Archive for December, 2015

Mike Laws

Mike Laws

Chief Officer: Sales and Marketing, InTarget at InTarget Mobile Advertising Solutions

Michael was the Group Chief Marketing Officer for InTarget (Previously Integrat), a leading mobile aggregation and solutions company. He has over 23 years’ experience in the ICT industry, has worked in multiple mobile network operators across Africa. These include Econet Wireless and Vodacom South Africa where he was instrumental in establishing the mobile advertising division. Michael was responsible for commercialising the successful Please Call Me service, as well as the tagged-on advertising messaging propositions.

 
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Everybody Loves Mobile

We’ve written plenty of pages during the course of this blog around why brands should go the mobile marketing route. Perhaps it is time now to shine the spotlight on the individual people who work within client organisations and outline what mobile could mean to them. It’s important from a buy-in perspective to ensure the individual personalities within corporations see the value of mobile marketing when it comes to their specific organisational objectives.

The Sales Director will find that mobile marketing enables current and potential clients to rapidly convert intention into actual purchasing behaviour. Mobile marketing means mere seconds can pass from the time a consumer is interested in a product or service, to the time they buy.

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Mobile Marketing And Small Business

Small businesses are the engine of the South African economy with over 60% of employed people in the country working for an SME (small and medium-sized enterprise). As we’re about to enter another 12-month stretch with the usual hope that the economy will achieve a decent GDP growth of well over 2 percent, let’s take a look at some mobile marketing tips specifically designed for SMEs. Perhaps these helpful hints can play some small part in boosting small business!

1. Is your SME ready for mobile marketing?

The most basic starting advice InTarget can offer is for the small business owner to properly assess whether the firm is, in fact, ready for mobile. There’s no sense in driving consumers to your mobile brand if a properly-designed mobile experience hasn’t been designed in partnership with a mobile marketing advisor like InTarget.

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Three Tips For Effective Text Tag Ads

InTarget continues to partner with some of South Africa and the Continent’s leading brands when it comes to exploiting the awesome mobile marketing opportunities offered by the ‘Please Call Me’ service. Most readers will know that InTarget’s established relationships mean it is able to commercialise this service highly-valued by literally tens of millions of prepaid cellular users. This is achieved by adding text tags onto the end of ‘Please Call Me’ messages for a specified time. Just as in SMS-based mobile advertising, there’s a certain art in composing or structuring text tags that get one’s message across in the most effective way. Here are a few tips that brand managers should bear in mind: 1. Don’t devalue the brand by reducing words to ‘SMS speak’ in an effort to save space. Using SMS abbreviations might be fine in casual conversation but consumers expect the brands they interact with to uphold a certain standard. 2. Because space is limited, don’t mix messages and ensure there is one clearly understandable call to action that’s also just a click away. 3. Know your audience by understanding that the products and services most suited to ‘Please Call Me’ text tags are usually low value recurring items that are also subscription or debit-order based.
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Mobile Marketing Improves The Bottom Line Of For-profit And Non-profits Alike

With recent news that WASPA (the Wireless Application Service Providers’ Association of SA) has reduced the cost of becoming an Affiliate Member for registered non-profit organisations by 90%, and the fact that we’re in the annual season of giving, it’s perhaps a pertinent time to take a look at mobile marketing for NGOs (non-governmental organisations) and charities.

The days of dedicated individuals standing near shop doorways shaking tins full of copper coins might not be totally over, but they’re disappearing fast. As many a car guard is discovering to their annoyance, it’s becoming harder and harder for the average person to actually locate a coin in their wallets, pockets or handbags. With a combination of ubiquitous card machines to be found everywhere from your major retailer to the guy who cleans your pool, and mobile payments made via cellphone becoming so much easier, who needs – or wants – hard cash these days? I love m-commerce and cellphone banking because it’s so much easier to budget for things. Who can budget properly after withdrawing copious amounts of cash from the ATM? In my home, it just seems to disappear without a trace!

With all of this happening in the marketplace these days, it’s a wise charity that invests in a proper mobile marketing effort. Many mobile marketing firms will offer their services to registered non-profits at a reduced rate, or even pro-bono, so InTarget’s advice to these worthy organisations is not to try and embark on a mobile marketing effort on the cheap. The result will be nasty. Don’t be afraid to approach a quality mobile marketing organisation that can serve as a trusted advisor to your charity. Advice is free and we’re willing to give it in our own quest to make a positive difference in this country we all want to succeed.