Mobile marketing provides personalised, localised & time sensitive information

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...
Voice-based ads

Voice-based ads

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...
Tips for budgeting and timing of mobile advertising campaigns

Tips for budgeting and timing of mobile advertising campaigns

Your Mobile Advertising campaign needs a set budget and timeframe for it to be successful. These two components often go hand-in-hand because the one can directly influence the other. What should you know to get you started? Keep it small You don’t need over-the-top budgets or extensive timeframes to make your Mobile Advertising campaigns work. Smaller, personalized campaigns that only focus on customers who will actually buy from you, will be more beneficial to your business’s bottom line. Unlike traditional forms of marketing, the “go big or go home” motto doesn’t necessarily apply here. Know what your cost drivers are Get a list together of all the things that you have to budget for during your campaign. Once you know what they are, you can start shopping around. The three most important cost drivers are: Payment for a marketing team/ agency: If you don’t have your own marketing team, you will need people to produce content, implement the strategy, monitor the progress and provide feedback on the results you achieved. The cost of your mobile platform: If you are using text messaging, you need to know how much each SMS will cost you. Or if you are using mobile display advertising, you need to budget for the costs of clicks/ views or the hosting of your ad. The length of your campaign: The length of your campaign directly influences the cost of it. The longer the campaign, the more content you have to produce and the higher the cost of your mobile platform will be. Goals can determine timing A Mobile Advertising campaign always has one or more goals....
How to use customer data in Mobile Advertising

How to use customer data in Mobile Advertising

If you want to create an effective Mobile Advertising strategy, you need to know a little something about your customers. But how can you make sure you don’t get lost in all the data and stats and end up failing? Determine the most popular device You have heard this before – your website needs to be mobile friendly and responsive if you want to make a good impression on your customers. But hold on, not every consumer owns the exact same device, and not every device has the same functionality. An advertisement that looks good on a tablet for example, might not look so impressive on a smaller phone. What do you do? Find out what the most popular device is that YOUR consumers are using – not what people around the world prefers. Cater for the unique needs of YOUR customers and they will love you for it. Know how your customers think The customer journey is super important in the world of Mobile Advertising. You need to know things like: how and where people click, which page on your website they like to see first, if they view your Facebook page before making a final purchasing decision etc. Track the journey your customer embarks on from start to finish so you can use this data to create the best experience possible for them. If you can give achieve this, you will receive more follow-throughs on your digital advertisements. And your customers will forget all about those other mobile sites that aren’t up to your standards! Keep your data in context When marketers see that they have a...
Part 2: How to start a Mobile Advertising Campaign

Part 2: How to start a Mobile Advertising Campaign

Dates and costs: In Part 1 of starting your Mobile Advertising campaign we looked at important decisions you have to make before you can even begin your planning. Let see what should happen next. Getting your advertisement onto mobile will require resources, time and money for a variety of things. Some marketers only have their eye on the cost of sending a text message and forget that other stuff needs to happen in between. Where do you start? Decide on launch date When are you launching your campaign? The length of your campaign will determine how many messages you need and for how long you need to display these messages. For example: a Mobile Display ad that runs for two weeks will obviously be cheaper than one that runs for two months. Don’t forget to set a deadline for your Mobile Advertising material to be ready or you might have to postpone your campaign. Campaigns that are centred around specific dates (like Valentine’s Day for instance) could totally fall apart if your messages aren’t timely. Set a budget and calculate the costs Different advertisements have different costs, so make sure you select the type of ad and payment options that work for you. Remember to factor in the cost of your support media as well. The other cost related to Mobile Advertising, is the production. If you are constructing a Voice Ad, you will need voice talent. If you are making a Mobile Display Ad, you will need a graphic designer and copywriter to make it look good. After you have worked through your budget and schedule, you might find...
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