This document discusses the opportunity for mobile marketing in South Africa. Some key points include: - Mobile is the primary access point for the internet in South Africa, with 4.6 times as many cell phones as computers and 86% of internet access via mobile phones. - However, many brands do not invest significantly in mobile marketing and see it as an afterthought rather than integrating it into their main marketing strategy. - Research has shown that mobile marketing can significantly impact various brand metrics like awareness, message association, and purchase intent, and on average is 4 times more effective than online advertising. - Some best practices for mobile marketing include keeping messages concise and relevant, including the brand logo in all content, and focusing

1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. MEDIA & DIGITAL
Mobile: the
HUGE
opportunity
A few learning’s about
how to win in the mobile
marketing world
Monique.Leech@MillwardBrown.com
@MoniqueLeech
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3. Market research?
During lunch?!
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4. Why don’t
my clients
want to
invest in
mobile?
3

5. A LOT of brand managers and
marketing directors graduated BC
(Before Google)
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6. Mobile (and the rest of digital) is an
afterthought
5

7. No comparative metrics between
mobile and off line marketing
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8. Industry spend on mobile is
underreported, making the value of
the market difficult to evaluate
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9. Brands like sexy – South African
market not there (yet)
Data costs and connectivity issues
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10. Some facts to take your mobile
marketing to new heights
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11. Mobile is THE entry point to
digital marketing in South Africa
4.6 x Many households with cell phones than computers
86% Internet access via a mobile phone
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12. We have completed 300+ mobile
advertising studies across a broad range
of industry verticals.
Mobile
Search
Display &
Rich
Media Ads
SMS
Augmented
Reality
Mobile
Video
Location
APPS

13. We know its more than CTR – just
because you haven't clicked doesn’t
mean your campaign hasn’t worked!
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14. Mobile Works!
The average campaign has an impact on all 5
traditional brand metrics.
Percent Impacted: Delta (Δ)
Aided Brand
Awareness
+5.9
Ad Awareness
Message
Association
Brand
Favorability
Purchase
Intent
+19.9
+12.1
+3.9
+4.7
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011; Overall Mobile N=165 campaigns, n= 125,471 respondents
13 Delta (Δ)=Exposed-Control

15. Mobile is (on average) 4x more
effective than online advertising!
MOBILE
+5.9
Aided Brand
Awareness
Ad
Awareness
+19.9
Message
Association
+12.1
+3.9
+4.7
+2.1
ONLINE
+4.2
+2.2
Brand
Favorability
+1.4
Purchase
Intent
+1.2
Source: Dynamic Logic MarketNorms for Online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents; AdIndex for Mobile Norms
through Q3/2011, N=165 campaigns, n= 125,471 respondents. Delta (Δ)=Exposed-Control
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16. Some creative best practices
from our massive database
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17. Not every movie is an epic.
Not every date leads to marriage.
And not every mobile engagement needs to be an
extended, immersive experience.

18. The ONE thing you should be…
Relevant. That’s it.
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19. GREAT BRANDING
Put your brand or logo in EVERY
frame. Reveal ads perform the worst
and have a negative brand impact.
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20. GREAT MESSAGE TAKE OUT
Limit your ad to ONE message
– this is not an editorial
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21. 90% of smses are read in the first
15 seconds – but content matters
Even the most basic SMS marketing works!
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HOW MOBILE CAN IMPROVE ROI www.dynmark.com

22. PLEASE CALL ME!
9 out of 10 South
Africans know what a
PCM is
1 in 2 people have sent a PCM in the last
week… (80% LSM 5 but 46% in LSM 10)
Only 20% of consumers claim to read the
WHOLE PCM message (not just the number of
the person who sent the message)
20%
64% who read the advertising, claim to have responded!
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Millward Brown Please Call Me Case Study July 2013 n= 1200 LSm 5-10,

23. Plan for multiscreen usage –
it is the future
Even the most basic SMS marketing works!
Multiscreen unrelated browsing: Advertising content has to be an extension of the
programming content. Messages should be relevant fluid and related.
Sequential viewing: Ensure the consumer experience is the same across all platforms.
Responsive web design will no longer a “nice to have” it will be a non-negotiable
Social amplification: Ensure that your brand is part of the conversation. This requires flexibility
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24. MEDIA & DIGITAL
Thanks for not
falling asleep!
Monique.Leech@MillwardBrown.com
@MoniqueLeech
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