Mobile marketing the African way

In Africa, the mobile is often the single electronic device owned. However, smartphone penetration is lagging and affordable basic Nokia handsets dominate, so it is not apps and social media that are leading the mobile marketing revolution in Africa.

Mobile marketing the African way

Lynne Gordon and Donald Fitzmaurice Brandtone

Marketing through mobile phones is very effective in Africa as case studies from Carling Black Label and Omo show.

This year will see mobile marketing reach a tipping point as the majority of businesses recognise and try to leverage the incredible reach of mobile phones to engage in much more personalised and innovative ways with consumers.