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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.

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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.

U.N Lauds Dangote Women, Harps on Gender Roles for Global Economic Recovery
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

Opinion

Maryam Abacha:A Mixture Of A Mother And A Motherlode

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By Bala Ibrahim.

As the world commiserates the demise of Pope Francis, the leader of the Roman Catholic Church, who died at 88, the need has arisen, for us to revisit our conscience, by touching on the kindness of God. Nature is kind, very kind indeed, and it has demonstrated this benevolence in many ways, including the creation of queens with quick quirk and quintessential qualities. Also, in God’s limitless love for humanity, he built in some people, a combination of certain qualities, that cover colour, character and features or form, that give a pleasing sense of aesthetic sight. You may call it beauty. A beauty that resonates on the surface, to the applaud and appreciation of all, including those that may not necessarily believe in God. On the inside also, he gives some the comport of compassion, concern or care for others, in ways that conform with the commendable code of conduct. You may also call it spiritual beauty, which essentially means the internal radiance and character that transcends physical appearance. Internal beauty reflects the connection or association with virtue, inner goodness, and divine dedication. Such merger or mixture of beauty, (the outer and the inner), are rare and immeasurable for us as mortals. It touches on the individual’s sense of feelings and emotions, as well as his or her propensity to get or give joy and kindness. People that are fortunate with such endowment, always take delight whenever possible, to alleviate the suffering of others. And I make bold to say that nature has been particularly kind to Hajiya Maryam Abacha, by making her our mother and a motherlode, with internal and external beauty that radiate repeatedly.

According to Helen of Troy, the renowned most beautiful woman in Greek mythology, the only lasting beauty is the beauty of the heart. This is so because beauty, particularly the inner beauty, encapsulates the idea that kindness, compassion, and integrity, are far more enduring and valuable than outward appearance. These qualities, which mother Maryam has in abundance, highlight the power of inner strength and beauty as a source of lasting attractiveness and the influence to better the lives of others. Yes, outer beauty attracts, but inner beauty captivates. Outer beauty pleases the eye, but inner beauty captivates the heart. Mother Maryam’s inner beauty has been the driver for her ardent desire to render self-less service to humanity. She is always in a hurry to help.

Mother Maryam’s history cannot be written without reference to the role she played in the development of the Jam’iyyar Matan Arewa (a Northern Women NGO) which resulted, among other projects, in the building of an Orphanage/Nursery School in Kaduna in 1973. Equally, Maryam Abacha, along with the wives of other senior military officers, helped in the re-activation of the moribund Army Officers’ Wives Association (NAOWA) and emerged as its 12th National President from 1985-1990. As First Lady, when her husband, late Gen. Sani Abacha was Head of state, Her Excellency, Mrs. Maryam Abacha, initiated the Family Support Programme (FSP), which focused on the family as a nucleus of social growth and development. The program focused on Health, Education, Agriculture, Income Generation, Disability, and Destitution among others. With that, she gave priority to public enlightenment and stimulated Government’s interest in the various FSP Action Areas, through the sponsorships of seminars and workshops on health; HIV/AIDS; Domestic violence; Disability; Destitution and Street Begging; Culture and Tradition as they relate to the sustenance of interest in traditional music.

Pursuant to the successes recorded in these endeavours, First Lady Maryam, persuaded the Federal Government to establish the Federal Ministry of Women Affairs and Social Development in January 1995. The Federal Ministry is the focal point for articulating development issues that affect women and children in Nigeria. It is in this context that she led the Nigerian delegation to the 5th African Regional Conference on Women, held in Dakar in 1994, and to the 4th World Conference on Women, held in Beijing, China in 1995. At the Beijing Conference, mother Maryam Abacha, was appointed as one of the conference Vice Presidents by the UN. Also, because of her appeal for global peace, in her address at the conference, she was appointed as the leader of the Africa First Ladies Peace Mission Committee by the African First Ladies Committee on Peace. As part of her renewed efforts to improve the quality of life for Nigerian Families, and in consonance with Nigeria’s Vision 2020 program of development, mother Maryam launched the socio-economic aspects of the FSP called, Family Economic Advancement Programme (FEAP) on 3rd March 1997. The program was designed to empower all families who constitute the local producers of goods, services, and potential entrepreneurs in the area of establishment of cottage industries.

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9Maryam Abacha founded the National Hospital Abuja (originally known as the National Hospital For Women And Children) and established the African First Ladies Peace Mission. In recognition of her consistent and dedicated humanitarian services, Maryam Abacha received numerous merit awards from numerous organizations, locally and internationally.

Mother Maryam resides in Kano, Kano state, Nigeria. Apart from being the foster mother of the nation, she is the biological mother of three daughters and seven sons.

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Opinion

Why Governor Abba Yusuf deserves more recognitions for leadership resilience

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National Forum of Kano Indigene Lawyers has canvassed for additional profound decorations of Governor Abba Kabir Yusuf, in recognition of his leadership style that resonate resilience and dedication to quality governance.

Satisfied with the unwavering commitment and doggedness of the state government, towards transformative administration, the group affirmed that Governor Yusuf stands out in the crowd.

The forum rejoiced over recent flurry of encomiums on Governor Yusuf over series of awards from reputable corporate organizations, who accorded him the honors for his meaningfully impact on the socio-economic well being of Kano citizens.

However, the group, in a statement by it’s national coordinator posited that Governor Yusuf deserves more recognition for demonstrating exceptional disposition during the tense situations that played out around Sallah festivities in Kano.

The group said when the plot to take advantage of recent Sallah Durbar tussle to unleash provocation, and subsequently declare state of emergency, Governor Yusuf was never saturated with overwhelming endurance and resilience, which eventually triumphed over the evil plot.

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He said for that alone, Governor Yusuf deserves another gold medal for exhibiting high level of wisdom and emotional resilience, which enabled him to overcome the tribulation.

“It was a week of glamour for Governor Abba Kabir Yusuf whose unwavering dedication to human and social economic development in Kano state were noticed and rewarded by array of meritorious awards.

“From Leadership newspapers, Abuja; Vanguard newspapers, Lagos and African Heritage Concept, Marrakech in Morocco, Governor Yusuf received distinguished accolades and applause for redefining governance in Kano.

“The shinning week began on Tuesday 9th, April, with the prestigious Leadership Governor of the Year 2024 named after Governor Yusuf in recognition of his outstanding contributions to education sector in Kano.

“No doubt, the leadership award was a validation of Governor Yusuf’s bold reforms in education and repositioning of the sector after years of neglect by the immediate past administration.

“Besides, Governor Yusuf was particularly commended by the Leadership newspaper for going extra miles with allocation of 31% of the state’s annual budget to education, surpassing the UNESCO benchmark”.

The statement further reads : “The celebration of the peoples Governor returned to Eko Hotel, Victoria Island, Lagos, where Yusuf earned another encomium as Governor of the year 2024 “Good Governance” category on the stable of Vanguard Newspapers.

“In Lagos, the man of the moment was recognized for his administration’s transformative achievements in the education and healthcare sectors.

” 24 hours later, the out pour of admiration moved to the city of Marrakesh, Morocco, where African Heritage Concept Magazine bestowed Governor Yusuf with another honor where distinguished African leaders and policy influencers were celebrated.

“Yusuf, was recognized on the continental stage with the prestigious African Good Governance Award 2025, in honour of his visionary leadership and commitment to people-centered governance and excellence in leadership, and public service.

” More over, we are of the firm conviction that Governor Yusuf deserves another award of excellence for distinctive emotional intelligence and purposeful leadership he displayed at the heat of Eid-il-Fitr Sallah Festivities in the state.

” When it was evident the plot to take advantage of Sallah Durbar around the prolong emirship, tussle to unleash violent provocation in Kano. It was a well calculated plot to give undue opportunity to declare state of emergency. Yet, Governor Yusuf was never saturated with overwhelming endurance and resilience which eventually overwhelmed the evil plan”.

Usman Imam Tudun Wizirchi Esq
Chairman

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Opinion

Inside My Conversation With A Kwankwasiyya Disciple -Hamisu Hadejia

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Last week, I rang my friend who is a Kano-based Kwankwasiyya disciple to know more about the rumour I heard about RMK joining APC. Though not in the inner sanctum of the Kwankwasiyya Movement himself, I knew my friend would know something I didn’t.

I rang because I could not, on my own, see any sincere, Talakawa-centric, Arewa-benefitting or pan-Nigerian justification for Madugu to make such a move.

For I know, at the popular level, which is what matter most to me, it is indisputable that all PBAT’s neoliberal, IMF-inspired economic policies have succeeded in are plunging the poor and middle class deeper and deeper into unprecedented hunger and poverty—so Kwankwaso’s justification cannot be framed as pro-poor or Talakwa-centric.

At the regional level, everyone knows that after Arewa contributed at least 60% of the votes that brought him to power, PBAT has turned around to not only bite the fingers that fed him but also actually cut off those fingers in a manner that defies all logic, commonsense, and rationality— so Kwankwaso’s justification can neither be generally framed as Arewa-centric nor particularly pro-Kano.

My contact (who I am sure will read this) minced no word in confirming to me that yes the rumour I had heard wasn’t groundless before going further to educate me about Kwankwaso’s or Kwankwasiyya’s calculations (aka justifications) for such a consideration (if not a decison).

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“Hamisu, I have no doubt about the sincerity of your interventions which I’ve been following closely, however, I’ll tell you this: while ordinary folks like you and I have our eyes on 2027, politicians like Kwankwaso and others have their eyes on 2031”, he kicked off as I listened with rapt attention.

“Kwankwaso”, he argues, “sees this moment as the opportunity to build the bridges which he would require to actualise his presidential ambition in 2031.” Put in simpler terms, Kwankwaso wants to help PBAT today in anticipation of PBAT paying him back tomorrow in 2031 “ when it will be the north’s turn” to produce Nigeria’s president.

“By hook or by crook,” he added, “Tinubu will bring himself back to power in 2031”. This, according to him, is the reality that Kwankwaso sees and wants to tailor his moves to fit in.

Unable to challenge my friend’s analysis of the Realpolitik behind RMK’s imminent political moves, I now asked about where the poor and Arewa stand in all of this. Here my friend bursts out laughing hilariously before bringing the example back home to me:

“Hamisu, Aminu Ringim (NNPP’s 2023 guber candidate in Jigawa) with his red cap went up and down towns and villages in Jigawa pulling impressive crowds across the state. But what did we end up with? Just one state House of Assembly member!”.

“The reality is,” he continued, “in today’s Nigeria, a politician needs that elite connection to actualise his ambitions. Look at Buhari as an example.”

So I was thoroughly lectured by Sidi.

My take from the chat is: While RMK is grass-rooted and genuinely cares for the poor as seen in many of his pro-poor initiatives, he seems to have now—for public good or ill—found out that there is a point up to which Takawa’s love and support can take a politician. Beyond this point, what matters most significantly, RMK appears to have now discovered, is intra and inter elite alliances. Call it the eliticization of Kwankwaso. Call it Realpolitik. Call it what you may!

Later I thought about other people such as the current NSA who also allegedly has ambitions for the presidency and is no doubt a close PBAT’s ally. What of Nasir Ahmad El Rufa’i’ and his hitherto cosy relationship with PBAT and how it all ended up in tears and regrets. Isn’t RMK taking the risks of squandering his goodwill to join a bandwagon under which he might be thrown the El-Rufai style?

Hamisu Hadejia Wrote From London

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