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Mobile Marketing Is Booming; What Are You Doing To Harness It?

Mobile marketing is seeing a huge boom, driven by the advances in mobile networks and smartphones, as well as consumers spending more and more time on their mobile devices. The range of technologies used is as varied as the mobile space itself, from the incumbent SMS to apps and mobile ads, with the future difficult to predict.

What we at GONG see as certain is that SMS marketing is probably the most popular mobile marketing channel, with hundreds of millions of advertising SMS sent out every month in Africa alone, and its popularity is huge in Asia, Europe and increasingly North America.

The Mobile Monday panel held last week in London under the title, Mobile Marketing: Truth, Misconception and Wishful Thinking looked into this still amorphous segment. Panellist line-up included experienced mobile industry professionals Alex Meisl, Ben Scott-Robinson, Ilicco Elia, Douglas McDonald, and Rube Huljev to discuss all the ways mobile is and isn’t being used in the marketing mix today.

Understanding Benefits And Returns

However, the takeaway for the pragmatic listener would be that you need to be channel-agnostic, a view supported by panellist Mr Huljev: only a carefully selected mix of marketing channels gives the right results. Mobile marketing is still outshadowed by TV and print, but that is changing as the penetration of technology continues.

To help brands make the most of it, agencies need to act as their gatekeepers, said Mr Huljev, they need to be the ones who understand mobile marketing and can communicate the benefits and returns to the clients.

Mobile service providers who had the foresight to establish themselves in mobile marketing before this boom are now reaping the rewards, but their central position in the mobile value chain still gives them a viable opportunity. One of the best examples is the UK MNOs e-commerce joint venture Weve.

Despite this, Mr Huljev’s extensive experience with mobile operators leads him to believe that mobile marketing in the hands of operators is a beautiful but very challenging idea, given their track record with non-consumer clients.

Mobile Marketing Could Save The High Street Shop

Some other points brought up by Mr Huljev included that mobile marketing could be the only thing that saves the high street shop, an endangered species in a shopping ecosystem dominated by malls and online shopping (now seen in Nigeria), complete with reviews and recommendations. When it comes to mobile payments, it can be simplified and brought closer to the user, and Nigeria is the best place to do it.

The audience was not shy to challenge some ideas and positions of the panellists, who were more often than not accused of pessimism and sticking to old ideas. This made for a lively interaction between the floor and the audience, with everyone coming to a common point eventually.

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About GONG:

GONG is a global mobile transaction cloud service connecting mobile and IP service providers and enterprises through an in-house developed and operated communication services cloud. Our converged messaging, m-payments, push notifications, voice and unified communication services bring a mobile and IP dimension to any business. Offices in Nigeria and strategic partnerships with major telco groups enable us to provide seamless integration, delivery and user experience. Always looking for innovation and new ideas, fostering a customer-first business philosophy and having the reach to every part of the world makes us the reliable provider for many clients in Nigeria and worldwide.

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