Several Digicel customers can attest to receiving a plethora of text messages on their mobile phones advertising countless products and services. But while the marketing tool may be valuable to promoters, some customers seem annoyed by what increasingly feels like an intrusion.
Digicel Jamaica through its advertising arm, Digicel More, has for two years provided marketers with the eyes of its subscribers with companies such as Jamaica Public Service Company, Red Stripe and the National Housing Trust, among others, using the entity to reach their target market.
"Engagement and interest have been very high from promoters and customers alike," Digicel’s
public relations manager, Jacqueline Burrell-Clarke told Sunday Business.
Digicel More uses "demographic segmentation criteria to target customers who are most likely to purchase," the product and services of its clients, the entity notes on its website.
The mobile media marketing entity further applies geographically targeted techniques to reach customers in "a particular town or parish with special local promotions or road show events".
With the ability to target every
customer on Digicel’s network, the
marketing entity has the eyes of around two million people, which the company claims is 75 per cent of the mobile
market. Additionally, roughly 45 per cent of its subscriber base now use smartphones, offering other advertising options.
Outside of precise data on industry growth, the use of text messaging to reach consumers seems to have blossomed in recent years with SMS Communications, which started in 2007, among the first to use mobile