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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...

State Of The Mobile Nation

Last week marked the annual State of the Nation Address where President Zuma outlined government’s achievements over the previous year to a joint sitting of Parliament. This landmark yearly event takes stock of where we are as a nation and presents plans to move South Africa forward. It might be pertinent to also take a look at where South Africa is when it comes to the state of mobile marketing in our country. Most of us know that we’re doing pretty well when we’re talking about overall mobile penetration in South Africa (now over 130%) and, for example, the use of mobile phones to browse the web (40% of users). But what about the State of the Mobile Nation? Current and potential InTarget clients would surely be interested to know just how big mobile marketing is in South Africa. Well, a lot of mobile marketing happens via apps downloaded on smartphones and one World Wide Worx study last year found that South Africa leads the continent in app downloads, with 34% of phone users making downloads from app stores. This compares to 31% in Ghana, 28% in Nigeria, 19% in Kenya and 18% in Uganda. The star performer on the mobile marketing front remains the text ads tagged onto Please Call Me messages. With each of Vodacom’s 31 million customers allowed to send 10 free Please Call Me messages per day, it’s no wonder the company sends out 3.6 billion of these little beauties a year. In conclusion, why don’t you speak to InTarget about these 3.6 billion mobile marketing...

Mobile Marketing In Living Colour

Much of the content of this blog has addressed the theory behind mobile marketing and why campaigns conducted on, or accessed by, mobile devices are likely to be such resounding successes. We’ve looked at the most popular bearers used in mobile marketing campaigns such as USSD, MMS, SMS and Please Call Me tags, for example, that InTarget uses to deliver results for its valued clients. So with this solid grounding firmly in place, perhaps it is time we presented some real life examples of mobile marketing campaigns that went above and beyond the expectations of brand custodians across different industries. This might also spark some ideas as to how similar campaigns could be conducted in the South African market. Mobile case study #1: MasterCard proved just how powerful location-based mobile campaigns can be when it comes to encouraging consumers to access existing marketing platforms. The payment solutions provider ran a mobile campaign as part of its overarching Priceless Cities campaign. MasterCard developed a mobile app solution that allowed cardholders to tap into the Priceless website using their mobile devices. Then, depending on their location, they were able to access curated dining, entertainment, travel and sport experiences. Essentially, contextual data was leveraged to ensure the offers were relevant according to user location, input and other parameters. Promotional offers were integrated into the campaign for added uptake. Mobile case study #2: Deodorant brand Axe combined QR codes with a social media platform to drive brand engagement. By making smart use of QR codes, video content and Facebook pages, Axe achieved a 33% increase in social interaction with its brand, as well...

Feature Phone Consumers A Unique Mobile Marketing Opportunity

According to the CMO Council, two-thirds of Americans own a smartphone. We’re guessing CMO stands for ‘Chief Marketing Officer’ so this is probably a statistic worth paying attention to. What’s also worth noting is the fact that while just 39.8% of South Africans in 2015 owned a smartphone, South Africa was amongst the top 25 countries for smartphone user growth worldwide in 2014, according to eMarketer estimates. The country is a full 6 percentage points ahead of the global average for smartphone growth. For 2015, South Africa’s growth in smartphone users is estimated at 22.8%. The above impressive indices notwithstanding, the fact remains that there are still about 6 out of 10 local cellular users who do not own a smartphone. However, with every challenge lies an opportunity just waiting to be exploited by the smart mobile marketer with a creative bent. The remaining 6 out of 10 South African mobile users are, logically, feature phone users. And with 44% of consumers worldwide saying they would like brands to deliver deals and coupons to their mobile devices, well that sounds like an enormous opportunity for the two mobile marketing bearers perfectly-suited to coupons and special offers: SMS and Please Call Me text tags, both of which work extremely well on feature phones. When it comes to the relative advantages of marketing to smartphone versus feature phone users, it is worth pointing out that SMS functionality, for example, cannot be switched off in the same way a smartphone user can disable location functionality. While the engagement with feature phone users might not be as rich, it can still be in-depth,...

Three Lesser-known Benefits Of QR Codes

QR, or Quick Response Codes, are exactly that. They are a mobile marketing tool that provides a quick and easy method of getting information to consumers. QR codes are basically offline hyperlinks that direct cellphone users to online content. This 2D barcode can be read by a free QR reader app that you can download across different app stores. Some little-known benefits that QR codes have over other marketing mobile bearers include the following: They provide context to brands, campaigns and causes. Consumers are presented with such a vast number of advertising messages every day that, by necessity, brands try limit the amount of content that immediately accompanies those messages in an effort to get noticed. This of course limits the consumer’s ability to learn. QR codes enable those consumers who do notice your message to find out more about it without overloading that initial point of contact with too much information. They offer unparalleled diversity. Once the consumer has scanned the QR code, it can redirect them to just about anything: a web page, phone number, vCard, calendar event, SMS message, and even geolocation information. The consumer’s downloaded QR code reader is a portal to a vast array of awesome commercial content that can really get creative brains thinking. They help to better measure impact. In one famous example from several years ago, Calvin Klein Jeans replaced racy billboards with QR Codes. Not only did this please city authorities who were concerned with the original edgy outdoor content, but it’s often difficult to measure engagement with billboards, and QR codes help advertisers better measure their impact. All of...

Three Unique Advantages Of Mobile Marketing

One overseas study indicated that the single greatest contributor to overall performance when it came to different marketing channels was the newness of a particular channel. Essentially, the ‘physics of media’ indicate that the new channel has the biggest advantage. That’s great news for the sparkly relative newcomer that is mobile marketing, but it’s also kind of intuitive. What are the more specific and tangible reasons brands should give mobile a whirl? Let’s look at three that immediately come to mind. 1. Mobile users feel they have become part of the brand as opposed to being some distant consumer bombarded with messages that are far from tailored. This is possible because of the interactive and engaging multimedia content that is mobile’s biggest edge over traditional advertising. Because mobile marketing messages are being received on very personal devices that have become extensions of us, mobile allows consumers to internalise brands and all their positive attributes. 2. Related to the above, interactive content allows mobile users to stay highly engaged with a brand. It is this unparalleled degree of engagement that can’t be matched by a print advert or a billboard that enables effective learning and later recall to take place. They key is also that mobile’s many different bearers and platforms mean that boredom is limited. A consumer might receive a Please Call Me message with a text tag, followed up with an MMS that’s later reinforced with a promotional banner ad. 3. One of mobile’s biggest benefits is its measurability. And not only can mobile marketing efforts be measured, they can be measured across a wide variety of useful...

Mobile Is The Closest Brands Can Get To The Customer

It seems that just over two decades ago, South African executives were just starting to learn about cellular after Vodacom and MTN’s commercial launch in 1994. It seems so long ago that the corporate world was battling to get its collective head around such new concepts as voicemail, dropped calls and text messaging. Today, things have gotten even more interesting and a lot more promising as mobile marketing – or the kind of marketing enabled by cellular technology – takes centre stage. If you haven’t started exploring what can be marketed on, or via, mobile handsets and tablets, here’s the best reason why you should. Mobile is arguably the closest you can get to the consumer. Simply put, there is no other device that is as personal (everybody has their own phone), as pervasive (is with you all of the time), and provides the opportunity for proximity. Mobile truly enables marketers to connect at the right time, in the right place, with the right individual. As business bible Forbes succinctly puts it, “The point is that mobile potentially offers disproportionate results”. For its part, InTarget adds that exactly how disproportionally positive those results are depends on partnering with the right mobile marketing...

Mobile ROI Outperforms Traditional Media

During the course of this blog, InTarget has referred to some impressive facts and statistics to illustrate the growing power of mobile marketing. We’ve told you that four out of five smartphone users check their phones within 15 minutes of waking up. You’ve read that 91 percent of adults keep their smartphones within arm’s reach and there will soon be 1.4 cellphones for every human being in South Africa. But all of this points to the relatively fluid concept of awareness. What about some hard measures of Return On Investment (ROI)? How exactly does mobile marketing ROI measure up when stacked against traditional media counterparts? Pretty well, it turns out. Let’s take a closer look. According to CallFire.com, over 95% of texts are read by mobile phone users. This ‘open rate’ outperforms both email marketing (around 10-20% open rate) and direct mail flyers. SMS marketing also leads in conversion rates at 8.2%, with both email and direct mail conversion rates each staying at around 1.7%, according to a 2010 report by the Direct Marketing Association. In general, the cost-per-acquisition for mobile campaigns is not only much lower than traditional campaigns, mobile marketing is a much more intimate relationship building experience. The reason mobile marketing ROI performs so well against media such as outdoor, print and television is that the highly-personalised nature of the approach is such that wastage is virtually eliminated. InTarget helps clients ensure that their mobile marketing spend goes directly to where it was intended: the eyeballs of highly-engaged potential...
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