Archive for August, 2017
It’s hard to believe that next week is Spring! Although we are rapidly closing in on 2018, it’s perhaps worthwhile to take another look at some of the best mobile advertising tips of 2017.
Keeping these tips in mind could well be the difference between a professional and an amateurish mobile marketing campaign. Often, it’s the little tweaks that come with paying attention to the details that really make the difference in the mobile ad world.
We’ve said before many times that personalisation is the key to effective mobile marketing – indeed, the ability to personalise is what sets mobile apart from traditional media platforms. And key to personalisation is putting users in control. Tip number one is that the best way to put users in control of their own mobile purchasing destiny is to enable them to easily opt-in and opt-out.
Not only do easy opt-ins and opt-outs say to users that your brand respects their privacy, ECT Act, other legislative and WASPA Code of Conduct stipulations in South Africa make attention to user preferences of paramount concern. Also, both Google and Apple demand full transparency when it comes to users’ data.
Next, it’s a great idea to use non-intrusive ad formats in mobile marketing campaigns. This means using native advertising formats to accomplish your mobile campaign goals. They blend in perfectly because they aren’t perceived as annoying by mobile users.
Finally, the gurus advise us to ‘get interactive’ by enabling users to get involved in the action provided by mobile ads. Here you have to use your imagination to transform ads into entire adventures. Here the mobile marketers acknowledges that it is not enough to show customers a product anymore, you need to make them part of the experience.
‘Active’ is the key word when it comes to Twitter, says managing director of ImagiNatrix, Mike Laws. Most of us, he says, are failing to appreciate how powerful some tweets are, meaning that perhaps more businesses around the world need to play a more active role in their own organisation’s social media strategy.
Some sources say the average young person spends about five hours a day on their mobile devices. There’s no better proof of the emergence of the mobile society than numbers like this. The rise of the cellphone has been astronomical. Forget ‘young people’, can anyone under 80 imagine going a whole day without using their mobile? Of course not. And it’s all down to mobile marketers like ourselves.
When mobile technology was solely about making a wireless call, text messages and voicemail, plenty of human beings alive today could easily imagine going a whole day without needing to take a gander at that lovely glowing mobile screen. Fast-forward almost two decades and the mobile content and applications talent that we have in South Africa, Africa and the world has developed some pretty amazing stuff. So amazing that we find ourselves taking a peak at our screens for a cumulative five hours a day.
So what does this mobile ubiquitous mean for mobile marketers? According to UK firm TextLocal, it means that we’re all much more likely to open and respond to an SMS than an email from a business. This is because consumers see SMS marketing as a much more personal form of communication compared to email which still suffers from the stigma of spam.
Mobile marketing firms like Imaginatrix know that clients who target texts correctly and take the time to personalise them in creative ways will receive an excellent return on their marketing investment.
Facebook, in particular, is being touted as the holy grail of personalised marketing but is it? Research by TextLocal found that only 9 percent of Facebook’s audience are open to receiving marketing messages via this social networking platform. This is compared to the tens of millions of SA consumers, for example, who have consciously opted to receive SMS marketing and alerts from companies they do business with, or are interested in keeping in touch with.
SMS remains the mobile marketer’s ‘go to’ platform. Simple.
The recent receipt of a commercial SMS message reminded me all over again what a beauty the humble text message is!
Located next to the Messages icon on the my smartphone is the WhatsApp icon. So close together and yet so far apart for marketers. Let me elaborate.
Besides the obvious like practically all phones in the known universe can receive them, there are so many lesser-known ways that text messages can play a role in the marketing effort.
My favourite is that people tend to store them. This means that it is so easy for the consumer to locate your company’s contact details when that lightbulb goes off in their heads and they realise they really do need your brand’s product or service.
Try and locate an old WhatsApp message. You’ll be scrolling till the cows come home. So SMSs are not prone to deletion – that’s a huge plus. And what else?
Another benefit of this old yet reliable technology is that limited space mobile marketers have to work with means that this tends to also limit consumer annoyance. With so few characters to work with, companies have to be smart and keep their marketing messages concise and to the point. Now isn’t that a relief for anyone who has ever been at the end of a telemarketer’s bread and butter…
Finally, and perhaps this is a subtle one, but it’s a goodie nonetheless: the fact the consumer has received an SMS on that most personal of devices – the mobile phone – means the brand remembered and we all want to know that we matter.
With the volume of facts and stats regularly shared by the mobile marketing industry, it should be obvious by now that investing in mobile advertising is no longer optional.
Worldwide, mobile now accounts for more than half of all digital advertising. Mobile ads served now globally surpass those seen on desktop web browsers and, amazingly for those of us reared on some outstanding TV ads, digital ad spend is expected to overtake TV ad spend – by the end of this year!
The summary of all of this rather confusing information is that mobile ads will represent 20% of the world’s advertising budget within a few months.
It’s not hard to see why this is happening. Mobile phones are becoming ubiquitous and that’s especially true in emerging markets like ours. This is because the cellphone is the FM radio of former decades. It’s a little portable window on the world for those Africans who can’t depend on some first-world staples like a corporate job, a home computer and satellite TV for their information, entertainment and employment.
For us, on this continent, the mobile phone is numero uno.
You honestly thought this day would never come and it’s all Donald Trump’s fault.
Not only has the American President’s 2am tweeting been a cause for much amusement (or deep concern), it’s made many of us sit up and think, “hey, maybe I should be doing that too!”. Of course, we’re referring to actively engaging on Twitter generally, not starting World War Three, in particular…
As a mobile marketer, what’s been really interesting for me to observe is that Mr Trump has indeed managed to achieve at least one of his stated goals and that’s to largely sidestep a media establishment he doesn’t get on with. He threatened to cut the likes of the left-leading CNN and the New York Times out, and he did. He did it by going direct to the public, via social media. In fact, most of us are failing to appreciate just how powerful it is that Mr Trump’s tweets are being reported on.
So, the effect of all of this is that tens of thousands of other ‘executives’ around the world have been thinking that perhaps it’s time to play a more active role in their company’s social media strategy. With the Commander-in-Chief showing how easy and powerful it is to tweet from a mobile device, let’s provide some hints to the C-level corporate crowd so their tweets don’t end up being ridiculed on CNN.
Firstly, make sure that your company has already developed a social media plan, and that it expressly incorporates you jumping in on Twitter whenever you feel like it. Please don’t use Twitter to engage in what some experts have called ‘random acts of marketing’ – you’ll make a hash of it… Ask your marketing department for their social media plan, study it carefully, and ask the minions you pay for advice.
Secondly, you may want to consider adding a layer of protection to catch any obvious social silliness. Think carefully about rather texting, for example, your proposed tweets to an underling like a PA or a marketing coordinator who can pick up any misspellings, incorrect use of hashtags, etc. You want to look slick, not like you discovered Twitter that same week. Radio stations have airtime delays, and for good reason.
Thirdly, adopt a balanced and measured approach that acknowledges you don’t know it all just because you’ve learnt how to compose a Tweet. Take time to engage with your audience, see what they’re tweeting and what feedback they’re giving you. Here you need to always refer back to the content plan that your minions (above) have – hopefully – developed for you in between their Facebook time.