GraphicMail SMS + link to mobile site demonstrates high potential in the South African mobile market

Mobile marketing provides a highly personal and cost-effective engagement platform, and many companies are recognising the benefits of implementing a mobile or SMS marketing campaign as part of their communications strategy.

While due to economic considerations smartphone adoption may have been slower than anticipated in some countries, according to insights by Research ICT Africa, nearly every mobile phone user in the world is capable of sending and receiving text messages, and so SMS has become increasingly important in developing nations where the penetration of feature phones far outnumbers smartphones.

Mobile marketing is effective since it's targeted at consumers who are out in the real world and are open to suggestions about where to go next. After all, a well-timed promotional push or even just a reminder that the next pizza joint is near can create a sales opportunity out of thin air.

For businesses looking for an easy entry point into the mobile sphere, GraphicMail has developed an all-in-one mobile campaign tool. They offer a free mobile site creator, easy list building features and recipient unsubscribe options, and key metric data feedback that assists marketers adjust their mobile campaigns for greater ROI. Mobile sites can have unlimited pages, and GraphicMail makes it easy to upload videos, images (rendered automatically to the appropriate size and weight per device type), text and feedback/ survey forms.

This innovative product marries mobile sites and push-marketing by way of a personalised web-link within bulk SMS marketing sends; enabling a message to be delivered directly to subscribers' phones with a simple click-through from an SMS, to channel viewers to a graphic-rich, personalized mobile site.

GraphicMail is also in the process of rolling out short codes, initially just for its .com users, which encourages campaign engagement by letting consumers access information or content, or participating in competitions, by responding via text to a 5 or 6 digit number assigned by mobile operators.

SMS + Link to Mobile Site Campaign Case Study

There are many barriers to getting an effective mobile campaign underway, but nevertheless, there are some mobile campaigns that work within all the limitations of the small screen and show off the potential of the mobile medium.

GraphicMail has published an inspiring case study in partnership with MedicAlert South Africa to demonstrate how its mobile platform can revolutionise business; in this instance, changing how subscribers can keep track of their health and how health service providers approach diagnostics, treatment, fundraising and more.

During 2011, MedicAlert launched the UNCEDO Project that aims to provide membership to vulnerable children and orphans - to respond to the crisis of providing healthcare necessities to underprivileged children.

The project's mission was to raise funds and awareness of the many vulnerable children that are in South Africa and of the support they need in times of medical emergencies.

Their target market for the test campaign was the 29,000 members who are already using their products and have opted in for mobile communications.

The strategy was to use GraphicMail's mobile marketing tools to appeal to their subscribers to make a once-off R200 donation to the UNCEDO Project; and in turn receive a special diary to signify their generous contribution.

The Results:

• Shortly after the mobile campaign was launched, MedicAlert received donations from about 200 people who participated in the giving program and signed on 200 new friends of the Foundation.
• Due to the bulk SMS campaign, the MedicAlert website received 2000 hits and is now getting 13,000 more visits per month, which has increased their business activity on-line.

GraphicMail mobile Beta program welcomes applicants

For those who are interested in doing a dry-run of GraphicMail's advanced mobile tools, the company has launched its first ever international Beta test program for a limited period, whereby they will be giving away up to 2,000 "SMS + link to a mobile site" sends to users who apply with approved campaign concepts.

Selected Beta candidates will be able to analyse their mobile campaign metrics to gauge and compare their results according to their proposed goals (such as higher open rates, funds raised or quantity of forms filled in or polls completed etc.) making the Beta test send a risk and cost free proof-of-concept.

Mobile Statistics for South Africa

South Africa has a vibrant mobile market that has seen rapid uptake since the sector emerged in the 1990s. The number of mobile subscribers in South Africa increased from 17.17 million at the end of 2003 to 51 million at the end of 2010, and this growth is expected to increase approximately over 67.6 million by the end of 2014 with a penetration rate of nearly 100%, in correlation to the projected population growth.

According to a regional study by the Mobile Marketing Association, in South Africa today there are almost twice as many cellphones as there are TV sets, more than four times as many households with a cellphone than computers and 44% of emails are sent and received from a cellphone. There are also almost six times more cellphone subscribers than desktop Internet users.

The same study claims that 70% of South African adults use a cellphone, including 82.5%% of the nation's workforce; all of which highlights the huge potential of the platform on home soil.