures, including rising memory chip and CPU prices and supply chain disruptions linked to ongoing Middle East conflicts, the company reaffirmed its path toward profitability. Jumia stated that it remains on track to achieve Adjusted EBITDA breakeven and positive cash flow in Q4 2026, with full-year profitability targeted for 2027.
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