Intarget’s Advice For Encouraging Consumer Buying

Intarget’s Advice For Encouraging Consumer Buying

Sometimes, a clear invitation to action is not always clear in traditional mass media advertising. The television viewer, for example, is often left wondering: “What exactly do they want from me?”. My advertising industry colleagues will tell me this vague, non-existent call to action type of advertising is, in fact, ‘brand building’. Other people would venture it’s art created to win awards and has little commercial merit. Things are quite different in the mobile advertising space. We’ve spoken before in these pages of the need for mobile marketers to be bold when it comes to asking for a product or service purchases from the cellular consumer. Because mobile marketing is about supporting consumer behaviour in ways that are personalised and relevant to the individual shopper in their time of need, we’re not afraid to talk about the rands and cents. After all, the pursuit of real purchasing behaviour is why we are all in business. Commerce and industry is nothing without actual buying. Forget schooling clients on ‘brand building’ and other intangible, nice-to-have aspects of traditional advertising, mobile marketers have a responsibility to advise their clients on the best and most cost-effective ways of chasing that money. Here at InTarget we’ve come up with some practical ways to encourage consumer buying: By motivating current and potential customers to check-in at your business using social media like Facebook, Yelp and other platforms; one could combine that with mobile-based coupons sent via SMS or bluetooth. This could be very visibly promoted throughout your bricks and mortar store, helping the digital and real world realms to seamlessly converge. Couponing is directly related...
Three Tips For Better Lead Conversations

Three Tips For Better Lead Conversations

The fact that we are clearly, and very deeply, in the mobile era can seen from a casual observation of the people around us – and ourselves! It’s not just that so many people have their mobile phones right in their hands and the rest have them within arm’s length, it’s that it is acceptable. In decades past, one was frowned upon for not paying adequate attention to the person directly in front of your eyes. Now, that person has become secondary. We seem to respond faster and interact more with people behind our cellphone screens. While the overall societal implications of all of this may be up for debate, what’s not debatable is the wonderfully positive contribution mobile technology has made to marketing. Mobile might be bad for conversation but for conversion, it’s a fantastically strong tool! We’ve said before in this blog that mobile marketers should not be afraid to directly ask mobile consumers for their business. While television might be renowned for ‘brand building’ where there’s no clear call to action but the viewer is left with a warm and fuzzy positive impression of the advertised brand, in mobile things are a little more competitive. Mobile marketers simply do need to get down to business and prioritise converting eyes on screens to rands and cents transactions. Let’s look at three mobile marketing tips for acquiring outstanding leads that are very likely to result in cash conversions. Firstly, don’t treat all mobile users as if they are at the same point in their purchasing lifecycle. As always, mobile marketing is about personalisation and you need to take...
More Love From Chatbots In 2017

More Love From Chatbots In 2017

Sometimes, Intarget and our clients are so eager to hear about what’s likely to be new on the mobile marketing stage for the next 12 months, we forget to analyse what went down during the current year. So many mobile marketing predictions are made annually, it’s difficult to determine which ones came true and which ones remained proverbial “pie in the sky”. For me, one mobile marketing prediction for 2016 that kept coming up was related to the ability, as Mark Zuckerberg says, “to be able to message a business in the same way you message a friend”. That’s quite an interesting concept and “conversational commerce” as it is increasingly being called is a brand new opportunity for mobile marketers and one that they grasped with both hands in 2016. Chatbot technology has already been integrated into Facebook Messenger and it is InTarget’s belief that it will spell big news for mobile marketers and their brand clients over this coming year. If you didn’t already know, chatbots are designed to replicate human interaction using algorithms and are very similar to digital assistants like Apple’s Siri. The idea is that the consumer is able to interact with a chatbot just as they would a contact centre. Artificial Intelligence (AI) allows the chatbot to change the subject, suggest related topics, and even demonstrate humour and emotion to the customer. The relevance for mobile marketers, of course, comes in because the numbers tell us that this interaction is more than likely to be taking place on a mobile handset. Leading South African insurance firms, financial institutions, airlines and others realised the potential...
Keep In-app Conversations Colourful

Keep In-app Conversations Colourful

Here’s a mobile marketing topic we haven’t yet addressed in these pages: how do brands engage mobile users in-app? It’s surprising we haven’t yet started this conversation as in-app is where all the action takes place in mobile marketing. Well, we mean rands and cents action but that’s really what marketing’s all about, isn’t it? Making sure your app doesn’t get uninstalled in today’s competitive mobile environment means staying true to the foundations of marketing. In particular, keep in-app communication real and regular. By ‘real’, we mean communication needs to always be personalised and relevant to individual mobile consumers. You can do this by creating in-app messages that can be set to trigger at appropriate moments. For example, an onboarding message can be created to help users understand their preferences or settings within an app. Paying special attention to the actual wording of in-app messages can also create an environment that feels customised to the user. Don’t use generic terms or phrases like ‘we value your feedback’ or ‘valued customer’. Be creative and come up with brand’s own approach to in-app messages. As brands like Kulula.com and Nando’s have shown, the mundane or routine can be turned into an extension of a brand’s personality. Also don’t restrict in-app conversations to the usual two-horse, binary type of responses. Try allowing users to respond in more colourful, personalised ways that go well beyond the obvious ‘Yes/No’. European airline Ryanair used these principles it to build an in-app customer satisfaction survey that triggers upon landing, rather than sending via email at a later date. The survey was kept simple — just three...
Last Chance Saloon For Mobile Marketing

Last Chance Saloon For Mobile Marketing

Welcome to the final quarter of 2016! This is traditionally the time of year when a significant amount of panicking occurs as companies and individual brands realise they have one last chance to achieve the marketing goals they set out in the first quarter of the year. October, November and December are the ‘last chance saloon’ months of the mobile marketing strategy, so the usual scaremongering goes. Well, not really. Mobile marketing is a process. It’s a well thought out, considered and long term approach to satisfying the mobile consumer’s needs and it doesn’t end with December and begin with January. Mobile marketing doesn’t have a clear cut start and finish because the adoption of mobile devices by consumers didn’t happen overnight. The fact that most of us are never more than three feet away from our devices isn’t a phenomenon that we suddenly woke up to. Many small decisions implemented well in consultation with a mobile marketing specialist gradually emerge as a winning mobile strategy. According to independent market research company eMarketer, mobile marketing is predicted to surpass $100 billion in spending and account for more than 50% of all digital spending in the world for the first time. You want to make sure that you’re part of this by forgetting about rushing to implement a mobile strategy before the end of the year. Rather start immediately and don’t focus on the end point because with mobile, the end is never in sight. However, if your company hasn’t yet implemented anything remotely mobile-enabled this year, perhaps a practical step you can immediately work on is to make sure...
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