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Six Tips to Engage End-Users with Trusted Mobile Marketing in Nigeria

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MEF member Gemalto shares the findings of its new survey, revealing the key success factors to be met by mobile operators and brands in Nigeria to maximize user engagement for mobile marketing campaigns.

Has the mobile advertising era finally reached Nigeria? As a matter of fact, 2017 will see mobile advertising spending exceed desktop ad spending for the first time.

And by 2019, the report shows, spending on mobile will represent 64% of all Internet advertising spending in the country.

But creating the ideal ecosystem for mobile marketing in a given country requires patience and perseverance.

It’s particularly crucial to understand end-users’ expectations in terms of mobile marketing: indeed the survey reveals the key success factors to be met by mobile operators and brands to ensure the maximum user engagement in Nigeria for mobile marketing campaigns.

Trust is a barrier for definitive massive adoption of mobile advertising in Nigeria. But there are key reasons to hope for a close bright future.

Ask End-Users Permission First
79% of respondents in Nigeria are annoyed at receiving messages from senders they have NOT given their permission to.
Mobile is a very personal channel, so you definitely have to make your customers feel at ease by asking their permission first. Indeed, efficient opt-in and opt-out management are a must for 83% and 81% of the votes respectively.
Said differently, when not respecting these pre-requisites, there’s a serious risk of damaging brands’ and operators’ reputations.

Make The Message Relevant
65% of respondents consider that messages they receive are NOT in line with their area of interest.
It’s common sense to say that non-relevant messages are counterproductive, as people believe their expectations are not being taken into consideration. 86% of respondents want the mobile messages to be in line with their tastes and concerns. 85% of the audience even wish to benefit from specific offers.
Make them feel like VIPs by designing tailor-made offers truly corresponding to what they like, and/or the services they’ve already bought before. Analytics are of precious help here.

Incentivize Them Through Immediate and Tangible Rewards
The survey reveals that customers are more willing to engage with the brand if the message they receive offers a tangible reward: immediate discount and a gift from the brand are the most preferable ones (55% each).
Acceptance rates of 10% can be achieved in Nigeria via interactive, permission-based mobile marketing messages”

Carefully Monitor the Contact Frequency Pressure
Managing marketing pressure is key for end-users not willing to be spammed and swamped. Even if end-users give you permission, and if the messages are relevant, the operator and/or the brand have to respect the maximum frequency tolerated for receiving marketing messages on their mobile.
48% of the 18+ year-old adults interviewed agree to receive between 1 and 3 messages per week.
And the favorite moment to receive a marketing message is the evening for 52% of respondents. These insights maximize your campaign’s acceptance rates when applied properly.

Provide Them with an Intuitive Click-Through Experience
Service usability is instrumental to the overall acceptance of mobile marketing campaigns. It’s even truer in Nigeria: 81% of respondents wish to get a quick access to information or promotion.
Therefore informative SMS is not perceived as the best tool.  End-users are looking for more interactions with brands that will value their preferences and create more engagement.

Easily Identify the Messages Sender
Nigeria tops the poll when it comes to spam and unwanted messages. Nigerians appear swamped and helpless in front of these informational and promotional messages. 69% of them do not trust messages they receive. And 78% of them admit they receive unsolicited messages from brands they haven’t given their mobile number to. Consequently most of them (94%) require the ability to easily identify the sender.
Even though these pre-requisites look obvious, it’s another story to find the best channel to successfully implement them with different brands via massive campaigns and in a smooth process.
Interestingly, when shown an interactive and permission-based messages service already deployed in Nigeria (SmartMessage), they find it gives them a quick access to the relevant promotion (86%), it’s easy to use (83%), it enhances the relationship between them and brands (77%), it’s relevant for them (73%) and seems trustworthy to them (73%)
When applying these best practices, the results obtained in Nigeria speak for themselves: by combining respect for subscriber privacy, intelligent segmentation, engaging campaign design and user-friendly technology, acceptance rates of 10% are achieved, compared to the 1% achieved with conventional SMS campaigns.
Marketing Specialist, Gemalto carried out the survey in July 2014 in Nigeria with marketing consulting firm IFOP.


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E-Business

Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

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Gold prices smashed through $5,100 per ounce on Monday, January 26, surging to a historic peak of $5,110.50 as investors rushed into the safe-haven asset amid escalating geopolitical tensions and U.S. policy volatility.

Gold Hits Record $5,110/Ounce Amid Trump Tariff Threats, Geopolitical Fears

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Spot gold climbed 2.2% to $5,089.78 by 0656 GMT, while U.S. February futures rose similarly to $5,086.30. The metal, up 64% in 2025—its strongest annual gain since 1979—has now advanced over 18% year-to-date, fueled by safe-haven buying, anticipated U.S. rate cuts, China’s 14th consecutive month of central bank purchases in December, and massive ETF inflows.

Analysts point to a crisis of confidence in U.S. assets, sparked by President Trump’s erratic threats last week. He retreated from tariffs on European allies to pressure Greenland seizure, then vowed 100% tariffs on Canada over a potential China trade deal and 200% on French wines to push President Emmanuel Macron toward a “Board of Peace” initiative.

“This Trump administration has caused a permanent rupture in global norms, driving everyone to gold as the sole refuge,” said Kyle Rodda, senior market analyst at Capital.com.

A weakening dollar—hit by a rising yen and pre-Fed meeting caution—further boosted gold’s appeal for non-dollar holders, with markets eyeing possible yen intervention.


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Firm Identifies AI as Common Denominator in Entertainment Industry’s 2026 Security Threats

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In its Kaspersky Security Bulletin, the cybersecurity company’s researchers identified critical threats expected to affect the global entertainment industry in 2026, from ticketing and visual effects pipelines to content delivery networks, games and regulation.

Artificial intelligence is changing how people buy tickets, watch movies and play games – and it is also changing how malicious actors target those experiences.

The entertainment industry is particularly sensitive to AI because the technology does not only automate back-office workflows; it increasingly creates and imitates the core product itself – human-centered stories, performances and visual experiences.

Kaspersky researchers highlighted five critical threats emerging as AI integrates deeper into entertainment workflows and consumer experiences.

What happens when ticket markets become an arms race between algorithms and scalpers? Kaspersky predicts that AI will make dynamic pricing faster and more granular, while also giving scalpers better tools to identify profitable events, deploy bots at scale and manage resale pricing across multiple platforms.

Even when artists choose fixed face values, AI-driven resellers can recreate “dynamic” pricing on secondary markets by adjusting prices in real time based on demand signals.

How will AI-commodified visual effects affect the risk of leaks? As high-end computer-generated imagery becomes more accessible through cloud-based AI platforms, studios will connect to larger networks of small vendors and freelancers.

Kaspersky expects attackers to target this extended supply chain by compromising render farms, plug-ins or small post-production houses in order to quietly steal sequences, assets or episodes before release, bypassing more heavily protected studio environments.

Could content delivery networks become a direct target? CDNs now carry unreleased episodes, game builds and live streams for many major entertainment brands, concentrating valuable content in a small number of providers.

AI-enhanced attackers will be able to map CDN infrastructure more efficiently, locate where premium content resides and search for weak credentials or configuration errors. A single successful compromise could expose multiple titles at once or allow malicious code to be injected into legitimate streams.

How will generative tools change abuse patterns in games and fan communities? Players and power users will continue to jailbreak in-game AI companions and content editors, and to use external generative models to produce material that would normally be blocked – such as hyper-violent or sexualized scenarios – and then reimport it into games, mods, or fan videos.

There is also a risk of personal data appearing in “creative” outputs if training or fine-tuning data is not properly cleaned, for example, when lyrics, dialogue, or imagery inadvertently include real names or other identifying details.

What role will regulation and compliance play for AI in creative work? Lawmakers and industry groups are moving toward rules that require transparency about AI-generated media and clearer consent and licensing practices for training on copyrighted material.

Kaspersky expects this to drive the creation of new roles inside entertainment companies, similar to COVID-compliance managers on film sets, focused on AI governance: checking how AI tools are trained, how they are used in production and marketing, and whether they comply with contractual and legal requirements.

“As we examined different parts of the industry, it became clear that AI is the thread running through most of the emerging risks.

“By diving into this, we wanted to highlight that AI will not only help defenders detect anomalies faster, it will also help attackers model markets, probe infrastructure and generate convincing malicious content.

“Studios, platforms and rights holders need to treat AI systems, and the data behind them, as part of their core attack surface, not just as creative tools, and build security and governance around that reality,” said Anna Larkina, web content analysis expert at Kaspersky.

 


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Firm Detected a Fivefold Surge in QR Code Phishing Attacks in the Second Half of 2025

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Kaspersky has reported a spike in phishing emails containing malicious QR codes. Detections for these jumped from 46,969 in August 2025 to 249,723 in November 2025 – a more than fivefold growth – as cybercriminals increasingly exploit QR codes, a trend that will likely continue in 2026.

Attackers use QR codes in emails more frequently because they provide a simple and cost-effective way to conceal malicious URLs, evading detection by many protective solutions.

These QR codes are often embedded directly in email bodies or, even more commonly, within PDF attachments – an evolution that both masks phishing links and encourages users to scan them on mobile phones, which may have weaker security than work PCs.

Malicious QR codes commonly appear in mass phishing campaigns as well as targeted ones. Links embedded within them may lead to:

  • Phishing forms impersonating login pages for services like Microsoft accounts or internal corporate portals, designed to steal usernames, passwords, and other credentials.
  • Fake HR notifications urging employees to review or sign documents, such as vacation schedules, or even view lists of terminated staff, ultimately directing to credential-stealing sites.
  • Fraudulent invoices or purchase confirmations in PDF attachments, often combined with vishing (voice phishing) tactics that prompt victims to call provided phone numbers to “cancel” or clarify the transaction, enabling further social engineering attacks.

These tactics exploit trust in routine business communications, leading to credential theft, account takeovers, data breaches, and financial fraud.

“Malicious QR codes have evolved into one of the most effective phishing tools, particularly when hidden in PDF attachments or disguised as legitimate business communications like HR updates.

“The explosive growth in November 2025 highlights how attackers are capitalising on this low-cost evasion technique to target employees on mobile devices, where protection is often minimal.

“Without advanced image analysis at the email gateway and safe scanning practices, organisations are left vulnerable to credential compromise and downstream breaches,” comments Roman Dedenok, Anti-Spam Expert at Kaspersky.

To defend against this escalating threat, Kaspersky recommends educating employees on cybersecurity and deploying a mail server security solution such as Kaspersky Security for Mail Server that provides trusted and secure corporate email exchange, countering spam, email-borne infections, all forms of phishing, business email compromise (BEC), QR code attacks, and other threats.


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