Archive for November, 2015


More AD spending more video in Mobile Marketing 2016

Tomorrow is the first day of the last month of 2015. Now let me tell something else you already knew: mobile adoption is huge and the consumer’s purchasing of goods and services via mobile continues to rocket skywards. As we move towards another year it might be a good idea to take stock of where we are with regards to mobile marketing by checking out some facts and stats predicted for 2016.

Globally, a significant c milestone will be achieved. According to new figures from eMarketer, cellular consumers worldwide will be exposed to some USD100 billion in digital ads served via their mobile devices. This is an incredible 430% increase compared to 2013. Africa’s mobile marketing sector will be amongst the top performers in percentageterms – so remember InTarget is one of the few South African mobile marketing firms with a credible and extensive footprint in Africa.

It’s always tricky translating overseas data into meaningful local stats, but in 2016 it’s been suggested that over 60% of web traffic will come from mobile devices as opposed to desktops. I’d like to suggest that measure is probably closer to 80% in South Africa owing to the nature of our economy.

Finally, video is set to expand again next year. The fact that – again, globally – YouTube is the second largest search engine after Google means that the mobile marketer who is already starting to incorporate more video into their campaigns is ahead of the curve in SA. It’s been said that, on average, people watch two online videos per day. If one considers that the impact a 60 second video makes is equivalent to literally tens of thousands of words, you have a great argument for more video in mobile marketing.

Technology in the hands of businessmen

Mobile 150% penetration means massive bang per buck

Mobile’s rise since GSM technology first made its appearance in South Africa during our transition to democracy has been well-documented as it continues to achieve major milestones. The first major milestone was when the country achieved 100 percent mobile penetration and a second major milestone event was when the number of people accessing the web on mobile devices eclipsed those accessing it via desktop computers.

In January 2015, there were a staggering 79.1 million mobile subscriptions in South Africa, according to the Global Web Index report by international agency, We Are Social. This means mobile subscriptions as a percentage of the total population was sitting at a whopping 146% almost one year ago. There’s reason to expect the figure is now well over 150%.

HILVERSUM, NETHERLANDS - FEBRUARY 06, 2014: Social media are trending and both business as consumer are using it for information sharing and networking.

Taking advantage of Black Friday and Cyber Monday

The American sales tradition of Black Friday, scheduled annually for the fourth Friday in November, seems to have at last infiltrated our shores to a very good degree. Coupled with the traditional discount fest of Black Friday is Cyber Monday which was created to persuade consumers to shop online.

Black Friday is said to be the biggest shopping day of the year and the start of the Christmas shopping season in America. While it’s traditionally been something of an event that South African shoppers could only drool at, retail commentators like Price Check say Black Friday is well established in South Africa and on its third year of real and substantial discounts.