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Mobile Marketing for Nigerian SMEs

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By Godslove Adagbonyin, Communications Manager at Kirusa

Mobile is now a key part of the marketing strategy for Nigerian businesses. But it doesn’t have to be limited solely to large companies.

Today, a world of mobile opportunity awaits for smart SMEs who are willing and able to get behind the mobile revolution and put a strategy in place. And it doesn’t have to require a huge commitment in terms of time or budget.

Here are four tried-and-tested mobile marketing quick wins that you can start implementing today.

The Flash call

Companies of all sizes traditionally devote much of their efforts to outbound marketing activities – pushing out messages and offers to prospects and customers through a variety of channels, including mobile of course.

However, mobile has a critical role to play in so-called inbound marketing – the art of creating pull from customers and prospects to build relationships and generate leads.

Just one example is the simple flash call – where a prospect is given a specific mobile number to use to express interest in a product; or pledge to a particular cause; enter a contest; vote for something they love or provide feedback on a company.

The consumer’s call is not answered so no calling charge is incurred. Instead your company grabs the caller’s number so that they can be either called back or provided with more information via text.

Getting a flash call campaign up-and-running couldn’t be easier. You simply buy a batch of mobile phone numbers (either long or short) and advertise them on printed materials such as billboards, posters, brochures, flyers, and even invoices.

Best of all, the success of a flash call campaign can be easily measured by simply tracing the calls made to the mobile numbers you’ve purchased.

  1. Outbound Dialling
    You don’t need expensive call center agents to reach out to customers via mobile technology. It’s now very easy for companies to send customised voice messages to large groups of customers and prospects.

These messages can be used to provide information about new products and special deals; or to check on customer orders and activity.

3. SMS Tagging

Many of us are bombarded with promotional text messages from multiple (and sometimes unknown) sources. As a result, we activate DND lists, and get used to ignoring these messages.

So how can you ensure that your promotional SMS gets opened and viewed by the recipient? One solution is SMS Tagging, a unique service that sends your message as part of a transactional SMS from the prospect’s operator.

Because this message comes from a trusted source (the operator) it is far more likely to be viewed – and acted upon.

In the past, SMS Tagging could be difficult to deploy because operators didn’t make it easy. However, this has now changed with the advent of CPaaS, which leads me neatly onto my next tip…

  1. CPaaS

This acronym stands for Communications Platform as a Service. It’s a cloud-based platform that provides companies with an easy and cost-effective way to communicate with customers and prospects via SMS, voice, email and chat.

Most importantly, it does all this without the need to build expensive and time-consuming backend infrastructure and interfaces.

In fact all the examples outlined above – Flash Calling, SMS Tagging and outbound dialling – are extremely easy to conduct using a CPaaS system. The infrastructure is established and ready to use, along with the necessary relationships – for example with all the Nigerian and West Africa’s operators. It’s a genuine plug-and-play solution.

Taking the first steps to success…

There has never been a better time for Nigerian SMEs to benefit from mobile marketing technology. Campaigns are now very easy to deploy, manage, monitor and measure.

As the industry evolves, companies like Kirusa are now enabling smaller organisations to conduct successful mobile marketing campaigns using the CPaaS and so avoiding the need for a huge capital investment.

Kirusa has been active in Nigeria and West Africa for 6+ years and is known for the high-quality voice over data services that it provides for Mobile Network Operators. The company has used its R&D team and existing expertise to develop Kirusa Konnect – a family of voice and message-based tools that organisations of all sizes can use to create unique and meaningful mobile communications campaigns for their target audiences.

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Finance

Dangote Cement Pays Over N3.3 Trillion in Dividends to Shareholders in 15 Years

…Vows to transform Africa by making it self-sufficient in cement, clinker

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Dangote Cement

Shareholders of Dangote Cement Plc have received over N3.3 trillion in dividends over the last 15 years. Aside from this impressive dividend payout, the shareholders have also significantly benefited from the capital appreciation of the cement stock.

The benefits to the shareholders were disclosed on the floor of the Nigerian Exchange last Wednesday during the “Facts Behind the Figure” presentation, by the Management and Board of Dangote Cement, which was ably led by the new Chairman, Mr. Emmanuel Ikazoboh.

Ikazobor who just assumed the position of the chairman from Aliko Dangote, thanked the shareholders for standing by the company, while also assuring them of consistent good returns on their investments.

He said Dangote Cement remains resolute in transforming Africa by creating sustainable value for all its stakeholders, as it will do all to achieve its vision of making Africa self-sufficient in cement and clinker. 

He stated that: “To our investors, you have my unwavering commitment to safeguarding and growing your investment. To our regulators and market operators, you have my pledge of continued partnership and adherence to governance standards that lead rather than follow. To our employees and partners, you have my gratitude and my assurance that our collective strength will propel us to achievements we haven’t yet imagined.”

Speaking further on the future of the company, the Chief Executive of the company, Arvind Pathak, said: “We aim to expand installed capacity to 66.4Mta by 2030, supporting our long-term vision of making Africa self-sufficient in cement and clinker production. This growth will be driven by a mix of greenfield and brownfield projects.”

He revealed that the company has commissioned the first phase (1.5Mta) of its 3Mta Côte d’Ivoire plant, while construction of the 6Mta integrated Itori Plant continues to advance steadily. In addition, the company, according to him, has announced a $400 million investment to double its production capacity in Ethiopia.

He added that: “Over the past 15 years, DCP has committed more than $8.5 billion in capital investments across Africa, underscoring our long-term confidence in the region’s growth prospects.”

The Group Chairman of the Nigerian Exchange Group (NGX Group), Alhaji (Dr.) Umaru Kwairanga, praised the President/Chief Executive, Dangote Group, Aliko Dangote, for his substantial contributions to the Nigerian capital market and private sector development. He said the former Chairman of Dangote Cement, who is also his mentor, has clearly shown that wealth can be created but also transferred to the public through the capital market.

Group Managing Director and Chief Executive of the Nigerian Exchange Group, Temi Popoola, also lauded the new Management and Board of Dangote Cement, noting that with Mr. Ikazoboh as the Chairman, the shareholders will surely be happy.

It would be recalled that the shareholders of the company, in its last Annual General Meeting (AGM) for the year 2024, were full of praise for the Board, Management, and staff of the company after approving a dividend payout of N502.6 billion, which translated to N30 kobo per share. 

The company, in the same vein, also significantly increased its social investments by 469.8 per cent to N3.2 billion. The corporate social responsibility (CSR) activities were in education, healthcare, agriculture, infrastructure, and economic empowerment. 

President of the Association for the Advancement of Rights of Nigerian Shareholders (AARNS), Faruk Umar, said the shareholders were pleased with Aliko Dangote and his team. He said that for the company to still pay a robust dividend despite the obvious economic challenges, which also affected their operations, shows the doggedness and fighting entrepreneurial spirit of the management of the company. 

According to him: “We are happy with this result. The year 2024 was very challenging due to the fluctuations in the foreign exchange market and the company’s expansion programme. But despite all these challenges, the company was still able to pay us a very good dividend and even gave us hope of better returns on our investments in the years to come. This is very commendable, and it is only a company like Dangote Cement that can achieve this laudable feat.”

Chairperson of the Pragmatic Shareholders Association of Nigeria, Bisi Bakare, also commended the company’s consistent dividend payment, noting that the company is moving in the best way of corporate governance. He stated that: “As a shareholder and an active investor of this company, I am very happy and pleased with the performance of our company so far. The earnings are not even up to N30 per share, and for the company to still declare N30 per share dividend speaks volumes of the quality of leadership that we are lucky to have in Dangote Cement. It should also be noted that Dangote Cement is the only manufacturing company that paid the highest dividend in the year under review. So, we are happy and very proud to be part of this company.”

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Finance

Expert: Fintech, Financial Inclusion Critical for Sustainable Growth of Nigerian Economy

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Dr. Biodun Adedipe, CEO, B. Adedipe & Associates Limited
Dr. Biodun Adedipe, CEO, B. Adedipe & Associates Limited

A renowned economist, Dr. Biodun Adedipe, the Chief Consultant/CEO, B. Adedipe & Associates Limited, says fintech and financial inclusion are not only contemporary in the Nigerian financial ecosystem, they also hold exciting promises in the transition of the Nigerian economy from jobless growth of over two decades now, to inclusive and sustainable growth that assures shared prosperity for all stakeholders.

Adedipe added that over $2 billion were invested in fintech and startups by over 50 angel investors and venture capitalists in 2024.

Delivering the keynote paper at the 2nd Business Journal Fintech & Financial Inclusion Roundtable 2025 in Lagos, Adedipe described financial inclusion as a critical driver of economic growth and poverty alleviation.

“This makes financial inclusion critical to developing economies, especially those like Nigeria that have been experiencing jobless growth in the last 20 years thereabout and also deep in multi-dimensional poverty. The real challenge resides at the bottom of the pyramid where there is not only poor access to finance but also lack of the basic elements that define good quality of life.”

In its 2023 survey, EFInA reported 64% financial inclusion in Nigeria, driven by marginal growth in the banked population and major gains in non-bank formal adoption.

He listed the opportunities of both fintech and financial inclusion in Nigeria to include youthful and tech savvy population, increasing demand for financial services, unbanked and under-served population, significant informal economy estimated at 54% to 58% of Nigeria’s Gross Domestic Product (GDP) and necessity-based entrepreneurship, which is a rampant phenomenon in fragile economies where informal economic activities and low income are pervasive.

Adedipe said the challenges facing the Nigerian economy in terms of fintech and financial inclusion include the ability and capacity of the Central Bank of Nigeria (CBN) in promoting and regulating the two concepts effectively.

He listed past and current CBN interventions as the National Financial Inclusion Strategy, National FinTech Strategy, Strategy for Leveraging Agent Networks to Drive Women’s Financial Inclusion and Payment System Vision 2025.

Other key pitfalls to avoid are measuring, identifying and filling gaps, consumer protection and awareness, cost and affordability, technology and infrastructure.

The economist added that both regulators and operators also face significant risks – market, structural, strategic, cybersecurity and operational, as well cultural barriers and gender bias, and credit assessment and KYC.

“If Nigeria (or any developing country for that matter) will maximally benefit from financial inclusion and the deep role that fintech plays in that process, there must be a balance of interests. That balance will be effective only if all stakeholders collaborate (no one seeking to take advantage of the other) and maintain tight focus on the over-arching purpose of inclusive growth and shared prosperity.”

He said for Nigeria to have an inclusive financial system, policies, regulations, products, services, technology and infrastructure must be inclusive by design.

Other factors include integrated system, safe and efficient digital payment/finance ecosystem, economically sustainable and commercially viable market infrastructure, robust data information system and effective regulation.

According to Remita “as Nigeria continues to embrace digital transformation and foster innovation in the financial sector, the role of fintech in empowering SMEs will only grow in significance. With a young and dynamic entrepreneurial ecosystem, the demand for fintech solutions tailored for SMEs is expected to soar, driving further innovation and competition in the market.”

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Energy

DAPPMAN Urges Calm and Collaboration in Nigeria’s Oil & Gas Sector

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DAPPMAN | NNPC | Petrol | Tankers
NNPC fuel station

The Depot and Petroleum Products Marketers Association of Nigeria (DAPPMAN) said it has observed with deep concern the rising tension within the downstream oil and gas industry and the possibility of an industrial action that could disrupt national petroleum supply and distribution.

As responsible stakeholders in this vital sector of the Nigerian economy, Olufemi Adewole, executive secretary, DAPPMAN, said they recognize the central importance of industrial harmony to the stability of the industry, the protection of jobs, and the sustenance of revenues accruable to the nation.

He said that the potential impact of any strike on ordinary Nigerians, businesses, and government finances cannot be overstated.

“DAPPMAN therefore appeals to all parties involved to exercise utmost restraint and embrace constructive dialogue as the most effective means of resolving disagreements.

“In particular, DAPPMAN calls for the urgent intervention of the Federal Government in addressing the concerns of all aggrieved persons.

“We firmly believe that engagement at the roundtable will yield lasting solutions and prevent avoidable disruptions in the sector.

“Our Association’s consistent position has always been to collaborate with government, labour unions, investors, and other critical stakeholders to create a win-win situation that sustains investment, protects workers’ rights, and guarantees an uninterrupted supply of petroleum products nationwide.

“We humbly urge all parties to sheath their swords, avoid actions that could escalate the situation, and allow room for negotiations that will address concerns in a fair, balanced, and sustainable manner. “The Depot and Petroleum Products Marketers Association of Nigeria remains committed to playing a constructive role in facilitating peace, cooperation, and progress in the oil and gas sector for the ultimate benefit of Nigeria and her citizens.’

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