Archive for August, 2016
With mobile marketing so focused on what we at Imaginatrix like to call ‘mini metrics’, sometimes it’s worthwhile to take a step back and focus on the bigger picture. I like to do this because it is so motivating. It speaks volumes of the long-term growth potential of our industry when one considers that way back in 1995, less than one percent of the world’s population had Internet connectivity, for example. In that specific year, mobile was just one year old in South Africa, having been launched commercially in 1994 after a test phase in 1993. Today, 40 percent of the 7 billion of so human beings alive today are connected to the web and by far the majority are using their mobile phone browsers to reach out. Let’s take a look at some other ‘big picture’ facts and stats relating to mobile – sometimes, birds eye views can bring us back down to earth by helping to ground us in the fundamentals of our discipline: The mobile web is exploding Yes, the Internet has grown, but the mobile Internet has grown many, many times faster. In 2016, there will be well over two billion mobile users, IDC estimates. Media consumption is moving to mobile Marketers should note that users are engaging with different channels and average time by user by channel is following the trends you would expect. In other words, digital and mobile usage are increasing and television, radio and print are diminishing. Social is king on mobile Something else you would expect, ComScore’s recent ranking of top US smartphone apps has Facebook (77.7 percent) and Facebook Messenger (61.7 percent) listed as the top two used apps by a wide margin. This reinforces the fact that social is king on mobile. In addition, while the marketing and advertising industry would have us believe there are other social media platforms being accessed by the masses, it’s really Facebook that remains tops by a massive margin. Two mobile operating systems dominate Google’s Android continues to dominate while Apple’s iOS is the other dominant player. This is overseas stats but should equally be the case in African markets. The good news here is that with only two dominant platforms to focus on, there should be fewer concerns when it comes to supporting app testing and user experience. The majority of email opens are on mobile Finally, while in most marketers’ minds, email is its own separate channel, it’s worth noting that more than 50 percent of emails are opened on a mobile device, according to email service provider Litmus. This is critical for mobile marketers, because, in most cases, the way an email renders on a mobile device is radically different from the way it renders on a desktop or laptop.
- Mobile should enhance brand equity – so don’t transmit text messages by the tens of thousands littered with spelling mistakes and bizarre references that make sense to no-one but the out-of-their-depth composer.
- SMS messages need to be sent at the right time to have maximum effect – it’s just not good enough sending your messages at 2pm on the day of voting. Come on.
- Mobile marketing efforts must be coordinated and should ideally be complementary – so what efforts backed up your text messages? We saw one predictable banner ad on a news platform known to be sympathetic to a certain party. Was that the limit of their complementary mobile marketing activity?
- One size doesn’t fit all – so, in future, please try segment your databases and come up with a few unique SMS angles for each segment. That really is the least you could do for our votes.