mobile marketing, Media convergence unlocks ‘successful mobile marketing’, Technology Times

Media convergence unlocks ‘successful mobile marketing’

Media convergence unlocks ‘successful mobile marketing’

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Oduntan Odubanjo, Chief Operating Officer at Twinpine, a mobile marketing company, says mobile marketing communication can only be successful when companies leverage convergence of different media platforms.

Speaking at an event organised for digital marketing agencies, brand owners, IT experts and media practitioners, the Twinpine COO says data collection and the use of multiple media platforms for marketing communications have become important.

“Data collection helps to understand the consumers’ demography, needs, and behavior thereby making it possible to personalize messages for them. This makes it possible to have better consumer experiences, improved satisfaction, and more loyalty.

“We have generated data and are constantly doing more to deliver value around data for our clients. This is fueled by our belief that more can be done as the data space gets intelligent and smarter with the increasing use of smartphones. The use of apps and Internet connectivity between the devices helps to generate lots of data which is very helpful in the data gathering process.”

We are also seeing a convergence of media platforms as it has become more difficult to focus on one media channel, hence, the need for data has also become important,” he said.

mobile marketing, Media convergence unlocks ‘successful mobile marketing’, Technology Times
Omobola Johnson, General Partner at TLCom Capital (left); with Elo Umeh, Founder Twinpine

Odubanjo who made a presentation titled: “Personalization, Convergence and Performance: How Data is Transforming Mobile Marketing,” stated that the promise of data is to help brand personalized marketing messages, connect more with their customers and deliver seamless experiences.

In the near future, “there will be more brands looking into their data offerings and strategy,” and projected that “local brands will begin to look more into collecting data about their customers and request for more targeting to ensure that their budgets are well spent.”

In addition to data transforming mobile marketing, Odubanjo says the challenging economy will make more brand owners pay extra attention to performance and build on personalised communication to reach their target customers.

Also speaking at the event, Elo Umeh, the Founder of Twinpine, highlighted what the company has done related to data in the last 5 years of its existence.

“We have generated data and are constantly doing more to deliver value around data for our clients. This is fueled by our belief that more can be done as the data space gets intelligent and smarter with the increasing use of smartphones. The use of apps and Internet connectivity between the devices helps to generate lots of data which is very helpful in the data gathering process,” Umeh said.

While making prediction on 2017, Umeh said that some brands will frame their narrative around cost-cutting while some brands will become more aggressive in their marketing by spending more to improve their market share.

According to him, the recession opens up more opportunities in the market for marketing organizations to utilize for long term benefits, contrary to the believe that the economic  recession limits opportunities for companies.

“We think that it’s in adversity that you can try to do very interesting things. For example, Twinpine was launched in 2009 – in the middle of a global recession. When there is a boom, there is limited opportunity because there are lots of people in the market but when there is adversity there are limited people in the market and they benefit from it in the long run,” said the Twinpine founder.

The event was spiced by a panel session, which consisted of Odutan Odubanjo, Oti Ukubeyinje, Media Director at Sponge Digital; Jumoke Okikiolu, Head Product Marketing at Samsung West Africa; John Iseghohi, Digital Marketing & Strategy at Etisalat; and Tunde Kara, Managing Director Sales, Nigeria.

The panelists agreed that in the coming year, brands need to think of how to infuse marketing into content in a way that consumers feel like they are actually having a personal communication with brands.

Twinpine also unveiled at the event its new ad formats (Native Ads, 3D Ads, Brand Cast, Call-to-Action Ads), Twinpine’s Mobile Intelligence Portal, Programmatic Platform and Adrenaline.

Twinpine is an African-wide mobile marketing company launched as a mobile advertising platform, with headquarters in Lagos.

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Success Kafoi Journalist at Technology Times Media. Mobile: 08077671673 email: success.kafoi@technologytimes.ng