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
Telecom
ATICEN Commends NLC for Suspending Strike over Telecoms Tariff Hike

Comrade Adede John Williams, president of the Association of Telecommunications, Information Technology, Cable Satellite Network Operators and Allied Services Employers’of Nigeria (ATICEN), has commended the Nigeria Labour Congress (NLC) for suspending the planned strike over tariff hike by Nigerian Communications Commission (NCC) for the Nigeria telecommunications operators.

Joe Ajaero, president, NLC,
He called on members and the general assembly of the Nigeria Labour Congress, telecoms subscribers, stakeholders, and all interested parties to see the need to accept the reality of things as they unfold.
He emphasised that rising inflation, energy costs, operational costs, and currency devaluation challenges faced in the country were the key reasons for the recent tariff hike, adding that the costs of importing telecommunications equipment, the maintenance support system, and unreliable electricity supply had affected the profits supposedly accrued to telecoms operators.
He, therefore, urged the telecommunications subscribers and Nigerians to always have the interests of the services of telecommunications operators at heart for the industry’s sustainability, as the industry regulator is always championing the consumer’s protection rights.
“So, it is important to know that the recent increase in telecoms tariff was approved according to its regulatory power under Section 108 of the Nigerian Communications Act, 2003 (NCA) to regulate and approve tariff rates and charges for telecommunications operators operating in Nigeria,” he said.
Williams equally acknowledged Dr. Bosun Tijani, minister, Communications, Innovation and Digital Economy, and Dr. Aminu Maina, EVC/CEO, Nigerian Communications Commission (NCC), for taking a proactive step in managing the NLC’s planned strike.
Telecom
Airtel Nigeria’s Communications Director Champions Workforce Transformation at PAU Career Fair

Femi Adeniran, the Director of Corporate Communications and CSR Airtel Nigeria, has called for a human centric approach to workforce transformation in the face of rapid technological advancements.
Mr. Adeniran made this statement during a panel discussion titled ‘Building a Workforce for the New Era: Talent, Technology, and Transformation’ at the 2025 Career Fair, hosted by Pan-Atlantic University on Wednesday, February 5, 2025, at the University main campus.
He stressed the importance of organizations prioritizing clear corporate communication, continuous learning, and reverse mentoring to foster a resilient, future ready workforce, highlighting how crucial corporate communication is in enhancing workforce agility and driving innovation.
“Organizations that master transparent and engaging communication are better positioned to integrate digital tools seamlessly while maintaining a strong human connection. It’s not just about technology; it’s about empowering people through effective engagement, and purpose-driven messaging.” He said.
Mr. Adeniran also urged organizations to invest in upskilling and reskilling their workforce, advocating for a proactive approach to talent development that ensures employees remain relevant amid industry shifts.
He highlighted Airtel Nigeria’s commitment to nurturing talent through initiatives such as the “Open Talent Economy” an ambitious initiative aimed at preparing undergraduates for the evolving demands of the modern workforce.
The panel discussion brought together leading industry experts, including Olabisi Omoregie (Head, Corporate Services, Fast Credit Ltd) and Abike Wesey (General Manager, HR & Admin, Mutual Benefits Assurance).
Moderated by Dr. Ruth Karachi Benson Oji, the discussion delved into the impact of artificial intelligence, automation, and digital transformation on employment. Panelists emphasized that while technology is reshaping job functions, human adaptability, emotional intelligence, and strategic foresight are still crucial.
The career fair reaffirms Pan-Atlantic University’s commitment to fostering meaningful engagements that bridge the gap between academia and industry. The institution remains dedicated to empowering students and professionals with the insights needed to excel in the evolving job market.
Telecom
TUC Threatens Nationwide Strike over Telecom Tariff Hike

Trade Union Congress of Nigeria (TUC) has vowed to “down tools,” arguing that citizens are “feeding from hand to mouth” following the recent hike in telecom tariff.
Festus Osifo, president of TUC, made this known when he appeared on Channels Television’s Politics Today on Thursday.
He blamed the hike on mismanagement of foreign exchange, which he believes the government can handle easily.
Osifo, said the TUC is not begrudging the telcos, knowing very well that the socio-economic landscape they operate in has changed dramatically, but insisted that the government has the responsibility to ensure that the economic outlook of the country is stable for businesses to thrive.
According to him, “Government has the tools and wherewithal to be able to manage the landscape to ensure that the cost of doing business goes down. And one of the ways is that exchange rate because that is the root cause of the problem.”
Asked what ultimatum they are giving to the Nigerian government, he added, “The NAC [TUC, which is like the National Working Committee] has met today. After that, we’ll have the Central Working Committee meeting, and we also have the NEC.
“So at the NEC, we’ll take the final decision. So the NAC was the one that met today.
“All we are saying is that if you allow your currency to slide, it will affect all of us.”
He added, “We are completely apolitical. For one, I don’t belong to any political party; I’ve said that severally, so we look for what is in the best interest of the Nigerian workers and Nigerians in general.
“We started shouting about this early last year; if our exchange rate is better managed, at the end you are going to see that there is no need for that increment.”
Asked if the TUC is proceeding with an industrial action, he said, “Absolutely,” adding that they will “down tools and go to the streets.”
He said the NEC of TUC has the responsibility to give a date for the strike.
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