by Marius du Plessis | May 24, 2016 |
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...
by Marius du Plessis | May 3, 2016 |
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...
by Marius du Plessis | Apr 1, 2016 |
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...
by anton | Jul 22, 2015 |
I don’t think it would be out of place to write that ever since our ancestors discovered that logs could be made into seats – and a circle of cavemen could then be called a meeting – we have equated meetings to work. This is why for many years competitive types would settle down at their favourite pubs and hold after-hour meetings where they would all inform each other about how many meetings they had attended that day. This was a way of illustrating to their friends just how hard working they had been. Enter the advent of ubiquitous email access in corporate South Africa, and suddenly hard work is not defined in meeting hours anymore, it’s about how many emails you sent and received during a particular working day. A friend of mine recently told me he sent and received over 120 emails in one day, followed by perhaps a dozen text messages, and in last position, he said he received perhaps ‘one or two’ phone calls. ‘One or two?’ I thought, ‘That’s an opportunity!’ It seems to me that communication has become more text-based than at any other time in history. With people having to work their way through thousands of lines of text-based emails a day, marketers have a fantastic opportunity to be heard – quite literally – via InTarget’s voice-based mobile advertising service. These days, when the phone rings, people take notice because it has become so unexpected for so many of us. And that’s especially true of the younger generation who barely make a phone call today. We’d love to hear from you (forgive...
