Telecom
Leveraging Digital Marketing Tactics to Drive e-commerce Sales
By Tintin Imevbore, Regional West Africa Manager, Ad Dynamo by Aleph
The rapid advancement of digital technologies hasn’t just dramatically changed the way businesses operate, but has also allowed for real time communication between businesses and their customers.
Although digital marketing is no different from any other type of marketing, it has become increasingly important because of the sheer scale of internet users globally and the potential to reach much bigger audiences. As of January 2023, there were 5.16 billion internet users globally.
And in Africa, where innovation in digital technology and cell phone applications have given millions of users access to products and services they never had access to before, digital marketing can help e-commerce platforms tap into the continent’s potential.
While the percentage of internet users in Africa is still well below the global average, the rising numbers show the potential. Countries such as South Africa, Kenya, Ghana and Nigeria are not only some of the countries with the highest number of internet users in Africa, but are also among the countries with the highest potential because of thriving tech sectors.
In order to take advantage of that growth potential, there are small steps any e-commerce business can take to leverage digital marketing strategies to widen its digital footprint and increase its sales. One of the best digital marketing strategies an e-commerce business can lean on is personalising the customer experience and delivering personalised experiences to customers throughout their e-commerce journey.
In the US, about 90% of consumers said they find personalisation either “very” or “somewhat” appealing, while more than 80% of consumers said they wanted brands they engaged with to understand them better. By providing a personalised touch, a business can create a sense of value and build long-term customer loyalty.
Optimising for mobile should be a priority for any e-commerce business wanting to increase their sales. Mobile devices play a dominant role in internet usage across Nigeria and Ghana. In Nigeria, where 52.4% of users buy something online each week using a mobile device, it is almost level with the global average of 57.6%. About a quarter of users in Ghana use a mobile device to make purchases online.
Investing in and implementing search engine optimisation (SEO) is also an essential digital marketing strategy that can help e-commerce businesses increase sales. The most important elements to consider when optimising a web page for search engines include the quality of the content, the level of user engagement, mobile-friendliness, and the number and quality of inbound links. The key is to develop engaging and informative content that resonates with the customers’ interests and needs.
Being on the right platform is vital for any of those strategies to work effectively, and partnering with a media buying agency that knows how to maximise presence. Being present on the right platforms seems obvious, but with the ever evolving competition and evolution of algorithms, it’s simply not enough to have a presence on the likes of Facebook, TikTok, Twitter, Spotify, or Snapchat because they’re the most popular platforms. You also have to ensure that you’re reaching your target audience with the right messaging to match their expectations of those platforms.
This is where the importance of selecting the right digital marketing and e-commerce experts come in. Finding the right agency that knows your business and industry like the back of their hand will set you up for further success and peace of mind.
The right advisors would not only help with better content, but they would be able to provide you with technical expertise and solutions appropriate for your needs, while offering confident guidance.
E-commerce consultants can help your business reach new heights with the rapidly changing and evolving industries. They can help you and your business bridge the gaps in e-commerce strategy and technology, while improving the performance of your business. If you want to ensure your investment in the right advisors and consultants is effective, you should search for the kind of advisors who match your business’s needs and requirements.
Ultimately, with the right mix of creative digital marketing strategies, resilience, adaptability, and partnering with the right digital media buying partner, any e-commerce business can succeed on the continent despite the mix of physical and digital infrastructure constraints which many African countries face
Airtel Africa reported a profit after tax of $376 million for the half year ended September 30, 2025 as compared to $79 million in the corresponding period last fiscal, benefitting from a $90 million gain largely arising from Nigerian naira appreciation during the current quarter (Q2’26) and the Central African franc (CFA) appreciation during the previous quarter (Q1’26).
Revenues at $2,982 million for the reported period saw strong growth as compared to $2,370 million in the six months of the last fiscal, rising 24.5% in constant currency and 25.8% in reported currency.
The company said constant currency revenue growth reflects the consistent execution of its strategy, supported by tariff adjustments in Nigeria and continued strong growth momentum in Francophone Africa.
“Our strategy has been focussed on providing a superior customer experience and the strength of these results is testament to the initiatives that we have been implementing across the business,” Sunil Taldar, chief executive officer of the company said in a statement.
He said the company has been scaling the network to build additional capacity to facilitate the rise in both digital and financial inclusion.
“The increase in smartphone penetration to 46.8% reflects the substantial demand for data services across our markets but also highlights the scale of the opportunity to further develop the digital economy,” Taldar said.
Capex for the period stood at $318 million. “We have increased our capex guidance for FY’26 to between $875m and $900m – from ‘between $725 million and $750 million’.
This reflects our decision to accelerate our ability to capitalise on the significant growth opportunity that is available across the region, as is reflected by these strong H1’26 results,” the company said.
During the period, the company continued investments in network with the rollout of over 2,350 new sites to over 38,300 sites and an expansion of its fibre network by approx. 4,000 kms to over 81,000 kms.
Vitel Wireless Limited, a GSM second level operator, licensed by the Nigerian Communications Commission (NCC) is set to begin nationwide operations on October 30.
Kenneth Nwabueze, Chairman and CEO of Vitel Wireless
Themed “Blue is Here,” the launch event will unveil E-SIMs, physical SIMs, and smart connectivity solutions for individuals and businesses
With the tagline “Everything Connected,” Vitel aims to redefine communication in Nigeria through innovation, speed, and trust.
In a statement earlier, Vitel Wireless, said it combines reliability with innovation, leveraging cutting-edge technology to deliver seamless connectivity and intelligent solutions across the country.
“The company’s services go beyond communication — they integrate safety, mobility, and smart systems to enhance how individuals, businesses, and communities connect,” the statement reads.
According to Engr Kenneth Nwabueze, executive chairman, Vitel Wireless, at the heart of the telco’s mission is a bold vision to redefine mobile communication through technology that not only connects people but also protects them.
He highlighted the features saying the device is embedded with IoT-driven devices, smart logistics solutions and AI-powered safety analytics.
“Vitel Wireless is more than a telecom brand — it’s a movement toward a smarter, safer, and more connected Nigeria. Our goal is to bridge technology and humanity, using mobile innovation to improve lives, empower businesses, and strengthen national security,” Engr. Nwabueze said.
He stated that the Vitel Wireless team has interconnected with all major Mobile Network Operators (MNOs) in Nigeria, including MTN, Airtel, and Glo, and has a roaming agreement with MTN for nationwide rollout, extending Vitel Wireless coverage as one of the largest networks in Nigeria.
“Vitel Wireless has partnered with NCC and various law enforcement agencies to define and support key regulatory frameworks that now govern the nation’s telecom space in personal and public safety,” he said.
He added that the value added service includes Xphone -free phone calls and low international calling rates, SecureMe -location awareness solution for personal safety, Oga-App -employment enhancement and performance tool, ISEEYOU -AI-based CCTV with real-time alerts, AssetNow -LBS/GPS-based asset tracker, and many more.
“Vitel Wireless’s nationwide rollout signals a new era for the telecom industry — one where connectivity meets intelligence, and technology serves both purpose and people,” Nwabueze added.
MTN Nigeria Communications Plc, in collaboration with the Worldwide Fund for Nature (WWF) through the Nigerian Conservation Foundation (NCF), and the United Nations Development Programme (UNDP) Nigeria, has announced the shortlist of 100 young Nigerian innovators for the second phase of the 2025 Nigeria PachiPanda Challenge.
The initiative, launched in 2024, is aimed at fostering home-grown solutions to Nigeria’s most pressing environmental challenges, including climate change, pollution, community conservation, and sustainability.
According to a joint statement by the organisers, the top 100 were selected from a pool of 2,169 applications received nationwide. The selection process involved a rigorous multi-stage evaluation conducted by 20 expert assessors, guided by a robust framework to ensure fairness and consistency.
“The shortlisted innovators represent the brightest minds committed to environmental resilience,” the statement read. “Their solutions span high-impact sectors and are designed to address both national and continental environmental issues.”
The PachiPanda programme offers participants access to mentorship, technical workshops, seed funding, and a network of industry experts. The next phase will see a further evaluation to determine the Top 10 finalists, who will be unveiled ahead of a three-day sprint pitch and masterclass event scheduled for November 2025 in Lagos.
During the event, finalists will undergo intensive training to refine their business strategies and enhance their solutions for broader impact. Winners of the Nigeria PachiPanda Challenge will advance to the continental Africa PachiPanda Contest, where they will compete with other national champions.
Nigeria CommunicationsWeek reports that the programme underscores MTN Nigeria’s commitment to eco-entrepreneurship and environmental sustainability, empowering youth-led enterprises to drive green innovation across Africa.
PalmPay Supports Nigeria Police Force National Cybercrime Centre 2025 Cybersecurity Awareness Walk
Research ICT Africa Develops AI Framework for Africa
BlueNoroff Targets Eecutives on Windows and MacOS Using AI-driven Tools
The Alternative Bank, Utiva Partner on Scholarships to Boost Digital Skills for Women
Moniepoint Unveils Nigeria’s First Informal Economy AI Chatbot, As FG Lauds Fintech Giant for Powering Business Growth Across the Country
Telecom2 days agoUNICEF, GSMA Unite with Partners to Launch Africa Taskforce on Child Online Protection to Safeguard Children in the Digital Age
Broadcasting2 days agoNCC Calls for Professional Guidelines on Software Use, Support for Copyright Enforcement
E-Business2 days agoNOTAP to Crackdown on Unregistered Technologies in Nigeria
General News2 days agoFG to Train One Million Youths under TVET for Entrepreneurship, National Development
Broadcasting2 days agoMultiChoice to Delist from JSE after Canal+ Takeover
E-Financial2 days agoSEC Puts Nigeria’s Cryptocurrency Transactions in One Year @ Over $50Bn
E-Financial2 days agoPolaris Bank restates support for SMEs, commissions EveryDay Supermarket in Yenagoa
E-Financial1 day agoLotus Bank Drags 45 Banks to Court over Alleged ₦1.1Bn Fraudulent Withdrawals