Feature/OPED
Optimising Success: How Digital Marketers Can Leverage ChatGPT for Strategies, Ad Campaigns
By Stephen Newton
Over the past few months, OpenAI’s ChatGPT has taken the world by storm. If you haven’t been following news about the artificial intelligence (AI) tool, you might think that sounds hyperbolic. But it’s not. In February this year, it became the fastest consumer tool ever, with 100 million users, taking just two months to reach that point.
While the tool isn’t perfect (like many AI applications, it’s prone to occasional bouts of hallucination), it is still incredibly powerful. When used correctly, it can be transformative for people working across a broad range of industries. Digital marketing is no exception.
Although AI-based image, audio, and video generation tools seem like more of a natural fit for marketing (at least from a creative point of view), ChatGPT can be very effective both on its own and in combination with those other tools. It really comes into its own when it comes to putting together marketing strategies and campaigns.
Research and information gathering
In fact, ChatGPT can play an important role from the very early stages of putting strategies and campaigns together. As anyone with extensive experience in digital marketing will tell you, good research can be vital to a successful campaign. But even basic background research can take an extended period of time.
Even if you’re a search engine whiz, getting the information you want can take hours upon hours of searching. That’s to say, nothing of the expertise needed when the research gets more granular and you need to analyse large volumes of data. ChatGPT can make both basic research and deep analysis significantly quicker. In the case of the former, you’ll get a much quicker answer to something like “How many 15 to 24-year-olds are there in Nigeria?” (useful for figuring out your total addressable market) on ChatGPT than if you had to search for and sift through the relevant statistics yourself.
And when deeper knowledge is required, ChatGPT can assist in market research by analysing large volumes of data, identifying trends, and generating insights. Marketers can utilise this information to understand consumer preferences, monitor competitors, identify emerging market trends, and refine their marketing strategies accordingly.
ChatGPT can also be used for A/B testing and optimisation. Using the AI tool, marketers can run simulated A/B tests for campaign messaging and variations. By inputting different prompts or content options, they can generate responses from ChatGPT and assess which approach resonates most with the target audience. This can help them better optimise campaign elements before implementation.
Beyond that, ChatGPT can interact with website visitors or social media users to collect information, qualify leads, and gather customer preferences. With those capabilities, marketers can design conversational flows that capture relevant data, segment prospects, and identify potential opportunities for personalised marketing campaigns.
Fueling creativity
Using an AI tool like ChatGPT for those research and insight-gathering purposes would likely make intuitive sense to digital marketers. After all, many of the tools they currently use already have some AI capabilities. ChatGPT just takes things a step further and makes it easier to gather that information.
But those are far from the only capabilities that ChatGPT has. It can also be used in the creative conceptualisation process and assist in generating high-quality content for various marketing channels, such as blog posts, social media updates, email newsletters, and website copy.
With the correct input of prompts and descriptive briefings, ChatGPT can provide creative ideas, headlines, product descriptions, and engaging narratives.
Of course, it might not deliver the same level of quality as you’d get from an experienced copywriter, but it would provide a useful start or send you in a direction you wouldn’t previously have thought of. Think of it a bit like GPS. You could use it to find the most direct route from A to B, or you can use it to take roads you’ve never been down before without worrying you’ll ever get lost.
ChatGPT can also allow you to take more creative approaches to things like the customer engagement elements of a campaign. For example, it can be integrated into chatbots or live chat systems on websites and social media platforms. That, in turn, means that it can handle customer inquiries, provide personalised recommendations, and offer support in a conversational manner.
Partnerships still matter
With all those capabilities, it would be tempting to think that you could ditch your digital marketing agency and do it all yourself. But, as impressive as the technology is, it’s not quite there yet. The right marketing partner, with deep expertise and experience on the internet’s most popular platforms, is still crucial to ensuring that your marketing messages are seen by the right people. Chances are, such a partner will also have the technical expertise and understanding needed to get the most out of such evolving AI tools like ChatGPT.
So, if you want to make the most of ChatGPT in your digital marketing efforts, don’t go at it alone. That doesn’t mean you shouldn’t get familiar with it and explore its capabilities yourself. AI will play a profound role in future careers, and we should learn how to use all of the relevant tools. But unless you have the deep industry knowledge needed to get the most out of these tools, you will be better off partnering with experts who hold that knowledge for a good while yet.
Feature/OPED
The Future of Payments: Key Trends to Watch in 2025
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
Feature/OPED
Ghana’s Democratic Triumph: A Call to Action for Nigeria’s 2027 Elections
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.
Feature/OPED
The Need to Promote Equality, Equity and Fairness in Nigeria’s Proposed Tax Reforms
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.
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