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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.

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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

Opinion

Alhaji Tijjani Rabiu Spikin: A Neighbour, Philanthropist, and Friend of Children

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MUDASSIR ALIYU YUNUSA (MSNB)
mudassiray@gmail.com

Alhaji Tijjani Rabiu Spikin, popularly known as ‘Tijjani Spikin,’ is one of the most respected elders of the Kofar Nassarawa and Sabuwar Kofa communities. A successful businessman with an outstanding reputation, he is admired not only for his business accomplishments but also for his kindness, humility, and generosity toward those around him, especially children.

He is widely regarded as a man of peace who values harmonious relationships. He believes that good neighbourliness is built on mutual respect, compassion, and the willingness to uphold the rights of others. His home has always been a place where people feel welcome, particularly children, and he has earned the trust and admiration of both the young and the old through his exemplary character.

What distinguishes Alhaji Tijjani most is his genuine love for children. He has always shown special affection to every child living in his neighbourhood, regardless of family background. It has long been his habit to brighten their day by giving them small gifts, including cash, biscuits, sweets, and other treats. To many children, these gestures were not merely gifts but expressions of love and encouragement that made them feel valued and appreciated.

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Those who grew up in the area could bear me witness. I can vividly remember the excitement whenever Alhaji Tijjani came out in the morning or afternoon on his way to his daily routine. Children would eagerly and joyously gather around him, knowing that he would never send them away empty-handed. Because of this remarkable generosity to the children, they affectionately gave him the nickname “Mai Raba Kwandala Kwandala,” meaning “the man who shared coins.” It was a title born out of admiration for his habit of distributing small denominations of the Nigerian naira to every boy or girl he met.

Today, Alhaji Tijjani Rabiu (Spikin) remains a shining example of how kindness, generosity, and good neighbourliness can leave a lasting impact on a community, especially in the minds of the children who have now become youths and stakeholders in society. His legacy is reflected not only in the lives he has touched but also in the fond memories cherished by generations of children who experienced his compassion firsthand.

May Almighty Allah (SWT) continue to bless Alhaji Tijjani Rabiu and his entire family abundantly. May He increase him in wealth, grant him sound health, strengthen him in Iman (faith), protect him from all harm, and reward his kindness with His endless mercy in this world and in the Hereafter. Ameen.

Mudassir can be reached via:
mudassiray@gmail.com

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Opinion

Arewa Media Summit:Big Promises, Little Substance-Tijjani Sarki 

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Tijjani Sarki

I was genuinely amazed that the inaugural Arewa Media Summit ended with a communique. For an event presented as a defining conversation on media, governance and accountability in Northern Nigeria, the silence was difficult to understand. It was only after analysts and observers questioned the omission that a comprehensive communiqué eventually emerged.

I have read the document carefully. It is professionally written, politically appealing and rich in democratic vocabulary. Unfortunately, it is also painfully short on substance.

Beyond the impressive language, there is no implementation framework, no timelines, no measurable targets and no independent mechanism to ensure that its resolutions become reality. That is not how transformational policy conversations are measured. It is how public relations documents are often written.

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Even more disappointing is what the communiqué failed to confront. The media space in Arewa is under siege, not only from misinformation but from increasing political manipulation. Today, media platforms are too often deployed to inflame unnecessary controversies, deepen divisions, promote personality cults, settle political scores and manufacture enemies instead of advancing public enlightenment and good governance. This dangerous trend deserved to be the centrepiece of the summit, yet it received only passing attention.

If the gathering truly sought to reshape the future of media in Northern Nigeria, it should have produced practical strategies to strengthen investigative journalism, protect editorial independence, support indigenous media institutions and insulate the media from political capture.

Arewa does not need another annual media jamboree with polished speeches and elegant communiqués. It needs a platform that speaks truth to power, promotes professional journalism, unites rather than divides our people, and produces measurable reforms. Until then, many will continue to question whether this summit advanced the public interest or merely refined the language of political communication.

Tijjani Sarki
Good Governance Advocate and Public Policy Analyst

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Opinion

IDP Is More Than A Humanitarian Case-Ekanem Joan

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By
EKANEM JOAN

When discussions about Internally Displaced Persons (IDPs) arise, attention often turns to numbers and relief packages. Yet behind every statistic is a family that has lost a home, a child whose education has been disrupted, and a community torn apart by conflict. While compensation may replace damaged structures, it cannot restore the memories, dignity, and sense of belonging that displacement takes away.

Recompensation does not make it fine; How do you compensate a child staring at the fire and iron as it takes their lands, while uniforms hang up in a room? How do you price the memory of a mother who once called these lands home. She cuddled her children and the savoury flavour of meals each smiles on her family’s faces, or, the men who spent decades building a life, a family, a shelter, only to watch unconventional disasters take it away. The youths! With their lives sketched on a rough map, all gone – indefinitely. IDPs are just victims of a conflict or a humanitarian crisis waiting to be part of a scheme but humans with lives.

Nigeria is transitioning into durable solutions and we must remind the policy makers that a house is not merely a structure to be replaced but a sanctuary that has been entirely erased, some are memories. These compensations do not weigh the emotional fabric of what has been torn away. At first, it was a crisis to put an end to but then the plan changed, by the end of year 2023, statistics recorded by United Nations High Commissioner for Refugees to about 1.1 million IDPs (approximately 1,134,828 persons) with 50.3% below 18 years old and 49.7% above 18 years old. The same year saw 81.2% Boko Haram insurgency, 1.6% banditry and 16.2% herder clashes. This crisis was most prominent in the North-West region. The issue was worsening, leading to a humanitarian disaster and as the years grew the IDP numbers rose to 3.5 million persons.

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This rise in persons is alarming. An increase of 2.4 million estimated is not fine. Compensation is not enough! as the number of internally displaced persons increased the government shifted its focus from protection and curbing the disaster to putting infrastructure in place. These infrastructures included the 2025 financial injection and the African Union Convention for Protection and Assistance of IDPs into law to provide food and shelter (United Nations High Commissioner for Refugees). The policy makers have decided to place these infrastructures but numbers alone cannot capture the true weight of internal displacement. Statistics do not feel hunger, do not grieve the sudden loss of an ancestral home, and do not carry the psychological weight of an uncertain tomorrow.

The last IDP count done in 2026 by United Nations High Commissioner for Refugees shows total displaced persons as over 3.7 million. The causes still remain armed insurgency, farmer-herder conflicts, banditry and climate change across the affected regions including the North-East, Middle Belt and North-West (Borno, Zamfara, Sokoto and Benue).
87% of the IDPs live below the international poverty line and 60% face high levels of food insecurity, close to decades of displacement leads to limited access to healthcare and schooling. How do we fight a problem without digging out its roots. Across Nigeria millions of Nigerians have lost their land, homes and monuments of memories because of armed conflicts, terrorism, communal clashes, flooding and other disasters.
This does not end in loss of structures but lives too. Imagine a mother who carried a child for 9 months – nurtured and bred, that child wasted! or a father who struggled to give a child all that is needed to watch his own flesh and blood lay on the floor, lifeless.

Displacement hits the most vulnerable demographics hardest. Children are exposed to interrupted education and emotional distress or what about gender-based violence? The uncertainty and emotional weight of being displaced in your own country, your own land.

The Government must address the security gap. There must be increased, professionalized, and transparent security presence in vulnerable regions to prevent the “unconventional disasters” that turn citizens into refugees in their own country. Banditry and herder-farmer clashes are often hyper-local. Success requires empowering local traditional leaders, civil society, and grassroots peace committees to mediate disputes before they escalate into armed conflict.

As the policy makes provision for emergency food, clean water and canvas tents. Yet we know that the deepest wounds of displacement are ones that don’t bleed. Displacement is not just a change of address; it is a sudden, violent fracturing of life, identity and dignity. It is the theft of a person’s yesterday and the total blinding of their tomorrow. The approach is shifting from short term “crisis management” to long term poverty reduction and healing but our main focus should be the roots – reduce or eradicate banditry, set infrastructure to settle communal crisis and provide resources for all citizens, it is not just about moving the CSR to invest in vocational rehabilitation but removing the cause for a better Nigeria.
Fight for IDP and fight for a better Nigeria! It could be you and it could be I. Together we fix this humanitarian crisis.

EKANEM JOAN
200LVL STUDENT OF DEVELOPMENT AND STRATEGIC COMMUNICATION, UNIVERSITY OF ABUJA.
1ST JULY, 2026.

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