Does mobile offer brands easy passage to connect with Asia and Africa?

Connecting our members across the globe and sharing their opinion on the key topics shaping the industry internationally

This month, we ask the experts: “Does the proliferation of mobile technology offer brands an easy passage to connect with the ‘next billion’ of consumers in Asia and Africa?”

Stephen Maher, CEO, MBA and chairman, The Marketing Society
"With fast growing middle classes and young populations, a new demographic of digitally native, brand focused consumers is ever expanding in both Africa and Asia. Deloitte’s 2015 Consumer Review highlights that African consumers currently use mobile as their main source of internet access, and according to StatCounter, mobile web had already overtaken PC in 40 nations by 2014, including India, Nigeria and Bangladesh.

"According to Deloitte, by 2017, 97% of African’s population will have a mobile subscription, with 30% having a smart phone connection. And the African economy is also projected to grow, 7.7% annually between 2015 and 2019. This is second only to Asia in terms of economic growth.

"It’s vital for brands to take a true mobile-first approach to connecting and engaging with these burgeoning consumers, particularly if they’re targeting a younger demographic. Because, not only are these consumers browsing the web, they’re also buying. Over a fifth of young Africans (where over 20% of the total population are aged between 15 and 24) have bought a product or service, and 70% of them use social networks on their mobile devices.

"So in addition to mobile-optimised websites and communications, the next billion can be particularly successfully reached by accessing Facebook, Weibo and beyond – increasingly on their phones."

Helen Campbell, head of global brand and marketing communications, VisitScotland, and chair of The Marketing Society Scotland
“New technologies are transforming the marketing profession at an unprecedented rate. This acceleration of change is something we have not witnessed before, resulting in industries and economies evolving literally in front of our eyes.

“As marketers we find ourselves challenged in two ways: firstly, we are facing increasing and ever advancing forms of competition, and, secondly, the development in digital technology is changing consumer behaviour, from the goods they buy to the media they consume.

“As one of the fastest growing continents, Asia is one of the most populous, leading inevitably to exciting consumer opportunities. Whilst broadband access may be still be restricted in some areas, as smartphones become more common they continue to drive internet adoption and internet connection can, for many, be a preferred way for consumers to get connected to brands.

“So in some ways technology changes everything. And yet it changes very little. It opens the door but you still need to make the introduction. There will always be new developments, new technology, new platforms from which to connect with a growing audience. But is it ‘an easy passage’? Simply, no. Communications need to be clearer than ever, stand out from the crowd. Never before has a point of difference been so necessary, a compelling case to purchase more important. This is where the real challenge in marketing communications lies. The power to turn off still remains with the consumer.”

Daniel Taylor, senior director brand development, commercial, du, and Dubai steering committee member
“Mobile connectivity in Asia and Africa is a reality today – given the proliferation of mobile network development over the complexity (and cost) of delivering individual fixed infrastructure in many of these markets.

“Value added services are changing the face of things such as mobile finance. Safaricom’s M-PESA in Kenya is considered a world leading case study in mobile money, Bangladesh’s bKash is an operator independent, but fast growing mobile financial services (MFS) provider – both are good examples of how consumers have been fast to adopt to relevant connected services that make their lives easier/provide something that is not as easy through traditional distribution models.

“Are the ‘next billion’ awaiting their smartphone and high speed connectivity so they can connect with brands, or is the shared consumer mindset really focused on connecting with each other?

“The future of finance, payments, content distribution, healthcare and various other similar businesses will intrinsically involve connectivity, but this about enablement, convenience, accountability and social responsibility, rather than a mass drive to be able to ‘like’ brand X on Facebook.

“Only when brands truly crack the empowerment of the individual, through mobile connectivity adding value and working hand in hand with operators (and in these markets, governments) will they ever manage any level of engagement with these consumers, and then it will only be if there is a true tangible benefit for the consumer.”

Ruth Rowan, group executive – marketing at Dimension Data, and chair, The Marketing Society Asia
“We often focus on the opportunity to connect with the new wealth of the exploding middle classes in East Africa, China, Malaysia, Thailand, Indonesia etc when we discuss marketing opportunities in Asia and Africa. However, as the cost of smart phones continues to drop and coverage particularly for 3G and 4G networks expands, one of the most exciting opportunities for us is to help connect people in rural and often undeveloped areas to opportunities they have never had before.

“Whether it be access to financial services, education, healthcare and health information, farming, advice on nutrition etc, the opportunity is endless when we can start to connect people to each other and everything. Mobile will do this in a way that can far exceed fixed line in many of these countries.”

Wayne Arnold, co-founder and global CEO, MullenLowe Profero, and chair, The Marketing Society Southeast Asia
“Mobile technologies do offer brands access, but not easy access. This is an important distinction. Just because you can now create some Facebook ads and buy your way onto people’s hands doesn’t mean you are any more relevant in their lives.

“Unfortunately brands too often still try to buy their way to people’s hearts. We see this all the time as any new form of technology gains mass, radio, TV, banner ads and now on mobile. It is often driven by some arbitrary KPI set from above, “we spent 10% of our media on mobile”. Brilliant, now tell me why 10% again, and not 5% or 55%?

“There are no short cuts to connecting with the ‘next billion’. It starts with the basics of great human insights; an idea that is inspiring and then connecting with the audience by mapping out detailed customer journeys across all channels, mobile is an increasingly important one.

“Great examples would be Unilever’s Kan Khajura Tesan station, where they provided a free mobile radio station in exchange for some brand messages, or Smart TXTBKS in the Philippines where text books were distributed via mobile sim cards.

“Both are brilliant insight driven ideas that utilise mobile as the perfect distribution channel.

“More like this, less mass untargeted mobile ads please.”

This article first appeared on the M&M Global website here.

If you would like to get involved in The Marketing Society’s Global Conversations, in partnership with M&M Global, please contact Charlotte Griffiths.