Nigeria Internet Registration Association (NiRA)

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The definitions of digital marketing vary according to an author's point of view, background and specialization.

According to Chaffey, Digital Marketing is the use of technologies to help marketing activities in order to improve customer knowledge by matching their needs. (Chaffey, 2013.)

According to Strauss and Frost, Digital Marketing is the use of electronic data and applications for planning and executing the conception, distribution and pricing of ideas, goods and services to create exchanges that satisfy individual and organizational goals. (Strauss and Frost, 2001:454)

 We can also say that Digital Marketing is a new philosophy and a modern business practice involved with the marketing of goods, services, information and ideas via the internet and other electronic means. It encompasses all initiatives undertaken by a firm to maintain an online presence and to promote its products, brands, campaigns etc. using tools such as official websites, social media pages, mobile apps, blogs etc.

Brief History 

The first search engine started in 1991 with a network protocol called Gopher for query and search. After the launch of Yahoo in 1994, companies started to maximize their ranking on the website. (Smyth, 2007).

In 2001, the market was dominated by Google and Yahoo for search optimization. In 2006, the rise of search engine optimization grew for major companies like Google. (Smyth, 2007). In 2007, the usage of mobile devices increased the internet usage and people all over the world started connecting with each other more conveniently through social media

Digital marketing's development since the 1990's and 2000's has changed the way brands and businesses utilize technology for marketing. As digital platforms are increasingly incorporated into marketing plans and everyday life, and as people use digital devices instead of visiting physical shops, digital marketing campaigns are becoming more prevalent and efficient.

Exploring Digital Marketing

Smith and Chaffey, 2005 defines marketing as achieving marketing objectives by applying digital technologies. Digital marketing is not only a fast growing force in the current marketing playing field, it is set to be the future of marketing, and digital media might soon replace more traditional forms altogether. In developed world, companies have realized the importance of digital marketing in order for businesses to be successful, they will have to merge online with traditional methods for meeting the needs of customers more precisely. (Parsons, Zeisser, Waitman 1996).

Digital marketing strategies involve utilizing existing and rising communication and data networks to inform personalized and uninterrupted communication between the firm and its customers and to provide worth above customary networks (Watson et al, 2002). It is more convenient for businesses to conduct surveys online with the purpose of getting relevant information from targeted groups and analyzing the results based on their responses. Potential customers can look for reviews and recommendations to make informed decisions about buying a product or using the service. On the other hand businesses can use the exercise to take action on relevant feedback from customers in meeting their needs more accurately.

Digital marketing techniques such as Search Engines Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer Marketing, Content Automation, Campaign Marketing, Data-driven marketing and E-commerce marketing, Social media marketing, Social Media Optimization, E-mail direct marketing, Display Advertising, E-books, and Optimal disks and games are becoming more common in our advancing technology.

The Search Engine Optimization (SEO) maximizes the way search engines like google find your website. For example, a consumer gets on the internet and types in a keyword related to country code top level domain system. Thanks to your company's Search Engine Marketing (SEM) strategy, your company is listed on the first page (perhaps even at the top). The consumer clicks on the links to your company's website and completes contact information. The lead goes to one of your registrars who then provides the needed services to the consumers.

Digital marketing has a broader scope than internet marketing since internet Marketing (IM) refers only to the internet, world wide web, e-mails, while digital marketing includes all of that plus all other E-marketing tools like: intranets, extranets, mobile phones etc.    




The 5th Africa Domain Name System (DNS) Forum is being organized by the Internet Corporation for Assigned Names and Numbers (ICANN), in partnership with the Internet Society (ISOC) and the Africa Top Level Domains Organization (AFTLD). The forum, slated for 26th to 28th July 2017 is being hosted by the Tanzania Network Information Centre (tzNIC), at Dar es Salaam, Tanzania. The theme is "Taking Stock of the Africa DNS Industry and Planning Ahead."

The forum comes on the heels of the recently released Africa DNS Market Report at ICANN59 in South Africa, the first of its kind in the region, which provided detailed analysis of the DNS market for 54 countries. Recall, the report at its unveiling met with a lot of criticisms from most ccTLD operators.  As such, one of the highlights of the forum will be a session dedicated to discussing the report and determining the key outcomes and next steps. Other topics to be covered during panel discussions will include securing the African DNS, legal issues affecting African registries, registrars and resellers, IPv6 deployment, and emerging trends in the DNS industry.

The objective of this annual event is to bring together interested parties from Africa and world experts in the field to share experiences and update the audience on new developments in the domain industry on both a global and regional level.

This year's forum follows on success of the preceding forums, which were held in Durban, South Africa (2013), Abuja, Nigeria (2014), Nairobi, Kenya (2015) and Marrakech, Morocco (2016). By holding the forum in different parts of Africa, ICANN aims to provide equal opportunities to regional stake-holders, inform the continent's different communities about the domain industry and engage with attendees on how best to strengthen Africa's digital presence.

ICANN supports the development of a stronger and more dynamic regional domain industry and we look forward to this fifth edition of the Africa DNS Forum.

For registration for the forum, kindly click here and for more information of Africa DNS Forum , click on website.


The 13th African Movie Academy Awards (AMAA) ceremony held on July 15, 2017 at the Convention Centre of Eko Hotel and Suites, Victoria Island, Lagos

The Awards Ceremony was hosted by Nse Ikpe Etim, an Nollywood actor. The event was well attended by Actors from Nigeria and other African Countries. Indeed, it could be said that the event was one of glitz and glamour, as guests in glamorous outfits posed on the Green Carpet.

The event was formally declared open by the Representative of the Executive Governor of Lagos State in person of the Deputy Governor, her Excellency Mrs Idiat Oluranti Adebule. Lagos State promised support for the creative industry.

Some of the Award winners of the Night included Nigeria historical Drama ’76, which won three awards from its eight nominations and the “Lifetime Achievement Award” by the organisers, as special recognition honour to veteran comic- actor Nkem Owoh.

Mrs. Peace Anyiam –Osigwe, the founder of AMAA encourages all to use the motion pictures to tell the African story.

Jahwar Soudani's role in "Last of Us" earned him the Award For Best Actress in a Leading Role. Senegalese movie, Felicite, emerged the biggest winner of the night.  The movie won six AMAAs, the most of all the contenders. Felicite took home awards in three of the five major categories, winning Best Film, Best Actress in a Leading Role, and Best Supporting Actor.

The Awards Ceremony is a good platform to explore the African Movie Industry to promote the .ng brand. Nollywood in particular, is a sector which has grown is leaps in recent years and is doing as fantastic job promoting local content. The local hosting of its content would save Nigeria a lot of capital flight, create jobs locally whilst providing or educating the world on the cultural values of Nigeria.

NiRA is exploring the possibility of collaborating in the areas of copyright protection, growth and export of local content amongst others.  

The full list of the 13th AMAA winners can be found on the AMAA website.



Help NIRA host AFRINIC-27

AFRINIC holds two open public policy meetings every year in various locations throughout its service region. The AFRINIC Meetings provide a unique opportunity for Internet-related individuals and organisations to gather and to discuss the policies governing Internet number resource distribution in the African region, to share technical knowledge, and to attend workshops and tutorials.

The first meeting of each year is held during the Africa Internet Summit (AIS). The annual AIS is a regional multi-stakeholder ICT conference which brings together Africa's ICT business and technical community to discuss regional and global ICT issues and challenges. The AIS is organised jointly by AFRINIC and AfNOG. An Annual General Meeting (AGM) is also held during the first AFRINIC Meeting of each year.

The second meeting in each year is a stand-alone meeting, dubbed the Public Policy meeting. NIRA will be hosting the 2017 Public Policy Meeting, tagged AFRINIC-27 in Lagos from 27th November 2017 to 2nd December 2017. A typical AFRINIC meeting can have up to 400 attendees.

My appeal is that all NIRA stakeholders should key into the program of activities for the Meeting. There are sponsorship opportunities, Workshops, Trainings and Tutorials on Internet Governance, Internet Number Resources Management, IPV6 etc. that will be of immense benefit to everyone.

If you do want to be a part of this event, please do not hesitate to contact the NIRA Secretariat.

Let’s do it!!


I remain at your service.


Rev’d Sunday Folayan

President, NIRA Executive Board

Nigeria Internet Governance Forum (NIGF) 2017

The Nigeria Internet Governance Forum (NIGF) held from the 10th to 13th of July, 2017 at the Umaru Musa Yar’Adua Hall, Muhammed Murtala Square, Race Course Road, Kaduna. The theme for this year’s forum was “Internet: Connecting, Shaping and Empowering the People”.

The main event which took place on the 13th of July, 2017 was formally declared open by the Governor of Kaduna State, his Excellency, Mallam Nasir el- Rufai (aka Digital and e-Governor, the Pacesetter). He expressed the State’s commitment in supporting ICT start-ups and NIGF. The “Digital” Governor offered to host NIGF every year at Kaduna. 

Mrs. Mary Nma Uduma, the Immediate President, of the Nigeria Internet Registration (NiRA), and also the Convener of NIGF, dwelt on using the Internet to connect, shape and empowering the People. The NIGF Local Multi-Stakeholder Advisory Group (NIGF-MAG) worked tirelessly to ensure the success of the NIGF 2017. 

There were pre-NIGF programmes this year. Firstly, there was a Capacity Building Program for Law Enforcement Agencies (LEA) on Internet Governance from the 10th to 11th of July, 2017. Representatives of the EFCC, ngCERT, Nigeria Immigration Service (NIS), etc. were present.

The NIRA President, Reverend Sunday Folayan, made a presentation on “NiRA’s Activities Related to Registration Directory Services & Consumer Protection”, the NiRA Vice President, Mr. Muhammed Rudman made a presentation to the LEAs present titled “An overview of the DNS Ecosystem and the role of the LEA”.  The Dean of the NiRA Academy, Mr. Sikiru Shehu was also present to deliver a lecture on the “Existing Initiatives on Building Capacity of Law Enforcement & Security Agencies”.  The Chief Operating Officer, Mrs Edith Udeagu was also there to attend to enquiries about NIRA.

Some of the takeaways from the Training Sessions included the need for the LEAs to build capacity in their use of ICT for information sharing and the need to effectively link up with Interpol regarding speedy resolutions of cybercrime.

On the 12th July, 2017, the second pre-NIGF event was the Youth Workshop with the theme “Empowering the Connected Youths”. The youth attendance was high. The youth were attentive, learning about the various funding options and mentoring processes.

NIGF 2017 was a good platform for NIRA to reach out, and educate the participants of the benefits of registering .ng domain name and becoming members of our great Association.  

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