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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

The Rise of AI Delusion: A Student’s Perspective on How AI is Reshaping Relationships, Mentorship, and Counselling

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Modern campus life is undergoing a quiet but profound psychological shift. If you walk into any university hostel or library late at night, you will see students intensely staring at their screens. They are not just scrolling through social media or typing out assignments; many are having deep, highly personal conversations with artificial intelligence. Faced with intense academic pressure, social isolation, and a volatile job market, students are increasingly treating generative AI chatbots not just as functional engines, but as emotional lifelines.

This emerging phenomenon highlights what can be called the “AI Delusion”—the psychological tendency for users to attribute real human consciousness, genuine empathy, and authentic wisdom to automated language models that are simply predicting words based on statistical data. From a student’s perspective, this reliance is quietly reshaping the three foundational pillars of the higher education experience: interpersonal relationships, academic mentorship, and mental health counselling.

First, AI is radically changing the landscape of campus relationships. Loneliness remains a massive hurdle in student environments, prompting many undergraduates to turn to AI companion applications for immediate interaction.

These applications are available 24/7, never judge, and offer a simulated space of comfort. However, the delusion occurs when a student confuses this simulated, one-sided validation with a real, reciprocal relationship. While data on conversational AI shows these tools can temporarily lower perceived feelings of isolation, psychologists confirm they do not resolve structural clinical symptoms. Human relationships are naturally messy. They require conflict resolution, compromise, and mutual vulnerability. By retreating into digital relationships with chatbots, students risk letting their real-world social skills atrophy, making genuine human interaction feel too exhausting to pursue.

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Second, the delusion is altering the nature of academic and career mentorship. Guidance traditionally came from professors, older peers, or university alumni who shared lived experiences, industry networks, and personal failures. Today, students frequently bypass this human network entirely, asking AI to evaluate their skills and map out their professional futures. While generative AI tools excel at formatting resumes or providing structured career advice, they carry a high risk of user over-reliance.

Educators confirm that automated tools fundamentally lack the nuanced relational, situational, and developmental depth that defines authentic human mentorship. Students who depend solely on automated advisors miss out on the critical “hidden curriculum” of professional networking and human intuition that an algorithm simply cannot simulate.

Third, and perhaps most critically, AI is transforming mental health counselling on campus. University wellness centres globally face extreme backlogs, high costs, and institutional bottlenecks, forcing students to look for alternative solutions. Consequently, an increasing number of youth now utilize AI chatbots as standalone “pocket therapists” to process anxiety and trauma. The delusion of the digital counsellor poses serious psychological risks. Large language models do not possess clinical judgment or genuine empathy. Medical experts warn that while evidence-based digital therapy apps can serve as helpful administrative or basic self-help scaffolds between sessions, they cannot substitute for a qualified human therapist. Relying on pattern-recognition robots during a severe psychological crisis can result in superficial coping mechanisms or dangerously isolated coping loops.

Ultimately, analyzing this trend from a student’s perspective reveals that technology must have strict emotional and practical boundaries. AI is an incredible tool for brainstorming, accelerating research, and enhancing productivity, but it becomes a delusion the moment we allow it to replace human depth. If our generation is to thrive in a digital future, we must treat AI as a bicycle for the mind rather than a replacement for the human heart. True growth, emotional resilience, and professional success will always require real human connections, authentic mentors, and real human empathy.

Adeyemi Ige Taiwo Oluwatosin
200-level student, Department of Development and Strategic Communication, University of Abuja.

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Opinion

Question Over Killings, Kidnappings, and Bandit Attacks: What Exactly Will Homeland Security Change?

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Abraham Victory

 

By Abraham Victory

When more than forty schoolchildren were abducted during coordinated attacks on schools in Borno in May, Nigerians were reminded of one of the country’s darkest security nightmares: the return of large-scale school kidnappings.

Only weeks later, reports emerged of fresh bandit attacks in Zamfara, where farmers were killed while working on their farmlands. Across parts of Benue and the Middle Belt, communities continued to mourn victims of deadly attacks that left many families displaced and fearful about what tomorrow might bring.

For ordinary Nigerians, these incidents are no longer isolated headlines. They have become symbols of a broader security crisis that has persisted despite the presence of numerous security agencies and repeated government reforms.

It is against this backdrop that President Bola Ahmed Tinubu’s creation of the office of Special Adviser on Homeland Security deserves serious public scrutiny.

The appointment has generated debate among security experts, policymakers, and citizens alike. Supporters argue that Nigeria’s growing internal security challenges require specialised attention. Critics worry that the country may be creating another layer of bureaucracy without addressing the real problem.

The question Nigerians should be asking is straightforward: Would another office have prevented these attacks?

The answer depends on how one understands Nigeria’s security challenge.

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Take the recent school abductions. The issue was not the absence of security institutions. Nigeria already has the military, police, DSS, civil defence, intelligence agencies, and the Office of the National Security Adviser. The challenge was whether intelligence was gathered early enough, shared effectively, and acted upon before the attacks occurred.

The same question applies to the recurring attacks in Benue and the resurgence of bandit activities across the North-West. In many cases, local communities claim warning signs existed before attacks occurred. Yet security responses often arrived after lives had already been lost.

This suggests that Nigeria’s greatest security challenge may not be a shortage of institutions but a shortage of coordination.

The Office of the National Security Adviser was created precisely to address this problem. The NSA coordinates intelligence activities, advises the President on security matters, and facilitates cooperation among agencies. If Homeland Security is established as a parallel structure with overlapping responsibilities, the risk is that coordination problems could become even more complicated rather than less.

Who receives intelligence first? Who coordinates domestic threat responses? Who bears responsibility when security failures occur?

These questions matter because effective security management depends on clear authority and accountability.

None of this means Homeland Security is unnecessary. The recent wave of kidnappings, bandit attacks, and mass killings demonstrates that Nigeria’s internal security challenges require specialised attention. However, specialisation should strengthen coordination, not weaken it.

A Homeland Security structure can add value if it operates under the strategic framework of the National Security Adviser, focusing specifically on domestic threat management, emergency preparedness, critical infrastructure protection, and internal intelligence integration.

What Nigerians need today is not another competition among security institutions. They need a system capable of preventing the next school abduction, stopping the next bandit attack, and protecting the next vulnerable community before tragedy occurs.

The success of Homeland Security will therefore not be measured by the title of the office or the prestige of the appointment.

It will be measured by a far simpler standard: whether fewer children are kidnapped, fewer communities are attacked, and fewer Nigerians lose their lives to insecurity.

That is the question the government must answer, and it is the result Nigerians deserve.

Abraham Victory
Department of Development and Strategic Communication
200 Level
Abuja, Nigeria

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Opinion

The Prophet’s Mosque, Al-Rawdah, and the Inner Peace of the Visitor’s Mind

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By Abubakar Dangambo

Madinah Al-Munawwarah, the radiant city of the Prophet Muhammad (peace be upon him), occupies a unique place in the hearts of Muslims across the world. Located about 450 kilometers from Makkah, it is a city of peace, spirituality, and immense historical significance. For millions of believers, visiting Madinah is not merely a journey; it is the fulfillment of a lifelong dream.

Unlike many great cities of the world that are known for their skyscrapers, industries, or commercial activities, Madinah is known for something far more precious—tranquility. The moment a visitor enters the city, he is greeted by an atmosphere of calmness and serenity that is difficult to describe in words. The city seems to embrace every visitor with a sense of comfort, reminding them that they are walking on land blessed by the presence of the Messenger of Allah (peace be upon him).

At the heart of Madinah stands the magnificent Prophet’s Mosque (Al-Masjid An-Nabawi), one of the holiest sites in Islam. Within its sacred boundaries lies the house of the Prophet Muhammad (peace be upon him), where he spent much of his life and where he is buried alongside his beloved companions, Abu Bakr As-Siddiq (RA) and Umar ibn Al-Khattab (RA).

The first time I entered Madinah and subsequently stepped into the Prophet’s Mosque to observe the Maghrib and Isha prayers, I was overwhelmed with emotion. Words failed me. My eyes filled with tears of joy and gratitude. For years, I had dreamed of visiting this sacred place, and suddenly I found myself standing within its walls.

As I joined thousands of worshippers in prayer, an indescribable feeling settled over me. My mind became calm, my heart found rest, and my entire body felt a comfort unlike anything I had ever experienced. It was as though every burden and worry had been lifted away. The peaceful atmosphere of the mosque, combined with the spiritual presence of the place, created a feeling that remains unforgettable.

Although we arrived in Madinah late at night from Jeddah, I could hardly wait for dawn. Immediately after the Fajr prayer the following morning, I hurried back to the Prophet’s Mosque to visit the resting place of the Prophet Muhammad (peace be upon him) and his noble companions.

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Standing before the sacred chamber was one of the most emotional moments of my life. Tears flowed freely as I thanked Allah Almighty for granting me the opportunity to fulfill a dream I had cherished for many years. I offered my greetings and salutations to the Prophet (peace be upon him), Abu Bakr (RA), and Umar (RA), praying that Allah would count me among those who sincerely love and follow their noble example.

Another unforgettable experience was praying in Al-Rawdah, the blessed area between the Prophet’s pulpit and his house. The Prophet (peace be upon him) described it as a garden from the gardens of Paradise. Every Muslim who enters Al-Rawdah feels a special connection to history, faith, and spirituality. Being in that sacred space filled me with gratitude and humility. I spent those precious moments in prayer, reflection, and remembrance of Allah, thanking Him for His countless blessings.

What makes Madinah even more remarkable is not only its sacred sites but also the character of its people. The residents of Madinah are widely known for their kindness, hospitality, and respect for visitors. Whether in the streets, markets, hotels, or around the mosque, one encounters smiles, warm greetings, and genuine willingness to help.

The hospitality of the people reflects the legacy of the Ansar—the noble residents of Madinah who welcomed the Prophet Muhammad (peace be upon him) and his companions during the Hijrah. That spirit of generosity and care continues to live on in the city today. Visitors from every race, language, and nationality are treated with respect and dignity, making them feel at home despite being far from their own countries.

Walking through the streets of Madinah is itself a memorable experience. The city is remarkably clean, organized, and peaceful. Around the Prophet’s Mosque, worshippers from every corner of the world gather in unity, demonstrating the universal brotherhood of Islam. Despite the diversity of cultures and languages, everyone is united by the same faith and love for Allah and His Messenger.

My stay in Madinah lasted only two days before I departed for Makkah to commence the rites of pilgrimage. Yet those two days remain among the most cherished moments of my life. The joy, comfort, spiritual fulfillment, and inner peace I experienced are memories that can never be erased.

Even now, whenever I reflect on those blessed days, my heart longs to return. Madinah is not simply a city one visits; it is a city that captures the soul. Its beauty lies not only in its buildings or landmarks but in the tranquility it offers, the history it preserves, and the spiritual connection it nurtures.

As I conclude this reflection, I pray that Allah, the Most Merciful, grants me another opportunity to visit Madinah and the Prophet’s Mosque. I also pray that every Muslim who desires to visit the blessed city will one day be granted that privilege.

May Allah continue to shower His peace and blessings upon our beloved Prophet Muhammad (peace be upon him), his family, his companions, and all those who follow his guidance until the Day of Judgment.

Ameen.

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