large African telecoms wage earner MTN S Africa said it had improve sales by adding personalized become better to credit balance analysis, it acknowledging to cut ad spending by 80 percent in South Africa, one of its biggest markets.
MTN S Africa
MTN South Africa said it was pay out nearly nothing to apprise on established media such as television and radio, compared with 300 million rand ($27.4 million) last year.
“It’s a sin how much we’ve been spending on above-the-line advertising if you measure the kind of reaction that we are getting,” Larry Annetts, chief marketing officer for MTN’s second-biggest market, told press.
Four in five of MTN’s 26.7 million South African contributor are pre-paid users of mobile voice and data services, and they often send messages to the provider to inquire about their credit balances. MTN S Africa now responds with the amount and with an additional line that offers other address services.
Customers can now top up their credit with accumulation not ready for use on the shelf, because MTN S Africa sees how much they have in their mobile wallet and provides them with tailor-made offers.
Annetts said the company promoted a ringback tone of a popular South Africa song using traditional ads for two weeks and received 2,000 downloads.
The number jumped to 1.65 million when it investigate, with the new form of advertising over a similar period. In future, it plans to tempt users with songs from its music app that depend on the kind of tunes they already have in their albums.
The MTN Group, which has operations in nearly two dozen countries in Africa and the Middle East, on Thursday reported a 2 percent growth in total users in the three months to end-September, bringing its customer base to 219 million users.
It slashed its forecast for Nigerian subscriber growth, however, sending its shares sliding.
Data revenue across the group rose 34 percent so far this year, contributing nearly 18 percent of total revenue.
MTN said it was working with big data analysis companies to identify customers’ needs in order to push even more personalized offers. The potential is so huge that other companies have showed an interest in using the platform for their own advertising.
1 US dollar = 10.9546 South African rand.
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