Mobile marketing communications to the youth: An analysis of the MXit platform

This paper explores the various ways in which mobile marketing communications are available to the youth on a very popular South African mobile social network site known as MXit. The popularity of cellular phones has resulted in mobile-based brand advertising and promotions that specifically target the youth. The mobile medium is used by marketers as an additional channel to current marketing communications strategies. Because the mass market in South Africa does not use expensive cellular handsets, the format of mobile marketing communications is kept simple. MXit offers its subscribers effortless and accessible technology as well as appealing content, which is why it has become a prominent advertising platform. This is illustrated by examining two mobile marketing communication campaigns (one completed and one continuous) using MXit as an additional marketing communications channel to existing traditional marketing communications channels.