With high mobile penetration and constant growth, South Africa’s cellular landscape is a largely untapped channel with great marketing potential. The Internet Advertising Bureau (IAB) has released a practical booklet that will assist marketers and agencies with planning and buying mobile media.

As more businesses invest more time and money into social media marketing (SMM), it’s important to understand not only the benefits but also the processes for planning and implementing a successful SMM campaign to maximise return on investment, says Christine da Silva.

What makes an idea viral? An idea that would be considered viral first has to stick in a host’s mind and then has the innate need to spread from one host to another. The innate quality of an idea to remain in someone’s mind has been termed its stickiness. Viral marketing means that the idea being spread will have a marketing objective, writes Steven Hall. 

Incorporating the mobile phone into traditional marketing is fast becoming the smart way for businesses to build cost-effective, ethical and relevant digital databases. Digital databases in the current environment typically refer to customers’ mobile phone and email addresses, but increasingly can also include social network spaces, says Chris Rolfe, CEO of Mobilitrix.