Mobile marketing the African way

Lynne Gordon and Donald Fitzmaurice

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.

Nowhere is this truer than in Africa, where mobile is transforming the way consumers interact with brands, across all generations of the technology, from smartphones with the latest apps, via Facebook fan pages, to the most basic mobile phones with voice and text only.

We have been producing pioneering campaigns with marketers at Unilever, South African Breweries, Kellogg, Kimberly-Clark and other leading companies to harness the power of mobile on the continent, with exciting results.