Few Marketers Know How To Capitalise On Mobile, Let Us Show You How

Few Marketers Know How To Capitalise On Mobile, Let Us Show You How

As we kick-off a brand new working week, it’s apt that we get right to the point of this brand new installment of our blog: new research by Oracle indicates that despite all the numbers showing that smartphone use is now ubiquitous amongst consumers, the data indicates that few marketers know how to capitalise on this new consumer reality. Essentially, marketers have been unable to clear away the fog of hype to be able to make the appropriate investments in mobile marketing. However, the same cannot be said of marketers who partner with mobile advertising and marketing specialists like InTarget. A specialist is always better than a generalist and we have almost two decades experience of conceptualising, building and implementing effective mobile campaigns. So what is it we actually do, you may ask, to capitalise on the continent’s growing mobile base? We serve two billion mobile ads mentioning our clients’ brands every month! InTarget’s flagship mobile marketing product, so to speak, is the ‘Please Call Me’ series of text tag ads and is responsible for the lion’s share of ads served. Related to this, InTarget is a well-known designer of mobile campaigns centered on mobile network operator (MNO) System Messaging alerts. System Messaging includes network notifications such as Please Call Me, Missed Call Alert and Sponsored Calls. We love centering campaigns around these because the consumer receives loads of them, and doesn’t view them as intrusive because they simultaneously convey useful network information. More information on our specific client services are available on this website. However, we’d like to add in closing that it is vitally important for marketers...
Sms Stays On Top

Sms Stays On Top

Mobile marketing is most often defined as marketing to or on a mobile device. Therefore, one could say that the decidedly low-tech telesales call to mobile users was the original example of mobile marketing in action. Most of us, however, tend to think of the humble SMS as the original mobile marketing bearer. The old reliable text message continues to deliver outstanding ROI to mobile marketers who remain impressed with its universal acceptance amongst mobile users. Practically all GSM handsets can receive text messages, and on a continent where the feature phone still commands quite a following, that’s a definite plus. Far from being a mobile bearer set to be replaced by over-the-top messaging applications like WhatsApp, MobileMarketingWatch.com this very week predicts that “SMS Will Reign King in 2017”. The respected mobile marketing platform takes us back to 2011 when it says influencers were first predicting the end of SMS text messaging, due to the app’s growth in the mobile marketplace. Today, SMS’s convenience, simplicity, universal acceptance and ease-of-use ensures that it remains the preferred channel for business-to-consumer communications year after year. Many of us have no doubt noticed that while mobile users might prefer IM communication on a personal level, tens of millions of us are very happy to receive commercial text messages from companies we know. Reinforcing this conventional wisdom is the fact that in 2016, texting became the number one preferred channel for notifications from businesses for millennial audiences. Email came in a close second. Voice, apparently, lagged behind in a distant third. We just don’t like receiving many phone calls anymore, but we like SMS so much...
Mobile Marketing Well-regulated In SA

Mobile Marketing Well-regulated In SA

News relevant to mobile marketers this week is that South African network operators have confirmed there are no plans to block ads at the mobile network level. This news came as concern is said to be growing in the mobile marketing industry regarding the potential impact of ad blockers. It is interesting to note that the world’s self-proclaimed ‘number one ad blocker’ has hit over 200 million downloads. In the UK, and also announced this week, is the news that millions of mobile phone users can now send a free text message to opt-out of unsolicited sales and marketing calls under a new campaign by that country’s telecoms watchdog. Calling potential customers who are also mobile users completely out of the blue was perhaps the first – really basic – example of unregulated mobile marketing in practice. Thankfully, things have moved on from there. Well, at least in South Africa where this country leads in responsible mobile marketing. Not only do we have all the applicable legislation nicely in place like the ECT, POPI and Consumer Protection Acts, we have a very effective industry association in the form of WASPA (The Wireless Application Service Providers’ Association of SA). Parliamentary Portfolio Committees, ICASA and others add to the significant oversight that exists when it comes to the greater mobile sector in South Africa. So while all this recent talk of clamping down on certain practices is interesting, it is certainly not alarming for responsible mobile marketers that are already involved in the self-regulation of the industry here and also comply with the existing laws of the land. Rogue operators will...
Mobile Allows Brands To Reach Customers For More Hours A Day

Mobile Allows Brands To Reach Customers For More Hours A Day

Most informed South Africans will agree that doom and gloom certainly has been in abundance of late. And the naysayers really upped the ante around the end of last year while the rest of us were attempting to enjoy the well-deserved break that is the annual December and January holiday season. We heard all sorts of predictions about South Africa’s imminent demise that centered on economic growth, the rand, the presidency and all the usual suspects. Thankfully, Minister Pravin Gordhan stepped in and his well-received budget speech helped pull us back to reality. It reminded us that South Africa is, in fact, an upper middle income country of close to 60 million citizens with a significant amount of reserves it can tap into when things start looking a little hairy. We’re no basket case. Far from slipping into recession in 2016, we’re set to grow at about a percent this year and increase that to a percent and just over a half next year. That’s not too bad considering the dire state of the world. Still, it’s not exactly the roaring 90s when it comes to things economic, so we’d be wise to tighten our belts and make the pennies count. This brings us to mobile marketing. The knee-jerk reaction when times are tough is for organisations to trim all marketing budgets, mobile included. The simple answer from InTarget – after almost two decades experience – is DON’T. That there is a case for mobile marketing in times of recession or modest economic growth is borne out by an interview that the CEO of the Mobile Marketing Association (MMA)...