Mobile Marketing in Nigeria: The New Way Forward | AbbakinAbbakin
Mobile marketing in Nigeria is a key part of every business’s marketing strategy in today’s economy.
The number of mobile phone users in Nigeria is continuously increasing, and so a business needs to device new ways of reaching its audience through this direct channel of communication.
The Nigerian telecommunication industry is the biggest mobile market in Africa.
According to African mobile marketing company, Twinpine; it describes Nigeria officially the most “mobilized” country in the world – with 76% of all internet traffic in Nigeria coming through mobile devices as can be seen here on the trend report.
With about 75 million mobile subscribers in Nigeria out of a population of 185M, the mobile penetration rate is at 61.53%.
However, this rapid growth in the number of subscribers led to problems with network congestion and quality of service (QoS).
The Nigerian telecom regulator, formally known as the Nigerian Communications Commission (NCC) has long mandated increased investments in base stations and fiber optic transmission infrastructure, to support the ever increasing demand for bandwidth.
The industry regulator also between 2013 and early 2016 applied a price floor on voice and data tariffs in a bid to prevent the major operators from squeezing other competitors.
These major telecom operators in Nigeria currently include:
- MTN Nigeria Communications Limited,
- Glo Nigeria (Globacom),
- Visafone Nigeria (now acquired by MTN),
- Airtel Nigeria (formerly Zain, Celtel) and
- Etisalat Nigeria.
Mobile Marketing in Nigeria versus Nigerian Communications Commission (NCC)
Meanwhile, the telecom markers took advantage of mobile advertising extension known as ‘Please Call Me’ to reach millions of Nigerian subscribers without having to find their mobile numbers or purchase data on these huge networks.
Because many Nigerians have their phones with them all the time as do all mobile technology users, as their unique primary means of communication, Nigerians received about 74 million message impressions daily.
PCM Mobile Advertising model can achieve a range of things such as delivering a brand or promotional SMS messages, click to call, click to mobile website or click to SMS short code (e.g. 45545).
Using a short code allow marketers the functionality to compile databases, generate sales leads and create revenue for their businesses.
This form of mobile marketing is cost effective, which made it an extremely worthwhile marketing option in Nigeria before year 20016.
During this period also, Bulk SMS Software marketing tools and mobile marketing software solutions evolved across Nigerian mobile markets.
Several large Nigerian companies ware found using this highly effective method of mobile marketing.
In the first week of May 20016, the Nigerian Communications Commission (NCC) mandated telecommunications operators in Nigeria to enforce the ‘Do Not Disturb’ code across their networks with the 30th of June as a deadline for implementation.
This nationwide directive was to cracks down on all mobile network operators in respect of telemarketing, unsolicited text messages, and calls.
These operators were also asked to dedicate a short code for use by subscribers to opt-in to the ‘Do Not Disturb (DND)’ database on their networks.
Thus, this regulation has apparently become a drawback on future of mobile marketing in Nigeria, especially in Mobile SMS Marketing.
Mobile Marketing in Nigeria: The New Way Forward by Abbakin
Economic circumstances may hamper growth for the short term, but the Nigerian mobile market is the most exciting mobile industry in Africa.
Mobile Marketing in Nigeria which the long term will see continued growth, with greater sophistication and adoption of mobile services.
As a business owner, investor or company who is seeking to exceed your competitors in your niche, get new customers, and make profits for your business.
It is important that you create the opportunity and ensure your business survival in today’s economy through other digital media and platforms that can advertise or market your businesses, products and services.
Mobile Marketing offers a wide range of opportunities for interacting with users on a more personal level.
With data mining tools today, we can address a much more specific audience according to age, gender, location, interests and mobile browsing data; as well as other factors that give the possibility to reach a specific target segment, within a specific audience profile.
Mobile marketing lets you reach your customers and prospects anytime, anywhere.
Effective mobile marketing and advertising means understanding your mobile audience, and designing contents or products with mobile platforms and mobile users in mind.
With the mobile network penetration rate in Nigeria and increasing growth of Smartphone and mobile tablets users in Nigeria: – who are
- sending money using mobile banking apps,
- downloading videos and other music entertainments,
- playing games, and listening to songs,
Your mobile marketing efforts are more likely to pay-off, if you consider effective mobile marketing strategies and growing digital advertising in addition to SMS marketing.
Below is a List of Other Mobile or Digital Marketing Strategies to Try
- Developing Mobile Friendly Websites
- Online Marketing on Websites
- Using Mobile Applications
- Social Media Advertising
- Effective Email Marketing
- Mobile Search Engine Marketing
- SMS and MMS Advertising
- Location-Based Mobile Marketing
- News Media Advertising in TV, Radio, and Newspapers
- Outdoor Display Advertising and Prints Materials
What mobile marketing strategy are you using? Tell us about your project here.
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