The recession. That horrible financial... thing, that most of us don't fully comprehend; those 'unfortunate' enough to get what's going on are stricken with embarrassing sweaty palms and nightmarish visions by its mere mention.
Well, if you are willing to believe Jim Shilale, Vice-President of Business Development at 2ergo, in the USA, it's not all doom and gloom, especially if you are a mobile marketer. According to him, advertisers will flock to you in the coming months if you remember to tell them the following:
* Combine your campaign with other channels;
* Keep things simple and keep your focus on the consumer experience; and
* Always offer an incentive or benefit for the consumer.
It's not that mobile marketing makes more sense just in a recession, like an umbrella makes more sense only in rainy weather. No. The fact is that in conjunction with any other media format, mobile marketing is the best marketing channel by a country mile, at least for the foreseeable future.
The following four points have also been mentioned endlessly on various platforms as critical for any business to complement their marketing strategy (and not just in a recession; all the time) with mobile campaigning:
* Mobile marketing is not experimental. South Africa boasts a 90% mobile penetration rate, one of the highest in the world.
* Despite economic turmoil, people simply won't stop reading text messages, watching television, listening to the radio and reading newspapers and magazines. They won't stop wanting and they won't stop needing. If you can create a want or fulfil a need and combine it with instant gratification, you're made.
* Instant gratification: there's something rather appealing about making a purchase, receiving additional information or even entering a competition without lifting a finger.
* If someone of Barack Obama's stature is doing it, don't you think that you should too?
For further information regarding mobile advertising, please contact: corne@integrat.co.za.
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