<ul>(When) Will mobile be adopted as the platform of choice for marketers in East Africa?
 Moses Kemibaro, Dotsavvy Limite...
Who is your target market? Him?
Her?
Them?
How do you currently market to them? <ul><li>Print?
Radio?
Television?
Internet?
Outdoor/Indoor?
Direct Mail?
Etc...? </li></ul>
Are your marketing choices “working”? <ul><li>Are they m onologue by design (one way)?
Have high operational costs?
Require specialized skills and training to execute?
Bureaucratic processes to execute?
Do they have clear metrics and ROI?
Is the reach growing or declining?
Are they really working? </li></ul>
But there is ONE marketing channel that is really taking off! <ul><li>That is p roactive and personalized.
That is versatile and interactive.
That is fast and efficient.
That is affordable and ubiquitous.
That is traceable and measurable </li></ul>
Mobile Marketing.
Mobile Marketing.  <ul><li>By simple definition, “using mobile and mobile-based technologies to market products and servic...
Streamlined fulfillment.
Testing and re-optimizing.
Measuring the results. </li></ul></ul>
Mobile Marketing vs Traditional Marketing.  Media Richness of Media Interactivity 1:1 Targeting Investment per Contact Mea...
Drivers for Mobile Marketing.  <ul><li>Every mobile is SMS capable.
The majority of mobiles are MMS capable.
Handset prices are falling and features are increasing.
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(When) Will mobile be adopted as the platform of choice for marketers in East Africa?

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This is a presentation I gave this afternoon at the Inaugural Mobile Web East Africa Conference 2010 here in Nairobi, Kenya. The title of the presentation in full is (When) Will mobile be adopted as the platform of choice for marketers in East Africa? The perspective of a leading Digital Agency (Dotsavvy) with regard to how they are preparing for the expansion of mobile, and why.

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(When) Will mobile be adopted as the platform of choice for marketers in East Africa?

  1. 2. <ul>(When) Will mobile be adopted as the platform of choice for marketers in East Africa?
 Moses Kemibaro, Dotsavvy Limited Mobile Web East Africa Nairobi, Kenya 3 rd February 2010 </ul>
  2. 3. Who is your target market? Him?
  3. 4. Her?
  4. 5. Them?
  5. 6. How do you currently market to them? <ul><li>Print?
  6. 7. Radio?
  7. 8. Television?
  8. 9. Internet?
  9. 10. Outdoor/Indoor?
  10. 11. Direct Mail?
  11. 12. Etc...? </li></ul>
  12. 13. Are your marketing choices “working”? <ul><li>Are they m onologue by design (one way)?
  13. 14. Have high operational costs?
  14. 15. Require specialized skills and training to execute?
  15. 16. Bureaucratic processes to execute?
  16. 17. Do they have clear metrics and ROI?
  17. 18. Is the reach growing or declining?
  18. 19. Are they really working? </li></ul>
  19. 20. But there is ONE marketing channel that is really taking off! <ul><li>That is p roactive and personalized.
  20. 21. That is versatile and interactive.
  21. 22. That is fast and efficient.
  22. 23. That is affordable and ubiquitous.
  23. 24. That is traceable and measurable </li></ul>
  24. 25. Mobile Marketing.
  25. 26. Mobile Marketing. <ul><li>By simple definition, “using mobile and mobile-based technologies to market products and services”. It is also: </li><ul><li>One-to-one communications.
  26. 27. Streamlined fulfillment.
  27. 28. Testing and re-optimizing.
  28. 29. Measuring the results. </li></ul></ul>
  29. 30. Mobile Marketing vs Traditional Marketing. Media Richness of Media Interactivity 1:1 Targeting Investment per Contact Measurability ROI TV High Low Low Medium Low Low Print High Low Low to Medium Medium Low to Medium Low Outdoor/Indoor High Low Low to Medium Medium Low to Medium Low Direct Mail Medium Medium Medium to High High High Medium to high Mobile High High High Low High High
  30. 31. Drivers for Mobile Marketing. <ul><li>Every mobile is SMS capable.
  31. 32. The majority of mobiles are MMS capable.
  32. 33. Handset prices are falling and features are increasing.
  33. 34. Broadband and 2.5G proliferation.
  34. 35. Improved infrastructure.
  35. 36. Exponential subscriber growth.
  36. 37. Mobile money for transactions. </li></ul>
  37. 38. The mobile in Africa. <ul><li>Grew 550% over the last 5 years.
  38. 39. Currently 350 million mobile users.
  39. 40. 3 in 10 Africans now have a mobile phone.
  40. 41. Has become the number one communications device in Africa.
  41. 42. But the mobile is so much more than a phone... </li></ul>
  42. 43. The mobile is more than a phone, its.... <ul><li>SMS/Texting.
  43. 44. Email.
  44. 45. The Web.
  45. 46. The Bank.
  46. 47. Entertainment.
  47. 48. A Camera.
  48. 49. Socializing.
  49. 50. A Mobile Lifestyle! </li></ul>
  50. 51. Its 24/7/356 Marketing. <ul><li>Mobiles are with their users all the time which is perfect for marketers.
  51. 52. Mobile is one-to-one marketing as its a personal device.
  52. 53. Mobile is often present at the point of purchase (mobile money).
  53. 54. Mobile is highly measurable leading to key campaign and ROI insights. </li></ul>
  54. 55. Key Considerations. <ul><li>Uptake is exponential worldwide but more so in Africa.
  55. 56. A media channel but very different to traditional and other digital media.
  56. 57. Melds communication and social lifestyle elements.
  57. 58. Context is key (Who, Why, What and When?)
  58. 59. Value is realized when users engage with mobile offerings. </li></ul>
  59. 60. The mobile in Kenya. <ul><li>Approximately 20 million mobile subscribers.
  60. 61. Approximately 2 million mobile Internet subscribers.
  61. 62. Highest number of page views per user on Opera Mini in Africa (525)
  62. 63. Opera Mini Page-view growth of 615% (Nov 08/09)
  63. 64. Opera Mini Unique user growth 246.2% (Nov 08/09). </li></ul>
  64. 65. Kenya mobile web top 10 rankings (Opera SMW: Nov '09) <ul><li>facebook.com
  65. 66. yahoo.com
  66. 67. wikipedia.org
  67. 68. bbc.co.uk
  68. 69. youtube.com
  69. 70. gmail.com
  70. 71. live.com
  71. 72. hotmail.com
  72. 73. twitter.com
  73. 74. cnnmobile.com </li></ul>
  74. 75. Mobile Marketing Mix. <ul><li>Mobi Web Sites.
  75. 76. Mobile Web Ads.
  76. 77. Messaging (SMS/Text and MMS).
  77. 78. Mobile Video and TV.
  78. 79. Mobile Applications.
  79. 80. Location Based Services (LBS). </li></ul>
  80. 81. Mobi Sites. <ul><li>Mobi sites are designed and optimized specifically for mobile phones.
  81. 82. Global mobile web consumption grew by 129% in 2009.
  82. 83. Mobile web capable phones exceed computers in numbers.
  83. 84. For many in Africa, their first and possibly only Internet experience will be via the mobile web. </li></ul>
  84. 85. Dotsavvy.mobi
  85. 86. mobile.yellowpages.com
  86. 88. Mobile Web Ads. <ul><li>Banner and Text ads displayed on mobi sites and applications.
  87. 89. Leading networks in Africa include AdMob, InMobi and BuzzCity.
  88. 90. Able to deliver highly targetted ads on mobi sites and in-game for leads and action. </li></ul>
  89. 91. Admob.
  90. 92. InMobi.
  91. 93. BuzzCity.
  92. 94. SmartAds.
  93. 95. Jumuika.
  94. 96. The PC Web to Mobile Web Jump. <ul><li>Define a specific mobile strategy.
  95. 97. Less is often more in execution.
  96. 98. Contextualize your users needs
  97. 99. Update content regularly to encourage return visits.
  98. 100. Always focus on the lowest common denominator.
  99. 101. Its still early days, but growing massively. Experiment and learn. </li></ul>
  100. 102. Dotsavvy's Proposition. <ul><li>Extending leadership from internet marketing to mobile marketing in 2010.
  101. 103. Establishment of DotsavvyMobile.
  102. 104. Strategic partnerships with leading mobile VAS providers for various mobile marketing services.
  103. 105. Currently offering mobi sites, mobile web ads, SMS and MMS marketing services. </li></ul>
  104. 106. In Concluding. <ul><li>Mobile marketing enhances traditional marketing.
  105. 107. Africa's rapid mobile uptake has created a large marketing opportunity.
  106. 108. The efficiency and effectiveness of mobile marketing is transforming marketing as we know it.
  107. 109. Mobile marketing will drive innovative marketing strategies and tactics in the years to come. </li></ul>
  108. 110. Thanks! Moses Kemibaro Dotsavvy Limited e: [email_address] t: www.twitter.com/moseskemibaro w: www.dotsavvyafrica.com

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