With the developing world identified as home to the fastest growing mobile connections, a new report warns brands and businesses not to take a ‘one size fits all’ mobile advertising approach to emerging market consumers. Instead, companies must take into account factors such as time of day, days of the week and the specific words that resonate with consumers from country to country, when deploying mobile marketing campaigns. The ‘2013 Cracking the Emerging Markets Report’ captures insights from mobile marketing campaigns across Nigeria, Vietnam, Brazil and Cameroon, that reached 223 million consumers. The report reveals the types of content, language, prizes and sentiment that are most powerful at eliciting responses over mobile.
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