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Marketing Tactics

The Power of Mobile Marketing

With more mobile phones than toothbrushes in Africa, this is a great way to reach your customers.

Grant Clark

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Africa has always embraced the mobile. That tiny little device that we cannot bear to be parted with can connect us to almost anything and anyone at anytime. Yet how many businesses have actually taken the time to invest in how their brand is portrayed on that little screen. Not very many.

Ironically, given how Africa as a continent has leapfrogged the laptop and embraced the mobile as a cost effective form of communicating, we in South Africa and the rest of Africa are not taking advantage like we should.

I will always advise my clients when discussing their digital strategy to make sure that mobile is an integral part of their overall plan. They are often reluctant to budget for it and many will dismiss it as just another added cost with no real value. Or something to get to later. Let me dispel that notion.

The future is here

Last year globally, the sales of smartphones exceeded the number of PCs sold. With over 1 billion people in Africa and a 65% mobile penetration rate we are the second biggest mobile market in the world. We are the fastest growing.

When you consider that just over a decade ago Africa had a 2% mobile penetration rate, you can start to appreciate the explosion of growth! A staggering 60% of Africans are under the age of 24. PCs are not their first port of call, it’s mobiles and tablets. It doesn’t take a visionary to see where we are heading.

Mobiles can generally be divided into dumb phones (no Internet capability), feature phones (have WAP Internet capability and make up the majority of mobiles in SA and Africa) and smartphones (your iPhones, Blackberries and Android phones such as the Samsung Galaxy).

Whilst smartphone penetration in South Africa and Africa is still low compared to the rest of the world, we are still looking at roughly a 30% penetration rate in South Africa by 2015. That’s not very far away and that growth rate is exploding all the time.

Get the edge

So there’s a very real competitive edge in making sure your brand and its communications work in the mobile space. The good news is that it doesn’t take much to have a quality mobile presence and can be relatively inexpensive to convert your standard website into a mobile version.

It will however take a better understanding of how mobile as a platform fits into your customers’s needs. As always, compared to your other communication channels, there will be slight variations in the motivations, experiences and needs of your end users.

As mobile phone browsers and technology advance we are getting to the stage where your mobile website can do almost everything its big brother can. What about an app I hear you ask? Won’t that be better?

The short answer here in South Africa is usually no. They are expensive to develop and with a 3% smartphone penetration rate in Africa (15% in South Africa), not very many people are going to be accessing that app.

So unless you are a globally recognised business or a large corporate with a specific digital strategy in place, you probably won’t need an app. What you definitely do need is a quality optimised mobile website that will serve your clients and customers the information that they are looking for quickly and easily.

Keep it simple

Whilst a good digital partner will be able to give you more insight and understanding into mobile sites and the dos and don’ts, there are a few basic points to keep in mind. Although your mobile site could do everything your standard site does, it shouldn’t.

Like making sure your standard website works across all browsers, you should make sure your mobile site will work on most if not all devices.

This means using my favourite acronym and keeping it simple stupid (KISS). You should look for ways to simplify both the design and functionality of your site. This might mean redoing your navigation and menus, eliminating some images or otherwise re-working your site’s layout and functionality.

It’s obviously much better if you are building from the ground up and can incorporate mobile into your development plans from the start. A strong trend in digital design at the moment is Responsive Design. Whilst it is slightly more work in the initial development phase, what you get is a digital presence that is optimised to display correctly and beautifully on all devices, from large screen PCs to tablets down to mobiles.

But that’s a column for another day.

Yes you could probably get away with not having a mobile presence at the moment, but not for very much longer. And the sooner you get into the mobile space, the better your understanding will be of how your clients and customers use it. Then you can start tailoring it to better meet their needs and end goals.

Grant Clark has been in the digital marketing industry for over ten years. He has lived and worked in South Africa and the UK and has consulted for agencies such as Ogilvy, DDB, M&C Saatchi, AKQA and BBDO, amongst others. He has been running Springloaded Interactive for the past two years as well as www.alltheevents.co.za, an online calendar of outdoor events around South Africa. Visit www.springloaded.co.za or email grant@springloaded.co.za for more information.

Marketing Tactics

Gen Z Is Coming! Are You Ready?

How do you market your company to this generation?

Stuart Scanlon

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According to the CNBC, about 61 000 Gen Zers are on the verge of entering the workforce and consumer market in the US alone.

They are digital natives; they have grown up in a world of vines, txts (yes, we know) and internet. Their attention span is shorter than ever, they are more connected than any other generation, and they are brilliant multitaskers. Gen Z is a more tolerant generation but also more cautious; studies have found less risk-taking amongst this group and an increase in thoughtfulness and questioning authority.

So, on the one side of this coin, how do you market your company to this generation?

1. By being transparent

Be upfront about your business, what you’re doing and how you’re doing it. They have lost faith in corporations. Thus, you must stop relying on and hiding behind small print. Yes, you need terms and conditions to protect your company, but when it looks like a miracle weight-loss advert of the 80s (“Eat anything you want just take this pill. Ts&Cs apply.”), you’ll lose customers.

Related: Investing in Young Entrepreneurs

Gen Z consumers want to see you are real; they don’t want models or celebrities but regular people who can assist them in a manner that speaks to them. And they will hold your business is socially accountable. Instead of producing millions of T-shirts at the cheapest possible price, they want local, equality and free-trade, and they want to know what businesses are doing for the environment and society.

Gen Z won’t accept your claims at your word; they want to see evidence in your company culture.

2. By offering options

A jewellery purchasing study has found that most Gen Zers don’t have a preferred shopping platform. What this means is your messaging, availability and culture need to be spread evenly across all contact points – sales, call centres, website and digital advertising. In fact, many Gen Z consumers rely on mixing their contact points.

That being said, they want immediate action. If they see something they want online, they will go to the shop just to have the item right now. More than immediacy, they also want custom-made or made-to-order products and services. They shy away from traditional made-to-stock methods, which creates plenty of room in the production industry.

3. By being forward thinking

We have to always remember what was mind-blowing inventions to other generations are the norm for Gen Zers. They hold brands and businesses to high expectations, and instead of being loyal to brands, expect brands to be loyal to them. As Gen Z is more focused on individuality, they are also proving to be a generation with a high entrepreneurial output. All this shows that they don’t want the norm; they don’t crave what’s new today, they want tomorrow, sustainability and innovation, and they want it now.

On the other side of the coin, how do you attract this generation to work at your company? In much the same way.

1. By being transparent

As much as you are hiring them based on what they bring to the table, so too are they looking at what you can afford them. But, they don’t just want to hear you tell them about the benefits, they want to see it – and they are not after just money. Gen Zers want to be financially secure, but also one that is fulfilling; one where they find purpose in their jobs and company.

2. By offering options

Gen Z employees don’t want to work eight to five, they don’t want to be chained to a desk, and they don’t want to be micro-managed. Give them flexibility on how they want to conduct their work and how they can communicate with their colleagues. Create an understanding workspace for their needs and help them improve their skills – for instance, it’s been reported that a stumbling block for Gen Zers is communication. Growing up with emojis and text messages make face-to-face conversations, business calls and writing emails difficult for them.

Gen Z employees want to work hard and grow their skills. Even though they’re growing up in a super-paced society, they want to climb the corporate ranks at the given speed. What they crave, with urgency, is gaining value from their jobs.

Related: The Z Generation

3. By being forward thinking

They are lateral thinkers, and their creativity is not just outside the box but has broken the box completely. Gen Z is incredibly tech-savvy, and they will challenge the systems and procedures you have in place if these are not providing the needed speed and data required. Thus, they crave to work in an environment where they can push boundaries and ultimately help the company move forward. Hiring from the Gen Z pool can provide you with innovative insights into your business that can grow it towards tomorrow’s giants.

The only way to be sure you are future-proofing your business is by guaranteeing it caters for future customers and employees, by relying on forward-thinking enterprise resource planning software, for instance. Epicor ERP software ensures that their clients stay agile and innovative through trusting top minds to build and develop intelligent systems that open doors for Gen Zers. It’s Epicor’s innate tech-savviness that allows them to visualise the landscape of tomorrow and develop the software to support it today.

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Marketing Tactics

Free Sample Marketing Plan Template

You don’t need an MBA to write a marketing plan for your business. While no two businesses are alike, all solid marketing plans need to provide specific information. Use this sample marketing plan template to get you started on the right foot and cover all the essential information.

Tracy Lee Nicol

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Your marketing plan should provide a comprehensive blueprint of the business, its market and associated market activity, its position in the market, target and expected customers, offerings, competition, solutions and contingency plans.

Using a sample Marketing Plan Template can save you a lot of time in creating your own marketing plan.

Download a Sample Marketing Plan Template

Use the free templates below to help make sure you’ve covered all the important bits:

Download Our Free Marketing Plan Template Here.

PDF-download-marketing-template

Recommended Marketing Reads: 


Related: Beginners Guide To Digital Marketing In South Africa

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Marketing Tactics

4 Steps To Writing Content That Converts

Hook them, engage them and tell them what you want them to do.

Syed Balkhi

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Is your content persuasive enough to convert your visitors into leads?

Some pieces of content you create will drive conversions, while others will be lost in the archives. As a marketer, you always want to write content that is persuasive enough to turn your visitors into leads and thereafter, into paying customers.

Writing persuasive content is not magic. Let’s take a look at some ways to write content that converts.

1. Craft an enticing title

The title of your content is the most important factor that influences engagement. A whopping 8 out of 10 people may not even read your content if the title isn’t captivating enough.

Using Headline Analyzer by Coschedule is the best way to create a magnetic headline that attracts your audience. Just enter your headline and the tool will report back with a score and a grade along with some suggestions to improve.

For analysis, the tool looks at the following factors:

  • The headline type: It capitalises on the type of headline that converts, including lists, how to’s and questions.
  • Word balance: It helps you to curate an enticing title by checking to see if it has the right word balance.
  • Character length: It also looks whether your title is scannable and easy to digest.

Related: How Content Marketing Adds Real Value To Your Customers’ Lives

2. Fulfill your title’s promise

Getting clicks on your title is just half of the equation. Ensuring that your content fulfills the promise of your title is another equally, maybe even more, important part of driving conversion. If your content can’t keep the promise your headline makes, your visitors will likely abandon your site without further engagement.

When crafting each line of your content, keep in mind that the purpose is to get your visitors to read the next sentence, then the sentence after that and all the way down to the end of your article.

Aside from providing value, you’ll also want to evoke a desire for what you’re offering.

3. Make it scannable

Most of your website visitors spend less than 15 seconds on your website, meaning people quickly skim through the content instead of reading word for word.

If your content is hard to scan, meaning it contains long sentences and paragraphs, it’s likely that your visitors won’t stick around. Chances are, they’ll go to your competitors to find content that’s easier to consume.

To create content that is easily scannable, you can follow the actionable tips below:

  • Short paragraphs: Write short paragraphs, preferably 3-4 sentences at most. Breaking down your content into short paragraphs makes it more digestible for your readers.
  • Use attractive subheaders: Readers should be able to bounce around to seek out the pieces of your content that interest them. By using attractive subheaders, you can pique the curiosity of your readers and keep them engaged.
  • Use bullet points: Using a bulleted list is the easiest way to ensure that your content doesn’t strain your visitors’ eye to read through it. Since bulleted lists stand out from the rest of your page, they make the entire piece easier to skim through.

Related: 5 Reasons Your Small Business Needs Content Marketing

4. Add a call to action at the end

The best way to convert your visitors into leads is to add a call to action, such as an email subscription form, at the end of every article you publish.

Some tips to speed up the growth of your email list are:

  • Offer a post-specific resource: Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.
  • Creating a premium library: To increase both perceived and actual value, you can create a premium library consisting of ebooks and other valuable course materials. You can then persuade your visitors to subscribe to your list by adding a signup box at the end of each article.
  • Content gating: Content gating is a popular strategy to boost conversions on your site. For instance, you can grow your list by blocking a small section of your content for subscribers only, which encourage your readers to sign up for your list.

The best way to create content that converts is to use emotion in your copy and evoke a desire for what you’re offering. By following the above tips, you can write content that converts your visitors into leads, and soon thereafter, into paying customers.

This article was originally posted here on Entrepreneur.com.

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