In this video, Evelyn Stark, Senior Program Officer, Bill & Melinda Gates Foundation, talks about the importance of marketing in successful mobile-money deployments. Evelyn discusses the features of marketing of mobile money to consumers which includes awareness of services, agents, documents required etc. She informs mobile-money marketing plays an important role in educating the low income group. Further, it is critical to educate the masses about the services and benefits provided by the mobile-money to the customers that can be done via road shows, TV ads, billboards, radio promotions, demonstrations of products etc. Advertising and promotions help significantly to get the word out. However, good customer experience should be an essential goal of marketing plan, Evelyn observes.