(When) Will mobile be adopted as the platform of choice for marketers in East Africa?
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This is a presentation I gave this afternoon at the Inaugural Mobile Web East Africa Conference 2010 here in Nairobi, Kenya. The title of the presentation in full is (When) Will mobile be adopted as the platform of choice for marketers in East Africa? The perspective of a leading Digital Agency (Dotsavvy) with regard to how they are preparing for the expansion of mobile, and why.
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(When) Will mobile be adopted as the platform of choice for marketers in East Africa?
- 3. Who is your target market? Him?
- 4. Her?
- 5. Them?
- 7. Radio?
- 8. Television?
- 9. Internet?
- 10. Outdoor/Indoor?
- 11. Direct Mail?
- 12. Etc...?
- 14. Have high operational costs?
- 15. Require specialized skills and training to execute?
- 16. Bureaucratic processes to execute?
- 17. Do they have clear metrics and ROI?
- 18. Is the reach growing or declining?
- 19. Are they really working?
- 21. That is versatile and interactive.
- 22. That is fast and efficient.
- 23. That is affordable and ubiquitous.
- 24. That is traceable and measurable
- 30. Mobile Marketing vs Traditional Marketing. Media Richness of Media Interactivity 1:1 Targeting Investment per Contact Measurability ROI TV High Low Low Medium Low Low Print High Low Low to Medium Medium Low to Medium Low Outdoor/Indoor High Low Low to Medium Medium Low to Medium Low Direct Mail Medium Medium Medium to High High High Medium to high Mobile High High High Low High High
- 32. The majority of mobiles are MMS capable.
- 33. Handset prices are falling and features are increasing.
- 34. Broadband and 2.5G proliferation.
- 37. Mobile money for transactions.
- 39. Currently 350 million mobile users.
- 40. 3 in 10 Africans now have a mobile phone.
- 41. Has become the number one communications device in Africa.
- 42. But the mobile is so much more than a phone...
- 44. Email.
- 45. The Web.
- 46. The Bank.
- 47. Entertainment.
- 48. A Camera.
- 49. Socializing.
- 52. Mobile is one-to-one marketing as its a personal device.
- 53. Mobile is often present at the point of purchase (mobile money).
- 54. Mobile is highly measurable leading to key campaign and ROI insights.
- 56. A media channel but very different to traditional and other digital media.
- 57. Melds communication and social lifestyle elements.
- 58. Context is key (Who, Why, What and When?)
- 59. Value is realized when users engage with mobile offerings.
- 61. Approximately 2 million mobile Internet subscribers.
- 62. Highest number of page views per user on Opera Mini in Africa (525)
- 63. Opera Mini Page-view growth of 615% (Nov 08/09)
- 64. Opera Mini Unique user growth 246.2% (Nov 08/09).
- 66. yahoo.com
- 67. wikipedia.org
- 68. bbc.co.uk
- 69. youtube.com
- 70. gmail.com
- 71. live.com
- 72. hotmail.com
- 73. twitter.com
- 74. cnnmobile.com
- 76. Mobile Web Ads.
- 77. Messaging (SMS/Text and MMS).
- 78. Mobile Video and TV.
- 80. Location Based Services (LBS).
- 82. Global mobile web consumption grew by 129% in 2009.
- 83. Mobile web capable phones exceed computers in numbers.
- 84. For many in Africa, their first and possibly only Internet experience will be via the mobile web.
- 85. Dotsavvy.mobi
- 89. Leading networks in Africa include AdMob, InMobi and BuzzCity.
- 90. Able to deliver highly targetted ads on mobi sites and in-game for leads and action.
- 91. Admob.
- 92. InMobi.
- 93. BuzzCity.
- 94. SmartAds.
- 95. Jumuika.
- 97. Less is often more in execution.
- 98. Contextualize your users needs
- 99. Update content regularly to encourage return visits.
- 100. Always focus on the lowest common denominator.
- 101. Its still early days, but growing massively. Experiment and learn.
- 104. Strategic partnerships with leading mobile VAS providers for various mobile marketing services.
- 105. Currently offering mobi sites, mobile web ads, SMS and MMS marketing services.
- 107. Africa's rapid mobile uptake has created a large marketing opportunity.
- 108. The efficiency and effectiveness of mobile marketing is transforming marketing as we know it.
- 109. Mobile marketing will drive innovative marketing strategies and tactics in the years to come.
- 110. Thanks! Moses Kemibaro Dotsavvy Limited e: [email_address] t: www.twitter.com/moseskemibaro w: www.dotsavvyafrica.com