Marketers in South Africa are not properly engaging in the mobile channel or the power of social media.  In this present economic climate there still seems to be resistance to marketing and advertising via the most lucrative channel around...that of mobile.  For me, if you do not have a mobile element to your marketing for the December cycle or if you have not constructed your campaign around mobile marketing, you are not in the game. 

The recession is diluting the effect of the traditional mediums, while mobile advertising is growing and reaching numbers unheard of in campaigns before while costing LESS!  Increase your ROI while adding dynamic communication and brand awareness strategies to your mix and you're likely to see the true possibility of this channel in a whole new light and see your marketing strategy and spend with renewed enthusiam, with what can be achieved.

Talking to agencies, I have noted that unless driven from their clients they are not likely to engage in a full mobile media strategy.  I have also noted the number of agencies chosing to claim digital strategies as being online only.  Here are the facts people.  If there are 6 million internet users in South Africa there are 36 million mobile phones.  Mobile marketing is yielding 70% higher response than online, so why are you spending a half a million rand developing a website?  Shouldn't you be investing in a mobile platform for your brand?

Mobile Advertising publisher services are reporting views of 140 million views a month and there are 3 such services all getting the same results.  This is the potential size of your target market in the mobile space.  Makes the hits on your expensive website look a bit sad, doesn't it?

My next post will focus on the reason why you as brands and marketers should invest in building mobile web/WAP portals....