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Leveraging Digital Marketing Tactics to Drive e-commerce Sales

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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


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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 Orders Telcos Inform Subscribers of Data Breach within 48 Hours

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Nigerian Communications Commission (NCC) has directed telecom operators in the country to notify affected customers of any data breach within 48 hours ( that is two day) of detecting such unauthorised infringement.

NCC Orders Telcos Inform Subscribers of Data Breach within 48 Hours

This directive was  contained in the revised Internet Code of Practice 2026 by the NCC, on Friday.

The document seeks to define the rights and obligations of telecom operators in handing the rights of internet users to an open internet.

In the move to protect customer information, Mobile Network Operators (MNOs) and Internet Service Providers (ISPs) are to take necessary measures to protect customers’ data from unauthorised use, disclosure, access or breach.

Telecom operators must now notify affected customers within 48 hours of detecting a compromise through text message, email or any other effective means. As contained in Chapter 3.4 of the regulation titled “Data Breach Notifications,”

The telecoms companies are also directed to notify the NCC of such a breach not later than 48 hours after determining such a breach.

Where full details of the breach are not immediately available, the provider shall issue a preliminary notification within the same period and furnish a comprehensive update within Fourteen (14) days thereafter, or within such extended period as the Commission may approve,” part of the section reads.

The guidelines, according to NCC, are in tandem with the provisions contained in the Nigerian Data Protection Act 2023 and Part VI of Schedule 1 of the Consumer Code of Practice Regulations 2024.

The regulation also joins other agencies’ policies, ensuring protection. Agencies such as the Nigeria Data Protection Commission (NDPC) and the Federal Competition and Consumer Protection Commission (FCCPC) protect consumers against misuse of personal data, identity theft, financial loss, and reputation damage.

The review comes at a time when privacy becomes core amid frequent breaches and illegal harvest of data such as biometric, national IDs, financial information, traffic and usage, and others.

Regulations are necessary for the proper handling, consent, and regulatory compliance regarding sensitive data, ensuring it is only processed for legitimate purposes.

Under Chapter 3.5, the Internet Code of Practice 2026 addressed the handling of harvesting of transactional data by notifying and getting approval from the NCC of any usage by a third party. It noted that the NCC approval will be defined by a review and assessment of such access and “its potential effects on national considerations, consumer information and personal data.”


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Globacom Promotes Valentine Gifting with Huge Discounts on Smartphones

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Globacom has announced a Valentine Smartphone promotion, which provides incredible savings on a variety of high-end smartphones from top manufacturers including Tecno, Samsung, and Infinix.

Starting on February 9, the promotion provides substantial price reductions on a number of Samsung models, including the Galaxy Z Fold 7, Galaxy A07, Galaxy A56 5G, Galaxy A36 5G, and Galaxy A26 5G. Customers who buy any of the phones will also receive a complimentary travel pouch and charger, as well as up to 18GB of extra data for six months, only available on the Glo network.

Along with other Infinix models, Tecno devices are also offered at attractive discounts, giving customers a large range of smartphones to fit a variety of tastes and price ranges.

The goal of the Glo Valentine promotion is to provide customers with the best possible deals on carefully chosen smartphones that are renowned for their cutting-edge technology, stylish designs, and dependable performance. The offer, which includes alternatives to suit a range of budgets and lifestyles, reaffirms Globacom’s dedication to customer happiness, digital adoption, greater data usage, and client centricity.

The company revealed that the promotion aligned with customers’ expectations during celebratory seasons, when demand is highest for quality smartphones at affordable prices. The company added that its partnership with trusted global and regional brands such as Samsung, Infinix, and Tecno ensures that customers enjoy premium features without compromising on value.

“The Valentine season is about connection, and what better way to stay connected than with a smartphone that fits your needs and aspirations,” the company stated. “This promo gives our customers the chance to get their dream smartphones at some of the best prices of the year, along with generous data bonuses to keep them connected,” the company disclosed.

Customers are encouraged to visit Gloworld outlets nationwide to take advantage of the Valentine Smartphone Promo while stocks last.

 


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GBB Expands Broadband to 13 Underserved Communities In 2025

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Galaxy Backbone Limited (GBB) has recorded a significant milestone in Nigeria’s digital transformation journey by advancing broadband connectivity to 13 underserved institutions and communities nationwide in 2025, reinforcing its position as the nation’s digital backbone and a trusted partner in national development.

Guided by its mandate to enable a digitally inclusive Nigeria, GBB deliberately extended connectivity to locations within reach of its infrastructure footprint, particularly institutions with strong potential for productive use but limited readiness for immediate commercial engagement. Through this effort, the organisation continues to unlock opportunity, stimulate innovation, and support sustainable growth across critical sectors of the economy.

The expansion reached three Federal Universities, two Local Government Areas, and eight Federal Secretariats, strengthening digital capabilities in education and public administration while enhancing service delivery across the country.

GBB also extended reliable broadband connectivity to strategic and cultural landmarks such as the Nnamdi Azikiwe International Airport, Abuja, underscoring its commitment to supporting national infrastructure that drives economic activity, mobility, and global connectivity.

These deployments highlight Galaxy Backbone’s resolve to bridge the digital divide and empower institutions that shape Nigeria’s future. They demonstrate the measurable national impact of GBB’s infrastructure investments and reflect the tangible progress of the Integrated Digital Transformation Strategy (IDTS), further solidifying the organisation’s role as the platform upon which government institutions and communities can confidently build their digital future.

More importantly, the milestone illustrates that GBB’s work extends beyond technology by enabling education, improving governance, supporting economic participation, and connecting citizens to opportunity.

The initiative aligns with the Federal Government’s broadband penetration objectives and complements national programmes such as Project 774 – Universities’ Hostel Connectivity, ensuring coordinated, scalable, and sustainable impact across the country. Commenting on the achievement, Galaxy Backbone noted that every new connection brings Nigeria closer to a more inclusive digital economy while reinforcing the infrastructure required for innovation and national competitiveness.

As implementation continues, GBB remains committed to expanding access, pushing boundaries, and delivering on the promise of a fully digital nation, with further updates expected as additional phases of the deployment progress.

Galaxy Backbone Limited is the Federal Government’s digital infrastructure and shared services provider, dedicated to delivering secure, reliable, and scalable ICT solutions that support efficient governance, innovation, and sustainable national development.

 


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