Functionality is the key in a marketing strategy, with users the focus and the strategy to be deployed one that does not create discomfort or difficulties in access, according to Stephen Boadi, head of digital marketing for Africa at PZ Cussons.
Boadi was speaking at Mobile West Africa 2014 in Lagos, Nigeria, and said brand owners take content consumption seriously.
“To brand owners, content consumption is essential. Designers could be very smart but consumption could be difficult,” he said. “It irritates me if I have to scroll to the right to see pictures and texts. Also, many users are irritated with websites that have several banners popping up.”
He advised developers to make their products very easy to use and avoid mistakes that could chase users away.
“Make your USSD, IVR and others very simple to use. What is at the backend is not really relevant to the consumer. Although the technology is important, it must be designed with the consumer at heart,” Boadi said.
He said PZ is using digital media to connect its offline users to online and is aware of the importance of mobile.
“Many users’ first contact with the internet is through mobile. It gives users easy access to content and the company gets a bigger audience,” he said. “If we exclude mobile, web access is very small.”
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