Did you get your share of R419 million?

South African business reportedly spent R419 million on Internet marketing in 2010. Here are some important numbers about the people who viewed the content generated by that massive spend:

• 63% have household income in excess of R16k per month
  
• 30% have a university degree
  
• They viewed 151 million web pages, in total, every month

And webmasters elaborate on these numbers thus:

...[A] large percentage of sales are often not attributed directly to Internet marketing - because people do not necessarily say what helped them make the purchase decision... But you can be pretty sure they'll check it out on the Internet..."

Unfortunately, as someone who spent money on Internet marketing in 2010, "pretty sure" ain't good enough for me. Why can't we say 'completely sure'? Why can't we say:

• Who visited our site - or does this have to be anonymous?
  
• What prompted the visit - which advertisement is bringing people?
  
• Which channel sent them - which media option is generating a positive ROI?
  
• How did they get there - formal or mobile internet connection?

I think we can. I think that we can answer all these questions by combining seemingly unconnected pieces of information to create a picture; a bit like doing a jigsaw puzzle.

But first, let's take a look at what we can be 'completely sure' about, besides death and taxes.

Traditional connectivity being overtaken by mobile access

We know that SA has 5.3 million formal Internet users and that 4.5 million people accessed the web via mobile connections. But while traditional connectivity is accelerating, it is in the left hand lane, being overtaken by mobile Internet access 'like it's looking for parking!'.

I know what you're thinking... "So what? What difference does it make how you connect to the internet? The internet is the internet, right?"

Actually, no. Not in this instance. It is this small matter of connection that makes a very relevant distinction. While traditional connections can only give you limited information on the location of your visitor, mobile connectivity can give you a lot more. Mobile isn't only "pretty sure" about who, what, which and how; it can tell you these things and be 'completely sure'. And now, let's answer those questions.

Using SMS to generate leads

How do we find out who visited our site, what prompted the visit, which channel sent them and how they got there? Using SMS - in particular, short code SMS. A short code SMS number used in combination with a unique keyword identifier and included as a contact detail on your advertising is the key that unlocks the riddle.

The ubiquitous "SMS us and we will call you back" can do so much more than just generate leads.

First, the SMS comes from an identifiable mobile number; secondly, the unique keyword used identifies the advertisement that was seen. (The reply SMS sent in acknowledgement of the incoming query is critical as it delivers the WAP link to your mobisite right to the enquirer's phone). Thirdly, the date and time of the SMS reveals the media option responsible for the visit. And finally, a mobisite was delivered to the phone and was obviously opened via a mobile connection.

In short, by looking critically at all the information provided, we now know:

1. Who visited our mobisite? By sending a SMS the enquirers have identified themselves with their mobile numbers.
   
2. What prompted the visit? The catchy keyword identifies the advertisement that sent the visitors.
   
3. Which channel sent them? The date and time at which the SMS was sent can be plotted against the media plan to identify the media option used.
   
4. How did they get there? You know that they visited your site because of the timeous delivery of the mobisite but the importance of this is two-fold:
   
   
   1. They have immediately opened the mobisite (they may not remember to open a website later).
      
   2. They are in exactly the right frame of mind at that time to make an impulsive purchase.

So, by using mobile technology and the information it provides, you know exactly who, what, which and how. In addition you're able to enhance your chances of success by delivering enquirers to your site at the exact time when your advertisement has piqued their interest and they are most likely to take action.

In 2010 you may have been only "pretty sure" that you got a return on the R419 million spent on Internet marketing but, in 2011, you can be 'completely sure'. And, along the way, you'll find out which ads and media are bringing in the bacon.