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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...

Mobile Enables Customer Retention Management

CRM, or customer relationship management, is one of the best-known business philosophies and is usually defined as an approach to managing a company’s interaction with current and future customers. The goal is to improve relationships with customers so that they essentially remain customers. Mobile marketing has a massive role to play in CRM. In fact, because mobile marketing is so personal and enables brands to interact directly and intimately with end users, it gets directly to the heart of the matter and transforms Customer Relationship Management into Customer Retention Management. InTarget has outlined three reasons why mobile marketing can help organisations retain customers by deepening the engagement with them: 1. You’ll be up to date: Some 97 percent of mobile users open a text message within four minutes of receiving it. Because mobile marketing platforms can be easily updated and tweaked, mobile ensures you’ll always be timely and relevant. Never being out of date greatly increases the chances that SMS mentioned above will be acted upon. 2. You can be ubiquitous because mobile means you can extend everything you need to say to customers across all platforms like Facebook, Twitter and more. This greatly increases the chances of mobile being used to broadcast brand experiences. 3. You’ll be perceived as caring and responsive. Mobile technology enables brands to jump on any potentially negative issues as soon as a problem arises, and turn it into a positive example of problem solved. Being rapidly alerted to marketing challenges means damage can be contained and customers...

Key Mobile Marketing Learnings For 2015, 2016 & Beyond

As we say hello to 2016, and welcome all the opportunities that a brand new 12-month stretch holds, it’s perhaps pertinent to review some of the key mobile marketing learnings of the year that’s gone before us. Here are InTarget’s “Mobile Marketing Top 5”: 1. A good mobile campaign can directly translate into feet in stores, or tangible online purchases when time limits are applied to the special offer one is transmitting via SMS or OTT channels such as WhatsApp. Time limits add an immediacy that helps move stock. 2. The humble text message is an effective method of bulk one-to-many communication and one of the key tools in the mobile marketer’s tool kit. Underlining this, one overseas study found that in excess of 94% of all commercial text messages are actually read by the recipients. 3. Far from only competing for ad spend, mobile and traditional advertising are a perfect fit. The cellphone enables deeper and richer engagement with more traditional forms of media. The cellphone’s connected SIM card turns the mobile into a transactional device and means that users can rapidly respond to any promotion or invitation to interact with a brand displayed on radio, television, billboards, in magazines and other media. 4. The ‘Please Call me’ service holds enormous commercial opportunities for advertisers and is easily the jewel in the mobile marketing crown. Good news is that the golden opportunities made possible by Please Call Me can be exploited by practically any brand in South Africa and beyond through InTarget’s text-based ads tagged onto the end of Please Call Me messages. Text Tags are push notification...

Mobile The Low Cost, High Impact Marketing Option

With the International Monetary Fund (IMF) reducing its GDP outlook for South Africa to a dismal 1.3% for next year, from an initial acceptable forecast of 2.1%, it’s clear that demand for goods and services will continue to be weak in 2016.   This translates into lower revenue potential and bottom lines that will feel the pressure next year. The obvious solution is for organisations to cut costs while seeking more efficient ways of marketing their wares. Mobile marketing scores highly in both the cost savings and efficiency departments.   Let’s take a look at exactly why the mobile route offers a cost-effective options for marketers:   1. Mobile’s measurability means wastage can be virtually eliminated. The fact that cellphones are very personal devices means that brands know who they’re interacting with, when, where and how. Inefficient campaigns can be rapidly identified as such and replaced with campaigns that hit the mark.   2. Mobile shortens the time between consumers identifying a need and the subsequent transaction required to satisfy that need. This greatly improves cash flow. In addition, costs are reduced by streamlining the channel and reducing the number of actions required to purchase.   3. Mobile eliminates the need for a dedicated, on-the-ground, cold-calling sales force. No more petrol cards, expense accounts and management fees associated with going direct to the consumer – courtesy of mobile technology – can radically reduce marketing costs.   Over the past several years, the cost of conducting a mobile marketing campaign has been reduced dramatically. This is particularly true with text-based campaigns as the cost of individual bulk SMS messages has...

Mobile Marketing Easily Integrated Into Brand Campaigns

Far from being a threat, traditional media such as print, radio, television, and outdoor is perfectly-positioned to integrate mobile marketing technology into brand campaigns. Let’s take a look at some real benefits that mobile marketing holds for traditional brand custodians: 1. The Internet is easily reachable through the mobile web South African marketers have been hearing about the potential of the Internet for at least the last two decades. However, in a country with limited desktop and laptop penetration, reaching the online audience was always going to be tricky. Enter mobile. Phenomenal and growing feature phone and smart phone penetration in this country means traditional marketers can now easily connect with millions of current and potential customers who are also web users via their handset browsers. 2. Mobile has a certain cachet that traditional just doesn’t doesn’t have Mobile technology – and by extension mobile marketing – is sexy and that’s an attribute that a billboard by the side of the highway just doesn’t have. Mobile marketing can infuse that X Factor into traditional campaigns so valued by the young and on-trend. Essentially, mobile can deliver real reputational benefits – and that’s aside from its positive impact on the bottom line. 3. Mobile is so easily integrated into traditional campaigns As long as marketers are willing to partner with trusted mobile marketing advisors like InTarget, mobile elements can very easily be integrated into traditional media. Often, this is as simple as printing an SMS short code onto promotional...

Three Tips For Effective Text Tag Ads

InTarget continues to partner with some of South Africa and the Continent’s leading brands when it comes to exploiting the awesome mobile marketing opportunities offered by the ‘Please Call Me’ service.

Everybody Loves Mobile

We’ve written plenty of pages during the course of this blog around why brands should go the mobile marketing route. Perhaps it is time now to shine the spotlight on the individual people who work within client organisations and outline what mobile could mean to them. It’s important from a buy-in perspective to ensure the individual personalities within corporations see the value of mobile marketing when it comes to their specific organisational objectives. The Sales Director will find that mobile marketing enables current and potential clients to rapidly convert intention into actual purchasing behaviour. Mobile marketing means mere seconds can pass from the time a consumer is interested in a product or service, to the time they buy. The Finance Director will be pleased with mobile marketing’s almost immediate impact on the bottom line. Cash flow is boosted while costly inventory is reduced due to the up-to-the-minute statistical information that can be provided by mobile. The Marketing Director will see the company’s reputation climb to new heights as the brand is positively impacted by well-executed mobile marketing campaigns. Consumers appreciate it when brands make it easier to transact with them and do so in slicker and cleverer ways. The world’s love affair with technology is only just beginning and mobile marketers will continue to ride the crest of this...

Mobile Marketing Improves The Bottom Line Of For-profit And Non-profits Alike

With recent news that WASPA (the Wireless Application Service Providers’ Association of SA) has reduced the cost of becoming an Affiliate Member for registered non-profit organisations by 90%, and the fact that we’re in the annual season of giving, it’s perhaps a pertinent time to take a look at mobile marketing for NGOs (non-governmental organisations) and charities. The days of dedicated individuals standing near shop doorways shaking tins full of copper coins might not be totally over, but they’re disappearing fast. As many a car guard is discovering to their annoyance, it’s becoming harder and harder for the average person to actually locate a coin in their wallets, pockets or handbags. With a combination of ubiquitous card machines to be found everywhere from your major retailer to the guy who cleans your pool, and mobile payments made via cellphone becoming so much easier, who needs – or wants – hard cash these days? I love m-commerce and cellphone banking because it’s so much easier to budget for things. Who can budget properly after withdrawing copious amounts of cash from the ATM? In my home, it just seems to disappear without a trace! With all of this happening in the marketplace these days, it’s a wise charity that invests in a proper mobile marketing effort. Many mobile marketing firms will offer their services to registered non-profits at a reduced rate, or even pro-bono, so InTarget’s advice to these worthy organisations is not to try and embark on a mobile marketing effort on the cheap. The result will be nasty. Don’t be afraid to approach a quality mobile marketing organisation that can serve as a trusted advisor to your charity. Advice is free and we’re willing to give it in our own...

Mobile Marketing And Small Business

Small businesses are the engine of the South African economy with over 60% of employed people in the country working for an SME (small and medium-sized enterprise). As we’re about to enter another 12-month stretch with the usual hope that the economy will achieve a decent GDP growth of well over 2 percent, let’s take a look at some mobile marketing tips specifically designed for SMEs. Perhaps these helpful hints can play some small part in boosting small business! 1. Is your SME ready for mobile marketing? The most basic starting advice InTarget can offer is for the small business owner to properly assess whether the firm is, in fact, ready for mobile. There’s no sense in driving consumers to your mobile brand if a properly-designed mobile experience hasn’t been designed in partnership with a mobile marketing advisor like InTarget. 2. A mobile-friendly version of your website is key Another thing the SME needs to do in terms of laying down essential mobile marketing groundwork is to build a mobile-friendly (or .mobi) version of its website. Proportionally, far greater numbers of South Africans access the web via smarthphones and featurephones, as opposed to laptops and desktops. So you need a site that looks great on the small screen or risk frustrating potential customers and losing them in the process. 3. SMS-based mobile marketing must offer something personal and special SMEs need to ensure that they take full advantage of the advantages offered by text message-based mobile marketing. Text ads need to be properly-designed to achieve maximum bang-per-buck for cash-strapped small business. According to CIO.com, any text message sent to a mobile shopper must offer something worthy of the very personal interruption. Research by mShopper.com shows that...

More AD spending more video in mobile marketing 2016

Tomorrow is the first day of the last month of 2015. Now let me tell something else you already knew: mobile adoption is huge and the consumer’s purchasing of goods and services via mobile continues to rocket skywards. As we move towards another year it might be a good idea to take stock of where we are with regards to mobile marketing by checking out some facts and stats predicted for 2016. Globally, a significant c milestone will be achieved. According to new figures from eMarketer, cellular consumers worldwide will be exposed to some USD100 billion in digital ads served via their mobile devices. This is an incredible 430% increase compared to 2013. Africa’s mobile marketing sector will be amongst the top performers in percentageterms – so remember InTarget is one of the few South African mobile marketing firms with a credible and extensive footprint in Africa. It’s always tricky translating overseas data into meaningful local stats, but in 2016 it’s been suggested that over 60% of web traffic will come from mobile devices as opposed to desktops. I’d like to suggest that measure is probably closer to 80% in South Africa owing to the nature of our economy. Finally, video is set to expand again next year. The fact that – again, globally – YouTube is the second largest search engine after Google means that the mobile marketer who is already starting to incorporate more video into their campaigns is ahead of the curve in SA. It’s been said that, on average, people watch two online videos per day. If one considers that the impact a 60 second video...

Taking advantage of Black Friday and Cyber Monday

The American sales tradition of Black Friday, scheduled annually for the fourth Friday in November, seems to have at last infiltrated our shores to a very good degree. Coupled with the traditional discount fest of Black Friday is Cyber Monday which was created to persuade consumers to shop online.

Three tips for effective text tag ads

InTarget continues to partner with some of South Africa and the Continent’s leading brands when it comes to exploiting the awesome mobile marketing opportunities offered by the ‘Please Call Me’ service.

USSD & SMS remain powerful across handset categories

While conventional wisdom has it that Africa is a continent of feature phone users, TechCentral reported a few months ago that in 2019, only 27% of cellphones sold in Africa will be feature phones. The vast majority will be smartphones with 155 million units being shipped next year alone. According to research by International Data Corporation (IDC), feature phone sales are declining by 20 percent every year.

Mobile 150% penetration means massive bang per buck

Mobile’s rise since GSM technology first made its appearance in South Africa during our transition to democracy has been well-documented as it continues to achieve major milestones. The first major milestone was when the country achieved 100 percent mobile penetration and a second major milestone event was when the number of people accessing the web on mobile devices eclipsed those accessing it via desktop computers. In January 2015, there were a staggering 79.1 million mobile subscriptions in South Africa, according to the Global Web Index report by international agency, We Are Social. This means mobile subscriptions as a percentage of the total population was sitting at a whopping 146% almost one year ago. There’s reason to expect the figure is now well over 150%. What this means for mobile marketers, and I don’t think this has as yet been fully-appreciated by brands, is that mobile offers even greater value than we thought as mobile campaigns are potentially impacting each consumer one and a half times over. That’s because each consumer has 1.5 cellular phone subscriptions. So mobile marketing really does offer the best bang per buck and it’s even more efficient when campaigns are designed in collaboration with expert advisors such as InTarget. Let’s summarise. Mobile is growing, other avenues are declining. Mobile also offers the most efficient way to market a product or service. Finally, the fact that specialist mobile marketing agencies exist to provide valuable guidance means no brand has to go it...

Mobile marketing provides personalised, localised & time sensitive information

Over the course of our blogs, we’ve looked at a number of compelling reasons for brands to take the mobile marketing plunge and partner with a trusted advisor like InTarget. Readers would’ve by now been presented with perhaps a few dozen reasons to implement a mobile campaign – and probably forgotten most of them! Let’s summarise the pros of mobile marketing in just one, easy-to-remember definition: mobile marketing provides time-sensitive and location-specific, personalised information to the consumer. The advantages to the marketer aside, such as measurability and impressive ROI, that’s it in a nutshell. Let’s take a quick look at each positive in turn. TIME-SENSITIVE A large part of why mobile marketing campaigns deliver such impressive ROI is because they can move stock by informing consumers of special offers, discounts and promotions relevant at a specific time. The time-sensitive nature of campaigns motivate consumers to act or risk losing out. LOCATION-SPECIFIC Related to the above, campaigns can also be location-specific which is a great advantage to retailers and others who don’t have a national presence and would waste resources by placing ads in traditional media that go far beyond their own reach. The location-specific nature of mobile marketing means a real relationship can be built with consumers in a certain localised area. PERSONALISED INFORMATION Perhaps the most important advantage that mobile marketing has over any practically any other kind of marketing is that it is a provider of very personalised information that resonates with the mobile phone user. This is definitely not a one-size-fits-all type of marketing, but a bespoke solution that intimately responds to the unique needs of individual...

Ubiquitous & always-on key to mobile marketing

Most of us understand mobile marketing to mean, simply, marketing conducted on a mobile device. If we wanted to delve a little deeper, we could look at how marketing professor Andreas Kaplan defines mobile marketing. According to him, mobile marketing is as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a  personal mobile device”. The key here is ‘ubiquitous’ and ‘constantly-connected’. One cannot run an effective mobile marketing campaign when consumers are experiencing patchy connectivity, or deliberately limiting their mobile voice and data connectivity because they find it expensive. Connectivity needs to be fast and always-on for mobile consumers to be able to interact with USSD menus, respond quickly to coupons, and more. This brings me to Wi-Fi connectivity and the mobile consumer. In South Africa, many of us have come to view Wi-Fi as a secondary type of mobile connection option that’s used mostly when it’s offered for free at restaurants, conferences and a few other limited public places. In many places in the rest of the world, Wi-Fi is in fact the consumer’s first choice of mobile connection. This is why, for example, Wi-Fi-enabled tablets are more popular in the US than the 3G and Wi-Fi-enabled tablets South African consumers have to buy. Today, there’s a renewed push for greater roll-out of Wi-Fi hotspots in South Africa and it’s being led by the Wi-Fi Forum of SA. In particular, the Forum is trying to get South Africans to buy into the concept of the ‘heterogenous network’ which is simply a nationwide mobile network using small cell networks such as Wi-Fi overlaid with 3G, LTE, etc. So various types of mobile connectivity will complement and switch between each other and deliver a seamless...

Mobile marketers set for holiday boost

With South Africa’s economic growth on the slow bus, having actually contracted in the second half of this year, local retailers are feeling the pressure to end the year with a significant bang. Thank goodness for the annual orgy of spending (and hopefully some goodwill) that is the Christmas and New Year holiday season! Thank goodness too for mobile marketing which – thanks to the phenomenon of convergence – is steadily making the transition from consumers using mobile to research purchase decisions eventually made in the bricks and mortar world, to consumers using mobile to facilitate actual purchasing behaviour. Lacklustre GDP growth aside, the country’s malls will no doubt be crammed full of eager shoppers this holiday season, but a growing percentage of consumers will be engaging with mobile marketers. Let’s take a quick look at three pointers provided by ChiefMarketer.com for retailers wanting to make the most of the increasing year-end mobile marketing trade: 1. Offer exclusive mobile deals to make cellular customers already in a good frame of mind feel even more special during the holiday season. Especially important here to consider is a mobile-enabled loyalty programme which InTarget can design and implement for our clients. 2. Mobile coupon users are increasing by 30% annually in many markets worldwide. When we consider that consumers who use coupons generally spend more per transaction, it’s clear that mobile coupons are a great way to keep customers engaged and to boost ROI. 3. ‘Gamify’ your holiday strategy to tap into the power of the universal human attribute of playfulness. Gartner predicts that the overwhelming majority of large companies will be...
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