E-Business
Mastering the Skills of Effective e-Marketing In Nigeria
The reason most businesses in Nigeria have not really established their online presence is because of their opinion and the way the internet is being seen. Like I have always said in my previous articles, every business should use the infrastructure of the internet in one way or the other if they want to survive this age. It gives your business a boost, integrity, wider reach, global recognition and patronage resulting in additional profit.
The internet will be maximized for business purposes here in Nigeria, when it is viewed as a marketing medium which has the advantage of instant interactivity and response. It should also be seen as a marketing communication tool which can reach a large number of targeted prospects faster than the traditional methods of marketing and it is cost effective too.
Bearing this in mind, the basic marketing principles for businesses should also be applied here but this time it is done differently.
Here are basic e-marketing strategies which when mastered will impact greatly on the way businesses are being done today. They also serve as a guide to help (individuals, small businesses, entrepreneurs, organizations etc.) avoid the pitfalls while taking their businesses online. They are simply:
a. How to choose the right concept for your online business
b. How to build your customer base.
Choosing the Right Concept for your Business
when establishing your web presence, the concept of your business should be well planned. This is where it all starts; good planning will determine how successful your online business will be.
Choosing the right concept for your online business involves, finding a profitable niche and building your online shop or office (your website) to suit the niche you want to play in.
A niche market according to Wikipedia (an online dictionary)is a focused, targetable portion of a market. It is a narrowly defined group of potential customers. Your online business should be one that addresses a particular need.
A.P. Giannini, the founder of Bank of America (BoA), one of the most influential bankers of the twentieth century said “serving the needs of others is the only legitimate business today.
Your success online is guaranteed when you focus on a particular small group and satisfy them. You should specialize on a core service or product for you to become an expert.
A good and profitable niche can be one in which you are already an expert in, where there is good competition resulting in demand, one you have special interest in or passion for.
After choosing the right niche for your online business, another challenge you have, is to pick the right concept for your website. Your website is your online store or office. This is very important because if you pick the wrong concept for your website you will get the wrong result no matter the market you are playing in. It also becomes more interesting when you know that there are billions of websites on the internet so you can’t afford to miss it here. Don’t just have a website, get the concept right.
The concept of your website must either be a sales website or a portal website. A sales website is one which is totally designed to sell your products or services online like amazon.com. While a portal website is one which is basically built with the mind of first providing good content, service and specific information for your prospects for free, thereby attracting more people (traffic) to it like Yahoo.
The portal website makes the bulk of its revenue from advertising and back-end products. Which ever one your business falls into, you should understand the techniques involved. Your website must also be designed in a simple way so that your prospects find it easy to navigate through in a short while.
The next thing to consider is to choose the right domain name for your business. Your domain name is simply the name of your business on the internet that is the name of your website. It is your web address which your customers will use to locate your business on the internet. It also has to be registered online ones you have selected a name.
Simple tips to follow when choosing a name for your website.
1. The name of your website must reflect the type of business you do.
2. Short and sharp names are usually very easy to remember and they also allow your prospects to spell it easily and correctly.
3. It must be unique, to reduce competition in that niche.
4. If you want to use your name, make sure you are such a popular person and that it is a personal site.
Building your Customer Base
After finding a profitable niche and building a website around your product or service, your next task is to start building a list of prospects who will become potential customers. This process is known as List building. To be successful in online business, you just have to build a database of your customers, it is always said in internet marketing that the money is in the list.
In building your customer base, the unique and specific benefits which differentiate your business from others should be emphasized and boldly spelt out. It is what will attract prospects to your website.
Like every successful business has what they are known for as their unique selling proposition (USP), here you can also regard it as the Ultimate advantage of doing business with you, Sensational offers you give your prospects and Powerful promise which you always deliver. Your USP must solve the customers’ immediate problem while you build a lasting relationship with them.
All am trying to establish here is that your marketing campaign or the focal point of your business should be on making the customer feel right, you should be customer-centric not product-centric or profit-centric, this is where most businesses in Nigeria miss It.
So in building your list, your first goal with any visitor to your website is to make them see what is in it for them within few seconds and get them on your email list. They should be made to subscribe to your email list by willingly ‘opting in’ thereby allowing you to contact them subsequently through their emails. This is known as e-mail marketing.
Web based applications such as the auto responders and the list serves now automate your email campaign and give you all the data about your prospect and the follow up details. This simple and automated act of making your prospects willingly subscribe to your email marketing messages is very important because statistics have shown that over 70% of internet users check their emails and don’t have time to browse sites.
Ones you have succeeded in getting them on your list the first time, you can have the time to build up their confidence with benefit-driven sales copy and your USP that compels them to buy your product or service always. You can also seek expert advice where necessary.
Do these simple things well you would have mastered the skills of effective e-marketing 101!
E-Business
Kaspersky Reports 15% Growth in Malicious email Attacks in 2025

According to Kaspersky telemetry, almost every second email – 44.99% of global traffic – was spam in 2025. Spam consists not only of unsolicited emails, but can also include various email threats such as scam, phishing and malware.

In 2025, individuals and corporate users encountered over 144 million malicious and potentially unwanted email attachments, representing a 15% increase compared to the previous year figures.
In 2025, APAC had the largest share of email antivirus detections: it reached 30%, followed by Europe with 21%. Next came Latin America (16%) and the Middle East (15%), Russia and CIS (12%) and Africa (6%). As for individual countries, China had the highest rate of malicious and potentially unwanted email attachments, with the share of email antivirus detections of 14%. Russia ranked second (11%), followed by Mexico (8%), Spain (8%) and Turkey (5%).
Email antivirus detections peaked moderately in June, July and November.
Key trends in email spam and phishing
Kaspersky’s annual analysis has also identified several persistent trends in the email spam and phishing threat landscape that are expected to continue into 2026:
- Combination of various communication channels. Attackers lure email users into switching to messengers or calling fraudulent phone numbers. For instance, scam investment mailings may redirect victims to fake websites, where they are asked to provide their contact information, and then cybercriminals will follow up with a phone call.
- Usage of diverse evasion techniques in phishing and malicious emails. Threat actors frequently try to disguise phishing URLs, for example, with the help of link protection services and QR codes. These QR codes are often embedded directly in email bodies or within PDF attachments, which not only conceals phishing links but also encourages users to scan them on mobile devices, potentially exploiting weaker security measures than corporate PCs.
- Mailings exploiting diverse legitimate platforms. For example, Kaspersky experts discovered a fraudulent tactic that abuses OpenAI’s organisation creation and team invitation features to send spam emails from legitimate OpenAI addresses, potentially tricking users into clicking scam links or dialing fraudulent phone numbers. Additionally, a calendar-based phishing scheme, which originated in the late 2010s, resurfaced last year with a focus on corporate users.
- Refining tactics in business email compromise (BEC) attacks. In 2025 attackers attempted to become even more persuasive by incorporating fake forwarded emails into their correspondence. These emails lacked thread-index headers or other headers, making it difficult to verify their legitimacy within an email conversation.
“Email phishing shouldn’t be underestimated. Our report reveals that one in ten business attacks starts with phishing, with a significant proportion being Advanced Persistent Threats (APTs). In 2025, we saw an increase in the sophistication of targeted email attacks. Even the smallest details are meticulously crafted in these malicious campaigns, including the composition of sender addresses and the tailoring of content to real corporate events and processes.
“The commodification of generative AI has significantly amplified this threat, enabling attackers to craft convincing, personalised phishing messages at scale with minimal effort, automatically adapting tone, language and context to specific targets,” comments Roman Dedenok, anti-spam expert at Kaspersky.
E-Business
Cybersafe Foundation Partners Google to Strengthen Cybersecurity Among CCIs in Africa

The Cybersafe Foundation has collaborated with Google in strengthening cybersecurity resilience among Critical Community Institutions across Nigeria, Kenya, Ghana and South Africa with the launch of Resilio Africa.

Speaking at the event in Lagos, Confidence Staveley, Executive Director of the Cybersafe Foundation, noted that while many organizations recognize the risks posed by cyber threats, conversations often stall when it comes to implementation.
“Across Africa, Critical Community Institutions are facing an increase in cyberattacks often without the capacity to defend themselves. Sub-Saharan Africa is now experiencing some of the most aggressive cyber activity globally. According to a threat report by Kaspersky, the region recorded over 42 million web attacks and 95 million malware-based, on-device attacks in just the first half of 2025.
“What’s especially concerning is the nature of these attacks: spyware, password stealers, and backdoor tools dominate, with password-stealing malware increasing by more than 60%.
“In East Africa, the scale is even more stark. Kenya alone recorded 2.5 billion cyber-threat events in Q1 2025, driven largely by phishing, mobile money fraud, and misconfigured cloud services,” she stated.
According to her, the primary barrier is not a lack of willingness but limited financial capacity to fund adequate cybersecurity measures.
“The conversation drops off at the point of taking action,” she said, explaining that many institutions lack the budgets required to implement robust security systems.

She disclosed that the programme’s provision of 10,000 hours of expert cybersecurity consultation—offered at no cost to participating institutions would ordinarily represent services valued at over one million dollars. The support, funded through a grant from Google.org, will be delivered by specialists across four participating countries.
Staveley reaffirmed that the Cybersafe Foundation remains a non-profit organization focused on supporting vulnerable communities and institutions, and described Resilio Africa as a strategic intervention aimed at strengthening digital trust across the continent, ensuring that commerce and essential public services can operate securely in an increasingly digital society.
Although the programme currently covers Nigeria, Kenya, Ghana and South Africa, Staveley acknowledged that the cybersecurity challenges extend far beyond those countries, and expressed hope that demonstrated impact from the initial phase would attract additional funding to scale the initiative to more than the 200 critical community institutions currently targeted, including underserved Francophone nations.
“This work is free to the organizations we serve, but it is not free to deliver,” she noted, underscoring the need for sustainable funding.
Explaining her personal motivation, Staveley said she views Africa’s cybersecurity challenges as opportunities for impact. Despite her engagements on global platforms, she emphasized her commitment to Nigeria and the broader African continent, describing the region as both home and a priority.
She pointed to a growing mismatch between rising cyber threats and limited investment in cybersecurity infrastructure, arguing that bridging this gap is central to the Foundation’s mission.
Staveley also clarified that Resilio Africa will not collect or own user data from participating institutions. Instead, the programme will focus on strengthening internal controls, building capacity and guiding organizations toward improved data protection practices.
With Resilio Africa now underway, the Cybersafe Foundation aims to demonstrate how targeted support for critical community institutions can enhance digital security and build long-term resilience across Africa’s rapidly expanding digital economy.
E-Business
Kaspersky Brings more Transparency to Threat Detection with New Hunt Hub

Kaspersky has announced a major update to its Threat Intelligence Portal (TIP), introducing a new Hunt Hub section alongside an enhanced MITRE ATT&CK coverage map and a significantly expanded vulnerabilities database.

The update strengthens organisations’ ability to investigate threats, understand adversary behaviour, and proactively monitor the most relevant risks across their environments.
According to the Kaspersky Security Bulletin 2025 report, Kaspersky’s detection systems discovered an average of 500,000 malicious files per day in 2025, marking a 7% increase compared to the previous year. As cyberattacks become more sophisticated and frequent, security teams need more than alerts – they need clarity.
The newly launched Hunt Hub is designed to address growing market demand for greater transparency and deeper insight into how modern detection technologies work. Integrated into the Threat Landscape section of the Threat Intelligence Portal, Hunt Hub provides centralised access to Kaspersky’s threat hunting expertise and detection knowledge.
Hunt Hub includes Kaspersky Next EDR Expert hunts, also known as indicators of attack (IoA) or detection rules. All portal users can explore the catalogue of hunts and their descriptions, while Kaspersky Next EDR Expert customers gain extended access to detailed recommendations and detection logic presented in a convenient, SIGMA-like format. Each hunt is mapped to relevant MITRE ATT&CK tactics and techniques and linked to known threat actors, giving analysts clear context behind every detection.
By making detection logic visible and structured, Hunt Hub effectively removes the “black box” from threat detection. It allows security teams not only to respond to alerts, but also to understand why a detection was triggered and which threat it is designed to uncover – improving trust in security technologies and increasing the efficiency of threat investigation processes.
As part of the update, the MITRE ATT&CK coverage map within the Threat Landscape has been significantly enhanced. The portal now brings together product coverage across SIEM, EDR, NDR and Sandbox solutions, MITRE ATT&CK techniques with scoring, coverage percentages, and related Kaspersky Next EDR Expert hunts in a single, unified view. This enables organisations to assess how well their security stack covers relevant attack techniques and identify potential gaps in protection.
The Vulnerabilities section has also been expanded, with the CVE database now covering nearly 300,000 vulnerabilities. In addition, the portal provides more detailed information on vulnerabilities that have been exploited in real-world attacks, helping organisations prioritise remediation efforts based on actual threat activity.
“With the launch of Hunt Hub in the Kaspersky Threat Intelligence Portal, we are opening up our detection expertise and giving analysts clear visibility into how and why threats are detected. This transparency helps organisations move from reactive alert handling to informed threat hunting and proactive risk management,” comments Nikita Nazarov, Head of Threat Exploration at Kaspersky.
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