Vodafone, 2011, reports that customers in emerging markets like Africa and India have grown rapidly over the past ten years. This is due to the fast increasing use of data traffic and excellent progress in mobile technology, especially with the increasing adoption of smart phones.
As shown in the pie-chart below, Africa comprises 10% of the mobile data market.
March 2011: 5.6 Billion customers
According to the Kenya Media Consumption Report, 2012 (InMobi), 89% of the population is equally or more comfortable with mobile advertising versus television or online ads.
However, mobile advertising is still highly underexplored, with InMobi Africa’s Vice President, Isis Nyongo, endorsing the viability of this platform for advertisers and marketers. Mobile advertising could the fresh breath of life your business needs.
Contrasting Mobile and Online Advertising
Mobile paid search is quite similar to the traditional form of online advertising, though with a few differences. For instance, they both will display texts and images and advertisers only pay when their ads are clicked.
However, because mobile advertising lacks full browser settings, it is necessary to employ different strategies when opting to engage in this form of marketing.
When or before carrying out mobile marketing, ensure you consider the following:
1. User Intent
The average user on the mobile device is searching for information which can be used quickly. For example, ring tones, finding places to shop and dine, sports, news, wall paper, and others.
This form of advertising works best for products which are relatively cheap.
2. Writing Your Ad Copy
When designing an ad for the mobile platform, focus on the PRODUCT and not the company. The client is looking for specific information and a mobile ad is not the place to talk about your company, or try to build a relationship.
Make sure you use keywords in the ad’s headline, because it increases the chances of your ad being higher positioned on the search engine searches. The client will also be confident that what you are offering directly matches what is required.
3. Include a call-to-action
Finally, include a call-to-action with a sense of urgency, deadlines have been shown to translate to better results. For example, offer a time-bound special discount to consumers.