11 Oct

Capitalising on the continent’s mobile marketing opportunity

Justpalm is a South Africa-based mobile and web marketing agency, with regional offices in Nairobi, Kinshasa and soon Abuja. The business works with clients to integrate a mobile aspect into their marketing strategy.

The company has also released products like ChiChi Sponsored Call, which allows brands to sponsor customers’ phone calls in return for 15-seconds advertising time prior to the call connecting. Another solution is mBongo Recharge, a mobile marketing platform that offers consumers mobile money and airtime as a reward for their engagement.

“Africa is the fastest-growing continent in terms of mobile-phone penetration. The majority of the African population is made up of young people discovering the world for the first time through their mobile handsets. So, there’s a remarkable opportunity for a mobile marketing agency like ours to help brands better utilise mobile phone technologies to connect and engage with African consumers and convert them to customers,” remarked Patrick Palmi, the founder of Justpalm.

Palmi answered How we made it in Africa’s questions.

1. How did you finance your start-up?

My father and elder brother lent me an initial sum of US$20,000 when I started back in 2009. But that first business failed due to lack of experience. Four years later, I self-funded a brand new start for the business with personal savings, and have since grown the business into a $1.5m asset with a presence and blue-chip customers across Africa.

2. If you were given US$1m to invest in your company now, where would it go?

Building a stronger local presence across more countries in Africa. We believe there’s a huge demand from big brands for our type of services, and African consumers are ready to start engaging brands on their mobile devices. So, we must just unlock this huge potential with a strong local presence in the top-10 African markets for a start.

Read more: Start-up snapshot: Capitalising on the continent’s mobile marketing opportunity

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