Archive for February, 2017
Mobile is now firmly entrenched as the primary way consumers receive content. This now prioritises the need for a mobile-centric strategy for your business. Fortunately, there are boutique, grassroots mobile marketing specialists like Imaginatrix on hand to help your brand or business go mobile. Here at Imaginatrix, we like to tackle the complexities of mobile in achievable, bite-sized chunks. With this in mind, let’s look at three practical and immediately achievable things you can implement to get your mobile strategy moving.
YOUR WEBSITE NEEDS TO BE MOBILE FRIENDLY
We’ve said this before but you really need to work on making your website mobile friendly. It bears repeating that we’re not talking about creating a mobile version of your primary site. Those days of scaled-down, mirror sites are gone. Your primary site needs to be smartphone and tablet friendly because fewer and fewer people are accessing the web on clunky, desk-bound PCs at work. Remember that Google’s search rankings are slightly biased towards mobile friendliness so the investment will more than pay off.
PRIORITISE SOCIAL MEDIA
A whopping 80% of social media surfing is initiated via mobile handsets. Imaginatrix doesn’t have to tell you that – a cursory glance around any public place will reveal people near you ensconced in their mobiles and you know they’re not doing anything more productive than checking up on former boyfriends or pursing their lips at the front handset camera. Marketers who are looking to build higher levels of brand presence really need to prioritise LinkedIn, Facebook, Twitter, Snapchat and Instagram.
There’s nothing wrong with following a hardcore sales approach in your mobile marketing. Being upfront about chasing consumers’ rands and cents is, in fact, probably a refreshing change from trying to swipe them by stealth! So, if you are following a sales-centric approach, offering a seamless checkout is absolutely essential. The idea here is to cut down on clutter by reducing the size of forms and other distractions on the way. According to marketing site Business2Community, one such example would be the famous ‘1-click option’ from Amazon.
News last week that Snapchat is finally moving forward with a long-awaited listing reminded me how for many years mobile marketing was viewed like an emerging share that belonged on one of the alternative bourses, too risky to make it onto the main board.
Marketers, in a way, always seemed to be hedging their bets with mobile – spreading their exposure to the fledgling marketing technology in ways that reminded one of jumpy investors. Well, today this is no longer the case. Far from having to make a strong case for mobile, it seems like it’s the traditional ad guys that are having to sell their platforms to the C-level marketing executive with spend to allocate.
We already saw in one of January’s blog posts how 2016 was the first year where mobile overtook desktop during the annual Black Friday to Cyber Monday shopping extravaganza. Now, it seems that not only are mobile’s overall numbers growing quite nicely, but mobile marketing executives are getting better at what they do. For example, recent research by Nielsen suggests that marketers have become much savvier about their mobile campaigns, figuring out techniques that get them the same level of success as their other campaigns.
Nothing says the future belongs to mobile more than further research which looked at if any particular campaigns have been more successful than others. The research, again by Nielsen, found that campaigns aimed at people ages 18 to 34 or ages 25 to 44 were more successful on mobile than on desktop. In contrast, ads targeted to people ages 18 to 49 were more successful on desktop. What the says to me is that one technology is on the rise, and one technology is on the way out. It’s as clear as the decline of monochrome TV.
Any marketer worth their salt knows that marketing runs on numbers. Statistics have the potential to confuse and befuddle, it is therefore vital that your mobile marketing provider can present reports to clients in a simple way that doesn’t obscure the plain truth. When all is said and communicated, brands are paying to talk to as many of the right current and potential customers as possible. Can your trusted mobile marketing provider – in which you have invested thousands of agency hours and possibly millions of rands – tell you in less than 60 seconds how successful your marketing campaign has been, whether mobile or not ?
Key to mobile campaign reporting is the ability to provide the client, whether internal brand manager or external advertising agency, with adequate online reporting tools. Exceptional reporting interfaces can make or break subsequent campaigns that depend on effective tweaking of the original mobile execution.
Imaginatrix’s makes sure that all partners we work with in this space can provide accurate reporting within seconds after a click or action from a consumer. Reports should run in seconds and offer easy manipulation of data for greater clarity. Instantly, clients should switch from a comprehensive overarching single display of key metrics, to a drill-down view that offers detailed analytics as standard. From a strategic perspective we focus on accomplishing the goal of accurate measurement and display across all mobile marketing properties, platforms and publishing devices.
Clients appreciate the fact that dashboard reports can be configured specifically to their KPIs. Dashboards should provide views by specific campaign, by market, by brand, or by any customised grouping required. Providing data updated on a daily basis that gives instant insight on campaign performance across key benchmarks. Both interactive and intuitive to use, internal marketing teams dashboards should be configured to show graphics and statistical data side by side, or in whatever format desired by the client.
Marketing largely boils down to repetition. The more you repeat something, apparently, the more likely we are to remember it, or so the theory goes. However, what’s also true is that human beings are easily bored. This means there’s a fine line between effective repetition and annoying the heck out of your audience.
As marketers, we’re supposed to know how to tread this fine line. One way of treading it is to mix things up. And a good way to mix things up, is with unobtrusive text tags that few people mind receiving because they’re subtly tagged onto the end of ‘Please Call Me’ messages from people one usually knows.
Often heralded as the biggest homegrown commercial success of the local cellular industry since the November 1996 launch of prepaid cellular, the Please Call me service also holds enormous commercial opportunities for brands. Ima
Imaginatrix has a long history of designing and implementing Please Call Me text tag campaigns for brands in industries as diverse as insurance and brewing. Your brand – or your client’s brand – can also benefit from low costs per quality lead coupled with the ability to compose highly-personalised ads that resonate well with the audience.
By enabling prepaid users who have exhausted their airtime to carry on chatting courtesy of another mobile user calling them back, Please Call Me has become one of South Africa’s best known cellular services that truly has gone global.
Good news is that the golden opportunities made possible by Please Call Me can be exploited by practically any brand through the text tag ads mentioned above. To clarify, text tags are push notification advertising messages that mobile users receive directly on their handsets in up to 120 characters. The format is short and effective. In addition, the ads are hardware agnostic. This means any mobile user capable of receiving an SMS is able to view a text tag ad.