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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...

Dissecting mobile marketing: what works on the small screen?

Whosay has hedged it bets on influencer marketing as the way to crack the mobile code. According to their 2017 Influence Marketing Insights report, the company found that influence marketing performs better than other forms of media and advertising, achieving three times better video view-through rates on Facebook. “There is a physical change of behavior… around carrying smartphones and we haven’t altered our advertising thinking to address those tactile changes,” said Steve Ellis, chief executive officer of WhoSay. But other than influencers operating on social, does mobile advertising work with consumers? The panelists at Advertising Week New York’s ‘We must be able to do better than this: making better ads for mobile’ panel think so. Ellis hosted the panel and started off by pinpointing what’s not working in the industry, such as banner ads, pop-up ads and pre-rolls ads. He noted that “junk mail, by definition, gets better engagement rates,” than these other advertising techniques, with 1-4% engagement. Engagement rates are only a small part of the picture, with content type, platform and functionality playing a huge part in user experience and the relationship with advertising. Brian Wong, chief executive officer and founder at Kiip, a mobile advertising network, honed in on consumer behavior and how consumer experiences outperform other forms of advertising, especially on digital and mobile. Wong said that we need to be “Making advertising something that people really like again.” But in order to create effective experiences, marketers, agencies and brands need to start understanding “what people actually do on the phone,” Wong added. As a piece of this user experience, Ian Schafer, chief experience officer at Engine USA, a multi-faceted...

Work With Us To Turn Your SMS Campaign Into A Real Mobile Strategy

Even though impressive mobile marketing-related facts are regularly trotted out by the industry such as more people worldwide access the web via mobile browsers compared to desktop, some brands still think mobile is not for them. This is really unfortunate – especially in a mobile crazy, high potential country like the 55 million citizen South Africa. Firstly, let’s clarify what mobile marketing is really all about. According to a recently-released book of the same name, mobile is not a channel like social media, outdoor advertising or search; it is something that impacts all of the other marketing channels. Here at InTarget, we love that description because it clarifies that mobile ties it all together. In today’s hyperconnected world, mobile is the marketing glue that holds all of the consumer’s purchase-related decisions and actions together. While most of us would be familiar with mobile marketing through such obvious mobile tools as SMS, Please Call Me and location-based advertising; mobile is so much more. According to ‘Mobile Marketing’, it includes strategies and tools such as beacons, IM chatbots, virtual reality, mobile search, near-field communications (NFC) and more. Unfortunately, for SMEs and mid-sized owner-run businesses, terms like those listed above can make mobile marketing and advertising seem daunting. Take it from us: mobile is not only for large enterprises. With an experienced mobile specialist like InTarget, the small business owner will be talking the mobile business lingo like a pro in no time and generating the type of tangible business outcomes that make mobile campaigns so essential in challenging times. Speak to us about evaluating your SME’s current mobile marketing practices so...

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

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

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...

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...

Still Time To Optimise For Mobile

We quote so many facts and statistics with foreign origins in this blog that it’s a refreshing and positive change to have some local stats to highlight. The 2017 South African Mobile Report, by PricewaterhouseCooper’s (PwC), reveals that nearly half of the respondents use their mobile phones for two and a half hours per day. That was particularly interesting for me as I read this very morning that a study by UK firm TextLocal found that young mobile users in that country use their phones for an average of five hours a day. With relatively few SA mobile users having work or home access to a desktop or laptop computer, I doubt UK mobile users really do use their phones twice as much as their local counterparts. The difference in the two figures is most possibly due to differences in study methodology. An additional interesting local mobile-related statistic has to do with SA cell users using their mobiles for web access. Fully 40% of respondents said they use their handsets for Internet usage and the latter typically amounts to paying bills and engaging in other types of mobile commerce. If fully 4 out of 10 SA cellphone users are well-versed in m-commerce then doesn’t it make sense for your firm to be well-versed in mobile marketing? Of course it does and InTarget can show you what to do. The first thing your business needs to do to get m-ready is to take steps to optimise your operations for mobile. With mobile, new opportunities arise to communicate with your customers but this means you need to make a commitment to...

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 Must-have Mobile Marketing Practices

We’ve said before that mobile marketing runs on numbers. What also true is that words grease the wheels of business – and specifically, quotes. Businesspeople the world over do seem to love a wise word or two, and especially when it’s delivered in the form of quotable quotes. A particularly quotable quote that I came across this morning while researching the topic of today’s blog is this one that I just love from Entrepreneur Magazine: “If you’re not being smart about reaching your customers via mobile, you’re leaving a ton of money on the table.” Toby Nwazor, a consumer goods marketer, came up with this one. It’s great because it states in no uncertain terms that we’re dealing with money here – real cash that’s being completely thrown away if you’re ignoring mobile marketing. There are three ‘must have’ mobile marketing practices that companies absolutely must adopt if they’re not to go the way of that venerable, 160 year old soon-to-be-extinct retail store, Stuttafords. InTarget can advise on all of these, so while we won’t go into detail here, you’re welcome to discuss them with us in much greater detail over really great coffee: 1. Location-based marketing is truly here. We can help you send notifications to current and potential customers via text and other mobile technologies who live or work within a certain radius  of the locations relevant to your brand. 2. In-app marketing offers the most personalised engagement possible with consumers. This drives retention, loyalty and lifetime value. This one is fantastic because you’ve already captured the customer and simply need to deepen the engagement. 3. SMS...

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...

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...

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

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....

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...

Mobile Marketing – What Clients Need To Know

It occurred to me that so much of what mobile marketers says is directed to other marketers. Whether it’s presenting at the annual mix of industry conferences, or writing on business-related blogs, often the mobile marketer’s audience is other mobile marketers. It is with this thought in mind that today’s blog topic is aimed squarely at the mobile marketer’s raison d’être: our clients. Most clients new to mobile marketing tend to equate mobile campaigns with SMS and that’s perfectly acceptable. The text message was the original mobile marketing tactical instrument and with SMS coupon redemption rates as high as 30% to 50%, it remains a vital part of any mobile marketer’s arsenal. So clients are familiar with SMS, and no doubt it’s cousin the wildly-popular Please Call Me text tag ad, but what else do they need to know about mobile? Possibly the most important thing clients need to know about mobile is that it’s not the future, it’s already arrived! If brand managers and owners haven’t already embarked on a mobile strategy, they’re already trailing behind the competition. The mere fact that the number of people accessing the web via mobile devices overtook people accessing the web via desktop many months ago, means clients need to get serious about mobile. The world’s changing fast and you risk being responsible for your company’s demise within the next 24 months if you don’t get with mobile within the next 24 hours. The next thing clients need to know – and this one may seem obvious – is that mobile is not just about marketing on a cellphone. Other mobile devices...

Video looks rosy in SA

Recent media coverage suggests that things are not that rosy in our neck of the woods. Challenges there may be, but we shouldn’t lose sight of the many advantages of living in South Africa. So many things work well with the homegrown mobile industry being an excellent example of something world class that we get to enjoy every day. News that the telecoms watchdog in Ireland has received so many consumer complaints that a formal review of the sector is being planned had me thinking about how fortunate are as local cellular users. Apparently, the quality of mobile phone handsets being sold in Ireland is less than satisfactory in many instances. In addition, a country many times smaller than South Africa suffers from patchy cellular coverage that results in dropped calls, weak signals and slow data speeds. Of course, things are not always as clear-cut as they seem. A major reason Irish cellular users are suffering from slow data speeds, apparently, is in fact related to something positive. It’s because video streaming is becoming so huge in developed mobile markets. We’ve mentioned the growing importance of video in mobile marketing several times in this blog. It’s clear that we’ve been on the right track because what happens in overseas mobile markets is sure to make an appearance locally very soon. It’s gone the other way, as well, with prepaid being the best example of a local trend that originated here first. It’s great news that local mobile networks are constantly increasing capacity as companies like InTarget Mobile Advertising work with clients to develop ever more engaging and data-intensive campaigns....

Mobile Marketing Is Superhuman

Those of us who were watching TV in the 1980s probably remember sci-fi shows about bionic humans with all sorts of awesome appendages. From microchips underneath the skin to titanium limbs, the human of the future was indeed a sight to behold. You might say that time has already come! Except, future ideas of arms made of precious metals have been replaced by the current reality of hands holding rose gold cellphones. The mobile phone really has become a superhuman bodily extension that enables us to overreach the limitations of our earthly bodies. So what exactly on the mobile phone enables us to do so much more today than yesterday? One could argue it was initially the phone’s early voice capabilities, followed by email and web functionality that suddenly enabled us to work from anywhere, make travel arrangements on the fly and all the while access Internet banking in a flash to make sure we could pay for our new connected lifestyles! However, mobile browsers are becoming seriously old school as apps built by mobile specialists like InTarget and its partners become the new superhuman, standout feature of the cellphone. A recent survey by eMarketer found that in 2017 most connected adults in developed economies will use mobile apps on their cellphones for at least 2 hours per day. That’s a healthy 10 plus percent increase over last year. Interestingly, what’s also true is that while mobile app usage is increasing, and that’s good news for mobile marketers, the number of apps people tend to use is declining. For anyone who has ever opened a shiny new Android or...

Consumers Still Transacting On Desktop, But Sms Gets Them Interested

Many regular blog readers will know that a couple of years ago, Google updated its search algorithms to account for the growing number of people accessing the web from their mobile devices. Essentially, mobile-friendly websites now receive higher rankings that those sites not optimised for the small screen. Investments in mobile make sense, that’s for sure. However, what’s interesting and what’s emerging now – according to recent research – is that we shouldn’t assume mobile users make purchases in the same way they surf the web. Huh? Research documented on US platform Smart Insights indicates that consumers are still making their purchases, for the most part, from computers and not via their smartphones. The numbers seem to suggest that users are happy to use their mobile phones to browse and do basic purchasing research, but many of us are still reverting to our desktops and laptops to seal the deal. So it seems that while users do indeed access the web via Chrome, Safari and other mobile browsers, it is not with the express intent to buy anything. Now, that’s not as scary as it seems for us mobile marketers. This is because this same research referred to above also found that “if you want to capture a mobile market, messaging is still going to be the best way to reach [it] because most people open their text messages…” As we have said before, the beauty of messaging is that messages can be personalised, automated and sent at prescheduled times to literally millions of smartphone and feature phone users. However, the challenge is in composing short SMS or MMS...

Mobile & The Future Of Location-based Games

“Pokemon GO gave us a glimpse of the future.” That’s according to the GM for Innovation at leading US mobile firm, Verve. For mobile marketers, the message is that the way Pokemon GO exploded onto the global stage, literally overnight, taught us about mobile users’ willingness to try transacting in the real world based on events in the gaming world. Last year was about coming to grips with the early learnings for marketers inherent in augmented-reality experiences. More knowledge will continue to emerge following the Pokemon GO ‘case study’ of 2016. There is clear consumer interest here and the focus must now be on inventing ways where the industry can leverage what Verve calls “game ad-units”. We need to figure out how virtual gaming experiences that matter to consumers who encounter them in stores and on their screens, can be monetised to the advantage of brands and their agencies. Mobile marketing is ideally-positioned to take advantage of this new phenomenon of the merging of virtual experiences with real-world transactions. This is because we’ve already spent the last few years getting to grips with enabling technologies such as geofencing and the rise of beacons. If we’re talking about the real world, let’s look at a real-world gaming / mobile marketing example. Imagine buying a soft drink when in proximity to a display and a drink brand could prompt the purchasing consumer’s device by rewarding them with a power-up in a game they already play. That’s a tiny taste, or sip, of the potential highly-effective marriage of mobile marketing and gaming. Let’s see how it all unfolds during...

App Personalisation Boosts Mobile Engagement

In this blog, we’ve often written about what could be called the ‘core’ of mobile marketing: personalisation. Mobile marketing both enables greater personalisation of consumer-focused messages, and it is also key to a successful mobile campaign. It is interesting to note, then, an article this week in business bible, Forbes. It says that after analysing millions of mobile interactions, one marketing firm found that “personalised content inside push notifications boosts engagement four times.” This alludes to something mobile marketers are discovering to their great excitement and that is the modern app is smarter than its ancestors. After several years of evolving and fine-tuning, it is now able to effectively personalise content down to the individual user rather than the broad segments that used to form the foundation of marketing theory. With all of the above in mind, here are the top three predictions from Forbes for why 2017 will be the year of the smart app – they make for interesting reading: 1. Smart Apps Will Showcase Predictive Analytics: Predictive analytics will enable apps to anticipate and react to a user’s desires before they’re even expressed. 2. Smart Apps Will Make Chatbots Ubiquitous: In 2017, more brands will be able to serve consumers using conversational interfaces across the app. 3. Smart Apps Will Usher In Mass Adoption Of Automation: Mass blasting your users with generic content is a tired tactic. Instead, forward-thinking marketers are beginning to look at automation in a new light. The final word today belongs to Forbes: “With (personalised) intelligence, mobile-savvy brands can communicate more effectively with...

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...

Intarget On Top With Widest Mobile Reach

Many blog readers will be familiar with the fact that InTarget is entrusted with the achievement of the mobile marketing objectives of some of Africa’s most valuable brands. Whether venerable finance houses, large footprint retailers, critical fuel companies or state-of-the-art start ups, InTarget regularly gets the call to design bespoke mobile campaigns that deliver on overarching strategic objectives. Some readers, however, might not be entirely clear on why exactly InTarget is most often selected as the preferred mobile marketing partner of leading organisations across two continents. We’re one of the Top 25 African & Middle Eastern Mobile Ad Networks because we have the unique ability to offer short codes in over 41 African markets and commercial SMS delivery capability to over 200 countries globally. In essence, InTarget can take your great mobile campaign idea and turn it into a commercial reality faster than anyone else. In addition to providing ever-popular SMS short code plug-and-play solutions, InTarget is also the preferred partner for multinationals looking for fast, reliable and affordable VAS aggregation services across Africa. For example, we can offer brands a single USSD integration that taps into the awesome potential of tens of millions of potential customers across nine leading African mobile territories. Our solid relationships with dozens of mobile operators have been cemented over 15 years and this radically reduces the amount of time it takes to get your message to consumers. InTarget is today a trusted provider of mobile marketing and advertising solutions with a 33-country African and Middle East footprint and we look forward to providing your brand with unparalleled mobile flexibility and speed of...

Mobile’s Already The Next Big Thing

The shiny new year of 2017 has kicked off and judging by the flurry of predictions streaming in, it’s going to be a grand one for mobile! We were just getting to grips with the exciting news that mobile overtook desktop for the first time globally in 2016. That is to say, for the first time in the history of the human race (not to sound overly dramatic), there were more consumers globally accessing purchasing-enabling browsers from mobile devices like handsets and tablets. That really speaks to a workforce and a society on the move and our industry is perfectly-positioned to tap into the move to mobile. Our own Mobile Marketing Association confirmed in April last year that mobile has also “outstripped growth in desktop adoption and is now driving internet access in South Africa”. This was according to the MMA SA’s Mobile Report for 2016. We eagerly await the 2017 installment of what InTarget Mobile Advertising is hoping will become a regular feature on the local mobile marketing calendar. Smartphones will continue to be the dominant access device in South Africa and the world and that’s great news for marketers as we can really let our creativity test the limits of cellular functionality. Just this month, respected ad rag Advertising Age is using phrases like “mobile marketing’s awesome potential” when referring to likely trends in 2017. They’re backing up their glowing and possibly new-found respect for mobile with stats like this: research firm BIA/Kelsey predicts that mobile-ad spend will exceed $40 billion. Because we’ve just come to the tail-end of another December / January holiday season, this time...
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