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.
Broadcasting
Davido Bets $1m in Hit-for-Hit Battle with Colleagues

David Adeleke, popularly known as Davido, has declared that no Nigerian artiste has more hit songs than him, challenging his peers to a hit-for-hit contest with $1 million at stake.

The Afrobeats superstar, made the declaration during a recent online interaction with streamer Davrel, where he expressed confidence in the strength of his music catalogue.
Key Highlights:
- Davido says he is ready to stake $1 million in a hit-for-hit battle.
- The singer claims no Nigerian artiste has more hit songs than him.
- His challenge could reignite comparisons with Wizkid, Burna Boy and Olamide.
- No major artiste mentioned in the debate had accepted the challenge as of the time of filing.
“I will put up a $1M on the table. I will do it versus anybody. A million dollars cash, nobody has more hits than me,” Davido said.
The declaration is likely to renew the long-running debate among Afrobeats fans over which Nigerian artiste has the strongest catalogue of commercially successful songs.
Davido, whose career spans more than a decade, has recorded several commercially successful songs, including Fall, If, FIA, Risky, Blow My Mind, Unavailable, Assurance and Feel.
His claim could set up a potential catalogue battle with some of Nigeria’s biggest music stars, including Wizkid, Burna Boy, Olamide, Runtown and Tekno.
The statement also recalls the hit-for-hit debate involving Burna Boy during the COVID-19 lockdown in 2020.
Burna Boy had called for a competitive song battle, while former Mavin Records artiste Reekado Banks reportedly expressed interest. Burna Boy, however, rejected him as an opponent.
Six years later, Davido’s $1 million challenge has brought the idea back into the spotlight.
As of the time of filing, none of the major artistes indirectly referenced by Davido had publicly accepted the challenge.
Whether the proposed contest becomes reality remains uncertain.
For now, Davido has made his position clear and is willing to attach $1 million to his claim that no contemporary Nigerian artiste has a stronger catalogue of hit songs.
Broadcasting
Affordable, Flexible Streaming Platforms May Kill PAYtv – Report

Nigeria’s pay-TV industry is facing one of its toughest periods in years as consumers increasingly migrate from conventional antenna and decoder-based television services to cheaper, more flexible and on-demand streaming platforms

The shift is putting pressure on established operators, such as MultiChoice, owners of DStv and GOtv; StarTimes and other traditional pay-TV providers, whose business models have long depended on recurring monthly subscriptions as per report by Business Hallmark.
According to Business Hallmark, the changing consumer behaviour is being driven by a combination of factors, including demographic transition, rising subscription costs, declining household purchasing power, improved internet access and the growing popularity of streaming services that allow viewers to pay for specific content or watch programmes at their convenience.
Streaming platforms are steadily expanding their appeal, offering consumers access to movies, sports (especially football matches and wrestling bouts), local content and international programs through smartphones, smart televisions and other internet-enabled devices.
Also, the proliferation of affordable data packages and connected devices has lowered the barrier to entry, allowing consumers to bypass traditional decoders altogether and consume content directly online.
Three of the major factors behind the changing behaviour of Nigerian television consumers are growing internet access, economic squeeze and changing demography.
Pay-TV subscriptions, once regarded by many households as a relatively affordable source of entertainment, are now competing with several other demands on disposable income.
For instance, entertainment spending are increasingly being subjected to tougher scrutiny with household budgets under pressure from food, tuition, transportation, electricity, housing and other essential costs.
Business Hallmark checks revealed that frequent price reviews by MultiChoice Nigeria’s have pushed the firm’s products beyond the reach of many Nigerians.
One of its products, GOtv, initially designed for average Nigerians, has six packages, namely GOtv Supa Plus, GOtv Supa, Gotv Max, GOtv Jolli, GOtv Jinja and GOtv Smallie.
GOtv Supa Plus with over 85+ channels currently goes for a monthly subscription fee of N16,800; GOtv Supa N11,400; Gotv Max N8,500; GOtv Jolli N5,800; GOtv Jinja N3,900, while GOtv Smallie subscribers choose between the N1,900/monthly, N5,100/quarterly and N15,000/annually options.
Similarly, following multiple tariff reviews, DStv Premium currently goes for N44,500 monthly; DStv Compact Plus N30,000; DStv Compact N19,000; DStv Confam N11,000; DStv Yanga N6,000 and DStv Padi N4,400.
On the other hand, StarTimes, which serves its customers through antenna signal transmission and satellite transmission, has only three bouquets, Nova, Basic, and Classic.
While Classic, the most expensive bouquet on the StarTimes’ shelf currently cost N6,000 monthly, Basic costs N4,000, while Nova costs N2,100.
While speaking to our correspondent on the major shift, some consumers explained that the choice is no longer between different pay-TV providers but between maintaining a television subscription and cancelling it altogether.
Eighty-two Nigerians, representing 68% of the 120 Pay-TV subscribers, who participated in an online survey conducted by Business Hallmark, said they opted for less expensive and more flexible alternatives, including YouTube and a growing range of streaming platforms, using smartphones, laptops, smart televisions and other internet-enabled devices to access entertainment.Geographic Reference
According to the respondents, the shift towards streaming lies partly in its flexibility. Instead of waiting for a program to be broadcast at a scheduled time, viewers now search for specific films, series, sporting events or other contents, which can be watched immediately, or downloaded to be watched or listened to later.
“I now watch contents when I want, across multiple devices, without necessarily being tied to the traditional channel and time-based television experience”, said Tolu Olamiti, an accountant in an audit firm in Lagos.
Another factor that is fueling the exodus from pay-TV model is the growing youth population. Checks revealed that online streaming is particularly attractive to phone-savvy younger viewers, whose television consumption habits are markedly different from those of previous generations.
While underage children watch cartoons and educational programs mostly from their parents or older siblings internet-enabled gadgets, teenagers and adults now watch news, sports programs and films through live streaming or download preferred programs to be watched later.
“With N200 data, I can download several new films to be watched at my convenience, instead of the old films, which providers always repeat on their channels. I also listen to music through out the day without worrying about electricity as my phone can go 2 days after full charge”, said Chukwuemeka Ibe, a student of Lagos State University (LASU).
In the same vein, access to fast and cheap internet plans is helping to drive the streaming surge. For instance, a subscriber can get a daily 1G data plan on the MTN Nigeria platform for just N200. This data plan can be used to download up to 1,000MB movies, or for streaming several hours of music online.
According to official statistics from the Nigerian Communications Commission (NCC), internet consumption in Nigeria reached 13.2 million terabytes in 2025, representing a 35 per cent increase from 2024, while average monthly data usage per active subscriber increased from 3.3 gigabytes in January 2023 to 7.4 gigabytes by May 2025.Geographic Reference
The NCC data indicates growing reliance on mobile internet services and digital platforms across the country with active internet subscriptions rising from 169.3 million in January 2025 to 182.2 million by January 2026.
Also, active internet subscriptions also surpassed 142 million.
Before the advent of internet, traditional pay-TV operators had ruled the television viewing industry largely through channel packages, exclusive content and decoder penetration. However, the rise of streaming has fundamentally altered the competitive landscape of Nigeria’s entertainment industry.
Fueled by the spread of smart devices and improved internet connectivity, streaming companies have been able to compete with traditional TV and radio providers through original programming, on-demand access, convenient timing and increased personalized viewing experiences.
A subscriber, who previously needed a satellite dish or digital terrestrial television decoder to access premium entertainment, can now use a smartphone or smart television and an internet connection.
The proliferation of affordable smartphones has further accelerated the process. Mobile phones have become entertainment devices for millions of Nigerians, particularly younger consumers, who spend more time watching short-form videos, movies and online programs than conventional television.
Also, social media platforms have become important competitors for consumers’ limited attention. YouTube, Facebook, Instagram, TikTok and other digital platforms provide enormous volumes of free or relatively inexpensive video content, forcing traditional broadcasters to compete not only for subscribers but also for viewers’ time.
Several pay-TV subscribers, who spoke to our correspondent on the matter, said providers can no longer justify the traditional model of paying a fixed monthly fee for hundreds of channels they rarely watch.
Broadcasting
Awba-Ofemili Unveils 2026 Health Campaign, Offers Free Medical Screening

Awba-Ofemili Development Union (ADU) Health Committee has officially announced the launch of the Awba-Ofemili Health Awareness Campaign 2026, a community-wide initiative designed to promote preventive healthcare, disease awareness, early detection, health education, and healthy living across Awba-Ofemili.

Awba-Ofemili Health Awareness Campaign
The campaign, themed “Beyond Elu-Ulee (Buruli Ulcer): Building a Healthier Awba-Ofemili,” will be held on Thursday, 17 September 2026, at the Civic Centre, Awba-Ofemili, beginning at 9:00 a.m.
The programme builds on the success of the committee’s maiden Elu-Ulee (Buruli Ulcer) Awareness Campaign, which raised awareness on Buruli ulcer and strengthened community engagement on preventive healthcare.
According to the Chairman of the ADU Health Committee, Ogbuefi Remmy Nweke, KSM, the 2026 campaign represents a significant expansion of the committee’s health intervention agenda.
“This campaign is about moving beyond awareness to action. We want to deepen community health education, encourage early detection of preventable diseases, strengthen school health initiatives, promote First Aid awareness, and build sustainable partnerships that will improve the health and well-being of our people,” he said.
The 2026 campaign will feature community health education, free basic health screening, school health support, First Aid awareness programmes, and stakeholder engagement with healthcare professionals, development partners, and community organisations.
The committee has called on sons and daughters of Awba-Ofemili, residents, friends of the community, corporate organisations, philanthropic individuals, NGOs, healthcare institutions, and development partners to support the initiative through financial contributions and strategic partnerships.
To support the implementation of the campaign, the ADU Health Committee has opened a dedicated fundraising channel through Fidelity Bank Plc, with donations payable to Awba-Ofemili Education Volunteers (Account No. 6060490921).
The Committee appealed to all supporters to use “HEALTH FUND” as the transfer narration so that contributions can be properly recorded and accounted for under the ADU Health Committee Health Fund.
Secretary of the ADU Health Committee, Mr. Cornelius Nwakonobi, emphasized that every contribution would make a meaningful impact.
“No donation is too small. Every contribution will support community health education, medical outreach, school health programmes, First Aid support, and preventive healthcare initiatives. Together, we can build a healthier, stronger, and more resilient Awba-Ofemili,” he stated.
The ADU Health Committee reaffirmed its commitment to working with government agencies, healthcare professionals, development organisations, the Nigerian Red Cross, community stakeholders, and the Awba-Ofemili diaspora to advance sustainable health interventions in the community.
For partnership enquiries, sponsorship, or additional information, interested organisations and individuals are encouraged to contact the ADU Health Committee Secretariat.
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