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Everything about Mobile Advertising!

The Right Brand Experience At The Right Time

When last did you buy something the way your parents used to? We’re talking of course, ‘the traditional way’ of buying goods and services. In case you’ve forgotten, this usually entails having some idea of what goods and services you already want and then conducting an old fashioned cash or credit card transaction within a bricks and mortar retail store. If you didn’t exactly know what goods you wanted, you used the traditional four-walled shopping environment to make that final decision after some time browsing. Today, many people do still shop this way, but I’d hazard a guess that this type of shopping is mostly done for pleasure and the people involved make an outing out of it. For routine or semi-routine purchases, a third of people now use only their mobile to make a purchasing decision, according to recent research from location based marketing company xAd. The challenge for the mobile marketer, of course, is to enable consumers to easily go that extra step from purchasing decision to actual transactional behaviour using their mobile devices. So why exactly has mobiles’ role in purchasing decisions becoming more prominent? It’s clear that today’s consumer not only wants choice when it comes to product attributes like colour, size and so on, they want access to additional choices that simply weren’t available to your parents, or even you, just a few years ago. We now want choice to extend to when we make purchasing decisions, and where. With more choice than ever in terms of price, location and personalisation, consumers are now best placed to buy at a time that suits them,...

Start Small In The Quest For Personalisation

It is becoming something of a corporate cliche to quote Gartner when making a point. However, what always seems like the businessperson’s favourite research house really does produce some quality research. This is equally so in the world of mobile marketing. For instance, a recent statistic from Gartner revealed that in 2016, 89% of marketers expect to compete primarily on the basis of the customer experience delivered by their brand, product and service. What that’s really saying is forget corporate history, throw away brand pedigree and all the nice-to-have activities that have polished your brand over the years, what really matters is the here and now of customer service. I believe that the post-recession years have meant consumers are counting every cent and brands are only as good as the last time they impressed the consumer during a direct interaction. And it appears Gartner’s research agrees with this view. What this means for the mobile marketers is that direct, personal and upfront is where’s it’s at. Consumers are no longer impressed by a 100 foot billboard in the distance. The days of blasting out uniform advertising to consumers are finished. Today’s mobile users want personalised marketing and companies need to respect this by building relationships with their customers. Fortunately, mobile marketing technology offered by knowledgeable specialists like InTarget allow us to connect with individual mobile users in new cost-effective and powerful ways. Central to all of this is the collection of the data that makes personalisation possible. Brands simply have to collect data if they are to propose more relevant offers to individual consumers. Today’s blog is not the...

Mobile Should Close The Product Offering Loop

Sometimes, we’re so focused on the amazing tools of our trade that we forget mobile marketing is about moving products and services. When you’re dealing with such powerful mobile platforms as InTarget’s ‘Please Call Me’ text tags which literally tens of millions of people interact with each day, then it’s easy to be underwhelmed by what you’re trying to push. I had this thought recently while watching an advert for pizza. The marketer had put together a fantastic selection of options on its mobile and web platforms where customers could essentially build their own meal. People had come up with some amazing combinations. It all looked so high-tech until you realise it still means some guy on a fossil-fuel-eating motorbike has to bring it to you. If you really think about it, it’s a strange product mix because you’re buying the delivery service as well which hasn’t changed for decades. Perhaps our role as mobile marketers to is attempt to get our clients – and their clients – to implement mobile right across the product offering and not just within the core product. In the example above, what was missing was a mobile extension that completed the circle. For customers wanting to collect the order they built on their handset’s mobile browser, perhaps a location-based mobile service tells the retail restaurant the client is waiting in their car? McDonald’s had a different issue recently, compared to not closing the loop with mobile. It built a microsite that was central to a “Create Your Taste” promotion. This online burger customisation tool led to a barrage of offensive results. While word...

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...

Mobile Coupons Set For Further Growth In Tough Times

During a recent skim through some international mobile marketing news headlines, I noticed a press announcement from the parent company of America’s second-biggest pharmacy chain, Walgreens. Apparently, in-store and online chemist customers now have the ability to redeem mobile coupons. I thought surely this has to be some small tweak to the current mobile marketing offering of this massive 370 000 employee business as they cannot be that far behind in the game? I had recently played around with the mobile coupon offering of one of South Africa’s major retailers and I recalled, looking at the Walgreens press release, how impressed I had been. We really have some outstanding retail organisations in this country that simply get mobile marketing, and mobile coupons in particular. Of course, a major reason why South African retailers understand the power of a potential 55 million population accessing mobile discounts is because they have great mobile marketing advice from specialist advisors like InTarget. Shoprite Checkers, for example, launched Eezicoupons mobile coupons as far back as four years ago, in the process becoming the first SA retailer to enable consumers to get instant shopping discounts on their cellphones. InTarget’s experience is that a huge number of consumers admit that they actively search for mobile coupon rewards on their phones before making purchase decisions. That’s significant. In conclusion, coupons are not the sexiest of mobile marketing tools but they have come a long way from mom cutting up pages of the things over the kitchen table. Their appeal to consumers will only increase as our sluggish economy keeps shedding jobs. They definitely are worth taking another...

New Industry Talent For Intarget Mobile Advertising

Seasoned mobile industry veteran Grace Mlimo has joined the InTarget team as Vice President: Mobile Solutions. Former Vodacom and MTN executive Grace joins one of South Africa’s foremost wireless application service providers (WASPs) at an exciting juncture in its decade and a half history. The provider of mobile marketing and advertising solutions recently completed a rebranding exercise to better position it as the mobile aggregator of choice to African corporates and their marketing and advertising agencies. Grace’s most recent tenure was as Regional Business Development executive for Clickatell, also a leading WASP. “South Africa’s mobile marketing industry has burst its banks and it’s no secret that today’s growth is coming from other African markets. I’m thrilled to be able to help InTarget explore opportunities as a fully-diversified mobile advertising solutions provider with an expansionist culture,” says Grace. As VP: Mobile Solutions, Grace’s role covers all VAS-related business. “Grace comes with a fantastic telco pedigree, having achieved significant success at the continent’s biggest mobile network operators and at the biggest SMS aggregator in the world. She is welcomed as a key team member,” said Herman Cremer, InTarget South Africa CEO. As one of South Africa’s most established WASPs with a 15-year pedigree, InTarget provides mobile advertising, aggregation, premium SMS, mobile billing and bulk SMS services across the African continent. It has an enviable record of commercialising mobile advertising platforms in 32 African and Middle East...

Client Service Delivery Boost For Intarget Mobile Advertising

The appointment of Nomathemba Mokoena as Group Vice President: Mobile Advertising at InTarget is a huge coup for the mobile marketing leader and a tremendous boost for seamless client service delivery. This is the first time InTarget has appointed a group-wide executive to integrate all advertising work across the organisation, in consultation with InTarget’s country managers and the different business unit heads. Thembi was previously Group Media Strategist at RamsayMedia, a subsidiary of Caxton Group. A self-confessed media lover, she claims to have ‘a never-ending crush on the industry’. “My passion is to ensure that the messages we communicate to our audiences are crisp and clear the first time. InTarget is the perfect vehicle to help me design the very best mobile campaigns for valued clients,” she says. InTarget is a wireless application service provider (WASP) with a 15 year pedigree. The provider of mobile marketing and advertising solutions last year completed a rebranding exercise to better position it as the mobile aggregator of choice to African corporates and their marketing and advertising agencies. As VP: Mobile Advertising, Thembi will report directly to the Group CEO. “As VP of Mobile Advertising for a mobile advertising company, Thembi’s role cannot be overstated. We welcome her as a key team member,” said Herman Cremer, InTarget South Africa CEO. As one of South Africa’s most established WASPs with a 15-year pedigree, InTarget provides mobile advertising, aggregation, premium SMS, mobile billing and bulk SMS services across the African continent. It has an enviable record of commercialising mobile advertising platforms in 32 African and Middle East...

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...

Mobile Marketing To The Captive Customer

You’d think that In-App marketing would attract more attention from mobile marketers. I mean, it really does tick all the boxes. You have a captive customer that you know a lot about based on plenty of hard facts and statistics collected during one or several browsing sessions and you have the ability to deliver them the marketing holy grail of instant gratification with very little action required on their part.   Unfortunately, as with many campaigns out there in the world of traditional marketing and advertising, the lion’s share of budgets continues to be devoted to winning new customers. There is very little attention given to up-selling existing customers and one can only surmise that loyalty-based tactical campaigns don’t deliver as many accolades as a powerful piece of brand-building television work.   Let’s take a step back and outline exactly what we mean by in-app purchases. With in-app marketing, brands can create personalised messages that focus on the specific and unique needs of customers at the best time of contact. Essentially, in-app marketing delivers personalised product or service-related content and messaging directly to a consumer’s device within a particular mobile marketing application that the consumer is currently interacting with. Marketers can leverage the vast amounts of insight already collected on the customer to deliver targeted offers and then closely monitor customer interactions to gain insights and feedback for future communication.   In conclusion, the power of this form of mobile marketing lies in the ability to offer the right product, at the right time, to the right consumer and all of this is based on the best predictor of...

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...

Micro-moments and QR codes feature in Forbes

Forbes Magazine, that illustrious periodical known to make appearances in boardrooms and rap songs, just this week wrote about mobile marketing. It presented some excellent advice to consider when embarking on a mobile marketing campaign. Let’s take a look at two key points highlighted by the magazine. The first mentioned a fairly new phrase recently coined by Google: ‘micro-moments’. Forbes says we’re seeing users turn to their mobile devices for quick, in-the-moment advice, help or information. Essentially, instead of sitting down to research a topic or issue in depth, they’re more likely to take immediate action, and to expect instantaneous answers. Google terms these rapid, mobile-driven queries ‘micro-moments’. Users want an accurate, bite-sized piece of information in that moment. No graphs, chart or other data-heavy overkill information. It’s great that Google has come up with a special turn of phrase for this phenomenon. However, here at InTarget it’s just called keeping it simple. Secondly, Forbes mentioned the importance of using QR codes to streamline the user experience. QR (or Quick Response) codes are a type of barcode that can be read by smartphone users who have downloaded a QR code reader. We believe QR codes are still a neglected – although growing – element of mobile marketing today. Forbes confirmed that they really do help provide relevant info as quickly and seamlessly as possible to mobile users. One of the most popular uses of QR codes among consumers is for comparison-shopping. This is when a smartphone is used to scan an item’s QR code to compare prices. Having a QR code for product comparisons means being present for those...

One Stat Mobile Marketers Need To Know

Marketing in general, and mobile marketing in particular, runs on statistics. The fact that firms like InTarget can accurately measure such indices are clickthrough rates, average cost per user and others means that numbers feature prominently in mobile campaigns. Many of us here at InTarget can quote the usual mobile marketing-related numbers with ease. For example, over 90 percent of adults keep their smartphones within reach and almost half of millennials check their phones within five minutes of waking. Stats like these have become such accepted wisdom that they’re often quoted and never credited. A brand new statistic that caught my eye this past week is from Opera Mediaworks’ new report. Looking at data from the top 100 apps that use Opera’s mobile ad platform to monetise their traffic, it’s clear that mobile users are spending about 30 minutes each in popular apps. That’s really significant and especially good news for mobile marketers as this research seems to indicate that brands have got as long as half an hour to make an impression. Other highlights from the research includes the fact that Games is the top category for ad impressions and also have long average session times. Ads also convert at a higher rate on Games apps than any other category. Music, Video & Media is no. 1 for engagement (as measured by clickthrough rate), followed by Travel and Lifestyle. finally, although the volume of impressions on mobile apps versus the mobile web are comparable, apps generate more than twice the engagement and 13.5X times the revenue. Food for thought indeed and definitely stats to be bourn in mind...

Mobile Marketers Should Not Be Afraid To Cut To The Chase

Many of us were raised with the view that one doesn’t talk about money – ever. Unfortunately, this attitude is preventing some mobile marketers from doing what they should be doing. That’s cutting to the chase and asking current and potential customers for their orders. The placement of an actual order for our clients’ goods and services should be the primary goal of every mobile marketing campaign. Now while that seems pretty obvious, sometimes it isn’t because many mobile marketers have a long history in traditional media. This is where huge budgets and a lack of accountability brought on by poor return on investment (ROI) tools mean very often all that’s going on is so-called “brand building”. Translation: ‘brand building’ refers to those over the top TV ads where a voice with an accent you can’t place is reading a never-ending script you can’t stand. Only after the longest 45 seconds does the brand make an appearance, as does the flimsiest of links between the company and whatever cringeworthy life’s lesson was being narrated by the bearded wonder. Perhaps if there was a short code or a QR code displayed beneath the brand identity, all of the above would have been worth it. Mobile marketers are ‘back to basics’ kind of people and we understand that clients really should be moving product when they’re embarking on any kind of marketing campaign. This is why InTarget tells its clients that there is nothing wrong with inserting a bit of hard selling in mobile campaigns. It has to be that way, or else all of the wonderful reporting tools that are...

From Bulk To Premium, Sms Is Cost Effective And Highly Efficient

With the continued evolution of mobile marketing it is easy to forget just how effective some of the discipline’s original workhorses are. SMS, for example, is the original mobile marketing bearer. This familiarity is a great advantage because it means the humble text message is both personal and trusted. Let’s take a brief look at the available variations of SMS in mobile marketing: Bulk SMS Sending and receiving large numbers of SMS messages to multiple recipients is the most cost effective way to reach a guaranteed audience. Bulk SMS by InTarget means that in a matter of minutes your brand can be visible on the most personal of consumer devices. Bulk SMS, however, doesn’t imply a ‘one size fits all’ type of approach because InTarget can send the same content to all recipients or each message can be personalised. BulkSMS replies How many times have you wanted to reply to a commercial email or text message that annoyingly stated it was being sent from an unattended mailbox? Inexplicably, marketers often expect consumers to engage in two-way conversation using a variety of mediums, instead of just one. Two-way bulk SMS enables your current and potential customers to continue the conversation using a text-based medium that is convenient to them. No phone call or email necessary. InTarget’s bulk SMS replies feature taps into the growing trend for all of us to talk less and text more. Premium SMS Premium SMS offers all the advantages of text messaging technology, with a convenient payment element included. Consumers are able to pay for goods and services simply by sending keywords to short codes using...

South Africa’s Mobile Market Booked For A Check-up

News this week is that the Mobile Marketing Association (MMA) is, for the first time ever, attempting to ascertain the state of mobile marketing in South Africa and the rest of the EMEA region. Assisted by the MMA’s South African Local Council, the survey results will serve as a snapshot of the market right now, as well as help assess future growth prospects. For an industry that continues to hammer home the importance of a plan, or blueprint, before you embark on anything, it’s great news that the MMA’s SA Local Council is staying true to the fundamentals of mobile marketing. The South African market is a key mobile player – especially if one looks at volume metrics – and certainly deserves to be analysed, and recognised. After all, we practically invented prepaid mobile, refined mobile money, and developed such landmark products as Please Call Me that have found great acceptance North of the Limpopo. Our leading mobile network operators and top mobile marketing firms like InTarget have all expanded well beyond South Africa. Yes, it’s time indeed that our market was surveyed. Only time will tell what the results of the MMA’s survey will reveal. However, as one of the founders of mobile marketing in this country, InTarget can make some pretty informed guesses. We believe the survey results will show that mobile is trusted by more South African consumers than any other marketing medium. This is due to the highly personalised nature of mobile campaigns that speak directly to individual consumers and do not employ a ‘one size fits all’ approach. It will furthermore be shown that...

Five Good Reasons To Contract With A Great Mobile Marketing Partner

Africans in general and South Africans in particular tend to be a humble lot. You can see this in the business world where many of us are reluctant to receive public praise, no matter how well deserved. Cast an eye over to certain countries in the developed world and you’ll notice how different the business culture is with individuals eagerly trying to lap up as much of the limelight as possible. I was thinking of this difference as I watched The Donald singing his own praises on the news this morning. After I stopped laughing, I must admit I thought to myself, perhaps South Africans and South African businesses do need to promote themselves a little harder. So, with this in mind, below are some very forthright reasons why your brand should partner with InTarget: We’re the best. Seriously. But read on for a little more detail on why we’re awesome and how that awesomeness can count for you.  We can measure everything! One of the biggest benefits of partnering with InTarget is the measurability of our campaigns. For scientific marketers interested in a stats-based approach, mobile marketing by InTarget will appeal. We can track number of downloads, recurrent usage, time spent, click through rates, leads generated, social media sharing, cost per conversion and more.  We are everyone’s mobile marketing partner of choice. While InTarget has crafted effective mobile campaigns for some of the African continent’s best-known insurance, banking and automotive brands, we’ve also worked with start-ups who needed a bespoke and humble beachhead into the world of mobile marketing.  We are a ‘can-do’ company. InTarget offers clients a...

Mobile Shouldn’t Be An Afterthought

VentureBeat.com reports an unfortunate fact that many mobile marketing industry professionals already know: mobile marketing is tacked on at the end of marketing campaigns and it is completely siloed. Even though the customer is now completely mobile (weren’t we at over 130 percent mobile penetration about two years ago?), marketing to these highly-accessible potential clients still seems to be an afterthought. InTarget often encounters situations where internal talent to take advantage of the world’s fastest growing marketing channel is either woefully inadequate, or horribly underfunded. This reminds me of the days when the IT department was relegated to the basement and had to contend with overhead pipes and underfoot obstacles while wrestling with their daily tasks. That mobile is often tacked onto the end of marketing plans without much thought, is clear from that fact that the internal mobile marketing team usually receives completely different creative elements. We’ve seen real disconnects in how the people managing the organisation’s email marketing efforts and website are expected to work when compared to the mobile marketing team – and then we still have the traditional media guys on top of that who tend to gobble up most of the time, resources and attention. With so many cellular users who are also your current and potential customers, it really should be the other way around. It will be – partner with a dedicated external mobile marketing consultancy like InTarget and we’ll make mobile work for you, and give it the proper attention it...

Mobile Is The Sme’s Best Friend

Most of us still tend to think of mobile marketing as the territory of large corporations. When we read that Coca-Cola is the mobile marketer of the year and hear of top executives like Eric Schmidt saying that mobile marketing is outstripping all of Google’s predictions, you tend to believe that mobile marketing is the preserve of the very biggest. That perception is reinforced because mobile marketing strategies can sound very confusing when brand managers start throwing around acronyms from CPC (cost per click) to USSD (unstructured supplementary data). The perception that mobile is blue chip domain is simply wrong. While InTarget has indeed crafted effective mobile campaigns for some of the African continent’s best-known insurance, banking and automotive brands, we’ve also worked with start-ups who needed a bespoke and humble beachhead into the world of mobile marketing. This brings us to the topic of today’s blog and that’s some good, old-fashioned practical advice for SME’s wanting to try out mobile marketing for the first time. Firstly, it’s always a good idea to come for a chat at a mobile marketing specialist like InTarget, but there are some mobile tactics the start-up on a shoestring budget can try out initially on their own. Possibly the best mobile marketing tactic for the SME is simply capturing cellphone numbers of potential customers. This, of course, has to be done in a responsible way so as not to eventually amount to spamming mobile users. We’ve seen examples of database-building that are as simple as a gym offering local residents the chance to win a free membership by texting a keyword to either...

Numbers Make The Mobile Marketing World Turn

The discipline of mobile marketing is littered with all manner of impressive statistics. From numbers that say the average mobile user never has their cellphone more than a few metres away from them, to metrics that prove mobile is the most pervasive of all the marketing mediums, numbers make the world of mobile marketing turn. This is probably due in large part to the fact that mobile marketing firms like InTarget are able to provide clients with such rich reporting on mobile campaigns that reliable numbers are never more than mere clicks away. With all this focus on stats, it’s easy to forget the flip-side of quantitative analysis. Words, of course, are quantitative descriptors of the effectiveness of mobile marketing. People who count (forgive the pun) are using some pretty impressive words to describe what mobile can achieve for brands in 2016. Let’s see what they’ve been saying this year… It’s probably apt to start with a “words” quote that speaks to the importance of numbers in mobile marketing. According to one Paul Rouke: “Data scientist will become one of the hottest and in-demand roles – although the vast majority of people relabelling themselves as one will be years away from having the experience and knowledge to warrant such a title.” According to marketing consultant, Andy Betts: “Producing content for content’s sake is a 2015 tactic that will become more redundant in 2016. Last year’s comfort metrics, such as shares and likes, will be re-placed in 2016 with more meaningful measures such as engagement, reach and audience.” We love this one because every consumer has witnessed brands cranking out...

Nigeria: MTN Business set to drive mobile advertising

According to MTN Business, in a world where more and more of our daily critical activities are increasingly done on the go, mobile devices have emerged the next viable platform which today’s marketing professionals interested in delivering effective integrated marketing communications campaigns can no longer afford to ignore or leave out. This was the key message that came across at the recently held Mobile Media Advertising Opportunities Forum, organised in Lagos by MTN Business, the business-to-business unit of MTN Nigeria, in collaboration with InTarget Africa. The forum further highlighted the value of the MTN Mobile Ads service, which offers advertisers and brands an opportunity to connect directly with mobile phone users. The service includes an array of channels that can be mixed and matched to create different levels of engagement. Speaking at the forum, Mr. Tsola Barrow, acting Chief Enterprise Solutions Officer, MTN Nigeria, described mobile advertising as a targeted and effective engagement platform, adding that the MTN Mobile Ads service offered a world of opportunities, in addition to the benefits associated with other traditional means of advertising. “This service leverages the combined potential of the mobile phone, the world’s most personal device, and the largest family of mobile subscribers in Nigeria to provide new ways for businesses to engage customers. MTN Nigeria is committed to adding value to lives and helping to drive the growth of Nigerian businesses by delivering tailor-made, productivity-enhancing solutions to every part of this vast country,” Mr. Barrow stated. In his presentation, Mr. Lazarus Muchenje, CEO, InTarget Africa, highlighted the business imperative for brands and marketers to adopt mobile advertising as a cost-effective means...

Retailers Putting Half Their Budgets Into Mobile In 2016

A recent report entitled “The Rise of Mobile Marketing Spend in Retail” found that mobile budgets are set to grow the most compared to online and bricks and mortar marketing channels. As is most often the case, the report’s authors are American. However, with the US being a relative latecomer to GSM digital cellular technology, there’s every possibility at least some of the report findings apply to the well-developed South African mobile market. Let’s take a closer look at these findings. Probably the most interesting for local mobile marketers and their retail brand clients is that almost 40 percent of US retailers plan to allocate 50 percent or more of their marketing budget to mobile in 2016. Retailing has always been a cash-focused business with little time for lofty, smoke-and-mirror approaches to marketing strategy. If it doesn’t put money in the till quickly, it’s not going to fly in this sector. The fact that mobile has an immediate positive influence on in-store and online sales through clever time-sensitive devices like discount coupons is surely the top reason brands are putting money into mobile. The widespread and indeed widely-felt global economic slowdown – especially in purchase-driven sectors like retail – means organisations are increasingly keen to implement marketing tactics that can have an immediate effect on the bottom line. Mobile marketing does this in a very slick, measurable and effective...

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)...

Building Trust Should Be Central To Mobile Marketing

A Bank of America vice-president describes the mobile phone, and by extension the marketing that it enables, as “the most personal, most relevant communications device in the history of mankind.” It is strange then, that although marketers are prioritising mobile marketing and increasing their budgets, they are failing to establish good connections with consumers. This was a conversation topic during a morning panel discussion at the recent Mobile World Congress in Barcelona. According to panel participants, the idea that brands need to win consumers’ trust stems from the fact that mobile is a very personal experience. What came through in Barcelona is that the industry needs to do a better job explaining and illustrating the value exchange, basically, what’s in mobile marketing for the consumer. All of this is no surprise really and it simply speaks to the relative newness of the discipline. It could be argued that the traditional broadsheet newspaper – we’re talking here Business Day or the New York Times, not the Daily Sun – is the most trusted form of media today. That’s not surprising as quality newspapers have had several hundred years to establish their credentials. And when it comes to individual consumers of newspapers, one paper might have had as many as several decades to build a relationship with a reader. So the trust challenge has been set and now it’s up to brands and their trusted mobile marketing advisors like InTarget to rise to...

Intarget Understands Small Business

According to mobile marketing commentator Craig Hagopian writing in the Luxury Mail, “the traditional mobile advertising ecosystem misunderstands the needs of small and medium-sized businesses.” That may be true in the United States where big conglomerates dominate commerce and industry and employ the majority of workers. South African SMEs, on the other hand, contribute almost two-thirds to the country’s total employment statistics (according to the Journal of the Global Accounting Alliance). The important SME market segment is well-served by South Africa’s corporate entities. Banks, for example, have designed transactional products and services perfectly suited to the smaller business (think of such innovations as the Payment Pebble from ABSA), SA’s telcos have introduced mobile data options that make connecting a small business using 3G viable, and so on. InTarget, for its part, offers SMEs flexibility and a ‘can do’ attitude that says we’re willing to design something just for you. Our range of mobile marketing solutions are easily-tailored towards the needs of small and medium-sized firms. Indeed, the fact that mobile marketing enables the minimum of spending wastage means it is well-suited to the smaller start-up on a tight budget. Here’s three quick reasons for the small businessperson to approach talk to us about mobile marketing: InTarget can provide you with a branding framework that uses mobile marketing to tie it all together, we can help you leverage existing assets to save time and money (eg: existing client databases), and finally, we can provide highly-granular analysis tools that you can access yourself at anytime using the...
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