Harnessing the Power of Mobile Marketing

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Mobile marketing is seeing a huge boom, driven by the advances in mobile networks and smartphones, as well as consumers spending more and more time on their mobile devices. The range of technologies used is as varied as the mobile space itself, from the incumbent SMS to apps and mobile ads, with the future difficult to predict.

What we at Cihan see as certain is that SMS marketing is probably the most popular mobile marketing channel, with hundreds of millions of advertising SMS sent out every month in Africa alone, and its popularity is huge in the developed countries. It is our believe that you need to be channel-agnostic to fully understanding the benefits and returns of mobile marketing. It is generally believed that Mobile marketing is still outshadowed by TV and print, but that is changing as the penetration of technology continues.

As consumer focus shifts to mobile, so do marketing and engagement strategies of brands, marketers and social networks. Tapping into the potential of mobile is the holy grail of strategic marketing and equally difficult to come by. Consumers are notoriously fickle and the digital attention span is shrinking by the minute. So how do you ensure that your consumers keep engaged with your brand via your app or other mobile channel?

First of all, not all mobile users have smartphones, which means that not taking them into account eliminates a large proportion of users. And even if your main market is a developed country with smartphone penetration above 50%, we get back to the issue of the dwindling digital attention span – many apps fall into disuse after only a few launches out of curiosity.

The answer is what we call converged messaging: a complete service to make sure your consumers are regularly and efficiently engaged via mobile. SMS is the undisputed king of mobile, USSD a low-cost, high-effect mobile interaction channel, while push notifications ensure a mobile app alerts users at any time. The icing on the cake is contextwhen, where and whom to engage via these channels.


Contextualisation enables brands to be relevant, delivering the right message to the right user in the right place. While push notifications offer a geolocation feature, allowing to push messages to users in defined geographical areas, Infobip’s Number Context does the same – and more – for SMS and USSD, as well as for VoIP providers. In this context (pun intended), context means determining the network, status and availability of a mobile phone, i.e. the user. This not only reduces costs, but also ensures maximum efficiency when delivering promotional messages, discounts or coupons.

Number Context is a newly value-added Cihan service.  “We want to explore as many applications as this technology offers. Putting the mobile or fixed number in context allows clients to make qualified decisions.”

Converged services are the future of mobile marketing. They address all types of consumers, all demographic and age groups, while context makes them relevant, efficient and cost-effective. In a highly competitive market, those three elements are indispensable for success.

Full service is impossible without contextualisation and Cihan’s efforts will continue to be directed towards integrating all our technologies to provide full information to marketers, enabling them to deliver relevant messages.

For more information about our SMS, USSD, Push and Number Context services, check out the Cihangroup website, or This email address is being protected from spambots. You need JavaScript enabled to view it.


JenniferSimply amazing template!  2012-12-26
This has got to be one of my favourite templates around because of the simplicity of its design is not overpowering and offers a gorgeous yet clean look and feel. The biggest feature I really enjoy is that fact that it offers unlimited colours which means each time I use the template, I can achieve various looks that allows no two sites to be identical. Awesome!
AndrewIt really is awesome  2012-12-27
Thanks Jennifer for the kind comments about Preference. This template was designed with the user in mind and to allow total flexibility on creating a completely different look and feel to a website. I believe in letting the user make the decisions on their own personal colour preferences and not be told to use a predefined colour palette as many templates do.
KennethTotally flexible and it looks amazing  2012-12-27
I agree, the colours are phenomenal to say the least when you know you have an unlimited range available to you. But everything about this template is awesome and overall good looks make this one a solid performer for any serious business.
AndrewRE: Personalize Preference with unlimited colours!  2012-12-27
Quoting Kenneth:
I agree, the colours are phenomenal to say the least when you know you have an unlimited range available to you. But everything about this template is awesome and overall good looks make this one a solid performer for any serious business.

Thanks Kenneth for the kind words. I plan to continue making more templates so stay tuned as another design is under way!

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