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Technology in the hands of businessmen

Mobile Ties All Together

It’s inevitable. The young whippersnapper comes out from behind and is very soon running the show. That’s a lesson many a complacent leader has discovered to their cost. Today, one might see parallels when it comes to the world of marketing and the growing importance of mobile marketing. The difference, of course, is that traditional marketing is certainly not being replaced by its mobile cousin. A necessary realignment is taking place. From being a practically unknown discipline in South Africa a decade ago, certain key and unique attributes of mobile marketing mean it is now set to become the golden thread that ties the traditional marketing mix and all the other consumer touch points of a brand together. This overarching role of mobile marketing is made possible because this relatively new technology and medium offers benefits that traditional media like outdoor and print can’t match. Mobile marketing offers a degree of measurability that is unmatched. This means mobile marketing campaigns can be tweaked in real time to deliver the best possible return on marketing spend. Mobile campaigns can also deliver highly personalised information that resonates with individual consumers. Special offers, for example, can be time sensitive and location specific. All of this means a real relationship can be built with consumers depending on where they are, when they are and what device they are currently using. Finally, the best reason why mobile should be at the forefront of the marketing effort is because mobile elements can, in fact, be integrated into the traditional marketing mix. Billboards can display SMS short codes. Print adverts can feature USSD strings. TV ads can direct the viewer to a dotMobi campaign address. It make sense then for that common element to take centre stage and tie it all together in one coherent strategy.

Unlocking Mobile Marketing Opportunities Depends on the Right Advice

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:

  1. Do they have established relationships with all South African mobile network operators and important industry players like WASPA and the Mobile Marketing Association?
  1. Can they place your brand on a wide variety of high quality mobile marketing platforms thanks to their good relationships with media owners?
  1. Do they have a track record of successfully launching ground-breaking industry firsts?
  1. 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.