Did you get your share of R419 million?
Between us, we spent R419 million on Internet marketing in 2010 - but who got their share of Internet sales? Who didn't? And who still hopes they might?
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:
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:
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:
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.
About Kevin Bassett
Kevin Bassett, mobile marketing expert, is the founder and director of Floodgate Communications (www.floodgate.co.za), which runs 34007 - the 24/7 communication channel that makes it easy and cost-effective for you to optimise your marketing mix. Call Kevin on +27 (0)82 652 0530, email email@example.com or SMS EASY to 34007 (R2), and he'll call you right back.
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Floodgate focuses on generating leads, measuring media ROI, building and communicating with databases and disseminating products/information electronically; mobi-sites, brochures, vouchers, banner ads, QR Codes, SMS to Email and Text Message marketing.- more....