Mobile messaging in the middle east

The citizens of Middle East are optimistic about Mobile messaging. Many of the companies in Middle east who tried to tap in customers through the channel of Mobile marketing, has in return got some amazing results in terms of response rate. On the contrary, majority of the consumers in Middle East feel that they have no qualm at all with Mobile messaging.

Some of the studies that were conducted in Middle East said that consumers responded positively when text messages were sent to their mobile phone by the companies who wanted to sell their products or wanted to provide some exciting offers. The only point which consumers focused upon was that companies who wanted to promote or sell anything through the mobile messaging platform, should first ask for their permissions.

The revenue generated through mobile and smart phones in Middle East and North Africa (MENA) will see a rise of 3.3%, thereby reaching to a staggering $59 billion (MENA region) in 2018.

When it comes to text messaging, UAE consumers alone use the text messaging platform twice as much compared to the global average.

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Over the years, the market share for smartphones has raised tremendously in the Middle East. This clearly shows that the number of smart phone or mobile phone buyers in Middle East are increasing on a year-on-year basis.

Most of the restaurants in Middle East have relied upon Mobile messaging in order to not only be in touch with their customers, but also to provide them the best offers possible. Restaurants use the mobile messaging platform to send mobile coupons, advertise about their weekly special delicacies, special discounts and promote events that might interest customers to participate.

For example, When Pepsi wanted to enter the Saudi Arabia market to promote its beverages, an ad agency by the name of Impact proximity got tied-up with Pepsi in order to promote (Pepsi) in Saudi. Impact used the medium of Mobile messaging, and thereby send bulk SMS to a huge number of customers. A total of 1,25,000 Saudi customers were targeted, which means the text message was being sent to their respective mobile phones. Of the 1,25,000 Saudi customers, only seven text messages were bounced, which means Impact’s marketing tool was eventually a huge success. Lastly, the campaign that was carried out by Impact garnered rave reviews from Pepsi Company.

The entire campaign costed way too less, as the cost per message was only $0.08.

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There was a study that was conducted in order to ascertain as to what the customers of Middle East most preferred to receive in their SMS? 46% customers showed interest in receiving some kind of rewards or discounts. Around 32% customers showed interest in receiving regular updates from the brands that were located in Middle East market. On the whole, many of the renowned companies in Middle East strongly consider that for the purpose of conducting mass marketing, text messaging is considered to be the best marketing tool.

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