Mobile has changed the way brands communicate with the public, creating an interactive dialogue form of marketing, according to Desere Orrill, chief marketing officer (CMO) of Ole! Media Group.
Speaking at the 4th annual VAS Africa summit in Sandton, Johannesburg, Orrill said over the past 20 years the explosion in mobile uptake worldwide has changed the marketing environment from a monologue by the brand to the consumer into an engaged dialogue with the consumer able to respond and “talk back”.
“Mobile has been the disruptor, and that’s why mobile is so relevant in the communications market today,” said Orrill.
In Africa alone there will be 1.085 billion mobile devices by the end of 2014, Orrill said, of which 154 million will be smartphones while 931 million will be non-smart devices, otherwise known as feature phones.
“You’ve got to bear [the significant feature phone market] in mind in the African context. You’ve got to take the inclusive approach,” she said.
According to Orrill, marketers must combine traditional forms of media such as newspapers, television and radio with mobile and digital aspects. Traditional media will convey a basic message, while digital will “give it legs”.
Brands should also look to include SMS-based marketing in their strategies, Orrill said.
“The humble SMS should not be underestimated. It is still a very relevant form of communication,” she said.
Orrill said marketing strategies should include multiple other elements from the “mobile tool box”, including buying banners on mobile websites, having their own branded mobi site, and applying elements of gamification to marketing plans.
Regarding USSD, Orrill said many countries do not even know what it is, but in Africa it is very relevant given consumers are used to interacting via USSD on a daily basis, while marketers should also make the most of Facebook and other forms of social media.
Image courtesy of Shutterstock
