Connect with us

Feature/OPED

How to Supercharge Your Digital Marketing to Increase Sales During Ramadan

Published

on

Derek Jason Bossman digital marketing

By Derek Jason Bossman

Across the globe, the world’s 1.9 billion Muslims are celebrating the holy month of Ramadan. A time of fasting, prayer, reflection and community, the month culminates in the Eid al-Fitr feast. In the run-up to the feast, which marks the end of Ramadan’s dawn-to-sunset fasting, many Muslims stock up on goods and gifts for the celebration.

Many businesses know that and have built up loyal and established customer bases catering to that need. You might even be one of them. But are you doing everything you can to drive up sales during Ramadan? If you’re not making optimum use of digital marketing tools, chances are the answer to that question is a resounding no.

Digital marketing’s growing importance in an increasingly connected continent 

That’s been true for a while now, but it will become even more so as internet connectivity becomes increasingly affordable and ubiquitous in Africa. In Ghana, nearly 70% of the population is connected to the Internet and in Nigeria, it’s around 55%. Those ratios have gone up dramatically in the past few years and will continue to rise in the near future. In fact, it’s estimated that an additional 35 million Nigerians will come online by 2026.

Many of those existing and new internet users are Muslim too. Islam is practised by around 20% of Ghanaians and just over 52% of Nigerians. In other words, if you’re not marketing on the most popular online platforms where people spend a growing amount of time, you’re not reaching them effectively. That also means you’re not making the most of the advantages offered by digital marketing.

Here are a few simple ways you can ensure that you are: 

  1. Create Ramadan-themed content 

Simply having a digital presence isn’t enough, especially when it comes to big occasions like Ramadan..  Images, videos, blog posts, and social media updates incorporating Ramadan themes and messages can help engage your audience and make your brand more relatable during the holiday.

  1. Use the available targeting features 

Most social media platforms allow you to target the kind of customers you want to look at, and engage with, your adverts. Some of them allow you to do so at an incredibly granular level. By matching demographic targeting with Ramadan-specific messaging, you can give your marketing the best possible chance of being truly effective.

  1. Be on the right platforms 

That same demographic data can also show you where you should be targeting digital marketing. If your products are targeted at young people, for example, is Facebook still a viable option, or would you be better off focusing your energy on platforms such as Instagram, Snap, and Spotify?

  1. Show a little generosity 

Given that Ramadan is a time of giving, it’s worth seeing if you can give a little back to your customers at this time. Special discounts, promotions, and bundles can help demonstrate to your Muslim customers that you’re giving them the best possible value at this time. If you have an e-commerce offering, these types of promo codes can also give you additional data on which platforms are most effective.

  1. Partner with the experts

If you’re unsure how to supercharge your digital marketing efforts, don’t be afraid to engage with the experts. At Aleph, we empower advertisers to take full advantage of the advertising capabilities of platforms like Twitter, Meta, Snapchat, TikTok and nearly 35 others. We’re happy to do so for businesses of all sizes and can put together packages that suit almost every budget.

Build on big events, be consistent 

As useful as those tips are during Ramadan, they’ll be equally helpful through the rest of the year. It’s critical, therefore, that you not just ramp up your digital marketing efforts during special occasions such as Ramadan but use them to consistently speak to all of your customers in engaging ways throughout the rest of the year. Get that right, and you’ll see the sales roll in.

Derek Jason Bossman is the Business Development Lead for Ghana at Ad Dynamo by Aleph

Feature/OPED

The Future of Payments: Key Trends to Watch in 2025

Published

on

Luke Kyohere

By Luke Kyohere

The global payments landscape is undergoing a rapid transformation. New technologies coupled with the rising demand for seamless, secure, and efficient transactions has spurred on an exciting new era of innovation and growth. With 2025 fast approaching, here are important trends that will shape the future of payments:

1. The rise of real-time payments

Until recently, real-time payments have been used in Africa for cross-border mobile money payments, but less so for traditional payments. We are seeing companies like Mastercard investing in this area, as well as central banks in Africa putting focus on this. 

2. Cashless payments will increase

In 2025, we will see the continued acceleration of cashless payments across Africa. B2B payments in particular will also increase. Digital payments began between individuals but are now becoming commonplace for larger corporate transactions. 

3. Digital currency will hit mainstream

In the cryptocurrency space, we will see an increase in the use of stablecoins like United States Digital Currency (USDC) and Tether (USDT) which are linked to US dollars. These will come to replace traditional cryptocurrencies as their price point is more stable. This year, many countries will begin preparing for Central Bank Digital Currencies (CBDCs), government-backed digital currencies which use blockchain. 

The increased uptake of digital currencies reflects the maturity of distributed ledger technology and improved API availability. 

4. Increased government oversight

As adoption of digital currencies will increase, governments will also put more focus into monitoring these flows. In particular, this will centre on companies and banks rather than individuals. The goal of this will be to control and occasionally curb runaway foreign exchange (FX) rates.

5. Business leaders buy into AI technology

In 2025, we will see many business leaders buying into AI through respected providers relying on well-researched platforms and huge data sets. Most companies don’t have the budget to invest in their own research and development in AI, so many are now opting to ‘buy’ into the technology rather than ‘build’ it themselves. Moreover, many businesses are concerned about the risks associated with data ownership and accuracy so buying software is another way to avoid this risk. 

6. Continued AI Adoption in Payments

In payments, the proliferation of AI will continue to improve user experience and increase security.  To detect fraud, AI is used to track patterns and payment flows in real-time. If unusual activity is detected, the technology can be used to flag or even block payments which may be fraudulent. 

When it comes to user experience, we will also see AI being used to improve the interface design of payment platforms. The technology will also increasingly be used for translation for international payment platforms.

7. Rise of Super Apps

To get more from their platforms, mobile network operators are building comprehensive service platforms, integrating multiple payment experiences into a single app. This reflects the shift of many users moving from text-based services to mobile apps. Rather than offering a single service, super apps are packing many other services into a single app. For example, apps which may have previously been used primarily for lending, now have options for saving and paying bills. 

8. Business strategy shift

Recent major technological changes will force business leaders to focus on much shorter prediction and reaction cycles. Because the rate of change has been unprecedented in the past year, this will force decision-makers to adapt quickly, be decisive and nimble. 

As the payments space evolves,  businesses, banks, and governments must continually embrace innovation, collaboration, and prioritise customer needs. These efforts build a more inclusive, secure, and efficient payment system that supports local to global economic growth – enabling true financial inclusion across borders.

Luke Kyohere is the Group Chief Product and Innovation Officer at Onafriq

Continue Reading

Feature/OPED

Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections

Published

on

ghana election 2024

In a heartfelt statement released today, the Conference of Nigeria Political Parties (CNPP) has extended its warmest congratulations to Ghana’s President-Elect, emphasizing the importance of learning from Ghana’s recent electoral success as Nigeria gears up for its 2027 general elections.

In a statement signed by its Deputy National Publicity Secretary, Comrade James Ezema, the CNPP highlighted the need for Nigeria to reclaim its status as a leader in democratic governance in Africa.

“The recent victory of Ghana’s President-Elect is a testament to the maturity and resilience of Ghana’s democracy,” the CNPP stated. “As we celebrate this achievement, we must reflect on the lessons that Nigeria can learn from our West African neighbour.”

The CNPP’s message underscored the significance of free, fair, and credible elections, a standard that Ghana has set and one that Nigeria has previously achieved under former President Goodluck Jonathan in 2015. “It is high time for Nigeria to reclaim its position as a beacon of democracy in Africa,” the CNPP asserted, calling for a renewed commitment to the electoral process.

Central to CNPP’s message is the insistence that “the will of the people must be supreme in Nigeria’s electoral processes.” The umbrella body of all registered political parties and political associations in Nigeria CNPP emphasized the necessity of an electoral system that genuinely reflects the wishes of the Nigerian populace. “We must strive to create an environment where elections are free from manipulation, violence, and intimidation,” the CNPP urged, calling on the Independent National Electoral Commission (INEC) to take decisive action to ensure the integrity of the electoral process.

The CNPP also expressed concern over premature declarations regarding the 2027 elections, stating, “It is disheartening to note that some individuals are already announcing that there is no vacancy in Aso Rock in 2027. This kind of statement not only undermines the democratic principles that our nation holds dear but also distracts from the pressing need for the current administration to earn the trust of the electorate.”

The CNPP viewed the upcoming elections as a pivotal moment for Nigeria. “The 2027 general elections present a unique opportunity for Nigeria to reclaim its position as a leader in democratic governance in Africa,” it remarked. The body called on all stakeholders — including the executive, legislature, judiciary, the Independent National Electoral Commission (INEC), and civil society organisations — to collaborate in ensuring that elections are transparent, credible, and reflective of the will of the Nigerian people.

As the most populous African country prepares for the 2027 elections, the CNPP urged all Nigerians to remain vigilant and committed to democratic principles. “We must work together to ensure that our elections are free from violence, intimidation, and manipulation,” the statement stated, reaffirming the CNPP’s commitment to promoting a peaceful and credible electoral process.

In conclusion, the CNPP congratulated the President-Elect of Ghana and the Ghanaian people on their remarkable achievements.

“We look forward to learning from their experience and working together to strengthen democracy in our region,” the CNPP concluded.

Continue Reading

Feature/OPED

The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms

Published

on

tax reform recommendations

By Kenechukwu Aguolu

The proposed tax reform, involving four tax bills introduced by the Federal Government, has received significant criticism. Notably, it was rejected by the Governors’ Forum but was still forwarded to the National Assembly. Unlike the various bold economic decisions made by this government, concessions will likely need to be made on these tax reforms, which involve legislative amendments and therefore cannot be imposed by the executive. This article highlights the purposes of taxation, the qualities of a good tax system, and some of the implications of the proposed tax reforms.

One of the major purposes of taxation is to generate revenue for the government to finance its activities. A good tax system should raise sufficient revenue for the government to fund its operations, and support economic and infrastructural development. For any country to achieve meaningful progress, its tax-to-GDP ratio should be at least 15%. Currently, Nigeria’s tax-to-GDP ratio is less than 11%. The proposed tax reforms aim to increase this ratio to 18% within the next three years.

A good tax system should also promote income redistribution and equality by implementing progressive tax policies. In line with this, the proposed tax reforms favour low-income earners. For example, individuals earning less than one million naira annually are exempted from personal income tax. Additionally, essential goods and services such as food, accommodation, and transportation, which constitute a significant portion of household consumption for low- and middle-income groups, are to be exempted from VAT.

In addition to equality, a good tax system should ensure equity and fairness, a key area of contention surrounding the proposed reforms. If implemented, the amendments to the Value Added Tax could lead to a significant reduction in the federal allocation for some states; impairing their ability to finance government operations and development projects. The VAT amendments should be holistically revisited to promote fairness and national unity.

The establishment of a single agency to collect government taxes, the Nigeria Revenue Service, could reduce loopholes that have previously resulted in revenue losses, provided proper controls are put in place. It is logically easier to monitor revenue collection by one agency than by multiple agencies. However, this is not a magical solution. With automation, revenue collection can be seamless whether it is managed by one agency or several, as long as monitoring and accountability measures are implemented effectively.

The proposed tax reforms by the Federal Government are well-intentioned. However, all concerns raised by Nigerians should be looked into, and concessions should be made where necessary. Policies are more effective when they are adapted to suit the unique characteristics of a nation, rather than adopted wholesale. A good tax system should aim to raise sufficient revenue, ensure equitable income distribution, and promote equality, equity, and fairness.

Continue Reading

Trending