What started out as ‘twenty mineteen’ is threatening to morph into ‘troublesome 2019’ for South Africa’s C-suite as the country’s Statistician-General reports the local economy contracted 3.2% in the first quarter.
That’s according to IMImobile SA (Pty) Ltd Chief Creative & Operations Officer, Devon Meerholz. He says weathering the worst quarterly GDP drop since 2009 will depend on organisations’ Chief Marketing Officers (CMOs) making “a series of exceedingly smart marketing choices over the next six months that are rooted in proven mobile technology.”
“Three percent contractions are not times for tinkering with what works,” says Meerholz.
Solid facts matter in tough economic times. The facts are that half of world Internet usage takes place on mobile and Millennials now spend more time looking at their mobile screens than their TV screens. In fact, Millennials watch more YouTube that traditional TV.
Meerholz provides seven reasons why mobile works in times of negative growth:
- Consumers themselves are under pressure and mobile-based purchases with free delivery options are cost-effective ways to shop.
- Consumers in recessions often juggle multiple balls to survive and mobile offers the convenience they need.
- Budget-savvy consumers enjoy comparing different providers of goods and services on their mobiles, and they’re especially keen on cost comparison apps.
- Mobile marketing lends itself very well to couponing and other giveaway tactics.
- Economic contractions often see the emergence of new, grassroots businesses. Mobile marketing really comes into its own at the community level because local small business owners can cost-effectively forge deep relationships using mobile.
- For CMOs, mobile campaigns offer unparalleled rich reporting that can easily feed into decision-making for rapid tweaking of campaigns in a cost-effective way.
- CMOs also appreciate the fact that wastage is very low in mobile campaigning because it offers far better targeting by any number of attributes.
“Do mobile for the same reason investors flock to gold when times get tough. Far from an emerging digital technology, mobile marketing is today a proven discipline with the data to back it up. It’s as reliable as the ‘luxury German sedan’ our traditional marketing colleagues punted in the heyday of radio and television. When growth is negative, keep positive and stay mobile,” concludes Meerholz.
IMImobile is a cloud communications software and solutions provider that enables companies to use mobile and digital technologies to improve and automate customer experience and engagement. IMImobile is headquartered in London with offices in Hyderabad, Little Rock, Toronto, Dubai and Johannesburg.