The warning comes as a three-day strike declared by the Amalgamated Union of App-Based Transporters of Nigeria (AUATON) enters its final day, with ride-hailing companies yet to issue a formal response to the drivers’ demands.

AUATON Vice President (South West), Aina Kolawole, said the union had exhausted peaceful channels, including multiple letters to the companies, before resorting to strike action.

“Before now, we have written a series of letters to all of them. They acknowledged our letters, but that was where it ended,” he said.

Kolawole said the next step would be to picket company offices and disrupt operations if negotiations fail.

“We will use every legal means to make sure they listen to us,” he added.

The drivers are demanding an upward review of fares to reflect rising fuel costs, vehicle maintenance expenses and inflation, which they say have eroded earnings.

Chairman of AUATON in Lagos State, Jaiyesimi Azeez, accused ride-hailing companies of misrepresenting drivers’ earnings and failing to address their welfare concerns.

He said many drivers struggle to sustain operations despite working long hours, noting that public perceptions of high earnings do not reflect reality.

The union said compliance with the strike across Lagos and Ogun states has reached between 70 and 75 percent, though it acknowledged the difficulty of achieving full participation due to the nature of the work.

As of the time of reporting, none of the companies had issued an official statement. However, an Uber spokesperson said the company remains open to dialogue and regular engagement with drivers.

Sources within the companies said key decisions regarding fare adjustments are made at their global headquarters, which may explain the delay in responding to local demands.

The post Ride-Hailing Drivers Threaten to Picket Uber, Bolt, InDrive Offices as Strike Enters Day Three appeared first on Tech Digest News.

By George Ugbegua

Let’s face it—standing out in today’s digital world is not an easy feat. With so many brands vying for attention, the questions asked in boardrooms and more recently, on Zoom and Teams, include: how can we capture attention in an endless sea of content and how do you make sure your product doesn’t get lost in the shuffle? The answer lies in creating impactful digital campaigns. When done right, these campaigns don’t just get your product noticed—they can also deliver a serious boost to your marketing ROI. In this article, we’ll break down how digital campaigns work their magic and share some practical tips to help you get the most out of your efforts.

Digital Campaigns: The Game Changer For Product Awareness

One of the coolest things about digital campaigns is how precise they can be. This precision comes through sophisticated targeting capabilities offered by platforms like Facebook Ads and Google Ads, allowing marketers to reach specific demographics based on interests, behaviors, and location.

The power of digital campaigns lies in their versatility. Modern campaigns leverage everything from engaging video content to interactive experiences, moving far beyond traditional static advertisements. Social media platforms act as natural amplifiers, allowing compelling content to spread organically while paid promotion extends reach to carefully selected audiences. Influencer partnerships have emerged as a particularly effective strategy. A perfect example of this was when beauty brand, Glossier, partnered with micro-influencers for their skincare line launch, they saw engagement rates triple compared to traditional advertising methods. People are more likely to trust authentic recommendations from voices they know.

How Digital Campaigns Drive Marketing ROI

The financial advantages of digital campaigns are equally compelling. Unlike traditional advertising channels such as television or print media, digital campaigns often require lower initial investment while offering unprecedented flexibility. Pay-per-click models ensure companies only pay for actual engagement, while real-time analytics allow marketers to adjust strategies on the fly.

Digital campaigns are nothing without success stories. Coca-Cola’s “Share a Coke” campaign transformed simple personalization into a global phenomenon, driving significant sales increases through social media sharing. Nike’s “You Can’t Stop Us” campaign demonstrated how powerful storytelling can transcend traditional advertising to become part of cultural conversation. Perhaps most impressively, Dollar Shave Club disrupted an entire industry with a single viral video, proving that creativity often matters more than budget.

More recently, ride-hailing platform inDrive showcased the potential of focused digital campaigns with their “Fair Prices, Happy Rides” initiative. By highlighting their unique fare negotiation feature through targeted social media advertising and user-generated content, they successfully differentiated themselves in a crowded market.

The key to such successful campaigns lies in their strategic foundation. Successful marketers emphasize the importance of clear goals, consistent brand messaging, and compelling storytelling. “Good marketing makes the company look smart. Great marketing makes the customer feel smart,” Joe Chernov noted.

We also cannot neglect data. Data plays a crucial role in campaign optimization. Modern analytics tools provide detailed insights into user behavior, allowing marketers to track everything from initial engagement to final conversion. This wealth of information enables continuous refinement of campaign elements, from ad creative to targeting parameters.

With data, personalization is possible. Personalization has become increasingly sophisticated, with companies able to tailor messages to specific audience segments. Retargeting capabilities ensure brands can maintain contact with interested consumers, gently nurturing them toward conversion through carefully timed touchpoints.

The scalability of digital campaigns makes them particularly attractive to businesses of all sizes. Companies can start with modest experiments, measure results, and gradually expand successful initiatives. This flexibility allows for efficient resource allocation while minimizing risk.

What Makes Digital Campaigns Truly Impactful?

As digital technology continues to evolve, the potential for innovative campaigns grows. Emerging technologies like augmented reality and artificial intelligence are opening new possibilities for engagement, while improved analytics tools make campaign optimization increasingly precise.

It is important to stay true to what you are trying to achieve. More website traffic? Higher sales? A clear goal will help you shape your campaign and measure its success.

Also, tell stories. People connect with stories, not sales pitches. Show how your product solves a problem or makes life better. Make it relatable, and your audience will be more likely to care.

Don’t put all your eggs in one basket. Combine social media, email marketing, search ads, and content marketing to create a seamless experience for your audience and never forget a cardinal rule: Stay True to Your Brand. Your campaign should feel like a natural extension of your brand. Keep your visuals, tone, and messaging consistent to build trust and recognition and don’t be afraid to experiment. Try different ad creatives, headlines, or Call to Actions (CTAs) to see what works best. Then, double down on what’s driving results.

For businesses looking to elevate their market presence and drive measurable results, impactful digital campaigns have become indispensable. In a world where consumer attention is the ultimate currency, they offer a powerful combination of reach, precision, and measurability that traditional marketing channels struggle to match. Whether you are a small startup or an established brand, investing in digital campaigns is one of the smartest moves you can make.

George Ugbegua, A Digital  Marketing Expert 

The post How Impactful Digital Campaigns Can Boost Product Awareness And Increase Marketing ROI appeared first on Tech Digest News.