Archive for October, 2017
“There’s always something new out of Africa”. Apparently Pliny said that. I’m not sure if it was the Younger or Elder but that’s not important. What’s important here is that, equally, there’s always something new out of that constantly shifting territory called mobile marketing. As we approach the end of another jam-packed 12 months, the two relatively new mobile marketing watchwords on everyone’s lips are ‘location’ and ‘proximity’.
And news here is that the market for location data in mobile is heating up tremendously. According to one source, there was a 170% increase in the number of ad requests containing location data. We’re not sure of the exact context here but statistics like this speak volumes, whatever their context.
While this sounds encouraging, many brands, agencies and their clients are unsure exactly what location data can do for them. No one really wants to get into the nitty-gritty of location data. The only thing that should matter to us is what it can be used for. Ease of use also comes into play here.
Location data, in a nutshell, can predict consumer behaviour if analysed correctly. Location data can find insights that would otherwise have been hidden to the human eye. Eventually, machine learning will help data providers and brands use the location data they have to go beyond marketing in real-time. We’ll be able to anticipate people’s needs and locations.
In conclusion, location should be an important component of any mobile marketer’s toolbox. However, we should be mindful of clients’ needs and work to educate them about the uses and potential pitfalls of using location data in marketing campaigns.
What is mobile marketing? Ask what seems on the surface to be a simple question to people in the industry and you’ll get a lot of diverse responses.
According to WhatIs.com, mobile marketing is ‘promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.’
Hmmm. We guess that definition is more accurate than most. However, here at Imaginatrix we’re in the business of using mobile to tie it all together.
Of course, mobile can indeed be a component of an overarching marketing campaign, like the folks at WhatIs.com have suggested above, but the technology really comes into its own when astute marketers use mobile to tie the classic ‘four Ps’ together (Product, Price, Place, Promotion).
Let’s put aside the theory of marketing aside for a moment and look at three real life examples of how mobile technology can link an overarching mobile campaign together:
Mobile details like relevant USSD strings, short code numbers and .mobi URLs can be highlighted across campaign elements; from billboards, to radio spots, to print advertising.
All current and potential customer interaction can be channeled towards mobile platforms so that cumbersome and outdated forms of communication like ‘Private Bags’ (shock, horror!) and even catch-all, general email addresses (yup!) can be consigned to the scrapheap of marketing history.
Directing all campaign feedback towards mobile touchpoints means all other elements of the greater marketing campaign can be tweaked much faster for better overall performance. Essentially, there’s no need to wait for the results of more expensive and lengthier forms of marketing research before campaigns can be adjusted in pursuit of optimum results.
In conclusion, saying mobile in today’s connected age is simply a ‘component’ of a multichannel campaign is like saying the Earth is a mere component of life.
As millions of stressed-out South Africans look towards the rapidly-approaching December holiday season for a brief respite, it’s interesting to note the results of a recent survey by a leading mobile marketing platform in the US. Much of what was determined could easily be applicable to South Africa. Specifically, the comprehensive survey evaluated consumers on their personal holiday shopping habits and preferred mobile holiday experience. Now that’s starting to sound interesting!
The survey also questioned global digital marketers, advertisers and app developers on their 2017 mobile holiday preparation and campaign plans. One would think that in this day and age, marketers would be aligning their activities to every whimsical wish of the modern day consumer. Amazingly, there is a chasm between mobile marketers and mobile consumers. This is a direct quote from the findings:
“Marketers and advertisers approach mobile purchasing differently than their customers, with 60 percent of businesses preferring in-app purchases for the holidays while only five percent of consumers do. And while 54 percent of consumers say they will watch rewarded video for added holiday perks, only 20 percent of marketers are choosing to include it in their holiday campaigns.”
The obvious implication is that if US mobile firms are not going to listen to their customers, we certainly should. And it looks from this research that SA mobile marketers need to double-down on their investment in in-app purchases and rewarded video campaigns.
The more detailed results of this research focus heavily on rewarded video and this really seems to be a tool SA marketers need to get moving on. Holidays present huge potential for brands and mobile is the way to reach them, with mobile video the best tactical tool right now. Here’s a final quote from the study results that should move you to get in touch with a mobile specialist like Imaginatrix: “Consumer preference is driving mobile engagement, and its critical brands react with the holiday experiences users want most.”
Few things illustrate the power of mobile marketing for the retail sector more than news this week that Tencent is launching a suite of mobile advertising resources that will enable US marketers to engage directly with Chinese consumers. So mobile is hooking up the world’s current biggest economy with the world’s future biggest economy. Here’s a quick related factoid: the US has been the world’s biggest economy since 1871!
Mobile marketing really does come into its own when paired with any economy’s retail sector. Perhaps the reason is because bricks and mortar transacting is the most direct and personal of commercial behaviours, while mobile phones are the most personal of communication enablers. So there’s a natural fit that is only improved by the ongoing creativity of mobile marketers, as illustrated by the news from China above.
Let’s bring things back home and take a look at how your retail business could benefit from a few mobile marketing tactics:
Cellphone numbers of regular clientele are easily collected by on-the-ball business owners who are interested in their bread and butter customers. Coupons delivered to these regulars’ mobile phones via SMS show that the business cares about their regulars. This is also a useful marketing research exercise because the business will be able to see which special offers are, in fact, redeemed. Unlike paper coupons which often get lost, one’s text message in-box is a convenient place to store SMS coupons.
Mobile is a great way to piggyback on key national holidays (and we have quite a few) and seasonal changes to drive sales of new products, or to clear old products. You could combine this with encouraging clients to use their mobile devices to check-in at your establishment on social media.
Successful mobile marketing is all about creativity. This means it is important to try new tactics – let’s leave you with one: how about sending your retail business’s regulars Please Call Me messages? Watch their annoyance turn to pleasant surprise as the customers who actually call receive a loyalty gift. Mobile makes it easy – and affordable – for every business owner to be creative!