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...
Three On-target Mobile Video Tips From Intarget

Three On-target Mobile Video Tips From Intarget

Mobile Marketing Watch says we’ll be spending a fairly significant 47 minutes a day watching online videos by the end of 2017. I found this statistic particularly interesting because one would have thought that it would be higher by now. Still, it does go to show what we’ve said many times before on this blog: video is huge, it’s growing, and it’s an area that absolutely demands attention from mobile marketers. The often-quoted statistic is that adding video to mobile marketing messages boosts engagement by customers by upwards of 30%. That alone is a compelling reason to add video to the mobile marketing mix. However, before you rush out there and go wild with the camcorder app, consider this sage advice about video in mobile marketing: Mobile technology has led to a fundamental shift in consumer behaviour that requires businesses to tell an emotional story quickly. The best way to do this is to lead with video because it produces the best conversion and engagement rates. Therefore, video tip number one is to “create to convert”. Video thumbnails, or small details of a video, can make or break your video’s chances of getting clicks. So make sure your video thumbnail attracts people to click on it while also sticking around to watch the entire video. You can use YouTube to improve your video’s SEO. YouTube offers excellent SEO potential, provided you can optimise your video description. To do this, you can insert a link where you want to send your traffic at the top of the description. You can also use target keywords. However, ensure they show up in...
Mobile Marketing’s Future Is Bright, Rosy And…. Fast!

Mobile Marketing’s Future Is Bright, Rosy And…. Fast!

Forbes Magazine says it is “difficult to overstate” the importance of mobile marketing. The obvious reason for this is the fact there are a whopping 35 million mobile users in South Africa alone, with another 900 million or so throughout the rest of the continent’s 54 recognised countries. That’s a heck of a market and its becoming more accessible. People can use their cellphones for more than just calling and texting: mobile data prices have declined from about R700 for half a gigabyte of cellular data in 2005 to just over R150 a gigabyte (on Telkom Mobile, for example) today. The wide availability of quality smartphones, new from leading retailers, is also boosting the total audience for mobile campaigns. A lesser-known reason why mobile marketing in South Africa is set for continued stellar growth is the recent limited commercial launch of a brand spanking new nationwide LTE-A wireless network. LTE-Advanced represents a major enhancement of the Long Term Evolution (LTE) mobile communications standard. Owner Multisource has already invited a small number of clients to trial the new LTE-A network and, interestingly, for the local mobile marketing sector, its already public knowledge that Vodacom has concluded an agreement to roam on the new super-fast network. It’s great news that local mobile networks are increasing capacity through smart roaming agreements as companies like InTarget Mobile Advertising work with clients to develop ever more engaging and data-intensive campaigns. All of this is in response to facts like the fact that social media and other posts that include video and images produce 650% more engagement than text-only...
Slow Off The Mark Could Yield Fast Dividends

Slow Off The Mark Could Yield Fast Dividends

As we come to the end of June and the halfway point of what just a few months ago still felt like a new year, its natural to wonder what has been accomplished thus far. On the mobile marketing front, we are reminded that our chosen discipline is roughly comprised of two primary segments, so to speak. We have the planning phase and we have implementation. Of course, there’s also the highly-detailed reporting that mobile marketing is famous for. There’s no other area of marketing specialisation where one can drill down into the numbers quite as spectacularly as in mobile – but another time for that! So by this halfway point in the year, brand owners and their agencies should ideally have completed the planning phase involved in executing an effective mobile campaign. I say ‘ideally’ because, as we are about to find out, all is not lost if there’s been no movement whatsoever on the mobile marketing front within your organisation. Being slow off the starting blocks is not a great position to be in, but sometimes it just happens – perhaps there’s been an internal restructuring in this difficult economic climate, perhaps your RFP became a much more lengthy document that you intended. The important thing is that any position can be salvaged. There are some great advantages to only starting the planning phase of a mobile strategy halfway through the year: 1. You get to gather some fantastic market intelligence about what works and what doesn’t, all without having to spend a cent. True, your competitors might have scored big with their early riser mobile campaigns....
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