Telecom
You Can Digitally Supercharge Yourself as an Entrepreneur: Here’s How
By Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
There is no doubt that Africa is an entrepreneurial continent. As far back as 2017, an African Development Bank report found that the continent had the highest rates of entrepreneurship among working-age adults in the world at 22%. Despite the devastating economic impact of the COVID-19 pandemic, things have hardly slowed down in recent years. A report from McKinsey, for example, found that the number of African tech startups tripled between 2020 and 2021.
Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
Nigeria and Ghana’s West African economic powerhouses are no exception to that economic fervour. World Bank data shows that 97,988 new businesses were registered in Nigeria in 2020, and in Ghana (with a population about a sixth as big as Nigeria’s) 18000 new businesses were forecast to be started in 2022.
Those businesses will, of course, be crucial to the region’s ongoing economic growth. But if you’re one of the entrepreneurs behind those businesses, you’ll know that success is far from guaranteed. That makes it critical that you do everything possible to ensure your business is primed for growth. And one of the most effective ways of doing so is to embrace digital marketing and that you get it right from day one.
Digital is still growing in importance, for everyone
That’s especially true when you consider how rapidly internet and smartphone penetration has grown in the region in recent years. Research suggests that there are more than 155 million internet users in Nigeria, representing 55.4% of the population and just under 17 million users in Ghana, representing 53% of the population. And as more and more undersea cables land on the continent, making internet access more affordable and ubiquitous, those numbers will keep growing.
The same is true of smartphones. According to Statista, smartphone penetration in Nigeria grew 10% between 2019 and 2022, hitting just over 37%, and is set to grow another 10% by 2027. While it’s difficult to find equivalent numbers for Ghana, it’s worth noting that nearly 100% of internet users there have a smartphone.
In other words, a sizable portion of any Nigerian or Ghanaian business’s customers are already online and an even more considerable portion will be in the very near future. So in order to reach them, that business has to be online too.
Of course, many early-stage entrepreneurs, in particular, either need help figuring out where to start with digital marketing or feel like they can’t afford it. Those barriers do not, however, have to be challenging to overcome.
As Gaston Taratuta, Founder and CEO of Aleph Group, Inc points out, you can build up digital marketing expertise relatively quickly.
“To become an expert in digital marketing, you have to be curious and certify yourself on digital platforms for free,” he says. “Learn things like Google Adwords; learn to do marketing on different social media platforms like Instagram, Snapchat, and TikTok. This can be achieved in more or less six months, and you can then put what you have learned into practice.”
As he further points out, building this expertise is already key to thriving as an entrepreneur and will be even more important in the near future.
Additionally, digital marketing is one of the most effective ways for any business to build awareness and engagement with both existing and potential customers. It’s also more targeted, meaning you can get a greater return on investment.
Using the right partner
As important as it is for entrepreneurs to understand the effectiveness of digital marketing and at least have a basic grasp of how to use them, it’s also important to remember that they don’t have to do it alone.
The right media buying partner will help ensure that they’re on the right platforms and are reaching their intended customer bases. They’ll also understand that a business doesn’t always have a major marketing budget and will get it started advertising with relatively small amounts, keeping costs to a predefined frame. Many partners that Aleph is working with additionally offer ‘trial’ budgets at lower minimum costs to allow new advertisers to give it a go and see if they gain value from it. Remember, if they see the same potential in a business as an entrepreneur, they’ll want to grow with it.
No reason to wait
Ultimately, it should be clear that African entrepreneurs can supercharge their growth journeys by embracing digital marketing. Moreover, they can get to grips with it relatively quickly and can affordably get help in maximising their digital marketing efforts.
Repairs and revenue losses from damaged cables are estimated to have cost Nigeria’s telecom industry almost N27bn ($23m) in 2023, according to documents obtained by Bloomberg.
MTN Nigeria, the biggest wireless operator in Africa’s most-populous nation, and Airtel Africa Plc bore the brunt of the costs, the documents show.
MTN suffered more than 6,000 cuts on its fiber cable last year, the documents show.
On Feb. 28, a cut in its network in three different locations by a road construction firm, an oil serving company, and someone burning rubbish in a manhole meant customers faced more than five hours of data and voice outages.
The operator relocated 2,500 kilometers (1,553 miles) of vulnerable fiber cables between 2022 and 2023, at a cost of more than N11bn —enough to build 870 kilometers of new fiber lines in areas without coverage.
Broadband fibre optic cables form the backbone of modern communication infrastructure, enabling the high-speed data transmission that underpins a wide range of personal, business, and societal activities.
On several occasions, the Nigerian Communications Commission (NCC), the industry regulator, has acknowledged this challenge and expressed willingness to work on measures to address it.
These measures include stricter regulations to deter vandalism and improved collaboration between telcos and government agencies responsible for construction activities.
According to the NCC, the telecom sector will make up more than a fifth of the country’s gross domestic product by the end of 2027, up from 13.5 per cent in the third quarter of last year.
Isa Pantami, former minister of Communications and Digital Economy, has voiced his discontent over the relaunch of the National Centre for Artificial Intelligence and Robotics (NCAIR) by Bosun Tijani, his successor.
Isa Pantami, former minister of Communications and Digital Economy,
Tijani announced the revitalization of NCAIR, highlighting enhancements in its capacity and partnerships with global tech firm Cisco.
However, Pantami took to social media to assert that NCAIR was already established during his tenure in November 2020, dubbing it “the first of its kind in Africa” and emphasizing its effectiveness in training numerous Nigerians.
Tijani responded by detailing the new initiatives accompanying the relaunch, including increased computing infrastructure, dedicated research labs, and remote connectivity for AI hubs across the country. He also unveiled outcomes from the Ministry’s National AI Workshop, such as the country’s first Multilingual Large Language Model and partnerships aimed at accelerating AI development projects of national significance.
The exchange between Pantami and Tijani underscores ongoing efforts to advance AI research and application in Nigeria while navigating questions of continuity and leadership transition within the Ministry.
This year’s Africa’s Beacon of ICT Merit and Leadership lecture will focus on the role of artificial intelligence in a digital economy with the theme: “Artificial Intelligence (AI): The Good, The Complex and The Anticipated”.
The lecture which will herald Africa’s Beacon of ICT Merit and Leadership Awards hold on May 25, 2024 at Four Points by Sheraton.
The sixteenth edition of the award ceremony according Ken Nwogbo, editor-in-chief of Nigeria CommunicationsWeek the organizers of the event, “is a special edition to recognize and celebrate organizations and individuals in the ICT industry that have been distinguished in delivery innovative services in the sector.
“Most of these organizations and individuals have consistently being voted by our readers as leaders in their areas of operations and we have decided to reward them in this especial edition”.
He added that, AI is considered to have the potential to instigate a fourth industrial revolution,1 and is dramatically changing people’s patterns of interaction and economic activities.
“The traditional factors of production and physical capital and labour may no longer promote substantial economic growth. It is generally believed that AI will be one of the most important factors determining future economic growth.
“However, unlike traditional machines, which replaced the use of human and animal labor for simple manual work and heavy or dangerous activities, AI-related inputs may change the type of human work in a comprehensive way.
“In contrast to previous industrial revolutions, AI does not simply involve the invention of a new machine or technology. Instead, AI has similarities to the accumulation of human capital, as it can learn and accumulate knowledge by itself,” he said.
The Africa’s Beacon of ICT Merit and Leadership Distinguished Lecture is designed to explore efforts to put Nigeria on the global Information and Communications Technologies map.
The lecture series however is reserved for distinguished achievers in the ICT sector.
Past lecturers included Dr. Ernest Ndukwe, then executive vice chairman, Nigeria Communications Commission (NCC); Engr. Yomi Bolarinwa, former Director-General of National Broadcasting Commission (NBC); Dr. Jean Luc Fort, CEO at OR System France and a specialist in Counterparty Risk; and Professor Chris Nwagboso, Chairman, Knowledge Factory International, United Kingdom.
Others are: Uche Orji, managing director/chief executive officer, Nigeria Sovereign Investment Authority (NSIA); Biodu Omoniyi, Managing Director/CEO, VDT Communications; Ayotunde Coker, Managing Director, Rack Centre Limited; Peter Adedayo Arogundade, managing director and chief executive officer, Sidmach Technologies Nigeria Limited; Dr. Adewale Obadare, chief visionary officer, Digital Encode and John Obaro, CEO and founder of Systemspecs; Prof. Isa Pantanmi, minister of Communications and Digital Economy; among others.
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