Archive for April, 2019
Brands and agencies alike both know that mobile use has skyrocketed over the past several years. We know that our clients simply must incorporate mobile-friendly video content, ads, websites and more into our campaigns.
However, for some late adopter clients, there is some selling of mobile still to do. Let’s take a look at a few facts and stats that will help make your mobile evangelising job a little easier.
Clients need to know such illuminating factoids as 85% of time spent on Twitter and other social platforms, for example, is currently being spent on mobile. Also, over half of Internet usage now takes place on mobile. In fact, that was already the case in 2017. I’d hazard a guess that the percentage for Africa is much higher due to the continent lacking desktop web access.
If that doesn’t swing your client the mobile way, bring in the big guns: can you believe that Millennials (ie: future big spenders) now spend more time looking at their mobile screens than they do looking at their TV screens? In fact, they watch more YouTube than traditional, live television.
So besides being glued to YouTube, what is everyone doing on their mobile devices? Well, 89% of the time, according to one source, mobile users are interacting with downloaded apps. Also, just 11% of users’ mobile time is spent on mobile websites.
And herein lies the (well-hidden!) point of this blog post: to sell effectively, mobile marketers need to invest time and resources into developing in-app strategies for their clients. Obviously, we all need a mobile web presence, but it’s apps that are really getting noticed by Millennials – and that’s where they are spending their mobile wallets
Today’s blog post takes us back several years when we first heard about ‘snacking’ and the phrase ‘content is king’ in reference to mobile.
As we mentioned in a previous blog post, China, like America before it, now offers us a good view of how the future might look. There, that country’s over 700 million mobile users daily engage in mobile snacking where they consume vast quantities of 15-second video clips that have become hugely-popular in the world’s fastest-growing economy.
Fast is now the name of game when it comes to the consumption of mobile video content – forget one minute or even 45-second video clips – much too long! The Chinese mobile user today wants 15-second or even less clips, and lots and lots of them. This brings us to content.
When clips are being consumed at the rate of hundreds of millions every singe day, it’s clear that there are tremendous opportunities for the mobile marketer and many other players within the mobile ecosystem.
It’s getting exciting out there. This is especially because video drives a higher-quality mobile user. Remember ARPU (average revenue per user?). Video enables mobile marketers to squeeze greater value from higher-value mobile users.
Video also allows us to get our hands on better numbers. Metrics like a user clicking on the ad, session length and repeat play can be captured and evaluated for engagement. Repeat play, in particular, is a valuable indicator of whether or not a video clip resonates with the intended target audience.
While it’s important to capture the attention of one’s audience with beautiful, well-designed videos, we need to be mindful of the lack of standardisation in the industry with regards to playable video clips. Today, there is no one-size-fits-all template, standard or approach that mobile marketers can use – but it’s coming!
Not only is mobile marketing state-of-the-art, but more mobile marketers are using the most up-to-date technology out there to deliver for their clients and their client’s brands. To illustrate, apparently a whopping 70% of mobile marketers regularly make use of location data to advance campaign objectives.
Compare this to several years ago when it was a battle just to get marketing industry colleagues to dip their toes into the possibilities of mobile with such basic bearers and technology as SMS and Please Call Me text tag ads. Today, it seems more of us are completing the circle by using location data to refine mobile executions.
Today, the vast majority of marketers in developed countries are employing a mobile-first strategy to reach current and potential clients. About 60 percent say they’ve changed their brand strategy to create a more inclusive, personalised in-store environment for mobile shoppers.
So what can we expect from mobile marketers going forward? If developments in first-world mobile markets are anything to go by, we’re soon going to see augmented reality (AR) technology that works with smartphones employed as a matter of course in the world of local marketing.
We’re going to also see greater convergence of the real and virtual worlds in other, practical ways. “Click and collect” is going to continue to gather steam in 2019. Mobile marketers are calling this focus on convergence “bricks and clicks” strategies. That’s pretty cool. Finally, location data will help marketers sharpen their understanding of bricks and clicks strategies and tie both together in a neat package where everything from store openings to real-time retail offers are perfectly-designed with the best available location data.
It’s 2019 and mobile’s still the one to watch. More than 20 years after the launch of the game-changing, digital Global System for Mobile Communications (GSM) in South Africa mobile technology continues to change the way we live, work and interact.
Forget any other type of product or service research by consumers. Mobile has become the go-to channel for tech-savvy consumers to search, explore, discover and research so many different brand offerings. Most consumers today spend more time on their mobile devices than they do actively watching TV. The television screen is secondary to the small screen and the former is now just background noise.
Mobile has totally disrupted the local and overseas marketing landscape. This year, we are continuing to see the emergence of mobile marketing developments that need watching. Without keeping one’s eye on the mobile horizon, it’s impossible for brands to successfully adapt and stay ahead of the game.
So, what are the top three mobile-related trends that South African chief marketing officers (CMOs) need to keep a beady eye on in 2019?
With smart voice assistants like Siri continued to be on the rise, voice-based web searches are on the up and up too. As voice search capabilities become more sophisticated and predictive, brands must reach their target audiences with personalised and relevant content.
According to Business2Community.com, the rollout of 5G will boost network speed, making it extremely important for marketers to acknowledge this development. The super-fast 5G network will present even more capabilities than 4G such as hyper-personalised content and rapid download speeds. In South Africa, we’re seeing the emergence of new, super-fast mobile networks like Rain.
All of this should see the further rise of the phenomenon of ‘snacking’, especially when it comes to video content. China offers a glimpse of the future. There, the country’s over 700m mobile consumers regularly consume highly-popular 15-second video clips. Locally, we can expect huge and growing demand for the content that is going to increasingly-power African mobile video uptake.
Our next CMO-relevant trend is to do with Augmented Reality (AR). Innovative marketing is all about creating relevant, unforgettable customer experiences. AR gives brands the opportunity to do just that by delivering a consumer experience that’s unique, exciting and unforgettable. AR can be used to bring products and services to life in environments that are familiar to consumers.
With more than half of all Internet traffic worldwide being generated by mobile phones, the up-to-date CMO definitely wants to keep a handle on the above key mobile trends.