Driving Customer Usage of Mobile Money for the Unbanked

This paper first considers the customer journey for mobile money, emphasizing that moving the consumer from awareness to regular use requires different marketing interventions at each step in the journey. Then considers mobile money in its context, looking closely at the market situation to determine how to identify the best target market for mobile money services. Finally, concluding with a detailed look at above-the-line marketing communications that are best suited to help customers understand the benefit(s) of using mobile money and the below-the-line marketing tactics that motivate consumers to try the product and become regular users.