E-Business
Reasons Business Owners, Marketers Care About Inbound Marketing

The primary role of a business owner or marketer is to position a company for success and to drive revenue.
But the trends of information abundance and attention scarcity mean that the tried-and-true ways of accomplishing these goals don’t work as well anymore, said Tobi Asehinde, chief executive officer, Vibe Web Solutions Limited.
Speaking on the trend, Asehinde told Nigeria CommunicationsWeek that fortunately, buyers put down their “anti-marketing” shields when they are actively seeking information or passively looking to be entertained or educated.
He said, that is when companies can begin to engage and build relationships with them, and influence the buying preference, using inbound marketing.
The Vibe Web Solutions Boss said, “When done right, this approach returns dramatically better results than traditional marketing techniques that rely on interrupting prospects. However, it requires an investment of time and energy (or blood, sweat, and tears depending on who you ask). In other words, inbound marketing is about applying more brains, not more budget, to drive revenue. (Later, I will explain how to staff and budget properly for inbound marketing.)
“Patricia Quipp quote says, ‘It’s not your customer’s job to remember you. It is your obligation and responsibility to ensure that they don’t forget you.’”
He added that inbound marketing is the perfect opportunity to deliver on that responsibility, and one CEOs and marketers should start taking.
According to him, inbound marketing delivers and increases brand awareness.
“Buyers must find you before they can buy from you. Historically, the main way companies built awareness was to buy it through advertising. But with inbound marketing, companies can build awareness organically. According to some studies, up to 93% of buying cycles start with a search online.
“The potential customer is actively seeking information, so if your company shows up high in the search results, you’ll get “free” brand awareness. Potential buyers can also get exposed to your content and your brand through their social networks. If you create content that people are compelled to share, you are earning highly relevant brand exposures – and you minimize the chance of being tuned out.
“It’s not enough for people to be aware of your brand; you also want them to prefer your brand (B2B branding this means avoiding risk and building trust). Search plays a role here; good inbound marketing often leads to high organic search rankings, which many buyers correlate with brand leadership and trust.
“Inbound marketing also builds preference by engaging with buyers early in their buying process, even before they are looking to make a purchase. By helping or entertaining them at this early stage, you are building a relationship with them. All other things being equal, people are more likely to buy from a company with whom they have a relationship. Of course, this requires you to create content that people like – or even love. Mediocre content may get you noticed, but it won’t do much to build “Likes.”
He said that the trend gives more leads for less investment.
He said, due to the declining effectiveness of marketing tactics that interrupt the buyer, inbound marketing can generate qualified leads for less investment over time.
“Traditional marketing suffers from declining marginal returns. For example, if you double your investment in traditional marketing, you won’t get twice the results. In contrast, inbound marketing has a tendency to build on itself over time; great content pays off dividends for a very long time, and this effect multiplies as you create more and more content”.
Asehinde said that the company has been organizing training for organizations, educating them on the ingenuities of inbound marketing platforms.
E-Business
Konga launches Jara sales with 25% discount on Starlink kits, free delivery

Konga, Nigeria’s leading composite e-commerce platform, has launched its inaugural 2026 shopping campaign, Konga Jara, offering 25 per cent discount on Starlink internet kits alongside free nationwide delivery.

Konga
The campaign, drawing from the Nigerian concept of “jara” — the extra value traders add to purchases — aims to deliver exceptional deals across categories, helping shoppers turn new year aspirations into reality through affordable technology and value-driven shopping.
To qualify for the Starlink discount, customers must purchase kits on Konga.com, activate them at starlink.com/activate, and email activation details to [email protected] for verification against Starlink’s records. Discounts are subject to terms and conditions.
Konga said spotlighting Starlink underscores reliable internet’s role in Nigeria’s digital economy, supporting work, learning, entrepreneurship and communication for households and businesses.
Mr Onochie Melvin, Head of Commercial Planning at Konga, said: “We listened carefully to what Nigerians said they needed to truly kickstart 2026 on the right footing. Reliable internet connectivity emerged as the foundation upon which other aspirations depend.”
He added: “Students need it for online learning, entrepreneurs need it to scale digital businesses, and professionals rely on it for remote work. This Starlink offer is not just about selling products; it is about removing barriers that prevent Nigerians from fully participating in the digital economy.”
Beyond connectivity, Konga Jara provides genuine products from original equipment manufacturers (OEMs) with transparent pricing, warranties and authenticity guarantees.
As a composite e-commerce ecosystem, Konga integrates shopping, payments and logistics for seamless nationwide access, with exclusive deals shared via its social media channels throughout the campaign.
Shoppers can explore offers at www.konga.com and follow Konga’s official pages for updates across the Konga Group.
E-Business
Firm Identifies Global Scam Activity Linked to the Release of Avatar 3

The premiere of Avatar 3 has taken place in several countries and has been accompanied by a noticeable increase in online interest. Amid the heightened attention surrounding the release, Kaspersky experts identified an increase in cyber-scam campaigns that exploit the movie’s launch and users’ desire to watch it online. The fraudulent websites target users across multiple regions, indicating attempts by attackers to reach a global audience.

The scam operates as follows: cybercriminals create suspicious websites that offer online access to the Avatar 3 movie. Attackers place particular emphasis on localisation, publishing the sites in multiple languages to attract users from different countries. However, the translations are often poorly executed and contain grammatical errors and inconsistencies, which may serve as indicators of fraudulent activity.
When users attempt to start the video, they are presented with a fake media player and prompted to register in order to obtain “full” or “unlimited” access to the film. As part of the registration process, users are asked to provide personal information, including an email address and mobile phone number.
At later stages, scammers may request additional data, including payment details, under the guise of activating a “free trial.” This creates risks of credential compromise, particularly if users reuse passwords across multiple services, and may also lead to financial losses.
“Cybercriminals consistently exploit major movie premieres to capture users’ attention and increase the effectiveness of their schemes. We advise accessing films only through official platforms and exercising caution when encountering websites that request personal or payment information. It is also important to use reliable security solutions to protect all devices, including mobiles,” comments Olga Altukhova, Senior web content analyst at Kaspersky.
E-Business
Galaxy Backbone Celebrates the Federal Government’s Paperless Civil Service Milestone

Galaxy Backbone (GBB) aligns with and celebrates the successful announcement by the Office of the Head of the Civil Service of the Federation on the achievement of a Paperless Civil Service, a significant milestone in Nigeria’s public sector reform and digital transformation agenda.

The milestone was formally highlighted at a press briefing led by the Head of the Civil Service of the Federation, Mrs. Didi Esther Walson-Jack, who commended Galaxy Backbone for its sustained support and contribution throughout the implementation of the programme.
GBB has played a critical role in enabling this transition by providing secure, scalable, and shared digital infrastructure that supports the digitisation of government processes across Ministries, Departments and Agencies (MDAs). Through the 1Government Cloud, MDAs have been empowered to migrate from paper-based workflows to digital platforms, improving efficiency, collaboration, data security, and service delivery across the Federal Civil Service.
In addition, GovMail, GBB’s secure government email platform, has strengthened official communication, enhanced records management, and reinforced cybersecurity standards—key pillars in sustaining a paperless operating environment.
Galaxy Backbone acknowledges the collective efforts of the Office of the Head of the Civil Service of the Federation, Permanent Secretaries, Directors of ICT, consultants, partners, and dedicated public servants whose commitment and collaboration ensured the smooth delivery of this initiative.
The Managing Director/Chief Executive Officer of Galaxy Backbone, Prof. Ibrahim Adeyanju, was represented at the press briefing by Akintayo Bamisaye, Acting Group Head, Research, Digital Innovation and Skills Department (RDIS).
GBB describes the achievement as a strong close to 2025 and reaffirms its commitment to supporting the Federal Government in building a modern, efficient, and digitally enabled public service.
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