Personalising Mobile Video The Right Path

Personalising Mobile Video The Right Path

InTarget has been evangelising the use of video in mobile marketing campaigns for several years now. We’ve mentioned many times in these pages that adding video to mobile marketing messages boosts customer engagement by around a third. Then came news earlier this year from industry commentators Mobile Marketing Watch that consumers are expected to spend almost 50 minutes a day watching online videos by the end of 2017. Of course, most of them will be using mobile to do so. Now, with the increasing popularity of video comes an emerging threat on the technology horizon. Adding video to the mobile marketing mix might start getting challenging as Google announced last week that the version of Google Chrome which is being released in January next year, will only allow videos to start auto playing that do not have sound. Alternatively, for sound to play, the user should have indicated that they have an interest in the media. To decide whether a user does indeed want audio to play audio or not, Google says it will take into account the number of times the user has visited a certain website and the frequency of media playback on each visit. All of this really just takes us back to the primary reason why mobile marketing is so awesome. It offers a degree a personalisation and segmentation that traditional media platforms can only marvel at. This latest announcement from Google that hints at the smallest potential future threat, simply means mobile marketers need to continue on the same path of ensuring that we carry on developing relevant, personalised messages for consumers who want...
Chatbots, Automation And Self-service Should Be On Your Mobile ‘to Do’ List

Chatbots, Automation And Self-service Should Be On Your Mobile ‘to Do’ List

Spring has sprung and this much-anticipated annual event on everyone’s calendar means there are now just four months to go until the end of the year. Of course, this also means that there are a mere 120 days left to refine your brand’s approach to mobile marketing, if you haven’t already done so. As we have said before, there really is no need to panic if you haven’t got all your mobile ducks in a row. The past is done. What’s important is to get moving on mobile now. Let’s forget about rehashing such illustrative stats as there are more people accessing the web via mobile than via desktop (that’s been the case globally for at least two years) and 80% of people have their cellphones within a metre of them most of their waking (and sleeping) day. We’ve discussed some mobile marketing plan fundamentals before that would have included such ‘to do list’ items for savvy brand managers as the absolute necessity of building a scaled-down mobile version of your website and the need to investigate location-based campaigns that help you connect with current and potential customers when they’re in your brand’s physical sphere of influence. So, to add to your already lengthy mobile to do list, here are some little-known, up-and-coming mobile must-haves that are worthy of investigation before the end of 2017. Firstly, chatbots are becoming big. Forbes magazines already predicted some time back that, in 2017, more brands will be able to serve consumers using conversational interfaces. Secondly, investigate automation. Sorry we can’t be more specific here, save to say that smart apps are ushering...
Mobile Enables Customer Engagement In Really Cool Ways

Mobile Enables Customer Engagement In Really Cool Ways

Watchwords come and go and two of the latest words we hear often in business lately are ‘customer engagement’. Of course, this might be the catchphrase of the moment but customer engagement really just means you care enough about your clients to reach out to them in ways that matter to them. This is simply good business practice. What else does customer engagement really mean? We like a simple definition provided by the business resource platform, Business2Community.com. According to this sage provider of sensible information, customer engagement is basically “any strategy you implement that will attract your targeted audience”. To InTarget, this screams mobile marketing. If you’re still unsure about the need to optimise your business strategy for mobile, here are two more great reasons your firm needs to get cracking and partner with the right mobile marketing provider: Mobile is where customers are. There’s no way of saying this in any other way: everyone you need to speak to has a cellphone. According to some sources, the average consumer is spending three hours a day on mobile. We think it is much, much higher with South African cellular users checking their mobile handsets at least every few minutes throughout the day. Now, aside from simply checking text message and WhatsApp icons, they’re also increasingly turning to their mobiles to conduct purchasing research and make decisions. Mobile users love emails. We don’t know why, but there’s something fabulous and very nifty about checking emails on a mobile device. A mobile strategy can really help you maximise your firm’s email marketing effort because clever mobile firms have come up with such...
First With Last Year’s Mobile Tips!

First With Last Year’s Mobile Tips!

As the year has now firmly passed the midway point and we close in on the last few months of 2017, it’s tempting to take another look at the tips mobile marketers were providing as the year got underway. As we review the sage advice of 2016 for 2017, we are reminded that there were the usual favourites that appeared to be cut and pasted from one media platform to the next. Advice like enable opt-in advertising seemed obvious – albeit crucial – and the same was true for such sound advice like optimising campaigns for location-based advertising. This is a great way to get in front of users at the moment they are in your brand’s area of operations. One particular bit of advice caught our eye as we reviewed advice provided to mobile marketers in 2016 about this year. One marketing thinker mentioned how emerging markets can influence mobile strategies in positive ways. The only thing is China, India, Brazil and Russia were the countries highlighted as offering great opportunities for mobile advertising. We can’t argue with the inclusion of at least one of those mobile territories, but at least one or two others are in a terrible state and we wonder if the risk justifies the reward. Perhaps things looked rosier in 2016. It seems bizarre, especially for a successful and growing organisation like InTarget, for any mobile marketing guru to give the entire continent of Africa a miss in a serious discussion of current and future mobile opportunities. And the Middle East for that matter too. How do you sideline a billion people and expect...
Meet The Web Team To Boost Mobile Conversion Rates

Meet The Web Team To Boost Mobile Conversion Rates

Mobile’s the best thing since sliced bread, the wheel and democracy! So the conventional wisdom goes. When one realises that the 40 million mobile user milestone is fast approaching in South Africa, we at InTarget couldn’t agree more. However, why is it then that mobile conversion rates in E-commerce are so low? Some sources have the average rate at which online shoppers eventually actually purchase via their mobile devices at just over half a percent. While it is obvious that the mobile form factor has inherent disadvantages related to size that are not going to go away any time soon, the fact remains that consumers are leaving desktop in droves. So it seems to us that the onus is on the mobile marketer to identify any roadblocks that exist in mobile E-commerce and overcome them with a view to boosting conversion rates. Let’s be mobile optimists and plough on with some practical things we can do with regards to the above. Desktop users have greater freedom to switch between various websites. It’s just way easier on desktop to play around with tabs. Recognising that online buyers tend to check multiple product reviews across different pages before making a purchase, this is a potential issue that needs definite attention from the mobile marketer. We need to impress upon clients that they need to make it a lot easier for mobile users to check product reviews on the brand’s E-commerce platform. Don’t shy away from reviews, encourage them, and don’t let potential buyers exit your platform to read product reviews – they need to stay on the page! Typing in crucial...
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