Understanding the Mobile Consumer: 12 Inspiring quotes from the 2016 Mobile West Africa Conference
“End-users not technologies shape the market. Consequently marketers need to stay abreast not only of technological developments but also of the way people respond to them.” – Matt Haig, author of Mobile Marketing – The Message Revolution
The 2016 edition of Mobile West Africa was a place to be for every business owner thinking about going mobile or already doing so to grow their brands. The event saw top leaders and individuals in the technology industry come together to discuss how to explore the benefits of the mobile industry in the region. They also shared inspiring thoughts and ideas about mobile consumers. This year’s conference which is the sixth edition, took place on Wednesday 20th April and Thursday 21st April at the Wheatbaker Hotel Ikoyi, Lagos.
Here are a few inspiring quotes from some of the speakers:
“The time the mobile consumer wants to spend is key; there is a very short attention span that a consumer is willing to spend which is 8 seconds.”
“Consumers are extremely more selective on mobile because they have already pre-searched what they want”
“The mobile consumer is more amiable to online payment”
Juliet Anammah is the CEO of Jumia Nigeria since October 2015. Prior to joining Jumia, Juliet was a Partner in Accenture and the Managing Director of the firm’s Consumer Goods Practice in Nigeria. During her later years at Accenture she focused on the digital consumer and route to market for consumer goods companies.
She brings to Jumia sterling qualities summed up in 24 years of professional experience with 6 years at senior executive level. Passionate about “Africa rising” and women’s advancement, Juliet serves on the board of many non-profit organizations involved in women development and trade expansion.
Juliet Ehimuan – Chiazor
“Consumers are very data sensitive”
“They are reluctant to signing in or filling forms; if you need any information from them make the form simple”
Juliet Ehimuan-Chiazor leads Google’s strategy and business growth in Nigeria. Under her leadership, the Google team has made significant impacts in local content development, infrastructure deployment, and digital capacity building. She has actively contributed to developing national strategies – she was part of national committees that developed Nigeria’s broadband plan in 2013 and ICT incubation strategy in 2012 (resulting in the creation of IDEAHub).
Juliet has over 20 year experience, primarily in technology and new media industries across Europe, Middle East and Africa. She is a recipient of the London Business School Global Women’s Scholarship, and a Fellow of the Cambridge Commonwealth Society. She was listed by Forbes in 2011 as one of the Top 40 Youngest Power Women in Africa and awarded IT Personality of the Year in 2012 by the Nigeria Computer Society.
“Attention of the average mobile user is short, so just say what you have to say fast”
“Mobile consumers are interested in what your brand is going to give to them”
“There is uniqueness to every mobile user. Do not generalize.”
“Do not speak to mobile consumers but engage with them”
Anu is a marketer par excellence who has spent the last 10 years managing the portfolios of leading business in the oil & gas, telecommunications, real estate and IT sectors. She spent a large part of her career in the financial sector before she moved back to her first love – the marketing communications industry. Anu currently heads Business and Strategic Partnerships for Terragon Group, one of Africa’s largest digital marketing companies. One of her key responsibilities is to understand clients’ needs and identify potential opportunities that align with the goals of each client. Anu is an advocate of the education of the Nigerian girl and sponsors young girls, through an orphanage, to attend school.
“Use videos more often to push your content on twitter. You’d get six times more retweets than when you use images”
“Gifs are the easiest way to respond to something without using words”
“Most popular words on twitter last year wasn’t actually a word it was an emoji”
Garth started his career in digital as the Digital Marketing Manager at Lion Roars, a hotel group situated in Port Elizabeth. Whilst studying 5 short digital marketing courses through Quirk Education, Garth moved to Cape Town in late 2013 to further his career in digital and landed a job at go4word as the Social Media Account Manager for Computicket and DHL Africa. Since December 2014 Garth has been working as a Twitter Brand/Content Strategist in Africa for Ad Dynamo.
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