Want to boost marketing AND increase sales? You need a USSD campaign!

Standing out from the marketing noise is difficult. Engaging your customers and stimulating meaningful interactions with them among that noise is even more difficult. USSD campaigns cut through the clamour to do both.

USSD or 'unstructured supplementary service data' is a mobile text service that instantly connects you to your customers in real-time through interactive messaging. It provides mobile users with various options in a menu format, allowing them to select the one that best relates to them or the question being asked.

In this way USSD is a much more dynamic customer engagement interface, as marketers can ask users questions and gain valuable insights from which to shape future campaigns. Responses are immediate, making USSD campaigns simple, fast and incredibly effective.

There are a number of benefits to using USSD as a marketing tool. From a customer perspective, they don't need to download any apps to engage with your brand, and no installation of any kind is needed. USSD is accessible on all mobile devices. The service is free for customers, and they don't need data or to be online to participate in a USSD campaign. It's also quick and easy to use, ideal for engaging time-strapped consumers.

From a marketer's perspective, USSD:

• Has a low barrier to participation, so opens up connections with customers who were previously difficult to reach
• Allows you to quickly exchange data in real-time
• Is more secure than traditional SMS customer messaging
• Can be fully customised to suit specific campaigns and target audiences
• Is ideal for growing customer bases, driving sales and building loyalty
• Integrates easily with any existing web-based business systems you're using

The mechanic behind USSD campaigns is straight forward:

• Step 1: The customer dials the on-pack (or till slip) promotional USSD number
• Step 2: A customised message welcomes customers to your promotion
• Step 3: Valid customer entries trigger specific profiling questions developed to support your marketing objectives
• Step 4: The customer answers the profiling questions, providing valuable data
• Step 5: You tell customers the next steps in the promotion such as prize draw dates and how to secure further entries

USSD can be used in a multitude of ways:

• For voting or polling (data gathering)
• For creative campaigns and competitions
• New product announcements
• Customer self-service (for memberships or subscriptions)
• For live updates (for real-time promotions)

Here at FoneWorx we've created and successfully implemented dozens of USSD campaigns for top SA brands.

USSD campaigns unlock a world of possibilities for engaging your customers. They help your brand stand out and be memorable in a saturated marketplace. But more importantly, they take your customer engagement to the next level in a cost-effective way that's simple for your customers and highly effective for your brand.

Watch explainer video here