CYBERTORIAL: The Media Connection recently launched The Mobi Connection to take advantage of the fact that South Africa has “an increasing mobile centric consumer culture with 82.5% of SA’s population owning at least one mobile phone”. At the same time, the company launched 54 community radio mobisites
While mobile marketing offers several tactical options, including SMS, MMS, mobi-sites, applications and mobile advertising, The Mobi Connection has initially kept its offering to SMS and mobi-sites, with some of its stations now having a well running in-studio SMS dashboard and short code and mobi-site.
Giving an overview of the mobile advertising outlook for 2011, the Media Connection says that 50 per cent of all new worldwide Internet connections came from mobile. More people in SA have access to mobile than any other media.
Using mobile technology to access social networking sites is large on the South African consumer’s media activities, as is buying ringtones, playing games, making their own ringtones, and listening to music.
The trick, says The Media Connection, is to get people to your site. And this is why the community radio mobisites are so effective. Media Connection advises giving listeners a reason to visit. Downloads, competitions, blogs … these all get people to your mobisite. And competitions means more chance to profile visitors giving more leverage to advertisers.
Growing your database via competitions means you know what your listener has downloaded, what device he’s used, his browse history, his location, the behaviour of people like him…valuable feedback for advertisers.