E-Business
Marketers Need to Master the Unification of the Physical and Digital: Here’s why
By Stephen A. Newton, Managing Director for Africa, Aleph
There was a time when physical and digital marketing were approached in completely separate ways. This separation demanded distinct strategies, budgets, departments, and more often than not, personnel. It’s becoming increasingly clear, however, that businesses taking this approach are missing out and that a more integrated approach is required to hold the attention of today’s customers.
Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
As more and more elements of the digital world are integrated into the physical world, marketing has followed suit. In this new world, the most successful marketers use measurable marketing strategies that combine digital and physical advertising in ways that encourage brand building and conversions. This kind of strategy also means that customers who see your brand’s physical marketing are also going to engage with your digital output. As connectivity becomes increasingly affordable and ubiquitous in Nigeria, that overlap will only become more pronounced.
As a result, customers increasingly expect a well-integrated and thorough mix of physical and digital touchpoints. They already experience it in the retail environment, with online shopping enhancing their brick-and-mortar experiences and vice versa, rather than one being preferable to the other. But how can brands and marketers best ensure they can deliver the kind of unified experiences customers want and set their businesses up for success, providing a unified and enhanced customer experience?
Integrated campaigns
Marketers must continue to develop a seamless marketing plan, integrating both physical and digital elements. For example, use traditional advertising methods like billboards or print ads to drive traffic to digital platforms, where customers can engage further with the brand or make online purchases.
Unified brand messaging
Marketers must ensure that they are consistent in their messaging across all channels, online and offline integrated into one comprehensive message. The brand’s values, voice, and image should remain cohesive, reinforcing a unified identity in the minds of consumers.
Cross-channel promotion:
Marketers must implement cross-channel promotions where activities in one channel complement and enhance the experience in another. For instance, using a QR code on a physical brochure or billboard could lead customers to an exclusive online offer, creating a seamless transition between the physical and digital realms.
Data Integration:
Marketers should leverage customer data collected from both physical and digital interactions to gain comprehensive insights into consumer behavior. This integrated data can inform more personalized and targeted marketing strategies, enhancing the overall customer journey. There are undoubtedly more privacy issues when dealing with data, so marketers have to ensure that they are compliant with data security, but the benefits of proper integration and usage of off/online data are immediately impactful.
Technology adoption:
Where possible, marketers should embrace emerging technologies like augmented reality (AR) or near-field communication (NFC) to bridge the gap between physical and digital experiences. Interactive elements in physical spaces can lead customers to engage with digital content, creating a more immersive brand experience. In bandwidth-challenged areas, this may prove more difficult, but the rewards of the immersive experiences some of these technologies offer are unrivaled.
Omnichannel retail:
Marketers in the retail space need to continually emphasize an omnichannel retail approach, where online and offline stores work in tandem. Provide services like click-and-collect, enabling customers to seamlessly transition between digital product discovery and physical purchase.
User-Generated content:
With the proliferation of social media adoption, marketers must encourage customers to share their experiences with the brand across both physical and digital platforms. User-generated content creates a sense of community and authenticity, fostering a stronger connection between the brand and its audience.
Adaptive marketing strategies:
As in most things business-related, marketers need to stay agile and adapt marketing strategies based on real-time feedback and performance metrics. This iterative approach allows for continuous improvement in delivering a unified and effective marketing mix.
Employee training:
C-levels need to ensure that their marketing professionals are well-versed in integrated marketing. A well-informed team can seamlessly assist customers in navigating both physical and digital touchpoints, enhancing overall satisfaction.
Continuous monitoring and analysis:
Don’t set it and forget it: Marketers must regularly monitor the performance of marketing efforts across all channels. Analyze data to identify successful strategies, areas for improvement, and emerging trends, allowing for ongoing refinement of their approach.
By implementing these strategies, brands can create a more integrated and customer-centric marketing approach, capitalizing on the synergy between physical and digital channels to achieve both brand-building and conversion objectives in a rapidly evolving market.
National Identity Management Commission (NIMC) has clarified that all its verification service platforms remain fully functional and accessible to all authorized partners, including security agencies.
Abisoye Coker-Odusote, DG, NIMC
In a statement on Thursday, the Commission firmly denied claims that it had denied the Police Service Commission (PSC) access to its verification server.
Dr. Kayode Adegoke, head of Corporate Communications, NIMC, described the reported “inability of the Police Service Commission to access the NIMC verification server” as misleading and inaccurate.
He suggested that any challenges faced by the PSC may be due to internal issues within the commission itself, not from NIMC’s end.
The statement reads: “To set the record straight, the NIMC granted verification access to all Nigerian Police formations for the verification of the National Identification Number (NIN). The NPF, PSC and other security agencies have been enjoying uninterrupted verification services for over five years.
“NIMC has provided top-notch verification services for recruitment into the Nigeria Police Force, as conducted by the PSC and at no time have there been any complaints or issues regarding NIN Verification by the NPF or PSC.
“The Commission has a robust and harmonious working relationship with the Nigerian Police Force and the Police Service Commission. The Information Communications and Technology (ICT) department of the Nigeria Police Force is actively managing the long-standing verification and integration service between the NIMC and all Nigeria Police formations.Entertainment tourism packages
“NIMC will continue to provide flawless verification services for the purpose of recruitment, security mapping, cybercrime control, and any other security matters.
“The framework by which NIMC provides services to the security agencies was recently restructured for standardization and effective implementation, following consultation with the Office of the National Security Adviser, and NPF has confirmed the verification services have continued to be available. We therefore believe that any service interruption experienced by PSC may be due to internal matters.
“NIMC is committed to providing excellent verification services to the PSC, NPF and all its partners but the terms and conditions inherent must be adhered to for uninterrupted flow of service.”
Nigerian government, through the Office of the National Security Adviser (ONSA) and the National Information Technology Development Agency (NITDA), has announced a strategic collaboration to strengthen cybersecurity and clean up the nation’s cyberspace.
Recognizing that cybercrime knows no borders, Nigeria also reaffirmed its commitment to fostering stronger global partnerships within the cybersecurity ecosystem.
This announcement was made during a press conference before the inaugural National Cybersecurity Conference, which is scheduled to take place in Abuja from July 9th to 11th, 2025.
Sa’ad Abubakar, national cybersecurity coordinator from the Office of National Security Advisor, said fighting cybercrime must take the whole of society and the whole of the government approach.
According to him, “Apart from the deterrent approach whereby government agencies such as Economic and Financial Crimes Commission (EFCC) arrest individuals, take them to court and prosecute them, the youth can be nurtured into better citizens who can showcase their capacity in better ways and be useful to the country.”
Similarly, Kashifu Abdullahi, director-general, NITDA, also stressed the need for collaborative efforts in fighting cybercrimes.
According to him “Then, in addition to that, we also want to build a stronger global collaboration with the global cyber security ecosystem, because when you look at cybercrime in general, it doesn’t respect the borders.
“Someone can commit a crime from Ghana using a Nigerian ID in the US. So you can look at him physically in a different jurisdiction, pretending to be in another jurisdiction, committing the crime in another jurisdiction.
“So without that kind of synergy and working together, it will be difficult to address these challenges. The third one is challenge. The third one is getting an alternative to cybercrime for our kids in Nigeria. We have this as a major challenge.”
Inuwa further highlighted the upcoming conference’s importance, noting that it would tackle key issues through workshops, discussions on emerging threats, cross-border cybersecurity collaboration strategies, and training programmes.
He also announced that the National Cybersecurity Conference 2025 would feature the Cybersecurity Excellence Awards, recognising top contributions in the field.
The DG extended an invitation to global partners to collaborate with Nigeria in building a safer digital future.
The press conference was attended by notable figures, including Ahmad Sa’ad Abubakar, National Coordinator of, the National Cybersecurity Coordination Centre (NCCC); Hanniel Jafar, Representative of the President, of Cyber Security Experts Association of Nigeria (CSEAN); Ankit Shukla, Managing Director, QNA Marketing Management LLC and members of the press and other stakeholders.
XIAN Telecom has acquired an 8% stake in pan-African e-commerce company Jumia Technologies, citing the platform’s fintech and logistics strengths as key drivers of its backing.
This marks the first major telecom investment in Jumia since MTN Group’s exit in 2020.
AXIAN, a fast-growing telecom and digital services provider with operations across Africa, disclosed the purchase in a Schedule 13D filing with the U.S. Securities and Exchange Commission.
While the financial terms were not disclosed, AXIAN Telecom CEO, Hassan Jaber, described the move as a strategic alignment with Jumia’s growth trajectory and digital ecosystem.
“Jumia’s achievements in digital retail and fintech, particularly through JumiaPay and its logistics network, make it a very attractive investment for us. We believe in Jumia’s potential to promote financial and economic inclusion, which aligns with our core values,” said Jaber.
Once dubbed the “Amazon of Africa,” Jumia became the first African-founded tech company to list on the New York Stock Exchange in 2019.
But years of underperformance, leadership changes, and competitive pressures dented investor confidence.
In October 2020, South Africa’s MTN Group offloaded its 18.9% stake for $138 million, well below the $698 million value it once held post-IPO.
Since then, Jumia has undergone a significant transformation. Under CEO Francis Dufay, appointed in 2022, the company exited low-performing markets like South Africa and Tunisia, cut costs, and doubled down on core markets – Nigeria, Kenya, Egypt, and Morocco.
The firm is now focused on high-growth verticals, including everyday essentials and digital financial services.
Jumia’s regional CEO for East Africa, Vinod Goel, recently revealed plans to scale up international brand offerings and open its logistics network to third-party businesses.
Jaber underscored that AXIAN Telecom’s investment signals renewed confidence in Jumia’s long-term potential.
The telecom firm’s CEO said the company views Jumia as a key player in advancing Africa’s digital economy, aligning with AXIAN’s mission through its fintech and digital infrastructure brands such as Yas and Mixx by Yas.
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