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Opinion

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

Why is Dangote Blackmailing NNPC?

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Alhaji Aliko Dangote

 

By Vincent Kayode

For two entities that are supposed to work together to provide energy security for Nigerians, you may wonder why Dangote has been using every means available to paint NNPC as the bad guy, while projecting himself and his company as the saviour Nigerians have all been waiting for. After some digging, I found out that Dangote is not telling the whole truth. In fact, he is manipulating the media and using paid influencers to tarnish NNPC’s image. The truth will shock you.

Now follow me, let us get into the facts.

1. The first question is why is DR not releasing its product prices, even after accusing NNPC of being “mischievous“. I was shocked that NNPC was so transparent in its dealings, which you would expect of any company operating in the public domain. But Dangote, even with his blatant accusations against NNPC, is not happy.

2. ⁠While subsidy is gone, most marketers have refused to import PMS because the margins are too low for their profitability calculations. NNPC on the other hand, is interested in the lowest prices for Nigerians, as it was not set up solely for profit. Dangote is not happy.

3. ⁠If left unchecked, DR would sell the product to Nigerians at 1300 Naira per litre. What NNPC did was to negotiate with Dangote, and drive down the prices to a range that will be cheaper for Nigerians to afford. Dangote is not happy.

4. ⁠By selling crude to DR in Naira, the FG and NNPC have shown not only good faith, but accountability. Reciprocity is the norm in business. This is why NNPC must have an office inside DR complex, to avoid “stories that touch the heart”. I guess DR is not happy that another entity ( NMDPRA, NNPC, MoF) is checking his production and supply claims. Trust me, but verify.

5. ⁠The much-touted business model of Mr Dangote is being tested here. His business successes have usually being around being a monopoly player, stifling competitors through unfair practices, and arm-twisting government to get special favours and waivers. If in doubt , Ask Mr Abdussamad Rabiu of BUA. Go and inquire about Ibeto Cement. The current administration believes in fairness to all players. Dangote is not the only businessman in Nigeria. Do your business, but don’t play blackmail card because you can’t have your way all the time. But Dangote is still not happy.

6. ⁠The crude oil being produced by NNPC and its JV partners are for the benefit of all Nigerians. NNPC is not in business to increase Dangote’s profit margin, but to ensure energy security for all Nigerians. This is a key provision of the Petroleum Industry Act (PIA) 2021. Still Dangote is not happy.

7. ⁠I think Mr Dangote is creating smokescreens to divert attention away from his refining issues. He should focus on producing the products he has promised, and in the quantity that he has promised. He should stop seeing NNPC as a threat.

8. ⁠The sky is big enough for all birds to fly. You cannot monopolise the Nigerian oil sector please. PMS is not cement, it is not sugar, and it is not flour. It is basically an essential commodity that can’t be allowed to be manipulated by just single individual, to the detriment of poor, unsuspecting Nigerians.

 

Vincent Kayode, wrote in from Lagos.

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Opinion

Balancing Work and Parenthood: A Day at the eHA Office with the Little Ones

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By Favour Oriaku

Building a more vibrant, secure, and sustainable future is important to eHealth Africa (eHA). And a key part of that mission is engaging the next generation with real-life work experiences. Where better to do that than around their heroes—their parents? Bringing kids into the office might conjure up images of chaos: papers scattered everywhere, loud noise, and maybe even crayon drawings on the walls. But at eHA, “Bring Your Kids to Work” day has turned into a big hit that everyone looks forward to—kids, parents, and colleagues alike.

For the past two years, eHA has been hosting “Bring Your Kids to Work” days. This event gives families a chance to learn more about what we do, understand our culture, and see our mission in action. We recently held our second edition, and it was a huge success! The office was buzzing with excitement as staff members welcomed their children into the workplace, creating a unique day filled with learning, creativity, and lots of laughter.

The day was jam-packed with activities to engage and educate the children. There were career talks where professionals shared insights into different career paths, inspiring the kids to think about their futures. Health tips were provided, thanks to the eHA Clinics, where the children learned about healthy living and even received vaccinations. They had a chance to ask questions about what their parents do at work, giving them a better understanding of the “mystery” behind the job titles. A campus tour allowed the kids to explore the office space, and creative painting sessions gave them the chance to unleash their imaginations. Of course, it wouldn’t be a kids’ day without playtime—bouncing castles were set up, and they were a big hit. Throughout the day, there were plenty of snacks and a delicious lunch to keep everyone energized. Each child left with wonderful gifts to remember the day by, a little piece of the organization’s branded materials to take home.

The event was about more than just fun, though. As Mr. Adesina, our HR Manager at eHealth Africa’s Kano HQ, put it, “This event was inspired by the HR team to bring families together, seeing that the staff are usually busy with a lot of work. It was also an avenue for the kids to meet other family members of eHA and for the children to see where their parents work, what they do, and integrate family life with work. We want to make sure our staff feel a sense of belonging. After the maiden edition, staff wanted it to be an annual event, hence the second edition.” He continued, “One of the intentions of this event was to educate staff kids on healthy living and career choices. Thanks to Dr. Ben Igbinosa, our Director of Finance and Administration (DFA), and eHA Clinics, these goals were achieved. There is an improvement from last year’s edition with the inclusion of health talks and vaccinations. We have plans to accommodate hybrid and remote staff, using technology as eHA is technology-driven. I appreciate the Executive team and staff for their support to the HR team and for making their children available for the event.”

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Safety was a top priority for us during the event. Regina, our Associate HR Manager at eHealth Africa’s Kano HQ, highlighted this, saying, “What stood out for me is ensuring a safe space for the kids. Though eHA is always a safe space, with children, extra attention was needed. Knowing that kids love to explore their environment, we worked to seal up all electrical points.” We wanted to create a memorable experience, so each child went home with gifts to remember the day. “As one of the best places to work, our goal is to make eHA a family-friendly organization, so the ‘Bring Your Kids to Work’ event speaks to that,” Regina added.

Linda, our Senior HR Coordinator in the Abuja office, explained that this event is part of our corporate social responsibility towards our staff. “eHA believes in the power of shared experiences and the value of family,” she said. “Bringing your kids to work is a fun activity for the children while also showing our commitment to creating and supporting an inclusive workplace for all our staff. It also helps us recognize work-life balance, which is part of our culture.” Linda praised our staff for their ability to balance work and family life, noting, “Parents, especially those who have a professional career, are doing so well. I commend eHA staff for being able to balance their work with family life.”

At eHealth Africa, we know that our employees perform at their best when they can balance their professional and personal lives. Events like “Bring Your Kids to Work” not only provide a fun day for the children but also strengthen the bond between employees and the organization. We’re already looking forward to next year’s event and many more opportunities to celebrate our staff and their families.

Favour Oriaku, is a Senior Communications Coordinator, eHealth Africa

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Opinion

Tribute to Dr. Habib Sadauki: A Visionary Leader and Mentor-Kwalwa

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Late Dr Habibu Sadauki

 

The inevitability of death reminds us to live modestly and cherish the memories of those who have impacted our lives. Today, we gather to honor the legacy of Dr. Habib Sadauki, an exceptional mentor, medical director, CEO, and senior consultant.

Dr. Sadauki’s life embodied simplicity, patience, dedication, and collaboration. His commitment to the common good inspired countless individuals, from clinical practice to public life. I had the privilege of working alongside him during our call duties at the Hospital Management Board, where he demonstrated remarkable dedication and responsiveness.

As Executive Secretary, Dr. Sadauki displayed exceptional tolerance and maturity, even in the face of adversity. His leadership facilitated joint efforts and achievements between the board and unions. He championed on-the-job training and sponsored staff for specialized courses locally and internationally.

Dr. Sadauki’s contributions to the MPDRS policy and development were invaluable, drawing from his personal experience. His punctuality, resourcefulness, and tirelessness in attending review meetings were hallmarks of his commitment.

A devout and prayerful individual, Dr. Sadauki’s warm smile and genuine spirit comforted all who encountered him. A 1978 graduate of ABU Zaria, he had an illustrious career as a specialist medical consultant and administrator, alongside notable contemporaries like Dr. Dutse and Dr. Bashir Birnin Kudu.

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As I pen this tribute, I pray that Allah grants Dr. Sadauki peace and mercy in the highest level of paradise. May His blessings be upon his children, and may His comfort envelop his family and friends, particularly Hajiya Maryam.

Rest in peace, Dr. Habib Sadauki. Allah ya gafarta masa.

Abdullahi Ismail Kwalwa

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