With recent news that WASPA (the Wireless Application Service Providers’ Association of SA) has reduced the cost of becoming an Affiliate Member for registered non-profit organisations by 90%, and the fact that we’re in the annual season of giving, it’s perhaps a pertinent time to take a look at mobile marketing for NGOs (non-governmental organisations) and charities.
The days of dedicated individuals standing near shop doorways shaking tins full of copper coins might not be totally over, but they’re disappearing fast. As many a car guard is discovering to their annoyance, it’s becoming harder and harder for the average person to actually locate a coin in their wallets, pockets or handbags. With a combination of ubiquitous card machines to be found everywhere from your major retailer to the guy who cleans your pool, and mobile payments made via cellphone becoming so much easier, who needs – or wants – hard cash these days? I love m-commerce and cellphone banking because it’s so much easier to budget for things. Who can budget properly after withdrawing copious amounts of cash from the ATM? In my home, it just seems to disappear without a trace!
With all of this happening in the marketplace these days, it’s a wise charity that invests in a proper mobile marketing effort. Many mobile marketing firms will offer their services to registered non-profits at a reduced rate, or even pro-bono, so InTarget’s advice to these worthy organisations is not to try and embark on a mobile marketing effort on the cheap. The result will be nasty. Don’t be afraid to approach a quality mobile marketing organisation that can serve as a trusted advisor to your charity. Advice is free and we’re willing to give it in our own quest to make a positive difference in this country we all want to succeed.
Tomorrow is the first day of the last month of 2015. Now let me tell something else you already knew: mobile adoption is huge and the consumer’s purchasing of goods and services via mobile continues to rocket skywards. As we move towards another year it might be a good idea to take stock of where we are with regards to mobile marketing by checking out some facts and stats
predicted for 2016.
Globally, a significant c milestone will be achieved. According to new figures from eMarketer, cellular consumers worldwide will be exposed to some USD100 billion in digital ads served via their mobile devices. This is an incredible 430% increase compared to 2013. Africa’s mobile marketing sector will be amongst the top performers in percentageterms – so remember InTarget is one of the few South African mobile marketing firms with a credible and extensive footprint in Africa.
It’s always tricky translating overseas data into meaningful local stats, but in 2016 it’s been suggested that over 60% of web traffic will come from mobile devices as opposed to desktops. I’d like to suggest that measure is probably closer to 80% in South Africa owing to the nature of our economy.
Finally, video is set to expand again next year. The fact that – again, globally – YouTube is the second largest search engine after Google means that the mobile marketer who is already starting to incorporate more video into their campaigns is ahead of the curve in SA. It’s been said that, on average, people watch two online videos per day. If one considers that the impact a 60 second video makes is equivalent to literally tens of thousands of words, you have a great argument for more video in mobile marketing.
Mobile’s rise since GSM technology first made its appearance in South Africa during our transition to democracy has been well-documented as it continues to achieve major milestones. The first major milestone was when the country achieved 100 percent mobile penetration and a second major milestone event was when the number of people accessing the web on mobile devices eclipsed those accessing it via desktop computers.
In January 2015, there were a staggering 79.1 million mobile subscriptions in South Africa, according to the Global Web Index report by international agency, We Are Social. This means mobile subscriptions as a percentage of the total population was sitting at a whopping 146% almost one year ago. There’s reason to expect the figure is now well over 150%.