USSD (Unstructured Supplementary Service Data) is a vastly under-rated marketing platform. It’s cheap, easy to use and has a tremendous reach – unlike most other platforms, it is accessible without needing expensive modern technology.
Let me explain: Usually, you’ll need an internet connection at the least and smartphone technological capabilities at best to interact within social media. So far so good, as research by Mobile Marketing South Africa has shown that more than 90% of working adults in the country use mobile phones. Hence, an excellent platform with which to connect when engaging with potential customers.
Yet not so. While the majority of working adults have mobile phones, research also shows that an average of 80% of South Africans living in urban areas and 94% of South Africans living in the more remote rural areas have pre-paid accounts. This means a lot of people are still using the old cellphones with dial pads, not the newest smart phones with touch screens and pictures galleries and cameras and apps.
And this is where it becomes clear how a USSD service can add value. USSD is supported by all handsets and networks and requires no internet connection or application to be installed. This means your reach has just grown exponentially.