Mobile's Good for Countries & Great for Brands
In addition, new research points to the fact that 89% of consumers will recommend a brand after a positive engagement with it on mobile. These two numbers suggest that mobile marketers would not be amiss shifting their efforts up a gear or two over the remainder of 2019.
Local GDP growth is in the doldrums, with Statistics South Africa confirming that the country's economy grew just 0.8% in 2018, after 1.4% growth in 2017. Because mobile is such a cost-effective and measurable medium for the SMEs that power our economy to the tune of generating 60% of all jobs, it's clear that mobile marketing should be a national business priority focus for its joint country and brand-boosting ability.
So what are the mobile must-haves that both executives and entrepreneurs interested in the potential of mobile, for their businesses and for their country, simply must have in their businesses for an effective mobile marketing strategy?
First up, you've got to make sure your web presence reflects the fact that the lion's share of browsing and searching now takes place on mobile devices. This means ensuring content displays well not only on different screens, and across different operating systems, but also in landscape and portrait modes.
Secondly, it's time for that dedicated mobile marketing manager within the business. Even if your firm, or your client, doesn't quite have the resources for a top-flight mobile marketing executive, you should still try and invest in a mid-level manager to drive the mobile plan forwards internally.
Thirdly, explore potential partnerships with external mobile marketing talent in the form of specialist agencies that can work with your new internal mobile hire. A great advantage of finding the right mobile consulting partner is that one can save on internal salaries by hiring the mid-level person referred to above, over a C-level appointment.
Finally, as we've said before, put your mobile marketing plan for the year down on paper and commit to some real, specific and measurable goals. Included in these goals should be specific commitments to plans involving proven bearers like SMS and Please Call Me.
Mobile marketers daily leverage countless data points to reach consumers. When one is dealing with a plethora of facts and stats, and the promise of a local GDP - as well as an individual brand boost - it can be easy to lose sight of the individual consumer at the other end of the spreadsheet as we attempt to monetize their actions.