Survey reveals African perceptions of mobile marketing

surveyThe survey was fielded in July 2014 and included 400 respondents from South Africa and Nigeria each. (Image source: Ken/Flickr)A new Gemalto survey has released the results on how consumers perceive mobile marketing in South Africa and Nigeria

According to the survey, 80 per cent of respondents feel annoyed upon receiving unsolicited messages. However, the same proportion could be won back by operators and brands if they implement best practices to improve customer engagement.

Consumers in South Africa and Nigeria share a desire to be in control of the mobile marketing campaigns they receive. It says that 83 per cent of respondents consider that mobile marketing should be permission-based and 90 per cent want to easily identify the sender.

The respondents also want messages to be relevant to them, as 70 per cent said that they received promotional messages which were not in line with their interests.

Consumers also want tangible benefits. The survey mentions that 53 per cent of South Africans expect benefits like immediate discounts, loyalty benefits, and the possibility to collect points and gifts.

Nadia Gonzalez, vice-president of mobile marketing at Gemalto, said, “In a continent where mobile phones widely used, mobile marketing has tremendous potential for operators and brands to engage better with their audiences.”

The survey concluded that there is a clear and strong potential for mobile marketing in Africa. In the South African market, mobile end users can be won back by adopting best practices. As for Nigeria, where mobile marketing is still in its infancy, the right person and right message should be targeted from the outset.

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