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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.

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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.

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

Per Ishaq Samaila: “Waziri” for Strategy. “Mai Jama’a” for Service. One Man. One Mission. Ibrahim Kabir Masari

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By Abba Anwar

I read with great admiration and clear endorsement the piece by Ishaq Samaila titled “Why President Tinubu Calls Ibrahim Kabir Masari ‘Waziri’ and the First Lady Senator Oluremi Tinubu calls him ‘Mai Jama’a.” It is not only an envelope of precision, it is also the kind of political writing we need more of under the current political atmosphere; thoughtful, measured, and rooted in substance rather than fallacy.

Ishaq Samaila deserves commendation for capturing what many in Abuja understand but few can articulate so clearly. As he rightly noted, “President Bola Ahmed Tinubu describes Alhaji Ibrahim Kabir Masari as his ‘Waziri’ — a traditional title associated with counsel, responsibility, political strategy and service close to leadership. And First Lady Senator Oluremi Tinubu has referred to him as ‘Mai Jama’a’ a Hausa expression meaning “man of the people.”

These are not casual and loosed nicknames. In Samaila’s analysis, they represent “… two defining sides of Masari’s political identity.” I could not agree more. And it is on this premise that I offer this addendum, not to debate, but to amplify and showcase how Masari, the man, embodies every word in that excellent article.

Being “Waziri” in tensed and difficult political atmosphere isn’t a joke. The man, Masari, is an embodiment of Presidential trust, vision for the nation and unwavering loyalty from the former. While the latter maintains a very long standing relationship. He (Masari) is entrusted with the weight of the nation’s political stability. It is to be the calm in the storm, the ear that listens as it sounds musical to it, before decisions are made, and the hand that builds bridges where others see walls and castles in the air.

That is Masari. As Special Adviser to the President on Political and Other Matters, he has operated with a rare combination of discretion, ingenuity, efficiency and effectiveness. At a time when governance requires managing 36 states, 360 federal constituencies, and thousands of political interests, Masari has been the President’s henchman and trusted anchor.

He does not grandstand. He does not seek credit. His work is in the consultations that prevent crises, in the engagements that align stakeholders with the Renewed Hope Agenda, and in the political intelligence that allows leadership to stay ahead of challenges. Also in political sophistication that strengthens presidential ambition through utilization of all options.

This is the modern definition of a Waziri: a man who serves power by serving the country first. President Tinubu, a master political strategist himself, recognized this quality in Masari and brought him closer in strategy and execution. It was not by accident. It was designed long before now. A relationship built over decades and rooted in trust.

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If “Waziri” explains Masari in the Villa, “Mai Jama’a” explains Masari in the villages, in our communities. And this is where his political genius truly shines. This is where he speaks wisdom, freedom and breaks chain of hardship, to stardom, to build a kingdom of service. He is a great leader and mentor who never left ground, grassroot. Hence, he is well grounded and firmer.

The title “Man of the People” is the hardest to earn in Nigerian politics because the people themselves must give it to you. You cannot buy it. You cannot lobby for it. You can only work for it. The title is more or less, achievable and non-replaceable. Masari toiled for it and achieved it.

First Lady’s description speaks to something deeper than politics. It speaks to character and characteristics. To accessibility and creativity. To a man who, despite holding one of the most sensitive political offices in the country, still believes in his people, still attends community events, and still understands the language of the ordinary Nigerian. Hence the initiation of many interventions. To help people become economically independent, culturally creative and politically reliable.

From Katsina to Kano, from party meetings to condolence visits, Masari has maintained what Samaila correctly called “… grassroots orientation and his ability to maintain contact with communities, political supporters and ordinary citizens.” What a reliable political figure. Reliability in its purest form.

He is proof that you can be in the room where national strategy is decided in the morning, and still be on the ground listening to market women and youth leaders in the evening. A balanced political figure, who believes strategy keeps political opponents continuously busy from a position of weakness. That balance is rare. That balance is leadership. That balance is resistance against a non-welfare state.

As Samaila concluded so powerfully, “Tinubu’s ‘Waziri’ is also the First Lady’s ‘Mai Jama’a.’ One description highlights his role around political leadership; the other highlights his connection with the people.”

In today’s Nigeria we need leaders who understand high-level politics but are not imprisoned by it. A clear explanation of President Tinubu’s symbol, a broken chain of slavery. Where poverty of rationality remains in limbo. We need advisers who can navigate complex stakeholder dynamics without losing touch with the pain and aspirations of the people. We need a Waziri who is also Mai Jama’a.

It is absolutely true that Masari depicts this with all that is said in Samaila’s article. He depicts loyalty without sycophancy. He depicts strategy without arrogance. He depicts accessibility without losing authority. The same way he depicts engagement without scarcity.

He is a bridge-builder in an age of division, where weaker opponents misrepresent facts with fictions, vision with illusion, and hope with hype. A stabilizer in an age of noise, who clearly differentiates empty noise from real choices. A public servant who understands that titles are not for decoration, they are for duty. They are for selfless service to humanity.

While I concur with the author in all his submission, let me also join him in celebrating this well-thought and timely piece. It reminds us that in the midst of our national challenges, we still have men and women in government who embody service, humility, and competence.

Alhaji Masari, by all standard, is one of them. The President saw the Waziri in him. The First Lady saw the Mai Jama’a in him. The people are beginning to see both. His interventions to his people is invaluable. His faith in this administration is absolute. His hope is renewed. His effort in renewing people’s hope is rewarding and visibly engaging.

Samaila Bravo for explaining in a more clearer terms, Waziri and Mai Jama’a in Masari. A golden coin of two inseparable sides.

Anwar writes from Kano
Thursday, 10th September, 2026

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Opinion

Fifty Years, Four Terms. A Life Of Enterprise, Scholarship And Public Service-By Abbas Tajuddin

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Today, I celebrate my colleague and friend, Hon. Abdulmumin Jibrin Kofa, as he attains the golden milestone of 50.

Turning 50 is more than a birthday; it is a moment to pause, reflect and appreciate a journey already rich in accomplishment, service and impact.

Over four terms in the House of Representatives, Abdulmumin has brought to our legislative enterprise a rare combination of intellectual depth, business experience, courage and an unmistakable independence of mind. From his leadership of key committees, including Finance, Appropriations, Land Transport, Foreign Affairs, and Housing and Habitat, his contributions have reflected a strong grasp of public finance and a broad understanding of national affairs.

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He is, without doubt, one of the sharpest minds in our Parliament. His academic accomplishments, including two PhDs and an MBA, his experience in business and academia, his executive education at leading institutions, and his service at the Federal Housing Authority have all contributed to the distinctive perspective he brings to public service.

But beyond the degrees, positions and accomplishments is a man who has never been afraid to speak his mind.

Abdulmumin is forthright. He is courageous. He is independent-minded. And he is never one to hide his convictions.

In a Parliament, such voices matter. A healthy legislature must have room for principled disagreement, robust debate and legislators willing to speak for what they believe is right and in the interest of their constituents.

As you celebrate 50, dear Abdulmumin, I celebrate not only the milestones behind you but also the possibilities ahead.

On behalf of the leadership and the entire membership of the House of Representatives, I wish you good health, renewed strength, greater accomplishments and many more years of impactful service to your constituents and our dear nation.

May the next chapter be even greater than the first five decades.

Happy 50th Birthday, Hon. Abdulmumin Jibrin Kofa.

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Opinion

A FRIEND’S LETTER TO ABDULMUMIN AT FIFTY

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By Barr. Ismaeel Ahmed, OON

There is a particular privilege in knowing someone before the world decided who they were going to be; before the titles, the cameras, the offices and the public arguments. I have had that privilege with Abdulmumin Jibrin.

I knew Abdulmumin long before most people knew him as they do today, before the National Assembly and before the many chapters of public life that have since defined his name. So, as he turns fifty, I find myself writing not about the Honourable Member for Kiru and Bebeji, but about my friend, my older brother and school father. That distinction has always mattered.

I remember someone whose mind never seemed to rest. Chairman, as we fondly call him, could take an idea everyone else had accepted, turn it around repeatedly, question it from every direction and continue long after the rest of us had become tired of the conversation. I used to tease him about it, and sometimes I still do. But over the years, I have come to understand that this intellectual restlessness is at the very centre of who he is.

It explains the businessman, the teacher, the politician and the scholar who earned a PhD in International Relations and, years later, returned to Bayero University Kano for another in Economics. Chairman has never believed that learning has an end point. He is always searching for the next question and, inevitably, the better answer.

Yet, for all his accomplishments, what I value most about him is something much simpler: his loyalty. He remembers people. He remembers friendships, kindnesses and those who stood with him when there was little to gain from doing so. Beneath the forcefulness that people see in public is a tenderness and generosity that those who know him closely understand very well.

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I have also had the privilege of seeing him through both triumph and adversity. His political journey has had its share of difficult seasons, some of them difficult enough to discourage almost anyone. But Chairman has an extraordinary capacity to return. He reflects, recalibrates and rises again. Not because the fall did not hurt, but because he has always believed that a difficult chapter does not have to be the end of the story.

Perhaps that is one of the most important lessons of his first fifty years. We are not measured by never falling. We are measured by what we learn from the fall and whether we find the courage to rise again.

Another quality I have come to admire is his ability to create room for other people to grow. He does not merely occupy spaces; he opens conversations, shares ideas and encourages those around him to think beyond their immediate circumstances. Many people have benefited from his advice, introductions, encouragement and willingness to challenge them to become better versions of themselves. That influence may not always be visible, but it is one of the lasting marks a person leaves on the lives of others.

He also possesses a rare ability to remain connected to his roots while engaging confidently with the wider world. Whether in the classroom, the boardroom, the political arena or among friends, he carries with him a strong sense of identity and responsibility. His journey has taken him through different institutions and experiences, but it has not separated him from the people, values and community that shaped him. That balance is not easy to maintain, and it is one of the reasons his story continues to resonate with many people.

At fifty, therefore, I am less interested in counting Abdulmumin’s offices, businesses, degrees or political accomplishments. I think instead of the full measure of the man I have known: the businessman who understood risk, the scholar who never stopped learning, the politician who survived both victory and defeat, and the friend who still remembers to call.

Fifty is a beautiful milestone. It gives a man enough road behind him to understand the journey, and, God willing, enough road ahead to decide what he wants the rest of that journey to mean.

My Chairman, I hope the years ahead bring a little more patience to your restlessness and a little more peace to your ambition. Build more. Give more. Mentor more. Forgive quickly, as you have always somehow managed to do. And worry less about who receives the credit. History has its own way of separating noise from substance.

Happy fiftieth birthday, Sir. May the years ahead bring you more wisdom than ambition, more peace than pressure, more purpose than applause, and many more opportunities to give than reasons to receive.

Congrats.

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