In South Africa, the digital revolution is not occurring on laptops or desktop computers. It is occurring on smartphones. Research tells us that South Africans prefer using their mobile phones to access the internet and that internet traffic coming from tablets is increasing while desktop based traffic continues to drop.
The IAB SA has found that 88% of the population currently own a mobile phone with 41% of them being smartphones. In just two years, 72% of mobile users will access the internet on their devices. It seems that more and more South African consumers are getting online, just not in the way that we think.
South Africa is turning to mobile as a primary means of accessing the internet. This is followed by desktop computers (although this saw a decrease of 11%). Traffic from tablets saw the most amount of growth at 33%. Despite this, local businesses fail to consider mobile phones in their digital marketing efforts. When creating a website, few stop to consider what their site will look like on a mobile screen – if it’s accessible at all.
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Those that do use mobile marketing to advertise rely on SMS advertising. Consumers face an onslaught of advertising messages every day. More and more opt out of receiving advertising messages completely. This leaves a lucrative market untapped.
To stay ahead in digital marketing, you need to make your approach mobile-friendly. The URL of your website needs to be optimised, as does the content that you create and that appears on your home page. These elements of Search Engine Optimisation tie into other aspect of digital marketing. This includes on page inclusions and link building inclusions. These elements work together to create an experience for your customer that sets your brand apart.
Globital South Africa can help you use all elements of digital marketing. We want to ensure your brand gets the most out of its mobile advertising. We understand the South African market has unique requirements, and we create solutions to meet these needs. For more information on how you can optimise your mobile presence, contact us today.
