Archive for June, 2016
Marketers by necessity tend to divide the consumer world into convenient and sensible segments that enable customised campaigns to speak to each segment in ways that appeal to them. The segment that by far seems to attract all the media attention is the coveted 18 to 35 year old group. Many marketers have an issue with this because common sense suggests that an 18 year old school leaver has about as much in common with a 35 year old, 15 year corporate veteran as a mouse has with a elephant. Sure, we’re told they share 99 percent of the same DNA, but it is that one percent that makes all the difference.
This fairly lengthy introduction brings me to the point of this article. This fixation on the 18 to 35 year old segment has traditionally left several important groups out in the cold, and none more so than the over 65s. The implication of this neglect for mobile marketers is significant and represents a wonderful opportunity. The over 65 segment, far from living on tins of baked beans, actually represents a group of people who have disposable income for the first time in their whole lives. Think about it – the kids are probably out the house and could, in fact, be adding to mom and dad’s old age income, bonds are paid off and one would hope the desire to compete with the Jones’s by blowing wads of cash has faded.
Add the above to the fact that people are living longer and heather into their old age, and are constantly being encourage by their friends, children and even the media to try new things. Chief amongst these new things surely is the mobile phone and the whole new social media and online lifestyle that it enables. It’s not unusual today for people aged 65 and older to have Twitter and Facebook profiles and to be very active on them, as most have kids, grand kids and long lost friends to keep up with.
When designing bespoke mobile marketing campaigns for seniors, it is worth keeping in mind that while the over 65s are one of the fastest-growing adopters of mobile, this segment tends to respond better to mobile ads that are simpler in terms of both text and visuals. Using text seniors can relate to is key – there’s no need to speak like Mr Burns in the Simpsons but there is a need to dispense with the slang and puffery so prevalent in attempts to reach the 18 to 35s. Finally, mobile marketers would be wise not to include too many steps in the mobile app on-boarding process. That’s really about it – keep it simple!
Research from global marketing authority eMarketer suggests that the average mobile consumer engages with as much as 10 hours of digital media content every day. Not surprisingly, most of this growth has been stimulated by the ever-increasing technological capacity and ubiquitous of mobile handsets. Consumption of digital content from desktops and laptops has barely grown at all compared to mobile, says eMarketer.
Before we go on, let’s first be clear that when we mention digital above, we are talking about video content. So this ten hours a day that mobile users are consuming is a whole lot of videos and what’s interesting is that the proportion of video consumed by your stereotypical basement-dwelling geeks has declined. Essentially, more average Josephines are watching more and more video on their cellphones. I think that’s what I’ve been trying to convey in these two paragraphs! By the way, Cisco predicts these trends are set to continue over the next four years and beyond. And that’s important, too.
Everyone from marketing managers to politicians knows and understands the power of moving pictures. Now, mobile marketers are climbing on the technicolor moving picture bus as we appreciate that a well-planned, target-oriented video campaign can deliver fantastic results. In a nutshell, engaging and interesting video content is how brands will put themselves in consumers’ hands, now and even more so in the future.
Agencies have been saying it for eons – client brands need to tell a story. Don’t sell me on the features of your widget, sell me on the emotion that powers your widget. The beauty of mobile is that high-capacity mobile networks have given us the tools to tell our video stories, while consumers are at a point in the evolution of their behaviour where they are receptive to marketing content that moves them. It doesn’t matter if it’s commercial, emotion matters to the consumer, not the source. Let’s take advantage of this new openness and produce some engaging Loerie-worthy mobile marketing video content.
Visitors to this blog will have noticed that Imaginatrix’s home on the web ends in .mobi.
Some mobile marketers and their clients might today be wondering what the real value is of a .mobi domain. When first launched several years ago, .mobi domains were presented as central to the then fledgling discipline of mobile marketing. The key reason put forward in this regard was that they offered consumers a scaled-down mirror site of an organisation’s main corporate website that was easily viewable on mobile devices.
However, now that mobile devices from handsets to tablets boast amazing purpose-built web browsers designed purely for mobile – from Safari to Opera – is a .mobi domain really necessary? Anecdotal evidence suggests that all webpages load beautifully on today’s mobile devices.
Unfortunately, the truth is that you can go right now to an Opera Mini browser (much touted as an effective mobile data saver), access Standard Bank’s Internet banking platform and see firsthand that we’re not quite there yet. Even the full .com versions of leading global media houses like the New York Post do not load 100% correctly when viewed on leading mobile browsers.
So the functionality pillar of the argument for a .mobi domain still stands strong, although to a lesser degree than a few years ago.
My personal view is that a .mobi domain is important for the simple reason that it signals to current and potential clients that a particular brand is serious about mobile marketing. A .mobi domain says to the customer that this is an organisation that cares enough about me to make transacting with it simple, clear-cut, easy.
I’ve saved the best for last – Google recently announced that mobile-friendly sites will rise in ranking. Now that’s probably the best reason to go mobile with .mobi!
Forbes magazine made a fairly amazing statement recently that was as low-key as it was food for thought. The respected business journal wrote, almost as an aside, that “most of the world accesses the Internet for information”. The implication was that mobile marketing is a must. Wow, how far we have come! Just two decades ago, we were getting to grips with voicemail and SMS. Today, no office proudly displays its volumes of Encyclopedia Brittanica, and Google (accessed from a mobile handset, of course) reigns supreme.
So, clearly we’re all online, we’re using mobile to be online, but the problem is marketers are not fully taking optimum advantage of mobile as a medium. According to businessnewsdaily.com, there are two key areas where mobile marketers fall down.
The first relates to mobile email usage. While the majority of smartphone owners check emails on their phones every day, less than half of marketers are reportedly personalising them based on customers’ locations and preferences.
The second problem area is under investment in mobile search, and this is an area where Imaginatrix has significant expertise. According to businessnewsdaily.com, more than half of Google search requests are made using mobile devices, yet only 37 percent of marketers are using paid searches on mobile devices and only 34 percent are using mobile search optimisation. Speak to Imaginatrix and let’s get mobile search and mobile email done!
Mobile marketing really is getting exciting. In these tough economic times that just this week saw South Africa avoid a ratings agency downgrade by the skin of its teeth, grateful mobile users are witnessing the transformation of the cellular phone into a real money saving device. And we’re not just talking indirect money saving through greater efficiencies, we’re talking hard cash in your pocket.
In the recent past, the top way a cellphone might save us money was due to its mobile browser and its ability to check out the best deals on the fly. Today, that money saving ability really has become more powerful for the end consumer. This is because the ‘earn cash by looking at ads on your phone’ model is set to make a comeback.
Already, Tesco Mobile in the UK is offering its customers the chance to earn £3 a month off their bill by agreeing to receive ads on their handsets. British Airways, McDonalds and Doritos are among the launch advertisers and Facebook is also onboard. Users are paid their flat fee, whether they actually engage with the ads or not. Wow, things really are getting interesting as mobile marketing becomes as much about the consumer as the brand.
You might be asking what’s changed, at least in developed markets, for mobile marketers to be able to offer actual cash discounts on consumers’ supermarket purchases. Well, the main thing here is that a couple of the mechanics have changed and foremost amongst them is the fact that the yield on mobile ads has increased over the past two years.
In South Africa, yields have also increased, meaning mobile marketers have to serve fewer ads for the same ROI. Imaginatrix puts that down to better-designed mobile campaigns designed by specialist agencies. We’re also getting to know the end mobile user better while the end user is getting familiar with mobile campaigns. It sounds like the effort both parties have put into this blossoming relationship is paying off!