Why all the hype about Mobile Advertising?

by | Sep 8, 2014 |

Why are marketers suddenly pushing more and more for Mobile Advertising? Is it worth all the hype, or will it turn out to be just another passing craze? Mobile as a marketing channel started out with phone calls, but almost at the speed of light, it has grown into something noteworthy. It delivers a playing field rich with possibilities and options for the corporate giant as well small business owner. From a plain and simple text to a colourful animated ad with a little song and dance – there is something for everyone and every pocket. Because of its immediacy and responsiveness, some mobile and marketing experts are calling it the “seventh mass media channel”. Not bad considering that most phones nowadays are so small it can fit in the palm of your hand. (Compare that to TV screens that are only getting bigger and bigger!) As the capabilities and features of phones are improving, so will the possibilities of Mobile Advertising. Yes, that implies that it is very safe to say that this form of advertising won’t simply disappear overnight. A good example is the slow global migration form desktop internet to mobile internet. Especially in South Africa, more people have access to the web via their phone than a computer because of the costs and inaccessibility of computer technology. Stated plainly: cell phone are affordable, while computers are expensive. When you create an ad that can be shared with friends, it has the potential to go viral and reach more people. Mobile Advertising allows for content that can be stored and forwarded from one phone to another....

USSD: when your customers don’t have smartphones

by | Sep 5, 2014 |

In South Africa, the majority of phone users don’t own a smartphone. If your target market falls into this category, can you still reach them with mobile marketing? Most definitely! The answer? USSD (Unstructured Supplementary Service Data) Push and Pull messages. Most, if not all, handsets are capable of receiving USSD messages. In other words, you don’t have to worry about the logistics behind this marketing channel. Yes, it isn’t as pretty or mesmerizing as rich media marketing, but you still have a choice between: Push: A message that pops up on user’s screen – it is “pushed” on the customer. Pull: Usually a menu that the user has to access – the customer is “pulled” in to make use of the service. Unstructured Supplementary Service Data menus are easy to navigate and it can serve a variety of functions. If you have ever topped up your airtime by dialling a short number and then choosing options from a menu, you have made use of such a menu. A business can use it for: balance checking, voting, polls, answers to general questions, buying or ordering of products, sending passwords etc. It is instant and fast, almost like corresponding with a live consultant. These menus can also handle an unlimited amount of users at the same time – unlike a consultant who can only take one call and only help customers during working hours. USSD is all about the content. The focus rests firmly on what you have to say and what you want your customers to do in response. You can use it for direct marketing and promote your...

Which is better: Email or SMS Marketing?

by | Sep 3, 2014 |

Email and SMS Marketing are both very effective marketing tools. But what if you don’t have the time or resources to use both? Which one is better? The answer is simple: SMS. Why? Texts are read, email not really: It is estimated that only 22% of emails sent are opened while SMS knocks it out of the park with 98%. There are many reasons for this, but the main problem people have with email is spam. Mobile receives better click through rates: Believe it or not, mobile users are more likely to click on a link. Email produces an average click through rate of 4.2% while SMS Marketing can produce 19%. Mobile users outnumber email users: The stats on exactly how much more mobile users there are in comparison to active email account holders differ from article to article. The latest report (from the Radicati Group) says that there are 6 billion active mobile users worldwide and only 3.6 billion email accounts. SMS is more accessible: People go nowhere without their phone – unlike a laptop or computer. But even if they receive emails on their phone, it is still much more hassle to read an email than a text. An SMS usually takes one click to open, while an email might require you to log into your account first. SMS is timelier: Did you know? It is estimated that 63% of customers use their phone at some point while they are out shopping. In other words, you can send a text to a customer while they are in your shop to alert them to your promotions. If you...

What is Mobile Advertising?

by | Sep 1, 2014 |

It is new, it is fresh and it is funky. Mobile Advertising can take your business into a new era. But what is it exactly? With the number of handsets outnumbering televisions, it is no wonder that marketers are shifting their focus from traditional advertising to mobile. It is estimated that (globally) there are more mobile users than users who have access to a desktop computer laptops. Mobile users triumph by 4 to 1 (PC based internet users) and 5 to 1 (laptop and desktop PC population). According to Wikipedia, 44% of mobile users in Japan are currently clicking on advertisements they receive on their phones. This country’s Mobile Advertising industry is said to be already worth 900 million dollars. Facebook has also reported a growth in advertising revenue related to mobile usage. Of their 67% increase over the second quarter of 2013, mobile accounted for 62% of that growth. Just like on the web, advertisements can take many forms. For example: mobile banners, posters, text, rich media and even interactive voice response. SMS and MMS marketing are also recognized as Mobile Advertising, as well as advertisements contained in mobile games and videos. Depending on what the marketer wants to achieve, the ads can be made clickable or simply contain a call to action. The versatility and ability to create visual stunning designs for this medium is exactly what is drawing marketers in. Now we all know that a marketing campaign can’t be successful if you aren’t able to measure the results. With this form of advertising you can see if you are hitting home with your customers ot...

What is the use of an Automated Voice Dialling system?

by | Aug 29, 2014 |

An Automated Voice Dialling system can be implemented by any kind of business in any industry. Depending on what you are trying to achieve, the system can provide you with multiple outcomes. It can save you money: Saving on operating costs is probably the biggest drawcard for business owners when it comes to choosing communication channels. Just like the name suggests, an automated voice dialler can be programmed to perform certain telephony functions without the assistance of a live consultant. In other words, the system doesn’t need a nanny to constantly watch and monitor every minor little thing it does. Not only does this mean fewer employees, but also less money spend on overtime. It can eliminate mistakes: Every so often, it happens that two consultants deliver two very different messages to a customer. This can lead to a lot of confusion and frustration. Not with an Automated Voice Dialling system. It can help to eliminate human mistakes. Every customer who corresponds with your business over the phone will hear the exact same message every time. It puts you in contact, fast: If there is some kind of emergency, the last thing you want to do is take forever to get a hold of your customers. Think about entities like law enforcement, emergency services or even schools. Imagine you want to warn all the parents at your school not to bring their children because the roads are flooded, but you only have ten staff members who have to dial every parent by hand. If you have an automated dialling system, you could reach the parents in a heartbeat. It...

How to ensure your SMS messages are read

by | Aug 27, 2014 |

Marketing SMS messages are more likely to be received and acted upon than emails and faxes. But, it is not immune to consumer rejection. How can you make sure your customers read your text instead of deleting it right away? Don’t send big files. Graphics and pictures that take too long to download or open, will only frustrate your customers. Don’t waste space. The less effort a recipient has to put in to receive and read your messages, the better. Give your customers a reason to look forward to your promotional messages. You have to give something to get something, and the easiest way to do it, is to give away freebies like mobile vouchers, airtime, discounts or prizes. You don’t have to give something away in every single message, but do it on a regular basis. Keep your SMS messages “single”. As soon as a text goes past 160 characters, it will be delivered in multiple parts. If one of those parts get delayed or aren’t delivered at all, your content will be less than effective. Don’t spam your customers. Going cuckoo for coco pops with your texting is a sure way to elicit a negative response. Don’t go overboard. Rather conduct a survey to find out how many times a week your customers want to hear from you and at what time of the day do they prefer to receive your communication. Keep it professional. Marketers are often swayed in the wrong direction when it comes to constructing texts because it is such an informal medium. Don’t use SMS lingo – it is not to say your...