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Nigerian consumers demand permission-based mobile marketing

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83% of respondents consider and demanded that mobile marketing should be permission-based and 90% want to be able to easily identify the sender.

Gemalto has released the results of a new survey conducted by Ifop in South Africa and Nigeria on consumers’ perceptions of mobile marketing. The findings reveal that although 80% of respondents feel annoyed when receiving unsolicited messages, the same proportion could be won back by operators and brands if they implemented best practices to improve customer engagement.

According to Gemalto, the survey clearly highlights that consumers in Nigeria and South Africa share the same desire to be in control of the mobile marketing campaigns they receive: 83% of respondents consider and demanded that mobile marketing should be permission-based and 90% want to be able to easily identify the sender. They also want messages to be relevant to them and there is room for improvement in this respect as nearly 70% said they received promotional messages not in line with their interests. Consumers also want tangible benefits: 53% of South Africans expect, in order of preference, immediate discounts, loyalty benefits, and the possibility to collect points and gifts.


In conclusion, the survey indicates that there is a clear and strong potential for mobile marketing in Africa, provided mobile operators and marketers implement the golden rules: right person, right message, and right moment. If the end user is given control to opt in, opt out and select the frequency; and if messages are relevant and provide value, then 80% of those surveyed in both countries would become “connected ad lovers.”

In the South African market, mobile end users can be won back by adopting best practices which are more respectful of their wishes. As for Nigeria, where mobile marketing is still in its infancy, those golden rules can be implemented right from the outset.

Darryl Linington

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