Five Things That Matter in Mobile

Five Things That Matter in Mobile We hope that readers have found this blog as interesting as we have found writing it.   Many unexpected pearls of wisdom have found their way onto these pages in the course of researching the required content. We thought it might be useful to readers if we recapped what we believe are five of the choicest pieces of mobile advice given in 2017. 1. Technology Matters Technology matters for the overall ad experience. This is why it pays to partner with specialist mobile ad consultancies that have years of solid technical experience. Tech matters because speed and how fast pages render are important when considering the ad consumption ecosystem. It’s unforgivable to lose eyes on screens simply because your mobile marketing loads too slowly. 2. Mobile is the Centrepiece Mobile is no longer the afterthought it used to be. Far from from being just an element of the overall plan, mobile is now the centrepiece. As mobile marketers, we had to work so hard just to be included in those regular agency status meetings. Today, mobile is the glue that holds all of the consumer’s purchase-related decisions and actions together. 3. Mobile is not just for Corporates We learnt earlier this year that mobile is not only for large enterprises. With an experienced mobile partner like InTarget, small business owners can easily ramp up that bulk SMS campaign and turn it into a real, multifaceted mobile strategy. We can make a ten-person SME look like a 1 000-person corporation with all the associated reputitonal benefits. 4. Add Video Now Adding video to mobile...
Brevity works best

Brevity works best

Brevity works best, make it fun and other mobile marketing lessons As we close in on the tail end of another action-packed year, it’s clear that businesses have faced many challenges trying to break through the clutter and connect with current and potential customers during 2017. The economy’s somewhat subdued, that’s for sure, and it’s easy to spot both large and small local corporations engaged in some serious belt-tightening. However, thankfully South African business has mobile marketing in its quiver of activity-boosting tactics. Mobile can do things faster, cheaper and way more effectively than traditional marketing. Let’s take a quick look at the success of viral cooking videos – of all things! – that have become huge over this past year in an effort to understand what works in mobile. The website ‘mobilebusinessinsights.com’ says when one logs into Facebook nowadays, there’s a good chance we might come across something called ‘Tasty’ videos. According to the website, this is where people make mouthwatering dishes for dinner. These simple yet captivating videos are a form of mobile marketing that’s become hugely popular over the past two years. According to The New York Times, Tasty enjoys a few billions views a month! Wow. So, what can the mobile marketer in challenging times learn from these simple little moving pictures? There are three lessons in Tasty’s success for all of us. We’ve heard these tips before, in different guises, so they really just serve to hammer home what works in the land of mobile marketing. Firstly, brevity is because because consumers have a limited attention space and it’s getting shorter. Alot shorter. Tasty...
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...
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