the why, what and how to use mobile marketing in africa - mma sa

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

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#MRMW

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Translating Technology into Marketing Results

Smart Marketing without a Smart Phone

The WHY, WHAT and HOW to use Mobile Marketing in SA

By Candice GoodmanTwitter @CandiceGoodmancandy@mobitainment.co.za

Mobile Marketing Association of SATwitter @MobileInSA

info@mmasa.org

The WHY?

Mobile has taken SA …

…to this!

Why mobile?

8 million 32 million

From this…

Mobile is… as close as you can get to your

consumers in South Africa!

Mobile compared to other Mass Media Channels

The core cellphone owner is…

Urban,

Black,

Working,

Female in

Gauteng

Aged 25–

34

in LSM 6

Comparative Facts…

South Africa is Mocial!

87% of South Africans access Facebook

from a cellphone, 85% for Twitter

Arthur Goldstuck, WWW , Sep 2013

57% of South Africans ONLY

access social media from a

cellphone! AMPS 2012AB

–13

87% of South African’s have their mobiles within arms reach 24/7

WE ARE LIKE THE REST OF THE WORLD……..

32m PopulationAdult cellphone

users (over 15)

87%Mobile

penetration

rate

41%Smartphones

Source: AMPS 2013B

A smartphone is a mobile phone with

more advanced computing capability and

connectivity than basic feature phones.

They can add the following

functions: PDA, a media player, a digital

camera, a GPS navigation

unit, touchscreen, web browsing, Wi-Fi,

and 3rd-party apps.

In South Africa we have…

32m PopulationAdult cellphone

users (over 15)

87%Mobile

penetration

rate

41%Smartphones

59%Non-Smartphones

Source: AMPS 2013B

A feature phone, sometimes called dumb phone or basic phone, is a class of mobile phone

used to describe low-end mobile phones which are limited in capabilities in contrast to a

modern smartphone. Feature phones typically provide voice calling and text messaging

functionality, in addition to basic multimedia and internet capabilities.

In South Africa we have…

1b PopulationAdults (over 15)

65%Mobile

penetration

rate

15%Smartphones

85%Non-Smartphones

In Africa it looks like this…

Andisa Ntsubane,

Marketing & Communications Lead

Microsoft South Africa.

So we are

different…

Some

people

believe that

technology

will change

Africa…

We

believe…

Africa will

change

technology!

The WHAT?Unpacking the Mobile

Tool Box

From Call to Action

to Reward

Calls To Action

SMS Short code USSD

FMSMobile Advertising

QR

Codes

SMS Short CodeUsed a simple SMS Short Code competition across 4 different radio stations in 3 different

languages to promote sales and the product message in localised areas.

2,000 entries daily!

Dedicated

Standard Rated

SMS Short Code

USSD(The most successful mobile

technology you’ve never heard of)

CHEAPUBIQUITOUSFAMILIAREFFECTIVE

Now

available

FREE

Replace this…

with this!

SHELL V-POWER

NITRO+ FESTIVAL>

Find your nearest

selected Shell

Service Station or

Mall in Gauteng to

collect ticket.

Continue (20s/20c)?

1. YES

2. NO

In Gauteng, are

u closest to?

1. SOWETO

2. SOUTH

3. WEST

4. EAST

5. CENTRE –

Jhb

In Soweto, are

you closest to?

1. Jabulani

2. Noordegesig

3. Orlando

4. Tshiawelo

5. ProteaGlen

23

Data Collection

Interaction

FREE to

the user

Auto-detects live vs

voicemail

VOICE

Hot Key

Transfer

Mobile Platforms

USSD

Mobile Apps

Mobisite

Facebook

Making a site responsive and mobile friendly…

Mobile AdvertisingA form of advertising that is communicated to the consumer/target via a handset.

This type of advertising is most commonly seen as a Mobile Web Banner (top of page), Mobile Web Poster (bottom of

page banner), and full screen interstitial, which appears while a requested mobile web page is “loading.”

Other forms of this type of advertising are SMS and MMS ads, mobile gaming ads, and mobile video ads (pre, mid and

post roll).

Please Call Me!

(The most popular thing to do on

your mobile phone in South Africa)

FREE…AD SUPPORTED40 million sent

every day!

The Sender…

sends a Please Call Me

Delivered to

+27833262461

(AD) R50 off selected

ladies tops at exact!

stores till 4Dec. SMS

VIP to 31234

(R1/SMS) to join our

VIP list

Please Call Thabo

+27833262461

(ADVERT) R50 off

selected ladies tops at

exact! stores till 4Dec.

EXACT to 31234

R1/SMS. U can win

1of4 R500 giftcards

The Receiver… receives it!

What do South Africans think of PLEASE CALL ME’s?

• Stats courtesy of

REACH

Win a car

SMS your

details

PCM Tagged

Advertising

The RewardInstant Airtime

Mobile Coupons

Mobile Coupons

SaveR2.50

ACE INSTANT

PORRIDGE

ASSORTED

1KG

1. GET

COUPON

Visit m.checkers.co.za

Download App

Dial *120*885#

NO SMARTPHONES?(Don’t panic)

SMSUSSDVOICEMOBILE WEB

PREPAID AIRTIMEPLEASE CALL MEMOBILE MONEYMOBILE COUPONS

What works on different handsets…

The HOW?

Some inspirational Case

Studies from our MMA

members

36

CASE STUDYStart with Lowest Common DenominatorReward students for engaging

Boston Experience it!

o Boston City Campus and Business College wanted to

reach out to prospective students to tell them about their

new internship programme, Experience it! What better way

than to talk to them where they r @ social & mobile

media!

Through an SMS Short code call to action driving profiling

on USSD, referrals on mobisite (www.experienceit.mobi)

and video uploads on Facebook we generated thousands

of profiled leads sharing and wanting to experience it! This

campaign has short-listed as Best Marketing

Campaign at the 4th Annual Africa Com Awards in

2011.

SMS Short Code

USSD

Mobisite

Facebook

37

CASE STUDYTriggered by a Missed Call

Give print a voiceWith a Free, interactive voice call back.

38

CASE STUDYUSSD Q&A

INSTANT REWARDS

VOICE PERSONALISATION 230,000 ENTRIES IN 2 MONTHS

WeetBix’s Beat-Bix: Get up and get down!o The objective for WeetBix was to reposition the brand as appealing

to the younger market, and incentivize purchase of the Weet-Bix

product. Our solution was to provide a low cost entry mechanism for a

competition on USSD, with an instant unique in-pack code validation,

with a choice of instant prizes for the winners and offering to get a call

from DJ Fresh to record their own personalised wake up alarm tone.

The uptake was fantastic generating over 230,000 USSD entry

sessions in 2 months, where 99.6% of the winners chose airtime

vouchers over music tracks as their preferred prize and creating over

14,000 unique, personalised alarm tones.

39

CASE STUDYFREEFUNMEASURABLE 110,000 ENTRIES!

Shower to Shower’s ‘Live Fresh’ Personalised Ado Shower to Shower ran a campaign to “be the voice in our next radio ad!”

Customers had to SMS their bar code to a Short Code and got a call back

with instructions to record their very own ad… then they could share it

with their friends and got them to vote for it to be the next voice on their

radio ad.

Hungry Lion Mobile Coupon Campaign

“The Hungry Lion case study is a great example of how mobile can be effectively used to both integrate and measure

promotional activity across mediums – not to mention the actual coupon redemption process itself!”

Rick Joubert, Yonder Media CEO

Mobile Rewards

KFC Coupons

enjoyed by MinersThe aim of the campaign is to reward

mine workers for working overtime with a

R30 KFC meal voucher.

The mine worker’s supervisor is able to

issue the voucher instantaneously. The

perceived value of the reward is more

than the actual cost to the company.

Even with the entry level phones and

literacy levels. The results were

incredible…

Results:

• Over 93% Redemption Rate

Knorr in Every Soup

Tastic Red Pot

We used a ground-

breaking custom, mobile-

enabled mapping layer

which integrated with

Google Maps, that GPS-

tracked the pots'

movements - in real-time -

showing their individual

journeys, and allowing

users to see diary-posts

and photo galleries at

each stop of a pot's

journey and to enter the

Red Pot Competition.

https://www.youtube.com/watch?v=6qplZlwL7EU

Hungry Lion

Bigger Burger Banner

In a bid to find out more about the

Hungry Lion clientele, and build

brand database Quirk Marketing

Agency created an online banner

that literally grew the Hungry Lion

promise the more the user smsed

the number on their screens.

The Hungry Lion Bigger Banner

online campaign allowed users to

make the banners on their screens

bigger, by simply smsing the

number on the banner. The results

were bigger promises, bigger

database and bigger client foot

traffic.

Key Success Factors of using

Mobile Marketing in SA

Offer choice starting from the Lowest Common Denominator

Low Cost entry mechanisms

For entry level devices

Offer Reward – Instant gratification!

Mobile Coupons

Airtime

Information

Q1 2014Mobile Marketing Association - South Africa - www.mmasa.org / SMS MMA to 34747

(R1.50/sms)47

Mobile RadioTriggered by a Missed Call

Provides selected Red Bull content on voice.

Global Best in Show

Thank you!

• By Candice Goodman

• Twitter @CandiceGoodman

• candy@mobitainment.co.za

WWW.

MMASA.

ORG

Want to know more…

Join us for a 2-day

training and

certification course in

Joburg & Cape Town

in November by

Internationally

Renowned Mobile

Marketer Paul Berney

#MRMW

Title Sponsor Silver Sponsors Bag Sponsor

Association & Media Partners

November 5 & 6, 2014

DoubleTree by Hilton Hotel Cape Town

Upper Eastside, South Africa

#MRMW

Organized by