by anton | Aug 23, 2016 |
While much innovation typically springs from the corporate sector, business people are naturally conservative. This cautious approach comes from the basic business need to make scarce resources work as efficiently as possible to deliver the best results. That’s the essence of capitalism. It’s natural then for the mobile marketer, who is a business person after all, to want to revert to mobile tactics that work. There’s nothing wrong with this approach besides the obvious downside of never exploring beyond the old reliable mobile channels of SMS and Please Call Me text tags. These are wonderful tactical tools, but as we have seen from the launch last year of InTarget’s USSD-based mobile research survey product, for example, there is so much more brands could be doing with the mobile marketing technology that’s available from world-leading specialist firms like InTarget right here in South Africa. With the above in mind, did you know that brands can create rich mobile experiences for their customers based on location and proximity? InTarget is able to bring location-powered mobile marketing to consumers using micro-location Bluetooth technology as well as macro-location geofencing. Our location and proximity mobile engagement platform can be tweaked to build rich, intelligent and compelling mobile experiences and campaigns to cellular users in the right place and at the right time. For example, a location-based mobile marketing campaign developed by InTarget could mean a conference organiser might provide attendees with a greeting when they land at the airport, the details of the closest driver to escort them to their hotel, and check-in information as they approach the venue’s concierge. Once settled in their...
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...
