“By using the right tools like Google Analytics, market intelligence software like MCP Insight’s Veriscanner, and behavioural psychology models like AIDA, companies can identify optimal conditions, tap into new opportunities, and create effective landing pages that resonate with target audiences”, Viktoriia opens in summary. In the highly competitive environment of Direct Carrier Billing (DCB) content providers, gaining insight into the market is crucial before making any investment decisions. This is where Market Research comes in handy. Through dedicated research, companies can gather vital insights into industry trends, the competitive landscape, and the dynamics that define customer and mobile operator’s behaviors.

Market research primarily serves two purposes; enhancing existing offers and exploring new markets. Thorough market research can help shed light on:

1. Consumer Behavior: Understanding the usage habits, preferences, and motivations of users in specific regions.
2. Competitive Landscape: Analyzing competitor flows, ad creatives, and conversion funnels provides insights into effective industry practices and potential gaps.
3. Regional and Cultural Trends: Preferences, behaviors, and responsiveness to certain types of content vary by region. Tailoring a DCB service to fit the cultural and demographic nuances of a particular market can significantly impact engagement and satisfaction.
4. Optimal Advertising Designs and Flows: Ads and flows directly affect a user’s experience and conversion. Research pinpoints effective ad designs, call-to-action placements, and flow structures that resonate with target audiences.
5. Pricing and Economic Conditions: Understanding the spending capacity and willingness of potential users in a given market helps align pricing models with expectations, improving conversions and long-term retention.

With some tools available for research in the DCB space, one exceptionally powerful resource for identifying emerging markets and understanding audience  preferences in Digital Subscription Services is Social Listening. By monitoring social media channels and forums, companies gain insights into customer feedback, discussions about DCB services, trending content, and potential areas for improvement.“

Viktoriia elaborates: “Media Digital Group has long held a strong foothold in the LATAM market, building a foundation of trust and a solid customer base. However, with our global expansion strategy, we’ve recognized the importance of investing in better market understanding to maximize impact while conserving resources. As MDG’s Market Research and Branding Manager, I’d like to share the formula we’ve developed to streamline research—one that ensures insights are both meaningful and actionable.”

With some tools available for research in the DCB space, one exceptionally powerful resource for identifying emerging markets and understanding audience  preferences in Digital Subscription Services is Social Listening. By monitoring social media channels and forums, companies gain insights into customer feedback, discussions about DCB services, trending content, and potential areas for improvement. Additionally, conducting interviews with their traffic partners and aggregators helps MDG pinpoint the most effective flows, creatives, and service types that appeal to specific user segments.

Viktoriia paints the following scenario: “Let’s say we’re planning to promote a gaming service in Pakistan and Argentina and need to decide which creatives will work best. After consulting with our partner, we learn that ads featuring visuals of popular games are most effective. But which games should we focus on? Using a free tool like SimilarWeb, we can see that audiences in Pakistan prefer cross-platform multiplayer games like Ludo King and Domino. In Argentina, however, users lean toward simulator games, such as cooking games that don’t require Wi-Fi. With these insights, we can tailor our advertising by showcasing visuals of multiplayer games in Pakistan and cooking simulators in Argentina, ensuring our creatives align with local preferences and boost engagement.”

MDG’s internal media buying team works closely with their trusted Google agency partners. Viktoriia explains: “Whenever we plan for expansion, we actively engage them in discussions to gather their insights and recommendations. This collaborative approach allows us to set up optimal conditions from the start, saving significant time and team effort. By planning thoroughly and understanding market conditions upfront, we avoid the risk of launching only to see that it doesn’t work, and having to restart again” In a fast-moving industry, it’s essential to resist the urge to rush. Instead, taking the time to conduct thorough research and gather input ensures that each campaign is strategically aligned from the beginning.

Viktoriia Sliesarchuk is Marketing Research & Branding manager at Media Digital Group.

In addition to Social Listening, another effective step in market research is Competitive Analysis. By examining the strategies of successful players in the DCB space—such as their ad formats, customer journeys, and promotional tactics—businesses can identify high-converting methods and leverage proven approaches, saving time and resources on trial-and-error. Viktoriia shares their approach: “At MDG, we have identified MCP Veriscanner and Google Ads as two primary tools for this analysis. MCP Veriscanner is an advanced platform that tracks and analyzes MVAS ads on a large scale. By accessing DCB Content Landing Page URLs and registering “discoveries” (instances where an MVAS ad is encountered), MCP system simulates user interactions, scraping the web to trigger and record ads. This automated approach provides insight similar to manual testing but on a broader scale. High discovery volumes indicate substantial market investment and often reflect
market profitability.”

Google Ads also offers a powerful competitive edge by delivering detailed insights into current ads across Google’s platforms, including advertiser information, ad designs, and campaign details. By analyzing these ads, marketeers can identify trends and fine-tune strategies to match high-performing industry standards.
With insights from these tools, the next step is to craft an ideal landing page that captures user interest immediately. In the Mobile Content and Digital Subscription Services industry, a structured customer journey—from initial awareness to conversion—must happen almost instantaneously. With just a fraction of a second to capture attention, the landing page must cultivate interest and build desire, guiding users towards action through a compelling call-to-action (CTA). Ensuring that the offering feels more rewarding than the effort to access it is essential; only then will customers be motivated to complete the purchase.

The AIDA model—Awareness, Interest, Desire, Action—proves especially effective in this context,creating a structured funnel that enhances conversions at each step. In the Digital Subscription Services field, capturing attention and sparking interest within a second is challenging but critical. “To achieve this seamless journey, it’s crucial to host the entire flow within your own infrastructure, allowing for full control over each stage of the customer experience. This approach not only fosters consistency but also enables detailed A/B testing, essential for optimizing each element of the page and the overall user journey” Viktoriia shares. She is clear about the tried and tested approach followed by MDG: “To optimize the landing page further, we analyze competitor landing pages to identify industry trends, successful CTAs, unique value propositions, and differentiators. Use A/B testing to experiment with headlines, CTAs, images, colors, and copy, and leverage market research to guide each variation. This approach ensures that each element resonates effectively with your audience, maximizing engagement and conversion”

But an effective market research strategy doesn’t operate in isolation; it leverages insights from cross-functional teams to optimize each component of the customer journey. User Acquisition teams contribute valuable data on acquisition trends, demographic insights, and user behavior, which are critical for targeted marketing strategies. Business Development teams provide insights into new partnerships and emerging regions with potential for MVAS growth, helping to direct efforts and resources where they are likely to yield the highest return. QA testing ensures that data-driven insights translate into user-friendly experiences by validating that elements such as landing pages, call-to-action buttons, and content flows are optimized for performance and functionality across various devices and networks. This collaboration helps streamline the transition from research to execution, ensuring that market-driven features and designs are flawless when they reach the user.