Mediamark, a media solutions company, has signed a partnership agreement that will see it act as the African sales representative for MeMe Mobile, an unstructured supplementary service data (USSD)-based customer engagement and advertising platform from Digitata.
Digitata provides firms with mobile advertising solutions targeted towards prepaid cellphone users and provides advanced post-campaign analysis.
The partnership will allow Mediamark and Digitata to leverage off each other's strengths, says Ian Drummond, head of digital sales at Mediamark.
Mediamark will be able to reinforce its multimedia solutions by adding mobile into its multi-channel mix, notes Drummond.
Also, MeMe mobile platform will leverage Mediamark's network of existing and media relationships as its go-to-market coverage in Africa, he adds.
According to Mediamark, there is growing demand from companies for digital solutions that help them target their marketing message to the right type of person, in the right place, at the right time.
"Given the growing importance of mobile phones in the customer journey, this is a great addition to Mediamark's integrated marketing and media solutions."
There are enormous opportunities for MeMe on the African continent, says Henk Swanepoel, chief marketing officer of Digitata Insights.
Because Africa is a mobile continent, many brands want to use mobile to reach their consumer, he adds.
"Kagiso Media's expansion and reach into Africa makes it a perfect match for our offerings, and Mediamark's strong digital presence and electronic media expertise means it is a natural fit for our MeMe Platform.
"Our mobile media channel complements Mediamark's radio and digital media solutions. In the media flow process, mobile is increasingly where the transaction between the consumer and the brand takes place. Mediamark is uniquely positioned to facilitate this process."
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