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Mastering the Skills of Effective e-Marketing In Nigeria

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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!

 


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Report Reveals Over Half of Security Experts Overwhelmed Managing Cybersecurity Tools from Multiple Vendors

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The majority of companies (78%) surveyed in South Africa and in the Middle East, Turkiye, and Africa (META) region, rely on multi-vendor ecosystems despite the fact that such fragmented security solutions lead to operational and financial strains. Such findings were revealed in recent Kaspersky research.

A study titled “Improving resilience: Cybersecurity through system immunity,” conducted by Kaspersky, examined how organisations manage cybersecurity today, focusing on vendor fragmentation, operational inefficiencies and future consolidation plans.

The survey was conducted across the META region, as well as in Europe, Russia, Latin America, and the Asia-Pacific region.

The report provides a comprehensive analysis of the current state of cybersecurity management across organisations, highlighting significant challenges associated with multi-vendor security environments.

The findings reveal that nearly half of security professionals (44%) surveyed in the META region find their security stacks to be overly complex and time-consuming to maintain, which hampers their ability to respond swiftly to emerging threats.

This complexity often results from the use of multiple security solutions from different vendors, each with its own management interface and operational requirements.

Furthermore, 49% of organisations surveyed in the META region experience budget overruns attributable to overlapping solutions.

These redundancies not only inflate costs but also complicate resource allocation and strategic planning. Compatibility issues exacerbate these difficulties as 43% of respondents indicate that they cannot automate security processes effectively because their tools lack proper integration, leading to manual interventions and increased chances of human error.

Additionally, 39% struggle with inconsistent threat visibility, as data collected from various vendors often fails to correlate seamlessly, creating blind spots and reducing overall situational awareness.

Despite these persistent challenges, the majority of organisations continue to operate within multi-vendor environments – 78% in the META region and in South Africa currently manage security across multiple providers.

Interestingly, 43% in META and in South Africa believe that a single cybersecurity provider could sufficiently meet all their needs, suggesting a recognition of the potential benefits of consolidation.

However, only 22% in the META region and 23% in South Africa have adopted a single-vendor approach in practice, reflecting a cautious approach driven by concerns over over-reliance on one supplier or the perceived risks associated with vendor lock-in.

The landscape is rapidly shifting toward consolidation: an overwhelming 88% of firms in the META region and 84% in South Africa are actively moving in this direction, over a third (34% in META and 39% in South Africa) have already begun merging their security tools into unified platforms, while an additional 55% in META and 45% in South Africa plan to do so within the next two years.

This trend underscores a strategic shift toward simplifying cybersecurity operations, reducing costs, and achieving more effective threat management through integrated solutions. As organisations increasingly recognise the advantages of streamlined security architectures, the move toward vendor consolidation is poised to reshape the cybersecurity landscape in the near future.

“The data from our research indicates that many organisations rely on multiple vendors by default, rather than through deliberate strategic planning. While diversification of security solutions can offer certain benefits, such as risk mitigation and coverage breadth, an unchecked increase in complexity often leads to significant resource drain and operational inefficiencies.

Moreover, this complexity can create critical blind spots, making it harder to maintain comprehensive threat visibility and respond effectively to emerging risks.

The emerging trend toward consolidation reflects a maturation in cybersecurity strategies, emphasising the adoption of integrated platforms that streamline management, reduce manual effort, and enhance overall visibility into security posture,” said Ilya Markelov, Head of Unified Platform product line at Kaspersky.

To enable comprehensive protection of all business assets and processes, Kaspersky experts recommend to use centralised and automated solutions such as Kaspersky Next XDR Expert.

By aggregating and correlating data from multiple sources in one place and using machine-learning technologies, this solution provides effective threat detection and fast automated response. Out-of-the-box integrations, automation features and case management help make infrastructure complexity much less of an issue.


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Africa Tasked to Fast-track AI Skills Development

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Africa has been urged to fast-track the development of Artificial intelligence (AI) skill to benefit from its economic value. AI could contribute $1.5 trillion to Africa’s economy by 2030 if the continent secures 10% of the global AI market, according to SAP, which sourced the statistic from online media.

However, a shortage of AI talent, with the need to retain cyber security and cloud skills, threatens to block opportunities to monetise growth.

This is part of a report released by SAP: ‘Africa’s AI Skills Readiness Revealed’, which reveals that African organisations are rushing to enhance their traditional IT skills base in the wake of accelerating adoption of AI.

The report adds that while 94% of organisations offer monthly AI training, none currently allocate more than 10% of their HR or IT budgets to skills development, a sharp decline from 2022.

Genevieve Koolen, HR director at SAP Africa, said: “There is a near-universal need for AI-related skills among African companies this year. Since traditional IT skills such as cloud and cyber security related competencies remain in high demand, companies now face the dual challenge of attracting and retaining traditional tech talent while also building greater AI competencies within their businesses. It is unsurprising then that most African organisations provide career development opportunities for employees with AI specialisations.”

The report reveals that all companies surveyed expect the demand for AI skills to increase in 2025. Nearly half said they expect a ‘significant’ increase.

Koolen added that while there is an urgent need for policymakers and education institutions to fast-track AI skills development initiatives among Africa’s swelling youth population, companies also face pressure to equip existing workers with future-ready skills.

“Thirty-eight percent of companies surveyed said reskilling of employees is a top skills-related challenge for them in 2025, and nearly half said the same of upskilling. The impact of these changes creates its own challenges, as evidenced by the two-thirds of companies that said helping employees understand why reskilling is necessary is a top priority.”

Research also showed that African organisations are alive to the possibilities presented by AI-related innovation, with companies citing perceived value in improved decision-making (64%), marketing capabilities (51%) and innovation (47%) enabled by AI.

However, poor access to AI-ready skills is already causing negative impacts among the same companies, including failed innovation initiatives, delays completing projects, greater pressure on teams and an inability to take on new client projects.

“Organisations are rising to this challenge by increasing the frequency of training offered to employees, with 94% saying they offer training at least monthly,” said Koolen.

However, the latest data indicates a drop in the allocated budget for skills development.

In a previous survey conducted in 2022, a quarter of organisations said they spend more than 15% of their HR or IT budgets on skills development and training. This year, not a single organisation that formed part of the research spent more than 10%.

SAP lists several measures that companies can implement to ensure they cultivate the correct skills mix:

Be prepared: With universal demand for tech and AI-related skills and an ongoing skills scarcity, African organisations must prepare for a shortfall in critical AI-related skills this year.

“The moment calls for a pragmatic approach that combines longer-term skills development – including reskilling and upskilling – with short-term measures that alleviate some of the immediate pressures and creates space for more robust skills development initiatives. Organisations also need to take care to support employees through this uncertain period, for example, by using human capital management technologies that help HR teams identify concerns.”

Prioritise training: Koolen said it is surprising that budget allocations for training and skills development appear to be shrinking. “Too many digital transformation and innovation initiatives fail to deliver the expected business value due to a lack of appropriate skills.

“In light of the rapid pace of technological advancement, any organisation that fails to invest in skills will likely find they are unprepared and unable to leverage new innovations. In time, this will erode their competitiveness and lead to significant impacts to the bottom line.”

Instead, organisations should place skills development at the core of their business strategies to ensure a steady stream of work-ready talent and invest sufficient budget to guarantee high-quality outcomes for employees and the business.

Partner well: While Africa has the fastest-growing youth population of any continent, there are still significant systemic challenges with equipping youth with adequate work-ready skills.

“Africa’s ability to reap the benefits of AI-related innovation rests on broader public-private sector efforts at cultivating the correct skills mix,” said Koolen. “Partnering with educational institutions and other industry skills development initiatives can accelerate the rate at which skills become available to companies.”

She added that technology vendors can also play a valuable role. “Large technology companies often have large global workforces and strong employer brands, allowing them to attract top talent. Partnering with tech venters can augment organisations’ skills base and provide valuable support to AI-led initiatives.”

 


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Google Announces $37m Funding in Africa

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Google has outlined a wave of AI support across Africa, representing $37 million in cumulative funding — including previously committed but unannounced funding — to research, talent development, and infrastructure.

Google Announces $37m Funding in Africa

The funding package includes funding and partnerships that aim to strengthen AI research, support African languages, improve food systems, expand digital skills, and build research capacity.

The AI Collaborative for Food Security, a multi-partner initiative launched with $25 million in funding from Google.org will bring together researchers, and nonprofit organizations to co-develop AI tools for early hunger forecasting, crop resilience, and tailored guidance for smallholder farmers.

The goal is to help make food systems across Africa more adaptive, equitable, and resilient in the face of increasing climate and economic shocks.

Google also announced $3 million in funding to the Masakhane Research Foundation, the open research collective advancing AI tools in over 40 African languages.

The funding will support the development of high-quality datasets, machine translation models, and speech tools that make digital content more accessible to millions of Africans in their native languages.

To further empower innovation, Google is launching a catalytic funding initiative to support AI-driven startups tackling real-world challenges.

This platform will combine philanthropic capital, venture investment, and Google’s technical expertise to help more than 100 early-stage ventures scale AI-based solutions in agriculture, healthcare, education, and other vital sectors.

Startups will also receive mentorship, access to tools, and technical guidance to support responsible development.

Africa’s AI talent is growing rapidly, but the infrastructure to support it must grow in tandem.

That’s why a cornerstone of this announcement is the launch of the AI Community Center in Accra — a first-of-its-kind space for AI learning, experimentation, and collaboration in Africa.

The Center will host training sessions, community events, and workshops focused on responsible AI development. Its programming will span four pillars: AI literacy, community technology, social impact, and arts and culture — providing a platform for a diverse ecosystem of developers, students, and creators to engage with AI in ways that are grounded in African priorities.

To help meet the rising demand for AI and digital skills, Google is rolling out 100,000 Google Career Certificate scholarships for students in higher learning institutions across Ghana.

These fully funded, self-paced programs will focus on AI Essentials, Prompting Essentials, and other high-growth fields like IT Support, Data Analytics, and Cybersecurity — enabling more learners to access job-ready training and build careers in AI and the digital economy.

Beyond Ghana, Google.org is committing an additional $7 million to support AI education across Nigeria, Kenya, South Africa, and Ghana.

The funding will support academic institutions and nonprofits building localized AI curricula, online safety training, and cybersecurity programs.

Additionally, two new $1 million grants from Google.org aim to bolster AI research capacity across the continent.

One grant goes to the African Institute for Data Science and Artificial Intelligence (AfriDSAI) at the University of Pretoria to support applied AI research and training.

The other supports the Wits Machine Intelligence and Neural Discovery (MIND) Institute in South Africa, which will fund MSc and PhD students to conduct foundational AI research and help shape Africa’s role in the global AI landscape.

Speaking about the announcements, James Manyika, senior vice president for Research, Labs, and Technology & Society at Google, said: “Africa is home to some of the most important and inspiring work in AI today. We are committed to supporting the next wave of innovation through long-term investment, local partnerships, and platforms that help researchers and entrepreneurs build solutions that matter.”

Yossi Matias, vice president of Engineering and Research at Google, added: “This new wave of support reflects our belief in the talent, creativity, and ingenuity across the continent. By building with local communities and institutions, we’re supporting solutions that are rooted in Africa’s realities and built for global impact.”

 


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