The Value of Email, Mobile & Social in South Africa

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A look at the value of email, mobile and social marketing in South Africa: email, mobile and social. Highlights:

• Email, Mobile & Social – The Facts and Figures
• Email Marketing ROI – Show Me the Money
• The Social Inbox – Complement not compete

Published in: Marketing, Business, Technology
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The Value of Email, Mobile & Social in South Africa

  1. 1. The value of email, mobile, social In South Africa
  2. 2. The Current SA Landscape - Online Population: 51 700 000 Million 14 000 000 online users = 27% penetration rate 9,4 Million 5,5 Million 2,7 Million 18% 10% 5% Source: http://themediaonline.co.za/2013/07/fourteen-million-internet-users-in-south-africa/ Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Source: http://www.adlip.com/market-5-5-million-active-s-twitter-users-2014/ Source: Bluemagnet – The state of social media in SA 2013 @Everlytic #markex2014
  3. 3. @Everlytic #markex2014 Online Behaviour - Email
  4. 4. 0 10 20 30 40 50 60 70 80 90 100 Email Facebook News Other Social Networks Browsers Twitter What is the first thing you do when going online What is the second thing 78 % of people read their emails first thing in the morning. Source: Everlytic, Demystifying the inbox research study 2012 Behaviour -Email @Everlytic #markex2014
  5. 5. Source: Everlytic, Demystifying the inbox research study 2012 Behaviour -Email @Everlytic #markex2014 61 % of people constantly check their email.
  6. 6. @Everlytic #markex2014 So where does email marketing fit in?
  7. 7. Email Marketing @Everlytic #markex2014 Source: http://www.business2community.com/email-marketing/email-marketing-dead- 0903273#!UQCi8
  8. 8. Email Marketing @Everlytic #markex2014 Source:2014 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
  9. 9. Lets Understand WHAT Email Marketing Is. @Everlytic #markex2014 Email marketing is: • Reputation management tool • Trusted and widely used • Used for lead generation • Customer centric • Personalised Email marketing is not: • Spam! • Dead • For brand awareness • Company centric • Impersonal
  10. 10. Examples @Everlytic #markex2014
  11. 11. @Everlytic #markex2014 But what devices are people using now to view messages besides desktops?
  12. 12. Email Viewed on Tablets and Mobile @Everlytic #markex2014 5,98% of people are viewing their emails on tablets 52,97% of people are viewing their emails on mobile phones. Source:Source: Demystifying the inbox: research study 2012
  13. 13. The SA Mobile Landscape @Everlytic #markex2014 Source:Source: Demystifying the inbox: research study 2012 Active Smartphones: 16 300 000 Active subscriptions: 68 390 000
  14. 14. The SA Mobile Landscape @Everlytic #markex2014 Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent 29% 30% 31% 32% 33% 34% 35% 36% 37% 15,000,000 15,500,000 16,000,000 16,500,000 17,000,000 17,500,000 18,000,000 18,500,000 19,000,000 March April May June July August September October November December
  15. 15. Smartphone Usage @Everlytic #markex2014 Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
  16. 16. Responsive Design @Everlytic #markex2014 Source: http://www.effectivemeasure.com/documents/South_Africa_Mobile_Report-Mar14.pdf
  17. 17. Why @Everlytic #markex2014 Source: http://blog.cakemail.com/html-vs-plain-text/
  18. 18. Why @Everlytic #markex2014 If an email doesn’t look good on a mobile device, a whopping 80% of people will delete it without reading it
  19. 19. HTML Vs Plain Text @Everlytic #markex2014 HTML stands for HyperText Markup Language. It’s the way web pages and email templates are coded so that text is formatted and images are added. Plain Text is regular text, with no formatting options such as bold, italics, underlines, or special layout options. Source: http://blog.cakemail.com/html-vs-plain-text/
  20. 20. @Everlytic #markex2014 Where social media meets email marketing…..
  21. 21. Social Needs Email @Everlytic #markex2014
  22. 22. Email From Social Are Sent To Us @Everlytic #markex2014
  23. 23. The World of Zando…… @Everlytic #markex2014
  24. 24. The World of Zando…… @Everlytic #markex2014
  25. 25. The Difference Between Social And Email @Everlytic #markex2014 Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
  26. 26. It All Fits Together @Everlytic #markex2014 Source: http://blogs.terrapinn.com/total-customer/2013/11/08/infographic-email-marketing-social-media-win/
  27. 27. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Search Content (Educates) Google
  28. 28. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Google Search Content (Educates) Newsletters Announcements Transactional mail Email Content (Engages)
  29. 29. @Everlytic #markex2014 Source : Source: http://www.bdlive.co.za/opinion/columnists/2014/03/09/signpost-smartphones-to-rule-the-continent Wrapping Up Twitter – Information portal Facebook - Newsletters Announcements Transactional mail Search Content (Educates) Email Content (Engages) Google Social Content (Entertains)
  30. 30. POPI @Everlytic #markex2014 What is this mailer missing? • Explicit consent – Can send one mail to gain consent • Footer – Complaints link – Unsubscribe link • Company Details • Buying of database?
  31. 31. Some future insights @Everlytic #markex2014 Source: http://imsoup.com/11513/the-state-of-email-marketing-dos-and-donts-for-your- success/ Source: http://davidboozer.com/a-blog-is-your-email-marketing-campaign-publish-hit- • The use of email filters is increasing. • Younger demographics (18 to 44 years) show less tablets and more smartphones • Video in email • Remarketing and email. • A blog is your email campaign
  32. 32. @Everlytic #markex2014 Case Studies
  33. 33. @Everlytic #markex2014 Drive traffic to the website Increase sales Encourage repeat purchases by existing clients Email generates 10% of wantitall.co.za’s total sales.
  34. 34. @Everlytic #markex2014The Obama Campaign
  35. 35. @Everlytic #markex2014
  36. 36. @Everlytic #markex2014 Thank You
  37. 37. @Everlytic #markex2014

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