Marketing in Africa? SMS is definitely not worth writing off

Phone SMS

Marketing in Africa

The relatively low penetration of smartphones in Africa, paired with high data costs, means that the humble SMS remains the best way for organisations to reach a mass market with targeted marketing messages, alerts, statements, and other information.

SMS remains a powerful channel because it can be used to reach nearly anyone with a GSM handset — in Africa that is nearly every person, considering that there are more than 650-million cellphone users continent-wide.

Even as smartphone penetration ramps up, it will be a long while before smartphones account for the majority of the devices in the market. Africa remains dominated by prepaid users, many of whom opt for low-priced feature phones.

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