Why Mobile?• More than 4 billion people – over half the planet – are equipped with mobile phones• 100+% penetration of mobile phones (Vodacom/World Wide Worx)• >16m South Africans use the mobile internet, twice as many as PC web users (6m). (Vodacom/Habari Media)• SA is 5th highest in the world in terms of mobile page impressions served (Admob)• Mobile has a 15 times higher response rate than traditional media (Forrester Research)• 99% of SMSs are read in 15 seconds of being received• Mobile is the primary communications tool• Smartphone growth is rocketing
South African Mobile Market• In the last 10 years mobile connection in Africa has increase by an average of 30% p.a• Forecast By the end of 2012, there will be 735mil mobile connections in Africa
Africa overtook Latin America as the2nd largest mobile market in the world• Mobile sales account • Mobile has become the for 3.5% Africa’s GDP cornerstone of:-• Regional penetration of – Health Care mobile has increased – Agriculture from 2% in 2000 -> 57% – Banking in 2011
Mobile in Africa is growing at an incredible rate Egypt Nigeria South AfricaShown significantly greater growth in mobile than the UK
South Africa has been ranked one of the largest mobile advertising markets- currently 4th in the world for data • More than 1/3 of the South Africa’s mobile users have internet EXCLUSIVLY through mobile device • Text messaging is used by almost 4.2 times more people than email• Average smartphone user in SA is between 18- 36 years old, well-educated and working full time• 8.6million = total smartphone market in SA in 2011
What makes mobile marketing effective?– Targeted– Two-way dialogue– Integration– Viral– Valuable database collection– Instantaneous– High click-through rates– Interactive and engaging– Affordable
Vouchers• Mobile is able to offer many voucher reward options as we are integrated with both Wiwallet and Standard Banks mimoney platforms. The costing is determined by whoever you choose to use as your voucher partner.• This gives you the opportunity to reward the client with a number of different voucher options such as : • Shopping vouchers • Vida E coffee vouchers • Kauai vouchers • Look and Listen vouchers • Ster Kinekor vouchers • Airtime Vouchers
Building Relationships Through Mobile• It is the most personal, engaging, interactive and direct form of customer communication• It enables companies to reach their customers whenever and wherever they are• It is highly accountable and generates measurable return on investments• It enables companies to create immediate interaction with their target audience at point of purchase• It enhances customer loyalty, brand equity and repeat purchasing• Mobile phones can be used as a simple and effective payment mechanism
Context vs. Content• Relevance, you never know where the user will be• Use of Location Base Services• Consider “One handed users”• In Store, trying to complete transaction – queue jumping.• Lost and in need of directions• Product research and comparisons• Reviews / social networking• Wants to engage with your brand
USSD• USSD Platform: USSD is real-time text based interface. It is therefore available on every cell phone no matter what the phone capabilities.• USSD is also the cheapest form of interaction between customers and the networks charged at 20c per 20sec. USSD strings are dialled by entering e.g. *120*267# (Strike Medias demo string) into a phone and can be used for various functions such as: – Competition entries – Data collection for future direct marketing campaigns – Loyalty Programmes: • Customers are able to register for loyalty programmes, view point balance, redeem points, view store – Store Locator – Product reviews – Surveys including incentives to win airtime on completion All these mechanics allows for great analytics tracking of advertisements success as everything across mobile is tracked.
Mobile as a Communication Tool To Your Customer WHAT MESSAGE? WHAT WHEN AND ATTITUDE? HOW OFTEN? MOBILE MARKETING STRATEGY AND OBJECTIVES CUSTOMERS WHAT WHO AND ACTION? WHERE? MEAURE HOW AND WHAT?
Introducing the Connected Consumer WEB SOCIAL MOBILE NETWORKING IN STORE POSCALL CENTER
The Connected Consumer• Connected consumers are harnessing technology to ensure they are well informed and paying a fair price before completing their transaction.• 19% of consumers use review forums to help with purchase decisions.• 5% of transactions were made after receiving an electronic discount offer.• 11% of transactions were made as a result of using a price comparison website.• 15% of consumers use voucher code websites and 4% of transactions in the past 3 months were as a result of visiting a voucher code websites.• 95% of the UK consumers have a mobile handset, 26% of them access the internet through their mobile device and 19% browse the internet once a week or more frequently.• This greater confidence is resulting in higher value and higher volume purchases.
Phases of Mobile Marketing Gather Learn ValueMeasure
Mobile is the Kernel of the Media Mix… …Connecting
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