MTN makes NGN5Bn from callers tune.

MTN Nigeria said it raked in about N5 billion from its caller tune subscription alone through its social media impact platform.

The Managing Director of the company, Mr. Michael Ikpoki, who was the key note speaker at the Advertising Association of Nigeria, ADVAN, awards for Marketing Excellence 2015 with theme Social Impact Marketing, revealed this in Lagos.

The Managing Director, who emphasised the social impact of his company’s activities, said the social impact of marketing cannot be over looked in the present day marketing space.

He said in 2013 the company generated N5 billion from the industry through caller ring tune alone.

Mr. Ikpoki, who also stated that MTN had a very high responsibility to build its brand equity, noted that “the only way to grow our economy is to grow our brands.”

For MTN, he said: “I adopted the principle of sharing value,” which he described as generating economic value in a way that also produces value for society by addressing its challenges.

“In reality, the issue about how we create value and how we achieve social impact is very closely inter-related,” the Managing Director pointed out.

He went on to say that it was possible for employees to generate economic value for companies, brands and at the same time achieve social impact.

He said: “I think the reality of where we are today as an economy, as an industry, is the companies that are able to achieve that sweet spot, and companies that are really able to achieve this are able to do that in an authentic way and able to endear genuine attention and affinity from their customers.”