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Why Digital Marketing is a Driving Force to Small Business in Nigeria

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Harun Muhammad

 

Harun Muhammad

Our world, today, is electronically connected. From China to Australia, Africa to the US, Europe to Russia, we are connected through the power of the internet web. This brings the ease of doing business and favours a significant increase in business profitability.

Why digital marketing?

Organizational goals and business models become achievable through digital technologies and social media platforms. Digital marketing is a form of marketing that solely drives market forces to market products on digital media platforms using digital technologies. These digital technologies are the Organization’s website, Mobile Applications, Pages of a company on social media, search engines, digital advertising platforms, emails, etc.

According to a report by the Nigerian Finder in 2020, Nigeria’s digital marketing is worth $2B. Looking at the huge increase of digital subscribers in Nigeria we can boldly say the figures are way bigger than this now. In Nigeria of today, at the comfort of your house, you could place an order of anything you want and be delivered to your doorstep. To the west and south, logistics companies are becoming one kind of big thing. Thanks to digital marketing.

Small Businesses and Digital Marketing in Nigeria

Nigeria’s business landscape is unarguably lucrative. We can talk about the unfavourable business environment later, but many businesses in Nigeria fight through ups and downs, ins and outs, ons and offs, to raise a formidable brand. Some of these brands are locally and internationally recognized.

For every nation’s economic prosperity, you will have a small business behind that silent success story. Is it in the US? In China or Germany? Mention any country that doesn’t passionately invest in digital legislation to uplift the status of its small businesses. In India, according to a report from the ministry of commerce, the micro, small and medium enterprises are the largest employers after the Agriculture industry.

But then, small businesses owners are being faced with the overwhelming issue of digital-know-how to integrate the art of digital marketing in their business. Every so often, when business kicks off, business owners make sins of relying on conventional ways of marketing like print ads, big signs on Billboards or even flooding their social media timelines with, sometimes, countless pictures of products.

While this marketing strategy is spontaneously tasking, how about me telling you there is a simpler and more stress-free way to marketing your business? That is adopting the concept of digital marketing.

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Believe me, small businesses can thrive exponentially by employing digital technologies to drive the marketing modules and target your potential customers before you Jack Robinson.

In March 2020, Nigerian Communication Commissions released statistics of 128.3 mobile network subscribers using the internet. This presents a huge opportunity for small businesses to reach out to potential customers online. No business, big or small, should neglect the monumental impact of digital marketing and locating customers using digital technologies.

The battalions of would-be customers that can be located on digital platforms are pretty much bigger than the type of customers you will identify locally and physically. Through the effective use of digital marketing, the probability of your business reaching a large number of people is measurably high.

Amongst other importance of digital marketing are: customer service, reaching out to a vast global marketplace, locating your potential customers most sufficiently, less cost when compared to conventional marketing methods, getting the right feedback to improve your business modules, etc.

Many business owners in Nigeria have this way imaginary thinking of they don’t enough resources to lunch a digital marketing campaign. Many of them prefer to hold onto the traditional means of marketing and believe that as time goes by customers will find them since they have a small number of customers.
While this is true, it is not the best market strategy to reach out to an enormous audience. Today, to give your brand/business a professional stand, you need an online presence. If your customers can’t find you online, then there is a possibility of them avoiding your business like a plague. This what people do: They first use Search Engines or Social Media Platforms for a product and if they find what they are looking for, that is the end – one-click and boom, they become your customers. Plus, they may even refer customers to you. That’s easy, you know!
If you live in Nigeria and have been avoiding digital marketing, you may have a rethink because that is where the money is – where you can drive your business goals to reach out to customers. And remember, competition is increasing rapidly.

You make a choice!

Harun Inuwa
Content Strategists

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Opinion

President Tinubu’s Visit to Katsina: A Missed Opportunity Wrapped in Songs and Handshakes

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Jamilu Abdussalam Hajaj

 

By Jamilu Abdussalam Hajaj

President Bola Ahmed Tinubu’s visit to Katsina should have been a pivotal moment—an opportunity for the state to draw national attention to its pressing challenges, developmental milestones, and future aspirations. Unfortunately, what should have been a strategic communication moment for the state turned into a viral distraction.

From the streets of Katsina to the corners of social media, two things dominated the narrative: a campaign-style song from singer Rarara and a casual handshake between the President and Aisha Humaira. These moments, while lighthearted and culturally expressive, overshadowed the very essence of a presidential visit—governance, development, and accountability.

It raises a critical question: Was the state’s PR machinery asleep, or was the leadership not interested in framing the visit within a narrative that could catalyze national interest, policy focus, or even investment in Katsina?

In a time when states are competing for federal attention, donor support, and private capital, optics matter. Yet, in Katsina, a sitting governor was cheering a singer on and clapping joyfully to impress the President. A presidential visit is not just a ceremonial tour; it is a platform. It’s the time to walk the President through pressing realities— insecurity in rural areas, the economic potential in agriculture, the struggles with education, the underfunded health sector, the resilience of the people, and the efforts already underway to tackle these issues.

Instead, the silence around these important issues was deafening.

No strategic documentaries. No impactful speeches. No high-level stakeholder engagements positioned in the media. No community interactions that could inspire federal interventions. Not even a strong visual presentation of the state’s development agenda.

Governance is not just about doing the work; it’s about telling the story. And in that regard, Katsina missed the moment.

This visit should have been used to showcase the hard work of the administration (if there is any to show), to call for more support where needed, and to galvanize public interest and empathy. But when all that trends from a presidential visit are a song and a handshake, it’s safe to say the moment was poorly managed or, worse, completely misunderstood.

Moving forward, states must take public relations seriously—not for propaganda, but for perception, engagement, and strategic positioning. Because if you don’t control the narrative, someone else will. And often, they will focus on the trivial and mundane parts, not the transformational.

 

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Opinion

EFCC Probe on Refineries: Transparency or Political Witch-Hunt

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By Aminu Umar

The recent move by Nigeria’s anti-corruption agency, the Economic and Financial Crimes Commission (EFCC), to probe the handling of finances and contracts related to the Port Harcourt and Warri refineries has stirred a heated debate on whether the investigation represents a genuine drive for transparency or a politically motivated witch-hunt.

At the heart of the issue is the EFCC’s request for salary records and allowances of 14 key officials who served during the refinery rehabilitation period. These include high-ranking executives such as Abubakar Yar’Adua, Mele Kyari, Isiaka Abdulrazak, Umar Ajiya, Dikko Ahmed, Ibrahim Onoja, Ademoye Jelili, and Mustapha Sugungun.

Others listed are Kayode Adetokunbo, Efiok Akpan, Babatunde Bakare, Jimoh Olasunkanmi, Bello Kankaya, and Desmond Inyama. The commission appears focused on payments and administrative decisions linked to the multi-billion naira refinery resuscitation program.

However, conspicuously absent from the list of those summoned is Adedapo Segun, the current Chief Financial Officer (CFO) of the Nigerian National Petroleum Company Limited (NNPCL), who served as Executive Vice President for Downstream and was directly in charge of treasury, refinery operations, shipping, and trading. During this time, all payments related to the Port Harcourt and Warri refineries were made under his financial supervision.

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This omission has raised several questions: Why is Segun not being invited or questioned if the goal is transparency? Why is the probe appearing selective?

Equally puzzling is the inclusion of Abubakar Yar’Adua, whose role is administrative rather than operational, while high-profile former Group Managing Directors (GMDs) such as Andrew Yakubu, and Emmanuel Ibe Kachikwu, who played central roles in refinery policy and contracts in previous administrations, appear to have been bypassed.

We are not saying Mele Kyari is innocent or guilty, but we must insist on a fair process,” a stakeholder familiar with the situation told this reporter. “This shouldn’t be a selective trial. The people who gave out the contracts and approved the funds must be investigated too.”

The tension is heightened by growing concerns that the probe is targeted at individuals from a specific region. Many observers fear this could deepen regional mistrust, especially if only northern executives are made scapegoats.

We are worried this is being used to paint Northerners as the only looters,” said one source. “You cannot fight corruption with bias. You need to look at all sides. This includes those who were ‘exonerated’ too quickly.”

Another burning question is why individuals such as Emmanuel Ibe Kachikwu, former Minister of State for Petroleum, and Andrew Yakubu, former GMD of NNPC, who had strategic influence on contract awards and rehabilitation policies, are not facing any scrutiny. Critics argue that anyone involved at any stage of the refinery rehabilitation—whether from policy, finance, or operational perspectives—should be equally held accountable.

Civil society groups and international anti-corruption bodies are now being urged to step in. The call is for an independent and thorough probe that includes all relevant stakeholders—without exception.

“We are calling on NGOs and international organisations to ensure that this is not a political trial. If you must clean up the refinery system, you must do it across the board,” the statement concluded.

In a country plagued by decades of failed refinery operations and opaque oil sector dealings, the public is watching this investigation closely. The EFCC is at a crossroads: its actions will either affirm its commitment to justice or expose it to accusations of being used as a tool for political vendettas.

For now, Nigerians wait—with growing skepticism.

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Opinion

Censoring the Uncensored: The irony behind Hisbah’s ban on Hamisu Breaker’s song

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By Ummi Muhammad Hassan

Following the ban by Hisbah on a new song titled “Amana Ta” by Hamisu Breaker, social media went into an uproar, capturing the attention of the public.

In the early hours of April 24, 2025, social media was filled with reactions following a press statement issued by the Deputy Commander of the Hisbah Board, Kano State chapter, Dr. Khadija Sagir, announcing the ban of Breaker’s new song. The reason cited was that the song allegedly contains obscene language.

This announcement, however, triggered a counterreaction from the public. Many became curious to know more about the song and the so-called obscene content, with some taking to their social media handles to express their opinions.

The irony of the situation is that Hisbah unintentionally gave the song more prominence, causing it to go viral. Many people who were previously unaware of the song searched for and listened to it, just to understand the controversy.

In my opinion, after listening to the song, it contains no obscene language. Rather, the issue seems to lie with some young women who mimed the song in a suggestive manner after hearing that Hisbah had labelled it as indecent—as though to dramatize or reinforce the claim. Some even appeared as if they were intoxicated.

To me, this is both devastating and concerning, as it reflects the erosion of the strong moral standards once upheld by Hausa women. Many young people are now making videos lip-synching the song in indecent ways. It made me pause and ask myself: where has our shyness gone? I believe this question deserves a deeper conversation on another day.

In Breaker’s case, thanks to the Hisbah ban, he became the most trending Kannywood artist in April, and his song went viral—and continues to trend.

A similar incident occurred earlier this year when the federal government banned Idris Abdulkareem’s song *Tell Your Papa*. That action unexpectedly brought the artist back into the spotlight, causing the song to trend widely.

Social media has made censorship increasingly difficult. Once a movie, text, or song reaches the internet, it becomes almost impossible to control—even by the creators themselves.

While social media censorship remains a challenge, this recent incident highlights the need for the government to intensify efforts against the spread of indecent content—through Hisbah and agencies like the Kano State Film Censorship Board.

Clear guidelines should be put in place, requiring artists and filmmakers to submit their content for review and approval before public release. This, among other strategies, could help reduce the spread of inappropriate material.

Additionally, Hisbah should be more mindful of how such announcements are made, as they may inadvertently promote the very content they seek to suppress.

Ummi Muhammad Hassan, Ph.D., is a lecturer in the Department of Mass Communication at Bayero University, Kano. She can be reached via email at: ummeemuhammadhassan@gmail.com.

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