Mobile marketing a catalyst to brand loyalty

Issued by P and P Communications for Oxygen8
Johannesburg, 12 Oct 2015

A recent study published by Juniper research revealed that Mobile Messaging traffic is set to increase by 200% in 2019. The bulk of this traffic comes in the form of OTT (over the top)-applications like Facebook Messenger and Whatsapp. Mobile Marketers will no doubt align their campaigns by not merely using traditional SMS, but broadening their spectrum to include social media and OTT-applications.

Globally, the industry is seeing a move from traditional mass marketing campaigns to individualised targeted marketing. Companies and agencies are using data collected to market tailored offers to consenting consumers. This trend is resulting in an increase in brand loyalty.

Anzelle Robertson, Oxygen8 SA's Legal Compliance and Product Marketing Manager comments: "The recent promulgation of the Protection of Personal Information Act (POPI) has gone a long way in creating consumer awareness that unsolicited marketing (spam) must not be tolerated. Pro-active companies are taking steps to ensure that mobile marketing campaigns remain compliant with the POPI Act as well as local regulations."

"Mobile marketers in SA have stepped up to the challenges created by POPI and respecting the consumer's rights in this regard. Companies failing to do so will have difficulty generating sustainable client databases and establishing ongoing client relationships," adds Robertson.

In a country with a mobile penetration rate of 150% - meaning that there are 1.5 SIM cards per capita - consumers are increasingly using mobile for the bulk of their day-to-day communications and internet activity. Even more specific to SA is the fact that many consumers spend a considerable amount of time commuting by means of public transport and this is time usually spent on mobile devices.

"Mobile marketing, and specifically targeted marketing to consenting consumers, allows companies to present their clients with tailored offers based on their preferences and location. This results in brand trust and loyalty," concludes Robertson.

Oxygen8

Oxygen8 Group is a global provider of integrated mobile solutions with offices in ten countries, operations in over 20 countries and a turnover in excess of lb90million.

Working in partnership with its clients, Oxygen8 enables businesses to drive new revenue streams, improve customer communication, buildbrand awareness and increase customer loyalty. Oxygen8 helps businesses make smarter choices to transform their sales and marketing through its innovative integrated platforms.

Headquartered in Birmingham UK, Oxygen8 also has offices in South Africa, London, Australia, Canada, Caribbean, Ireland, Kenya, USA, Singapore and Uganda. The company, locally, is directly connected to the three main mobile operators in South Africa.

As a global business, Oxygen8 has the infrastructure, technical skills and depth of resource to take new products to market quickly and easily, while still giving clients the benefit of 'on-the-ground' local knowledge and support. Its easy-to-use cloud-based solutions focus on results, providing clients with performance management software that integrates mobile, e-mail, social, voice and payments, making marketing automation simple in today's demand generation.

The Oxygen8 management team draws on many years of experience and expertise, having been at the forefront of the mobile marketingindustry since its inception. Oxygen8 is fully compliant with the latest industry regulations and standards, providing customers with complete confidence that the company is leading the way in best practice for the industry.

Oxygen8 clients include global multinationals and local companies, such as Experian, M&C Saatchi, JML, TNT, O2, Travelodge, Unilever, Sony, play.com, PaddyPower, Sainsbury's, Hermes, Barclays, Sasol, Massmart and Bayer.

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