Chief Officer: Sales and Marketing, InTarget at InTarget Mobile Advertising Solutions
Michael was the Group Chief Marketing Officer for InTarget (Previously Integrat), a leading mobile aggregation and solutions company. He has over 23 years’ experience in the ICT industry, has worked in multiple mobile network operators across Africa. These include Econet Wireless and Vodacom South Africa where he was instrumental in establishing the mobile advertising division. Michael was responsible for commercialising the successful Please Call Me service, as well as the tagged-on advertising messaging propositions.
We’ve written plenty of pages during the course of this blog around why brands should go the mobile marketing route. Perhaps it is time now to shine the spotlight on the individual people who work within client organisations and outline what mobile could mean to them. It’s important from a buy-in perspective to ensure the individual personalities within corporations see the value of mobile marketing when it comes to their specific organisational objectives.
The Sales Director will find that mobile marketing enables current and potential clients to rapidly convert intention into actual purchasing behaviour. Mobile marketing means mere seconds can pass from the time a consumer is interested in a product or service, to the time they buy.
Small businesses are the engine of the South African economy with over 60% of employed people in the country working for an SME (small and medium-sized enterprise). As we’re about to enter another 12-month stretch with the usual hope that the economy will achieve a decent GDP growth of well over 2 percent, let’s take a look at some mobile marketing tips specifically designed for SMEs. Perhaps these helpful hints can play some small part in boosting small business!
1. Is your SME ready for mobile marketing?
The most basic starting advice InTarget can offer is for the small business owner to properly assess whether the firm is, in fact, ready for mobile. There’s no sense in driving consumers to your mobile brand if a properly-designed mobile experience hasn’t been designed in partnership with a mobile marketing advisor like InTarget.
Mobile marketing unlocks powerful opportunities for marketers on a scale that’s never been seen before. Two key statistics prove just how serious brands should be about the mobile medium. The first is that mobile phone penetration in South Africa is about to move up to the 140% mark by the end of 2016. Think of this as 1.4 interactive and personalised advertising mediums for every person in this country. That’s incredible.
The second statistic speaks to the potential impact your mobile marketing campaign can have: Adweek says 79% of 18 to 44 year old mobile phone users have them within easy reach 22 hours out of every day. Four out of five smartphone users check their phones within the first 15 minutes of waking up. Over 80% of those say it’s the first thing they do in the morning. In a South Africa with high levels of mobile phone penetration, and relatively low levels of PC and laptop use, I’d guess the applicable stats are even higher here.
With every opportunity, there’s a potential challenge. And the challenge with reaping the benefits of effective mobile marketing campaigns is that brands have to do the proper legwork to ensure they’re partnering with the right mobile marketing experts. Marketing consultants are a dime a dozen. Mobile marketing consultants, on the other hand, are specialists and a little harder to find. That’s the first lesson of mobile marketing – ensure you contract with a specialist trusted mobile marketing advisor like Imaginatrix. You wouldn’t see a GP when a Cardiologist was needed. Why change the rules when dealing with your valuable brand?
To effectively design and implement your mobile campaign, your mobile marketing consultant should answer YES to all the questions below:
- Do they have established relationships with all South African mobile network operators and important industry players like WASPA and the Mobile Marketing Association?
- Can they place your brand on a wide variety of high quality mobile marketing platforms thanks to their good relationships with media owners?
- Do they have a track record of successfully launching ground-breaking industry firsts?
- Are they well-known in the industry and regularly invited to address their peers within acknowledged industry forums such as conferences and exhibitions?
Imaginatrix stands ready to help brands convert mobile marketing opportunity into ROI rands and cents.
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.