Archive for March, 2016
What do marketers love most? The answer is undoubtedly Return On Investment (ROI) measured in facts, stats and numbers, numbers, numbers! Marketing runs on numbers and this is even more so with mobile marketing because of the measurability that it enables.
Having a trusted mobile marketing advisor like Imaginatrix on your team helps navigate the often-confusing measurability associated with mobile campaigns – all that numerical feedback can be overwhelming the first time brand managers receive those all-important analytics.
Seeing as we’re talking numbers, let’s take a quick glance at the most interesting of them from this month’s latest mobile marketing news stories:
1. Global spend on mobile search by the end of 2017 is expected to be double that of 2015 levels.
2. A report by Deloitte suggests that digital channels currently account for about one-third percent of influence of in-store retail sales.
3. Over 61 percent of loyalty programme members want more choice of regards and fully 42% of members think programmes offering only core inventory rewards are old-fashioned.
4. Marketers who use mobile app ads on Facebook and Instagram generated a 196% increase in app downloads globally in Q4 2015 (compared with Q4 2014), according to a new report from Kenshoo.
5. finally, in 1970 the average person saw 500 marketing messages a day. In 2016 they see a whopping 7 000.
With so much clutter out there, now you have another five reasons to get into timely, relevant and personalised mobile!
With mobile marketing’s reliance on technology to communicate with consumers, one could easily be forgiven for thinking that IT is all there is to it.
No doubt some brand managers really do believe that the key to a successful mobile marketing campaign is an automated bulk SMS platform that does what it is supposed to do, nothing more or less. Well, that’s certainly one element.
However, I found something particularly interesting this week that backs up the fact that the creative element that comes from partnering with the right people remains key to mobile marketing. According to one learned commentator, what we’re seeing in 2016 is marketing’s growing autonomy from IT.
Apparently, at many Fortune 500 companies, the marketing team is completely separate from the IT guys which speaks volumes about mobile marketing eventually coming into its own.
Sure, there has to be integration to ensure that IT systems developed for mobile marketing do a good mobile marketing job, but it’s becoming clear that the marketplace is learning the fact that mobile marketing is a bona fide commercial discipline and not just how you get a bulk SMS platform to work.
Mobile marketing is defined as marketing either on or using a mobile device. That much we all know and this simple definition comes from a Google search. Usually on this blog, we tend to concentrate on this narrow definition of mobile marketing without focusing much on the actual hardware device that enables mobile marketing. Let’s look today at the device we mention above in the first line of today’s blog – the cellular phone.
While the consumer’s interaction with traditional media outlets like radio, tv and outdoor media contains to dwindle, our interaction with mobile phones just keeps on growing. That’s good news for mobile marketers. Let’s see why cellphones are playing a bigger roles in consumer’s lives and why, by extension, marketers need to keep investing in mobile.
There’s an app for that – no, really….
Legions of developers both in SA and around the world continue to build the most amazing mobile widgets that can quite literally light up your home and do the shopping. The mobile phone is replacing our remote controls, garage openers, wallets and more and this means even more daily interaction with our most personal of high tech companions.
The telecommuter has come of age…
Technologies like VoIP with its easy call-forwarding ability, work practices such as hot desking and more flexible HR polices have really become realities over the past couple of years. Whereas five to seven years ago we were speaking about their imminent acceptance, today we live and breathe the mobile work life. And the device that enables the life of the modern road warrior is, of course, the mobile phone.
Mobile network coverage is really good…
The mobile networks have been building base stations in South Africa for about twenty years now – and it shows. Sure, we still drop calls but the general quality of service experienced by the country’s cellular users is so good that there really is little excuse for having a landline at home. Way back when, radio stations used to insist that interviews with remote guests took place strictly over landline. The fact that this is no longer the case speaks volumes.
Mobile marketing has emerged as one of the central pillars of marketing strategy today. According to one senior Coco-Cola executive: “If your plans don’t include mobile, your plans are not finished.”
So while mobile definitely has the green light from those that matter, we should also consider another quote: “Only fools rush in”. Mobile plans have to be as solidly laid as any other element of the marketing strategy. They should, for example, recognize that certain important pieces of legislation exist to protect the South African consumer.
Foremost amongst these is the Electronic Communications and Transactions Act that a reputable mobile marketing advisory firm like Imaginatrix will be able to advise clients on. Did you know, for instance, that the sending of unsolicited commercial email or SMS messages (‘Spam’) is not, in fact, illegal in South Africa? Ask most business people and they’ll tell you a prior commercial relationship is necessary before a mobile marketer can legally send a potential customer a text message.
While spamming people may in most circumstances be poor business practice, spam per se is not illegal in South Africa as we can see from the below:
Section 45 of the ECT Act requires the sender of an unsolicited commercial communication to observe 3 rules: firstly, to provide the consumer “with the option to cancel his or her subscription to the mailing list“, secondly, to furnish the consumer “with the identifying particulars of the source from which that person obtained the consumer’s personal information, on request of the consumer” and thirdly, not to send a second unsolicited commercial communication to a person “who has advised the sender that such communications are unwelcome“.
Readers are welcome to contact Imaginatrix should they require any clarification on the above.