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...

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...