By Optism Team, Jun 30, 2011
For an in-depth look at mobile marketing opportunities in Africa, check out MobileGroove this week and Peggy Anne Salz’ conversation with Jonathan McKay, Creative Director at Praekelt. According to McKay, mobile is an ideal channel for approaching Africa, and people are ready and willing to opt in to engage with brands that offer them “accessible, affordable and relevant content.”
Feature phones greatly outnumber smart phones in Africa so creative SMS campaigns are usually the best approach, according to McKay. Also, given the diversity of African audiences, marketers need to develop campaigns that can be readily adapted to local requirements, including multiple languages. Most importantly, McKay believes brands should think long term, “With every single campaign, we are looking to attract consumers, to involve them and then to sustain an ongoing relationship with them.”
Check out the complete article at MobileGroove. There’s a lot of great information in here.