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Rethink Your Online Strategies for 2014

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Starting the New Year 2014 perhaps it is important for you to start thinking about your online strategies for the year 2014. What you are doing is not working.

Maybe it’s your outdated website. Maybe it’s because you don’t show up when someone searches. Or maybe it’s just time that you rethink your online strategy.

Do not rethink because you want your website to look different or rank higher. Not directly anyway. You should rethink because you want your phone to ring. You want new clients lined up outside of your door. You want to break sales records.

Or maybe you just want to keep your doors open another year. If you aren’t already realizing your goals, than doing more of what you are currently doing is not going to get you any closer than you are right now.

You need a different strategy. The next step is to educate you on online strategies you need to rethink of adopting.

Revisiting Your SEO Techniques

Having a website won’t mean that your customers can find it. But only “search engine optimization and positioning” strategies that are designed to give search engines what they want and need in order to find your site among your competitors and other sites related to your category.

Search engine optimization and positioning is challenging at best. It’s not a simple matter of adding a few tags that contain your important keywords. It is an art-and a science-since it is applying creative techniques to an in-depth study of the search engines and directories.
 
There are three steps to selling anything. The first step is getting traffic: You have to get human bodies, eyes, and ears, to sell to. The next step is conversion: You have to convince the person that what you have is going to solve their problem. The final step is economics: You have to give them something that’s valuable and get their money.

Traffic, Conversion, and Economics Govern Online Sales and Marketing

In order to sell something, you have to get traffic; then you have to convert the traffic. Economics means you have to make some money on what you sell. That’s why you’re in business.

When you make a profit, you can re-invest it in getting more traffic and converting the traffic and further improving your economics. And so it goes, clockwise in a circle. It’s a spiral of never-ending traffic, conversion, and economics. That’s the essence of marketing.

Let’s say you come to me and say, “I’ve developed this cool new invention, and it’s going to make millions. How do I sell it?” Before we talk about buying clicks or writing emails or infomercials or any other technique, you need to answer four questions:

1.      Who would buy this? (that’s traffic)

2.      What can you say to persuade them to buy? (that’s conversion)

3.      Can you reach them affordably? (that’s economics)

4.      Can they give you money? (that’s economics, too)

The thing I want you to know about the Triangle is: You need to go counterclockwise to decide how to sell something. Which means the primary skill you must master in marketing is thinking backward.

To build a sales funnel, you begin with the end in mind. You start from the end, and you work your way to the beginning. Then traffic comes into the funnel at the beginning and goes clockwise to the economic end.

You should know there’s a Power Triangle inside each element of the Triangle. Let’s say that your traffic is Search Engine Optimisation, your conversion is a website sales page, and your economics is that you sell shoes.

Inside those Search Engine Optimisation is another Triangle. Let’s say your visitors land on a page that offers a white paper in exchange for their name, company, and email address. There’s a Power Triangle there:

Traffic = people who land on your page

Conversion = people who opt in and the reasons they did. They want the cheat sheet or price quote; they want to take the quiz, or they want the free software download.

Economics = what they get in exchange for their email address and the value of that address to you

The economic value of an email address is huge. Even with social media, blogs, Twitter, and everything else, email is still the center of the marketing universe. The number-one function of your website is to collect an email address from your visitor before he leaves.

Someone searches for your service on google and see you (traffic) and lands on your opt-in page (conversion) and gives you their email address (economics). Later you send them an email (traffic), and now they’re on your sales page (conversion) and you’re asking them to buy something (economics).

Great marketers and sales gurus have said traffic + conversion = profits, and it’s true, but it’s incomplete. Economics speaks to the importance of value, and as you consider this, you’ll see it’s really the most important thing of all. Economics drives everything else.

 
TOBI ASEHINDE,  is the founder and chief executive officer, Vibe Web Solutions Limited, a company poised to providing web solutions to meet web related needs of businesses and helping businesses grow using ground-breaking web and marketing technologies.
Vibe Web Solutions Limited has clients based within and outside Nigeria servicing both business and governmental organisations. He can be contacted via: [email protected]


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E-Business

Nigeria Records ₦5.81 Trillion Trade Surplus in Q3 2024

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National Bureau of Statistics (NBS) reports that Nigeria recorded a trade surplus of ₦5.81 trillion in the third quarter (Q3) of 2024.

A trade surplus occurs when a nation’s exports exceed its imports, reflecting a positive trade balance.

In its report titled Foreign Trade in Goods Statistics (Q3 2024), released on Friday, the NBS stated that Nigeria’s exports totalled ₦20.48 trillion, while imports stood at ₦14.67 trillion. The bureau noted that the country’s total merchandise trade increased by 81% from ₦19.38 trillion in Q3 2023 to ₦35.16 trillion in Q3 2024.

“Nigeria’s total merchandise trade stood at ₦35,160.44 billion in Q3, 2024. This represents an increase of 81.35% compared to the value recorded in the corresponding period of 2023 and a rise of 13.26% over the value recorded in the preceding quarter,” the NBS said.

“In the quarter under review, exports accounted for 58.27% of total trade with a value of ₦20,486.39 billion, showing an increase of 98.00% rise over the value recorded in the third quarter of 2023 (₦10,346.60) and 16.76% compared to the value recorded in Q2 2024 (₦17,545.62).”

The report highlighted that exports were predominantly crude oil, valued at ₦13.4 trillion and accounting for 65.44% of total exports. Non-crude oil exports, including gas, amounted to ₦7 trillion, representing 34.56% of total exports. Non-oil products, such as agricultural commodities, contributed ₦2.5 trillion, or 12.21% of total exports.

The NBS also revealed that imports represented 41.73% of total trade in Q3 2024, amounting to ₦14.6 trillion. “This value indicates an increase of 62.30% compared to the value recorded in Q3 2023 (₦9,041.24 billion) and 8.71% over the value recorded in Q2 2024 (₦13,497.90 billion),” the bureau stated.

In terms of export destinations, Spain, the United States, France, The Netherlands, and Italy emerged as the top five trading partners. “The main export destination was Spain with a value of ₦2,267.83 billion or 11.07% of total exports, followed by exports to The United States of America with ₦1,689.48 billion or 8.25% of total exports, France with ₦1,588.30 billion or 7.75% of total export, The Netherlands with ₦1,434.29 billion or 7.00% of total exports, and exports to Italy with goods valued at ₦1,377.37 billion representing 6.72% of total exports,” the bureau said.

“These five countries collectively accounted for 40.79% of the value of total exports in Q3, 2024.”

On the import side, China remained Nigeria’s largest trading partner, accounting for 24.36% (₦3.57 trillion) of imported goods.

Other top import partners included India (₦1.66 trillion or 11.33%), Belgium (₦1.63 trillion or 11.13%), the United States (₦1.02 trillion or 6.98%), and Malta (₦766 billion or 5.23%)


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Nigeria to Launch Certificate-Based Digital Literacy Course Nationwide

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The Federal Government of Nigeria is set to launch a certificate-based digital literacy course across universities nationwide. This initiative aims to enhance students’ proficiency in digital skills, preparing them for the evolving technological landscape.

The program will be implemented in collaboration with the National Information Technology Development Agency (NITDA) and other stakeholders. It aligns with the government’s goal to achieve a 70% digital literacy rate among Nigerians within three years, targeting the training of 30 million Nigerians.

To further promote the Digital4All initiative, Director General Kashifu Inuwa Abdullahi CCIE led a delegation from NITDA to meet with the Executive Secretary of the National Universities Commission (NUC), Chris J. Maiyaki, to discuss collaboration on digital literacy.

The discussion focused on integrating digital literacy and skills as a general course in all universities to accelerate the goal of achieving 70% digital literacy by 2027 and positioning the nation as a global talent exporter. This aligns with the agency’s strategy of fostering digital literacy and cultivating talent in line with President Tinubu’s Renewed Hope Agenda.

During the visit, the Executive Secretary expressed readiness to collaborate with the agency in embedding and streamlining the initiative to further promote the digital economy.

This collaboration underscores the importance of integrating digital literacy into higher education curricula to equip students with essential skills for the digital age. By embedding digital literacy into university programs, Nigeria aims to produce a workforce adept in technology, thereby enhancing the nation’s competitiveness in the global digital economy.


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Firm Predicts AI, Privacy to Shape Consumer Cybersecurity Landscape in 2025

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According to Kaspersky’s latest report, artificial intelligence (AI) will become an integral part of daily life, while privacy concerns around biometric data and advanced technologies will take center stage in 2025. These forecasts are part of the annual Kaspersky Security Bulletin series, which provides an outlook on the cybersecurity trends and threats expected to impact consumers in the coming year.

AI becomes an everyday reality

AI is predicted to fully integrate into daily life in 2025, becoming a standard tool rather than a novel technology. With prominent operating systems like iOS and Android rolling out AI-enhanced features, people will increasingly rely on AI for communication, workflows, and creative tasks.

However, this normalisation also brings challenges, particularly as personalised deepfakes become increasingly sophisticated in the absence of reliable detection tools.

Privacy regulations will expand user data ownership

The growing emphasis on privacy is expected to lead to new regulations that strengthen user control over personal data. By 2025, individuals may gain the right to monetise their data, transfer it easily across platforms, and benefit from simplified consent processes.

Global frameworks, such as the EU’s GDPR, California’s CPRA and South Africa’s POPIA, continue to inspire reforms worldwide, while decentralised storage technologies could further strengthen user autonomy over their information.

Fraudsters will continue to exploit premieres and releases

Cybercriminals are expected to target prominent gaming, console, and film launches in 2025. Titles like Mafia: The Old Country, Civilization VII, and Death Stranding 2, as well as the anticipated Nintendo Switch 2, are likely to attract scams involving fake pre-orders, counterfeit rootkits, and malicious downloads.

Similarly, blockbuster films like Superman and Jurassic World Rebirth may trigger phishing campaigns and counterfeit merchandise fraud aimed at enthusiastic fanbases.

Political polarisation will fuel cyberbullying

Increasing political polarisation is expected to exacerbate cyberbullying in 2025. Social media algorithms that amplify divisive content, combined with the widespread availability of AI tools for creating deepfakes and doctored posts, are likely to intensify online harassment. Cross-border cyberbullying could also escalate as global platforms facilitate the targeting of individuals based on their political beliefs.

Rising number of subscription services will fuel fraud risks

As the global economy shifts further towards subscription-based models, a rise in fraud related to fake subscription promotions is expected. Cybercriminals are expected to create counterfeit services that mimic legitimate platforms, aiming to deceive users into providing personal and financial information, resulting in identity theft and financial losses.

Additionally, the growth of unofficial resources that provide discounted or free access to subscription services is expected to become a significant threat vector, exposing users to phishing attacks, malware, and data breaches.

Prohibition of social media for children may lead to broader user restrictions

Australia’s proposed legislation to ban social media access for children under 16 could set a global precedent. If implemented successfully, the restriction could pave the way for broader limitations on access for other demographics.

Platforms like Instagram have already begun adopting AI-powered age-verification systems, signaling a shift toward stricter governance of online spaces.

“As we look to 2025, the most significant impact on consumers is expected to arise from the intersection of innovation and regulation. Advances in AI, privacy protection, and data ownership frameworks will reshape the way people interact with technology and manage their digital lives.

These developments hold immense potential but also demand careful oversight to ensure they serve consumer interests,” said Anna Larkina, Kaspersky privacy expert.


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