Marketing Guide - A guide on Marketing Strategies to Increase Mobile Money Agent Activities
This marketing guide outlines strategies for boosting mobile money agent activities in Ethiopia's Digital Financial Services (DFS) ecosystem, addressing key barriers like liquidity shortages, low digital financial literacy, uneven rural coverage, fraud concerns, and limited provider support. The guide emphasizes a holistic approach to empower agents through targeted recruitment, skill-building programs, tiered incentives, technology tools, trust-building security measures, and data-driven KPIs for sustainable growth and financial inclusion among the population.
