What Remains True In Mobile Marketing Across Time & Space

What Remains True In Mobile Marketing Across Time & Space

They say the more things change, the more they stay the same. While we’re never sure who ‘they’ are, we can be sure of this age-old wisdom. It rings true in the general business arena where consumers always appreciate that priceless combination of good value and great service. This remains true whether the customer searched the streets for the best passage to Rome 2 000 years ago, or today searches the pages of the web for the best package next cruising season. In the specialist sphere of mobile marketing, there are similarly certain fundamentals that remain true across time and space, and no matter what the latest tactical technology is. Regular readers of this blog would know that we tend to emphasize the importance of mobile marketing message personalisation, customization of platforms and seamless interaction between different bearer technologies like SMS, MMS, USSD and others. We might call these little nuggets of advice the pillars of the mobile marketing discipline. We always seem to come back to them. However, when it comes to what seems to stay the same in mobile marketing, here are a few specifics that marketers would be wise to remember: Smartphone Use Continues to Grow While feature phone use remains big in Africa, and SMS is King, the availability of $20 smartphones means smartphone usage on our continent is on the up and up, and on track to eventually match usage stats in developed markets. Video is Big Every smartphone user will tell you that videos play exceptionally well on their phones, no matter the handset brand. Some mobile browsers are better than others, but...
Video In Mobile Marketing Continues To Expand

Video In Mobile Marketing Continues To Expand

At the end of last year we wrote about the incredible expansion of video in mobile marketing and pointed out the little-known fact that YouTube is the second-biggest search engine after Google. As the use of video expands and marketers incorporate more video in their mobile campaigns, it is pertinent to remember that a short 60-second video has the same impact as literally tens of thousands of worlds, and possibly more when you add emotional impact. To quote eMarketer, a great resource often referenced on this site, a whopping one-third of the entire US population is already watching “video content on a mobile phone at least once a month.” South Africa may lag in some areas, but certainly not in mobile, so there’s no reason to suspect our mobile video viewing stats would differ wildly. When the client brief demands it, InTarget is able to work with a host of content providers to execute multimedia campaigns across our various mobile marketing bearers and publishing platforms. We’ve built up a formidable amount of knowledge when it comes to knowing what video content works on which bearers and platforms. If your own client, or employer, is delaying the move to producing video for mobile campaigns, here’s a few points to let them chew on: Video Displays Perfectly Across Different Devices When visiting a website using a laptop, tablet or smartphone very often the text doesn’t look great or very readable, even on some sites that are supposedly optimised for mobile. The opposite is true for video. It always look great and there are no screen size limitations that affect mobile phones...
Mobile Ads Need To Be Viewable & Not Overly Intrusive

Mobile Ads Need To Be Viewable & Not Overly Intrusive

Two pieces of news that made their appearance on the web this week caught my eye. The first item is fantastic news (and contains a dash of obvious common sense) for those mobile marketers and their clients who might have been worried by all the recent talk of the burgeoning ad blocker industry. Apparently, a whopping 83 percent of people using ad blockers only want to avoid overly intrusive adverts that take control of their browsers away from them. I think that’s a pretty obvious observation and brings us firmly back into the realm of reality when it comes to blocking software. We all know that consumers use advertising to inform their purchasing decisions. Why then would they opt to block all ads? They know they would make some pretty lousy buying decisions if they did that. So, this new survey by popular ad blocker, Adblock Plus, confirms that the vast majority of consumers are only looking to block intrusive overly “obnoxious” ads. The article I read suggests a way forward for marketers faced with increasing numbers of blockers. That way forward is how InTarget has been designing mobile campaigns since its inception. Campaigns must inform, not annoy. The must be personal, not irrelevant. Ads must speak to, not speak at. It’s as simple as that – almost! The second mobile marketing item that caught my attention was the news that advertisers are wasting about R14 billion a year on non-viewable ads. A report from ad verification company, Meetrics, says publishers are upping the speed at which ads are re-loaded or auto-refreshed to raise inventory levels and revenue. The...
Immediate Action Ability A Boon For Marketers

Immediate Action Ability A Boon For Marketers

Immediate gratification has to be one of the most outstanding features of the world we live in today. In centuries – or even decades – past practically every call to action was by necessity followed by a significant amount of preparation. Imagine the act of making what is today a simple cup of coffee in 1780. The decision to drink coffee was not followed by the flip of a switch and the consumption of the beverage within a minute or two. It was followed by the making of a fire to boil the water needed in the preparation of coffee, and plenty of steps after that. You had to really be convinced in 1816 that you wanted coffee. Today, you might say that consumer consumption is a lot more frivolous. Not only have technological advances made access to desired goods and services so much easier, leading to much more rapid consumption after the decision is made, other recent modern developments such as consumer protection legislation have virtually eliminated the purchase risk for consumers. So the point of another lengthy introduction on this blog is that modern mobile marketers really don’t know how fortunate they are to be interacting with consumers in 2016 that have the means to make immediate consumption decisions, followed by very rapid consumption of what’s been purchased. However, to take full advantage of the immediate action by consumers that is now possible thanks to mobile and other technology, marketers need to keep a few things top of mind. The first is what marketing textbooks, business gurus and your own common sense has been telling you all...
Who is Mary Meeker?

Who is Mary Meeker?

Some readers of this blog would have seen the series of fairly new Telkom television adverts. It basically shows a bunch of young people being amazed by the lack of technological savvy displayed by some older people when it comes to online awareness. The kids all laugh when an old guy asks “don’t you go to the mall anymore?”. The implication is that your future customers are all shopping online. The company’s use of the medium of television is ironic, of course, but that fact clearly escaped their marketing department. The Telkom ads are pretty good, I must say. They’re rare entertaining gems in a very predictable TV ad world. However, one wonders whether the conclusion is a bit overdone – are all the kids really not going to the mall anymore? Of course they are. A visit to any mall around South Africa will reveal an assortment of top-end hoodies and entry-level cellphones en masse. What’s interesting is that in many cases what got the kids to the mall with its brick and mortar retailers is mobile marketing – proving, once again, that traditional marketing and mobile marketing really do complement each other very nicely. Brands should worry less about the split between traditional and mobile and focus instead of their overall bottom lines. What got me thinking about all of this was an article this week about a very clued-up someone called Mary Meeker from a certain venture capital fund called Kleiner, Perkins, Caufield & Byers. She had conducted an ‘exhaustive study’ on Internet trends and presented the findings at a conference in Silicon Valley – findings...
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