Eskimi Launches New User Segmentation

 
Eskimi has launched a new feature for users to be able to reach consumers according to segments that will define their purchasing power.

Segmentation will allow them to reach corporate working class, working class, students and mass market in Nigeria.

According to the platform, segmentation and targeting will allow advertisers to divide their media spend in groups when promoting different products and be sure that their digital advertising reaches the right customer.

Therefore advertisers can use one platform to promote all brands - from mass market to brands usually sold to high net worth individuals.

Vytautas Paukstys, chief executive officer of Eskimi commented on the new feature, “Every brand has their own audience by social class, income and occupation. By doing constant research we have been able to map a set of demographic, location, technical and usage data with occupation and purchasing power. This allows brands to reach their target audiences without speculating weather one or another channel is used by certain target group.

“Let’s imagine a mobile phone manufacturer that needs to develop a marketing mix for 5 different devices. One device can be mass market entry level phone, but another is high-end smartphone. Now advertisers are guessing which platform or site is used by the target group. Our segmentation and targeting will allow to know for sure and spend money wisely”, Vytas shared a real life example of how it can be beneficial.

Eskimi is a mobile social network in Africa currently counting 18 million users.

Eskimi also launched a mobile real time bidding network last year, helping advertisers reach more than 30 million users on mobile in Nigeria.