This document discusses the growth and opportunities of mobile marketing in South Africa and Africa. It notes that mobile phone penetration in Africa has increased dramatically in the past decade and that mobile phones have become integral to healthcare, agriculture, banking and other industries across the continent. The document also outlines strategies for effective mobile marketing campaigns, including targeting, building loyalty, using rewards and integrating mobile with other channels.

1. Mobile Marketing
Presented by:
Russel Stromin

2. Why Mobile?
• More than 4 billion people – over half the planet –
are equipped with mobile phones
• 100+% penetration of mobile phones
(Vodacom/World Wide Worx)
• >16m South Africans use the mobile internet,
twice as many as PC web users (6m).
(Vodacom/Habari Media)
• SA is 5th highest in the world in terms of
mobile page impressions served (Admob)
• Mobile has a 15 times higher response rate than
traditional media (Forrester Research)
• 99% of SMSs are read in 15 seconds of being
received
• Mobile is the primary communications tool
• Smartphone growth is rocketing

4. South African Mobile Market
• In the last 10 years
mobile connection in
Africa has increase by
an average of 30% p.a
• Forecast
By the end of
2012, there will be
735mil mobile
connections in Africa

5. Africa overtook Latin America as the
2nd largest mobile market in the world
• Mobile sales account • Mobile has become the
for 3.5% Africa’s GDP cornerstone of:-
• Regional penetration of – Health Care
mobile has increased – Agriculture
from 2% in 2000 -> 57% – Banking
in 2011

6. Mobile in Africa is growing at an
incredible rate
Egypt
Nigeria
South Africa
Shown significantly greater growth in mobile
than the UK

7. South Africa has been ranked one of the
largest mobile advertising markets-
currently 4th in the world for data
• More than 1/3 of the South Africa’s mobile users
have internet EXCLUSIVLY through mobile device
• Text messaging is used by almost 4.2 times
more people than email
• Average smartphone user in SA is between 18-
36 years old, well-educated and working full
time
• 8.6million = total smartphone market in SA in 2011

8. What makes mobile marketing
effective?
– Targeted
– Two-way dialogue
– Integration
– Viral
– Valuable database collection
– Instantaneous
– High click-through rates
– Interactive and engaging
– Affordable

9. Mobile Rewards
OFFERS
LOYALTY
COUPONS
TICKETS

10. Vouchers
• Mobile is able to offer many voucher reward
options as we are integrated with both Wiwallet
and Standard Banks mimoney platforms. The
costing is determined by whoever you choose to use
as your voucher partner.
• This gives you the opportunity to reward the client
with a number of different voucher options such as :
• Shopping vouchers
• Vida E coffee vouchers
• Kauai vouchers
• Look and Listen vouchers
• Ster Kinekor vouchers
• Airtime Vouchers

11. Building Relationships Through Mobile
• It is the most personal, engaging, interactive and
direct form of customer communication
• It enables companies to reach their customers whenever
and wherever they are
• It is highly accountable and generates measurable
return on investments
• It enables companies to create immediate
interaction with their target audience at point of
purchase
• It enhances customer loyalty, brand equity and
repeat purchasing
• Mobile phones can be used as a simple and effective
payment mechanism

12. Context vs. Content
• Relevance, you never know where the user will be
• Use of Location Base Services
• Consider “One handed users”
• In Store, trying to complete transaction – queue
jumping.
• Lost and in need of directions
• Product research and comparisons
• Reviews / social networking
• Wants to engage with your brand

13. USSD
• USSD Platform: USSD is real-time text based interface. It is
therefore available on every cell phone no matter what the phone
capabilities.
• USSD is also the cheapest form of interaction between customers
and the networks charged at 20c per 20sec. USSD strings are
dialled by entering e.g. *120*267# (Strike Medias demo string)
into a phone and can be used for various functions such as:
– Competition entries
– Data collection for future direct marketing campaigns
– Loyalty Programmes:
• Customers are able to register for loyalty programmes, view
point balance, redeem points, view store
– Store Locator
– Product reviews
– Surveys including incentives to win airtime on completion
All these mechanics allows for great analytics tracking of
advertisements success as everything across mobile is tracked.

14. Mobile as a Communication Tool To
Your Customer
WHAT
MESSAGE?
WHAT WHEN AND
ATTITUDE? HOW OFTEN?
MOBILE
MARKETING
STRATEGY
AND
OBJECTIVES
CUSTOMERS
WHAT
WHO AND
ACTION?
WHERE?
MEAURE
HOW AND
WHAT?

15. Introducing the Connected Consumer
WEB
SOCIAL MOBILE
NETWORKING
IN STORE POS
CALL CENTER

16. The Connected Consumer
• Connected consumers are harnessing technology to ensure they are well
informed and paying a fair price before completing their transaction.
• 19% of consumers use review forums to help with purchase decisions.
• 5% of transactions were made after receiving an
electronic discount offer.
• 11% of transactions were made as a result of
using a price comparison website.
• 15% of consumers use voucher code websites and 4% of transactions in
the past 3 months were as a result of visiting a voucher code websites.
• 95% of the UK consumers have a mobile handset, 26% of them access the
internet through their mobile device and 19% browse the internet once a
week or more frequently.
• This greater confidence is resulting in higher value and higher volume
purchases.

17. MCommerce

19. Location Based

20. Viral

21. BULK SMS/MMS

23. Phases of Mobile Marketing
Gather Learn
Value
Measure

24. Mobile is the Kernel of the Media Mix…
…Connecting

25. Confidentiality
This Document is issued by Strike Media and the terms set out herein are for the exclusive use of the person/s to
which it is addressed. The contents of this Document is both privileged and confidential and may not be disclosed or
reproduced without the express authorisation of the author, being Strike Media (Pty) Limited.
For the purposes of this paragraph a Doer/Transgressor shall be deemed to mean any person including, without
limitation, the recipient of this Document who acts in breach of the provisions of this paragraph.
Copyright subsists in this Document and all diagrams and Annexures hereto, which shall include all and/or any ideas,
plans, models and/or intellectual property contained in this Document (or Proposal). Any unauthorized reproduction,
adaptation, alteration, translation, publication, distribution or dissemination (including, but not limited to,
performances in public, broadcasting and causing the work to be transmitted in a diffusion service) of the whole or
any part of this Document in any manner, form or medium (including, but not limited to, electronic, oral, aural, visual
and tactile media) whatsoever will constitute an act of copyright infringement in terms of the Copyright Act 98 of
1978 and will make the Doer/Transgressor liable to civil action and may in certain circumstances make the
Doer/Transgressor liable to criminal prosecution.

26. CONTACT
russel@strikemedia.co.za
021-447-4547
083-447-1572