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40% of advertising message receivers make decisions to purchase the advertised products: marketing study EGP 100m total investments of the company in Egypt: El Saban
The most recent study carried out by VictoryLink, a company specialised in the field of digital solutions and marketing, in cooperation with YouGov, a company specialised in the field of marketing studies, has revealed that marketing solutions through mobile phone short messages are trusted by 50% of customers, and more than 60% of customers consider them greatly convenient for their personal needs. The results of the study showed that more than 60% of customers are interested in reading advertising SMSs on their smartphones. 33% of mobile phone users receive messages on a daily basis, whereas 29% receive three to six messages per week, and 38% receive two messages a week, which shows the interest of advertisers to communicate directly with their target audience. VictoryLink noted that about 40% of recipients of SMS messages through their mobile phones have made their purchasing decisions based on the messages they received. 53% of customers said they were more interested in receiving messages from the retail sector, 44% were interested in the real estate and investment sectors, 34% in entertainment, 29% in consumer goods, and a similar percentage in the sports and fitness sector, in addition to 4% that had other interests. "VictoryLink has started to offer its services in the digital marketing world with interactive text messages through mobile phones. We then expanded to offer our services to several Egyptian companies through ads that are location based," said Youssef Naguib, head of the sales sector at VictoryLink. The company's reliance on ad messages has increased over the past four years, where VictoryLink managed to increase the number of customers from 69 to 550 companies, covering 24 different sectors, Youssef added. He noted that the most popular message content for citizens is offers and discounts, which represent more than 45%. The messages that involved added points gained the attention of 12%, whereas 7% were interested in refunds and cumulated offers. According to the study, the company's sales depend on SMS, which made the company launch the first Egyptian company, VLBuzz, specialised in mobile messages ads. Engy El Saban, CEO and board member of VictoryLink, said in a press conference organised by the company that the size of VictoryLink's investments reached EGP 100m last year and nearly EGP 200m this year, noting that the company aims to enhance the added value services in the Egyptian market and help customers market their products through mobile phones.
