Broadcasting
Leveraging Search Intelligence for Year-End Product Positioning
By Reuben Kalu
As the year draws to a close, businesses face a critical period where consumer spending typically surges. This presents an exceptional opportunity to position your products and services for maximum visibility and sales. However, achieving the best positioning requires a well-thought-out strategy that leverages search intelligence, consumer behavior insights, and market trends.
In this article, we’ll explore the most effective strategies to enhance your product and service positioning as we approach the end of the year.
Understanding Search Intelligence and Its Importance
Search intelligence involves the use of data from search engines and online behavior to gain insights into consumer intent, preferences, and trends. By understanding what consumers are searching for, when they are searching, and how they are interacting with content, businesses can tailor their marketing strategies to meet consumer needs more effectively.
As we approach the end of the year, leveraging search intelligence becomes even more crucial. Consumers are actively searching for holiday gifts, seasonal deals, and solutions to year-end problems. Understanding these search patterns allows you to position your products and services where they are most likely to be seen and purchased.
- Leverage Seasonal Trends and Keywords
The end of the year is marked by several key events such as Black Friday, Cyber Monday, Christmas, and New Year’s Eve. Consumers’ search behavior shifts dramatically during these periods, focusing on deals, gift ideas, and festive essentials. To capitalize on this, your strategy should include:
- Identifying Relevant Keywords: Use tools like Google Keyword Planner, Ahrefs, or SEMrush to identify trending keywords related to the season and your products. Focus on long-tail keywords that capture specific consumer intent, such as “best holiday gifts for men” or “affordable New Year’s party supplies.”
- Creating Targeted Content: Develop content that addresses the specific needs and interests of your audience during the holiday season. This could include blog posts, gift guides, holiday-themed product pages, and promotional emails. Ensure your content is optimized with the identified keywords to improve search engine rankings.
- Updating Product Descriptions: Tailor your product descriptions to highlight their relevance to the season. For example, if you’re selling watches, emphasize how they make great gifts or how they complement festive outfits.
- Enhance Your Visual Appeal with Seasonal Imagery
Visuals play a significant role in capturing consumer attention and conveying the value of your products. As the year-end approaches, updating your visual content to reflect the festive season can make your products more appealing. Consider the following:
- Seasonal Product Photography: Refresh your product images to include seasonal elements such as holiday decorations, winter settings, or festive colors. This helps your products resonate with the emotions and themes of the season.
- Thematic Website Banners: Update your website banners to feature holiday promotions, countdowns to special sales events, or seasonal greetings. This not only enhances the user experience but also reinforces your positioning as a go-to destination for holiday shopping.
- Video Content: Create short, engaging videos that showcase your products in festive settings or demonstrate their use during holiday activities. Video content is highly shareable and can boost your brand’s visibility on social media and search engines.
- Optimize for Mobile and Voice Search
With the increase in mobile and voice search usage, especially during the holiday season, it’s essential to ensure your online presence is optimized for these platforms. Consider the following strategies:
- Mobile Optimization: Ensure your website is mobile-friendly, with fast loading times, easy navigation, and responsive design. A seamless mobile experience is crucial as more consumers shop on their smartphones during the holiday rush.
- Voice Search Optimization: As more people use voice-activated devices to search for products and services, optimize your content for voice search. This includes using natural language, answering common questions, and incorporating conversational keywords.
- Local SEO: Many holiday shoppers look for local businesses to support or need last-minute gifts. Optimize your Google My Business listing with updated hours, contact information, and holiday-specific promotions to capture local searches.
- Implement Strategic Promotions and Discounts
End-of-year sales events are synonymous with discounts and promotions. However, to stand out in a crowded market, your promotions must be strategic and compelling. Here’s how:
- Exclusive Offers: Create limited-time offers or exclusive deals for loyal customers or email subscribers. This not only drives urgency but also fosters customer loyalty.
- Bundle Deals: Encourage higher spending by offering bundled deals where customers can purchase multiple products at a discounted rate. This is particularly effective for complementary products.
- Free Shipping and Returns: Offering free shipping, especially during the holiday season, can be a powerful incentive for consumers. Ensure your shipping policies are clearly communicated and easy to understand.
- Leverage Social Media and Influencer Marketing
Social media platforms become a hub of activity during the holiday season, with users sharing gift ideas, holiday plans, and shopping experiences. To tap into this, your strategy should include:
- Holiday Campaigns: Launch holiday-themed campaigns on social media platforms like Instagram, Facebook, and Pinterest. Use festive hashtags, run giveaways, and encourage user-generated content to increase engagement.
- Influencer Partnerships: Collaborate with influencers who align with your brand to promote your products. Influencers can create authentic content that resonates with their followers, driving awareness and sales.
- Social Commerce: Utilize features like Instagram Shopping or Facebook Shops to enable direct purchases through social media platforms. This streamlines the shopping experience and captures impulse buyers.
- Create a Sense of Urgency and Scarcity
Scarcity and urgency are powerful psychological triggers that can drive consumer action. As the year-end approaches, leverage these tactics to boost conversions:
- Countdown Timers: Use countdown timers on your website or in your emails to indicate the time left for special promotions or sales. This creates a sense of urgency, encouraging customers to act quickly.
- Limited-Edition Products: Introduce limited-edition products or holiday-specific versions of your existing offerings. The exclusivity of these items can drive demand and increase sales.
- Low Stock Alerts: Display low stock alerts on product pages to create a sense of scarcity. This can prompt customers to purchase before the item runs out.
- Invest in Paid Advertising
Paid advertising can significantly boost your visibility and drive traffic to your website during the competitive holiday season. Consider these approaches:
- PPC Campaigns: Run targeted Pay-Per-Click (PPC) campaigns on Google Ads and Bing Ads, focusing on high-intent keywords relevant to the holiday season. This can help you capture search traffic from users actively looking to make purchases.
- Social Media Ads: Invest in social media ads on platforms like Facebook, Instagram, and Pinterest. Use demographic and interest-based targeting to reach your ideal audience with holiday-specific ads.
- Retargeting Campaigns: Implement retargeting campaigns to re-engage visitors who have shown interest in your products but haven’t made a purchase. Retargeting ads can remind them of what they’re missing and encourage them to return to your site.
- Utilize Email Marketing to Engage and Convert
Email marketing remains one of the most effective channels for driving conversions, especially during the holiday season. Here’s how to make the most of it:
- Holiday-Themed Newsletters: Send out holiday-themed newsletters that highlight your best products, exclusive deals, and gift guides. Use catchy subject lines and visually appealing content to capture attention.
- Personalized Recommendations: Leverage data from previous purchases or browsing behavior to send personalized product recommendations. This makes your emails more relevant and increases the likelihood of conversions.
- Abandoned Cart Reminders: Send timely reminders to customers who have left items in their carts without completing the purchase. Offer incentives like discounts or free shipping to encourage them to finalize their purchase.
- Measure and Optimize Your Strategy
As you implement these strategies, it’s crucial to continually measure their effectiveness and optimize your approach. Use the following metrics to gauge success:
- Conversion Rate: Track the percentage of visitors who make a purchase. If conversion rates are low, consider adjusting your landing pages, offers, or checkout process.
- Traffic Sources: Analyze where your traffic is coming from (e.g., organic search, social media, paid ads) and invest more in the channels that are driving the most sales.
- Customer Feedback: Gather feedback from customers about their shopping experience. Use this information to make improvements and address any pain points.
- ROI on Marketing Spend: Calculate the return on investment (ROI) for your marketing campaigns to ensure you’re spending effectively. If certain campaigns aren’t delivering results, reallocate your budget to more profitable channels.
Conclusion
The end of the year presents a unique opportunity to drive significant sales and position your products and services at the forefront of consumer minds. By leveraging search intelligence, optimizing your online presence, and implementing strategic marketing tactics, you can enhance your visibility and capture the attention of holiday shoppers.
Remember, the key to success lies in understanding your audience, staying agile, and continuously optimizing your strategy based on performance data. With the right approach, you can end the year on a high note, driving both sales and brand loyalty that will carry into the new year.
Nigeria Data Protection Commission (NDPC) has refused to release details of the data and privacy rights violation for which it fined MultiChoice Nigeria, despite receiving a Freedom of Information (FOI) request from FIJ.
FIJ otherwise Foundation for Investigative Journalism, is an independent, not-for-profit organisation that combats injustice, holds power to account and speaks for the voiceless.
In its announcement on July 6, the NDPC said it had fined MultiChoice Nigeria N766,242,500 for breaching the data and privacy rights of subscribers and even those who are not necessarily subscribers.
FIJ emailed the data protection commission an FOI request on July 9.
The commission acknowledged the receipt of the email that same day and added: “It has been forwarded to the relevant department and we would respond soon.”
Fifteen days later, FIJ got no other response from the NDPC.
In Nigeria, FOI requests have a seven-day timeframe, and it starts counting as soon as a public institution receives a request for public information.
FIJ understands that holidays, which include a Sunday and a public holiday, are to be excluded in the computation of the timeframe.
The receiving institution is mandated, within those seven days, to either provide the requested information or explain in detail why it is unable to do so based on the provisions of the FOI Act.
Established under the Nigeria Data Protection Act 2023, the NDPC’s tasks include safeguarding data privacy, enforcing regulations and promoting responsible data handling in the country.
When the Commission announced the N766.2 million fine against MultiChoice Nigeria, it said the company had violated the privacy rights of subscribers and allowed the illegal cross-border transfer of personal data of Nigerians.
MultiChoice Nigeria operates through various subsidiaries, such as DStv and GOtv. The NDPC said it launched an investigation into the company in the second quarter of 2024.
“NDPC found, among others, that Multichoice violated the data privacy rights of subscribers and their friends who are not necessarily subscribers,” the statement issued by NDPC read in part.
“The Commission also found that Multichoice carries out illegal cross-border transfer of personal data relating to data subjects in Nigeria. The depth of data processing by Multichoice is patently intrusive, unfair, unnecessary and disproportionate.”
FIJ’s FOI request aimed to understand the extent of the data and privacy breaches committed by MultiChoice Nigeria, the remedial measures directed by the NDPC and the specific channels through which the company collected the personal data of Nigerians.
Two weeks after the request was submitted, the NDPC has refused to respond.
Section 7, sub-section 4, of the Freedom of Information Act (2011) states, “Where the government or public institution fails to give access to information or record applied for under this Act or part thereof within the time limit set out in this Act, the institution shall, for the purposes of this Act, be deemed to have refused to give access.”
According to the Act, where a case of wrongful denial of access is established, the defaulting officer or institution commits an offence and is liable on conviction to pay a N500,000 fine.
At the time of this report, there was no publicly documented case of the NDPC granting an FOI request to share more details after an investigation.
In 2023, FIJ detailed how the Nigerian government often violated the FOI Act. Journalists at top newspapers in the country noted that government agencies had a habit of disregarding FOI requests, despite being legally obligated to respond.
Spotify is turning the spotlight toward the next wave of African music innovators with its latest RADAR Africa picks: Nigerian Afrobeats talent FOLA and South African Afro House DJ and producer Thakzin. As part of Spotify’s ongoing commitment to discovering and amplifying emerging voices across Sub-Saharan Africa (SSA), RADAR continues to champion boundary-pushing artists shaping the sound of tomorrow.
FOLA, born Folarin Odunlami, first caught attention with his freestyles on social media, quickly making a name for himself with his blend of Afrobeat rhythms and soulful storytelling. His breakout EP What A Feeling, featuring the Bella Shmurda-assisted hit “Who Does That,” laid the foundation for a fast-rising career that now includes collaborations with BNXN, Magixx, and BhadBoi OML. “Looking at where I’m coming from, I see every opportunity as a blessing. So, it’s a blessing to have been selected, just like others before me,” says FOLA. “I want my fans to know that in the midst of all the noise, I made something they could truly connect with, feel and share with those who mean something to them. I want everyone who listens to at the very least, recognise that they’re witnessing the early days of something truly special.”
On the southern tip of the continent, Thakzin’s journey began in Ivory Park, Johannesburg, where early jazz and kwaito influences, plus a deep respect for traditional percussion, shaped his signature sound. With co-signs from Black Coffee and international tastemakers like Laurent Garnier, his genre-defying approach to Afro House, heard in his 2023 anthem “The Magnificent Dance,” is setting global dance floors alight. Following the release of Magnificent Dance, his version of Horns In The Sun by DJ Kent became a viral hit across South Africa and gained global traction, potentially surpassing the success of Magnificent Dance itself. Thakzin’s sound is rooted in African spirituality and healing, inspired by the rhythmic power of traditional drums. Shaped by a musical upbringing and guided by his father, a keyboardist, he blends rich harmonies with percussive elements to create an immersive Afro-house experience. His music evokes emotion, movement, and ancestral energy, anchored in freedom and African expression. In recognition of his role in shaping 3-step, Thakzin was the first cover artist of Spotify’s 3 STEP playlist.
Spotify RADAR isn’t just a platform, it’s a launchpad. It reflects Spotify’s commitment to empowering local artists across SSA and delivering the best listening experience in the region. From Lagos to Johannesburg, RADAR celebrates the diversity of talent on the continent, offering artists equal access to global audiences.
“At Spotify, we believe in the power of African storytelling through music. FOLA and Thakzin are both incredibly unique artists who represent the spirit of RADAR—fresh voices with global potential,” says Phiona Okumu, Spotify’s Head of Music, Sub-Saharan Africa. “By amplifying their journeys, we hope to inspire more creators across the continent to believe in their vision and reach for bigger stages.”
With FOLA and Thakzin stepping into the spotlight, one thing is clear: Africa’s future sound is already here, and Spotify is where you find it first.
Paradigm Initiative (PIN) commends the decision by the High Court of Malawi, sitting as the Constitutional Court (ConCourt), which finds that section 200 of the Penal Code of Malawi, criminalising defamation, is unconstitutional. This follows a unanimous ruling by Justices Chifundo Kachale, Fiona Mwale, and Mzondi Mvula.
The decision by the three-judge bench concludes a case brought by Joshua Chisa Mbele against the Director of Public Prosecutions and the Attorney General, where the latter leveled charges against Mbele for alleged defamatory statements made regarding a public official in Malawi. In his defence, Mbele challenged the constitutionality of section 200 of the Penal Code of Malawi, which criminalised defamation, arguing that this provision infringed the right to freedom of expression as provided for under section 35 of the country’s Constitution, as well as running counter to Malawi’s obligations under regional and international human rights law.
In its commendable ruling, the ConCourt upheld the right to freedom of expression enshrined in the Malawian Constitution and described the punishment of imprisonment, as outlined in Section 200 of the Malawi Penal Code, as having a “chilling effect on public discourse and democratic participation.” In a ruling delivered on July 16th, 2025, the court said it did not find Section 200 of the Malawi Penal Code reasonable or necessary in light of the civil remedies available to deal with defamation.
PIN celebrates this win, having expressed concerns in the past over Malawi’s repressive laws through the Londa report on the state of digital rights and inclusion in Malawi and a joint advocacy statement calling for the repeal of laws infringing on freedom of expression.
PIN hopes that this decision will stir the legislature in Malawi to repeal laws that have a bearing on freedom of expression such as the Electronic Transactions and Cybersecurity Act 2016, which is increasingly being deployed as a weapon to criminalise freedom of expression and media freedom in Malawi with broad provisions such as section 87 that criminalises publication of offensive communications and an overly broad section 91 of the Act (prohibiting cyber spamming) which has been used to target individuals for insulting the President.
Acknowledging the judiciary’s vital role in promoting fundamental rights and freedoms and ensuring that repressive laws are outlawed, PIN applauds the progressive decision. The Malawi judiciary has demonstrated this leadership with a landmark case that can lead to further legislative reforms in Malawi and inspire other African judiciaries to adopt a human rights-based approach to adjudicating over such cases.
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