advertising has to go mobile

Mobile advertising must be an integral part of any digital marketing strategy. In  Kenya, the mobile device is akin to an appendage in the mobile subscribers body.  Everyone carries a cell phone and is by extension always connected.  Mobile campaigns while averaging higher reach, are also more about  the subscribers level of engagement  and  how that engagement translates into an ongoing relationship beyond a transaction.

Recent article in the East African by Moses Kemibaro, a prolific blogger on digital media and technology, suggests that Africa is ripe for mobile marketing.

A juniper research metric puts global spending on mobile internet advertising as $500 million in 2009. Those numbers should be enough to get the market jump started on mobile marketing campaigns and application developments.

The integration between the cellphone and its user is highly personal and interactive.Campaigns therefore  have to be relevant, targeted and highly personalised.Advertisers will in future offer mobile consumers applications that allow them view relevant offerings while on the go.

This may be in the form of active idle screen applications, that are free to consumers who opt-in to receive regular ads.

In terms of ROI the mobile platform has the highest measurability. Analysis of the campaign data will always offer more insights into the customers behaviour; offers better profiling using the MSISDNs, can accurately identify every mobile visitor, handset type and even page views for mobile web pages.  The response rates of most mobile sms campaigns are on average at 30% which is much higher than the costly TV campaigns  with average response rates  at 1%!

For new levels of customer engagement and relevancy, an SMS campaign tied to a Wap experience would deliver  better results due to its inate ability to target an advertisement based on a consumers current location. Imagine getting an ad to buy one pizza get one free, from Galitos delivered to your phone at the precise moment you turn on Tom Mboya Street, with a link to a web page where you can order and pay for it before you get there!

what is the mobile market place?

Customers are no longer pleased to be sold to! They are looking for solutions to their mobile lifestyle. Their life revolves around their phone.

The biggest growth area in Kenya currently is the mobile web, with an estimated 45% of all internet users accessing the internet from their mobile phones. According to researchers the mobile phone has surpassed the FM radio to become the most omnipresent electronic communications device in the world!

The mobile market place has become at once the simplest and easiest way to reach your customer, while also the most complex in terms of  engagement.

The next big thing for the Kenyan market will be mobile advertising. Something not yet tapped into.

For most companies mobile marketing has been a few thousand sms’s sent to random customers. Few companies have outlined a concrete digital marketing strategy, whose key pillar is mobile. Which they should, for the next war on the consumer mind share will not be won by the best ad campaigns on TV, Print or Radio…but the most engaging, well thought out SMS Ad campaigns!