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!