The idea of specifically targeted messages reaching a niche and accurate audience is hugely appealing to marketers. And now South African brands are getting in on the action.
Digital agency Amorphous New Media has released its latest case study of using geo-messaging to give clients the best value for their marketing spend.
Telecommunications company Neotel is in the process of launching its super-fast LTE broadband service to customers in specific areas of Gauteng. As South Africa’s first converged telecommunications network operator, Neotel provides solutions for wholesale, business and home customer needs. Neotel covers all major metropolitan areas of South Africa, with its coverage expanding on a regular basis.
In order to accurately reach Neotel’s targeted audience with information and advertising about the new LTE service, Amorphous leveraged the capabilities of strategic marketing tool Hudlr’s geo-messaging and audience mapping.
Areas where the coverage of Neotel’s LTE was the strongest were used as the epicenter of the catchment areas. Amorphous then applied a demographic filter over the records of the people living within these areas using Hudlr’s audience mapping capabilities and included only those who are home-owners and who earn above a certain amount each month. By doing this, it isolated the audience into people who were geographically able to access the LTE coverage and most likely to be in a position to purchase LTE broadband.
The targeted nature of this campaign meant that only the most relevant and most applicable recipients were reached. This technique allowed for a far more efficient spend of marketing budget as well as an overall increase in the potential likelihood of generating a client conversion.
Designing a specific audience for the marketing also meant that customers received information about a product that was specifically relevant to them and they didn’t have to wade through extensive marketing noise before being able to access a useful product.
The response to the campaign for Neotel from the audience was extremely positive and exceeded expectations.
To supplement the Hudlr-enabled SMS element, the campaign also included advertising on mobile, use of Google Search adverts, online media placements on financial news websites, LinkedIn marketing and Google Display Network advertising placements.
The digital solution offered to Neotel by Amorphous in this campaign serves as an excellent example of how both companies and clients benefit from a uniquely designed campaign that furthers the opportunity for satisfaction on both sides of the marketing relationship.
About Amorphous New Media:
Amorphous New Media is a one of South Africa’s leading full-spectrum digital agencies. The company provides a full range of digital services including strategy; design; applications and programming; direct digital marketing; search engine marketing and media buying. Founded in 1999, Amorphous is Level 3 BBBEE compliant.
Hudlr is a business tool developed by Amorphous New Media that provides businesses with detailed demographics about the residents in any location around South Africa. Geo-Messaging allows business’s to communicate directly with selected audiences via sms or email. The information is drawn form an extensive and up-to-date database of 20 million South African adults to provide extremely accurate results by micro-location. These results can be presented on multiple platforms, including an online geo-mapped environment, interactive applications for mobile and tablets, and offline reports.
Elastic Media Africa enables brands and agencies to plan and buy online advertising space not on for South African sites but for several sites in Africa. The platform uses a real-world algorithm, which blends available ad space with the desired African country, target audience reach, frequency, price, budget and asset spread to optimise an online media plan. It works on the premise of that the higher your Gross Point Rating, the better your campaign.
This is a great opportunity for brands wanting to focus marketing attention north of the boarder.
Amorphous Digital Publishing is one of only two Adobe Digital Publishing Suite accredited agencies in Africa and is uniquely positioned to offer customers a high standard of digital publishing products for tablets and mobile. Digital publishing creates magazines, catalogues, sales tools, annual reports and internal communication publications that have immersive and engaging experiences built into the product to make the reader’s experience more interesting.
