Inertia Or Enthusiasm About Digital Media By South African Execs

Subsequently, a mobisode campaign was launched under guidance of Osmosis.  The mobisode was sent to 20 000 mobile phones daily over a period of 6 weeks as either an MMS video or a WAP-push link.  The mobisode was also featured on numerous South African websites, including Ananzi.com, Media24.com and iAfrica.com, providing users the option to download the mobisode onto their phones using Bluetooth.Added to this, LG also used traditional above- and below-the-line campaigns, such as radio and print advertising media, and colourful flyers which they distributed at local night clubs in order to generate traffic to these websites and to the mobisodes.   According to Orsmond, by the time the campaign had come to an end, the estimated viewership of the mobisode was approximately 14.4 million people. In addition, LG chocolate had sold out all of its Chocolate stock in South Africa.Brand inertia about mobile campaigns?But, despite the success of the LG campaign, Orsmond indicates that mobisodes as a marketing tool is still a “hard sell” to brand custodians, explaining that they are sometimes viewed as “gimmicks” or the latest fad.  Research conducted with over 60 marketing professionals from leading companies in South Africa indicates that there is a desperate need amongst marketing professionals to access better information regarding alternative digital media and marketing options available to them. Although most of these marketing execs were aware of the media opportunities available, they had little understanding of their options, the costs and success factors, and were often dictated to by their agencies and other vendors.IQPC’s “Web and Mobile New Media Marketing” is a multi-speaker marketing conference that will take place on 23, 24 & 25 May at the Sandton Convention Centre in Johannesburg.  This event features numerous case studies and presentations from individuals involved in digital marketing, and the variety of speakers represent a cross-section of industries, agencies and other digital media authorities.  Find out more about the LG chocolate campaign from Leon Orsmond himself, as well as additional digital media usage from key experts in the field.Contact Details:http://www.iqpc.co.za/SA-264(011) 669 5000 This email address is being protected from spambots. You need JavaScript enabled to view it.