Archive for July, 2019

Help spread the mobile safety message

We’ve been evangelising mobile marketing in these pages for a few years now. Although we have produced thousands of words about the subject, covering many areas of specialisation, we have never lost site of the fact that mobile advertising works so well because consumers love mobile so much. The reason mobile browsers are the most popular way to trawl the web is because consumers love the mobile experience and they trust their mobile interactions. The mobile network operators, wireless application service providers (WASPs) and organisations like WASPA and others have worked tirelessly since the late 1990s to build a mobile ecosystem where trust is the glue that holds it all together. From a lawless place where every mobile service, ring tone and download was offered at any price – across varying customer service levels – South Africa’s mobile content and applications industry is today a model of responsible and successful self-regulation. The result has been that consumers are confident they can interact with mobile services and not get bitten in the process. Innovations like double-opt in, the industry block list and the WASPA Code of Conduct, for example, have ensured that there is a massive audience out there that mobile marketers can reach. Unfortunately, while all this progress is being made locally, out come a plethora of very shady mobile fraudsters, primarily based overseas, who are threatening to once again make consumers very nervous when interacting with mobile. As mobile marketers, we need to get out there and explain to our clients and consumers alike how they can protect themselves against these mobile rouges. Firstly, as in any transaction-based sector, consumers should regularly check their prepaid airtime balances or postpaid statements for anything that seems amiss. Finally; regularly scan your messaging inbox for messages saying you are subscribed to mobile services, monitor your contract cellphone statements or prepaid airtime balance, and proactively check your mobile subscription status with your cellular network. Communicating the above to as many mobile users as possible will help ensure that we all only ever receive the mobile content and applications we actually want. ENDS

Mobile straddles the line between e-commerce and entertainment

In a previous blog post earlier this year, we learnt just how massive mobile video is becoming. We’ve evangelised video many times before, pointing to this ever-increasing trend with such illuminating factoids as the fact that Millenials now watch much more YouTube videos on their mobile devices compared to traditional live television. China, like America before it, offers us a good view of how the future might look. There, that country’s over 700 million mobile users daily engage in mobile video snacking where they consume vast quantities of 15-second video clips that have become hugely-popular in the world’s fastest-growing economy. While all of this growth in mobile video is encouraging, mobile marketers are no doubt tempted to haul out that age old line made popular in countless old-school movies: “show me the money”. Well, now mobile marketers can indeed show their agency partners and brand clients alike the money as mobile video is becoming increasingly shoppable. What do we mean by this? Well, Forbes and others have been reporting for some time that overseas companies like Smartzer have developed technology that essentially monetizes mobile video. In another huge leap forward for mobile, smartphone users are able to click on products displayed in mobile videos and be instantly transported to an area where they can easily purchase said goods. This really is futuristic stuff except its available right now! Over the remainder of 2019, there’ll no doubt be plenty opportunities relating to the monetisation of mobile video that local brands will be able to start taking advantage of as mobile marketers continue to explore ways to (convincingly) straddle the line between e-commerce and entertainment.

As 2019 closes out, choose mobile

With the coming and going of the month of July every year, it seems as if we pass that annual corner where the end of the year comes visibly into view. From the optimism of January we experience that yearly transition to the dread of December. Of course, we are not suggesting there’s any real scariness to the closing of the year, simply the mild terror the executive experiences thinking of what plans were hatched versus what goals were eventually achieved. Fortunately, there’s mobile to help us excel in our marketing as the year closes out. Few marketing disciplines can achieve tangible results as quickly and as transparently as mobile. This is helped by the fact that 80% of mobile users keep their devices within a metre from them at all time. Let’s look at three other reasons why mobile is tops: – Mobile users feel they have become part of the brand as opposed to being some distant consumer bombarded with messages that are far from tailored. This is possible because of the interactive and engaging multimedia content that is mobile’s biggest edge over traditional advertising. Because mobile marketing messages are being received on very personal devices that have become extensions of us, mobile allows consumers to internalise brands and all their positive attributes. – Related to the above, interactive content allows mobile users to stay highly engaged with a brand. It is this unparalleled degree of engagement that can’t be matched by a print advert or a billboard that enables effective learning and later recall to take place. They key is also that mobile’s many different bearers and platforms mean that boredom is limited. A consumer might receive a Please Call Me message with a text tag, followed up with an MMS that’s later reinforced with a promotional banner ad. – One of mobile’s biggest benefits is its measurability. And not only can mobile marketing efforts be measured, they can be measured across a wide variety of useful indices. For scientific marketers interested in a stats-based approach, mobile marketing is a discipline that will appeal. Brands can choose any one of these metrics to determine if they’re making their mark: number of downloads, recurrent usage, time spent, click through rates, leads generated, social media sharing, cost per conversion and more. Ends